High-quality traffic and direct sales. The campaign for EBENICA COFFEE exceeded expectations!

For more than 15 years Slovaks have been enjoying speciality coffee from the family roastery EBENICA COFFEE, whose quality is proven by over 25 international awards for its exceptional quality and taste. An interesting product in their portfolio is a premium decaffeinated coffee, created especially for pregnant and nursing mothers. With the campaign - for which they also used Engerio - they wanted to raise awareness specifically about this product.

EBENICA produces a lot of quality content - not only as organic posts on social networks, but also as short videos, articles, video blogs, and similar. At the same time, they don’t forget about distribution, to make sure their outputs find their viewers or readers. 

Why Engerio?

“From our point of view, Engerio is a unique format, placed in exclusive positions on the largest Slovak websites and at the same time appearing natural. Native content is a long-term trend to which our audience responds positively,” says Martin Jochym from the agency Addie, which manages EBENICA COFFEE’s online marketing.

The client was also drawn by the fixed cost-per-click pricing, which - in his experience - is unusual for brand-awareness formats. Especially in a highly competitive segment like coffee. 

Campaign goals: New audience and high-quality traffic

The campaign for the decaffeinated coffee targeted mainly pregnant and nursing women. It included several blog posts on the EBENICA.SK site. Engerio was supposed to increase the reach of these posts and reach a new audience.

“We wanted to test the quality of the audience that Engerio could bring. Based on previous experience with this format we expected time spent on our website after click to be above 1 minute and bounce rate below 30%,” explains Martin Jochym. 

Campaign execution: 20 creatives for four articles

The campaign consisted of promoting four blog articles over six weeks. It was split into two equal halves - promoting two articles at a time over three weeks.

In agreement with the client, during the campaign we used 20 different preview creatives. We tested various headlines and photos - both stock illustrations and photos of the owners of the roastery, EBENICA’s Danka and Marek Fajčíkovci. The client could thus find out which previews prompted readers to click most, and potentially use these in other types of communication later.

Campaign results: direct sales surprised us

Overall, Engerio delivered 4,000 ordered clicks - 1,000 to each article. The initial goals set by the client were exceeded.

“We achieved even better quality of visits than we originally expected. A big positive surprise were the direct sales from this format, which we didn’t expect,” says Martin Jochym. 
Engaging headlines combined with attractive photos recorded above-average click-through rates (CTR). In the first wave it was 0.88%, which - considering the narrow target group of mothers and nursing women (or their close ones) - is an excellent figure.

In the second wave of the campaign, one of the articles targeted more generally people interested in decaffeinated coffee. Accordingly, it achieved an even higher click-through rate of 1.12%.
Interestingly, readers clicked most on previews that used photographs of the owners of the roastery EBENICA COFFEE. That confirms, that real people - Slovaks with a story - combined with a good headline are more likely to attract readers than a generic stock image. 

Evaluation of the collaboration

“Communication through Engerio contributes to brand building and at the same time this format is not demanding on production nor deployment. I also appreciate the clear statistics,” says the client.

In addition to good results, the client also appreciated the support and prompt responses from the Engerio team. “Personally, I haven’t worked with a better supplier than Engerio, in terms of overall cooperation,” concludes Martin Jochym. 

If we sparked your curiosity - don’t hesitate to test the effectiveness of native advertising with us. Contact us, and we will gladly help you set up a campaign so that your content reaches millions of Slovak Internet users.