Case Study
Aroma Joe's: A Strategy for Measurable Buzz
Aroma Joe’s, renowned for its artisanal, ethically sourced coffee and exceptional customer experiences, has become a standout franchise with over 100 thriving locations. Since 2019, Aroma Joe’s has partnered with Campfire Consulting as its primary media strategist, driving brand awareness and customer acquisition through innovative, tailored media strategies.
As Aroma Joe’s expands into emerging markets across the United States, the challenge of quantifying the impact of awareness-based campaigns has been a key focus. Our mission was to not only support their expansion but to help them measure and optimize their media investments to ensure sustainable growth.
A Comprehensive Media Strategy for Growing Markets
Working closely with Aroma Joe’s, we implemented a distinctive media strategy that harmonized their product calendar and campaign schedule. We leveraged a diverse mix of digital channels—including programmatic audio, regional television, local broadcast radio, mobile display, Google Play and Apple Store campaigns, along with paid social media—to strategically target new and existing customers. By aligning messaging across all these platforms, we drove significant increases in brand awareness, favorability, and consideration, demonstrating a clear advantage for reached users over those who remained unreached.
Our work didn’t stop there. Geo-targeted awareness campaigns were deployed, with expanded targeting in rural areas to reach larger populations. As new locations were added, our campaigns scaled accordingly, ensuring continuous visibility for Aroma Joe’s as it navigated fierce competition in the coffee and QSR industry.
Creative: Words From The Woods
Our campaign drove tangible, measurable growth across multiple metrics.
Brand Awareness: We achieved an impressive lift in brand awareness, with the exposed group showing a significantly greater awareness compared to the control group. We achieved 479% above the industry benchmark.
Brand Favorability: Favorability nearly doubled in the exposed group compared to the control group. This shift indicates a more positive perception of Aroma Joe’s among consumers who engaged with the campaign.
Brand Recommendation: The likelihood of customers recommending Aroma Joe’s increased in the exposed group, compared to the control group. The increases suggests the campaign not only boosted awareness but also encouraged word-of-mouth advocacy.
In our Foot Traffic Study, we exceeded industry standard benchmarks by more than 61%. Our incrementality effect also far exceeded industry benchmarks by 125%, showcasing the campaign’s effectiveness in driving new customer visits beyond what would have happened without our strategically placed media investments.
Note: While this case study highlights key results, our full client reports include additional confidential insights that further demonstrate the campaign’s effectiveness.
Real Results and Ongoing Partnership
“Campfire has been an amazing partner since 2019 and a key part of our growth. They bring best in class thinking in a collaborative environment which has made us a stronger marketing department. We also benefit greatly from their analytical platform which helps us articulate the resonance to our key stakeholders which can always be a business challenge.”