Fernway Coffee
Food and drink
Turned one-off bag buyers into subscribers worth three times more
New offers for first orders, lifecycle ads to repeat buyers and tracking that finally showed what a subscriber was worth.
3.1x
Subscriber lifetime value
+48%
Subscription signups
4.1x
Blended ROAS
The challenge
Fernway sold great coffee to people who bought once. Ads were judged on first-order ROAS, so the channels that found subscribers looked like losers.
What we did
We fixed attribution, priced a subscriber properly and rebuilt campaigns around a first-bag offer that led into the subscription.
The result
Subscription signups rose 48% in six months and the team now buys growth on lifetime value, not on the first order.
We stopped arguing about ROAS and started talking about subscribers. That changed the whole business.
Diego Ramos
Head of growth, Fernway Coffee