VitaCup: REQ Digital Marketing project at Qualified.One

VitaCup by REQ

Some details

VitaCup, a new Keurig-compatible, vitamin-infused coffee and tea brand, partnered with REQ to generate brand awareness and increase sales on their site.

REQ determined social advertising was key to success in the crowded coffee and tea marketplace. We used over 100 different custom audiences and regularly designed new ads that we tested on Facebook every 72 hours.

To supplement our social efforts, we identified

strategic affiliate partners and networks to implement a cost-per-sale performance model that drives nearly 40% of VitaCup’s sales.

We also worked with VitaCup to develop a paid media strategy, targeting customers at every stage of the digital marketing funnel. Facebook was used for awareness, Bing, Google PPC, and Google PLA ads were used for consideration, and Criteo retargeting was used for purchase. The strategic layering of these tactics for each level of the funnel ensured customers received consistent messaging within the appropriate context of their journey.

To support all digital efforts, REQ provided on-site and off-site content creation, public relations, and influencer/blogger content partnerships to surpass competitors who were prominently ranked in search engine results.

We leveraged heat mapping analyses, click tracking, pre-sell pages, and the development of hypotheses to increase VitaCup’s conversion rate, improve efficiencies across all other channels, and provide an overall lift in sales.

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