NZ New ZealandFood & beverage, subscription2024
Kaimana Coffee Collective
Paid social and lifecycle email that turned a single-origin coffee subscription in Auckland into a profitable acquisition channel.
Performance Marketing →The challenge
Kaimana had a strong repeat-purchase product but was acquiring subscribers manually through founder-led social posts, with no repeatable paid channel.
Our approach
- 01
Built and tested Meta creative around subscription flexibility rather than price, after research showed cancellation friction was the real objection
- 02
Layered in a 4-email onboarding sequence in Klaviyo to lift first-renewal rate
- 03
Set target ROAS thresholds by audience segment and reallocated spend weekly
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