In one of the most saturated markets out there, how do you make a lasting impact?
WHO THEY WERE
Trade Coffee is America's #1 coffee subscription, connecting home brewers with freshly roasted beans from independent roasters through a personalized matching system.
The opportunity wasn't simply to produce more creative. It was to build a system that could identify which messages and personas were most likely to drive high-LTV subscribers.
WHAT WAS THE CHALLENGE
Trade's customer isn't one audience, and their tensions differ: some want more variety, some want convenience, and others want to know they'll get a coffee they'll actually love.
The challenge was to unlock the main trigger in messaging or storytelling per persona. Then, convert the learnings into a creative machine to increase YoY subscription growth.
strategic approach
Our creative strategy revolved around 2 primary testing axes: persona entry points x content messaging pillars.
Together, they created a repeatable framework for generating differentiated creative signals, measuring performance, and deciding where to invest next.
Personas
Who are we speaking to?
Content Messaging Pillars
What VP are we feeding them?
Creative Focuses
How do we bring that message to life?
Andromeda
What does the data tell us to scale?
PERSONA-DRIVEN CREATIVE ARCHITECTURE
Our three entry points were broken down by existing data: Advanced Explorer, Effortless Quality Seeker, and The Confident Palate.
Each persona was given a distinct motivation, trust barrier, and creative hook that was testing across all content pillars to narrow down testing. Advanced Explorer emerged as the clearest conversion signal; however, each persona proved efficiencies. Narrowing testing ended up laddering to the winning messaging pillar and applying that to each persona.
Turning Data Into the Next Brief
TEST
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LEARN
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CONTENT PILLAR TESTING
We cast our net wide: testing four categories and narrowing down to one core one. Our team wrote pages of copy to align with client on their brand voice and vision.
The key was taking a learnings from winning branded statics and converting them into UGC native hooks.
PRIORITIZE
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brief
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repeat
The outcome
We’ve gone from creative testing to a system for knowing what to make next.
200+ ads have been tested creating a clear picture of which audiences, messages, and creative territories were most likely to drive efficient subscriber growth.