5×
PURCHASE INCREASE
/ ML-POWERED TARGETING
/ OMNICHANNEL GROWTH
/ CONTENT INTELLIGENCE
DC Coffee
Scaling e-commerce efficiently through ML-powered omnichannel growth
DC Coffee needed to cut through a crowded Australian coffee market while growing e-commerce sales across retail and direct-to-consumer channels. Our omnichannel approach delivered exceptional results.
The Challenge
DC Coffee needed to cut through a crowded Australian coffee and FMCG landscape—where well-funded competitors dominate attention—while growing e‑commerce sales across both national retail presence and direct-to-consumer channels. The problem wasn't just driving clicks; it was building distinctiveness and preference during peak retail season, when auction competition spikes and performance can be quickly diluted by bigger brands with broader reach. DC Coffee also needed an acquisition approach that could balance short-term sales with longer-term owned-audience growth, so the brand wasn't constantly paying to "re-buy" the same customers. With multiple channels influencing purchase decisions (Meta, search, Shopping, and retail-driven discovery), success required coordinated budget pacing, product feed quality, and creative that educated and differentiated—rather than generic offers that get lost in the noise. The brief was clear: scale e‑commerce efficiently, reduce acquisition costs, and increase brand visibility without being drowned out by category incumbents.
The Solution
We delivered an omnichannel growth program built around ML-powered targeting and creative iteration, supported by cross-channel execution discipline and AEO-informed content. First, we launched three Meta campaigns using ML-driven audience discovery and rapid creative iteration, optimising performance throughout peak retail season to find incremental buyers and scale what was working—resulting in a Meta ROAS of 1.6, a 5× increase in purchases, and an 83% reduction in CPA alongside +25% customer database growth. We then expanded omnichannel coverage by combining SEM and paid social with coordinated budget pacing and product feed optimisation—ensuring that high-intent demand was captured efficiently while Shopping inventory and messaging stayed aligned with consumer intent. Overlaid across channels, Content Intelligence strengthened brand differentiation through AI-assisted storytelling and product education, reinforcing why DC Coffee was distinct and improving engagement quality. In the first three months of Google Shopping, this approach delivered 580k impressions, 695 conversions, and a cost per conversion of $6.82—alongside a significant lift in brand visibility, e‑commerce sales, and overall engagement.
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