Cafely is a premium Vietnamese coffee brand built around strength, culture, and quality. From their SaiGon OG and BanMe robusta blends to their VC2 instant espresso sticks, they've built a community of coffee drinkers who don't settle for average. Cafely came to Arora Media in May 2024 with a product people already loved and no real system behind it. We partnered on: Growth Strategy, Paid Media across Meta & Google, Shopify CRO, Bundle & AOV Strategy, Email & SMS, Cross Channel Attribution & more. And we still do.
Increase in Average Order Value
Revenue From Paid Media
Consistent ROAS
How does a brand that already has product market fit actually start scaling.
Cafely didn't have a product problem. People loved the coffee.
The organic side was growing on its own.But the ads were all over the place.
Chasing whatever trend was hot that week. ( sound familiar ? )
People were landing on the store and leaving. The ones who did buy were buying small. And nothing connected the ads to the store to the emails after. This is where most good brands get stuck. They think the next step is going viral. It's not.
People don't just buy coffee. They buy their morning. The ritual. The thing that gets them going every day. That's a product people come back to over and over again.
So the question was never how do we get more attention. It's how do we build the system that turns people who already love the coffee into bigger orders and customers for life.
Implementing AM Performance and Operations
We didn't come in and start throwing money at ads.
First we audited everything. Every channel, every dollar spent, every conversion.
Then we built a strategy around Cafely's brand and their margins, not around whatever was trending & fixed the store. Because when someone buys coffee they're probably going to buy again. So the first order should be a big one.
We rebuilt the product pages so they were clear and easy to buy from. Redid how bundles were shown so people naturally added more to their cart. Cleaned up checkout so people stopped dropping off. Sped up the site and made it work right on mobile. Matched the store to the ads so it felt like one brand the whole way through.
AOV went up 190%.
Same customers. Bigger orders.
Then we rebuilt paid on Meta and Google. Prospecting to bring in new coffee drinkers. Retargeting to bring back anyone who left a cart. Google Shopping and Search built around people already searching for coffee like theirs. New creative every single week so the ads never went stale. $128K spent. $900K+ back. 7x+ ROAS and it's held there.
Then email and SMS became where the real money compounds. Welcome flows that tell the brand story and get that first order in. Post purchase flows with reviews, upsells, and a push to subscribe. Abandoned cart. Win back for anyone who stopped ordering. SMS with time sensitive offers. First time and repeat buyers get completely different messages.
12x return across every flow and campaign.
Every customer the ads bring in keeps paying off long after the first order.
At the end of the day Cafely already had a great product. What they needed was the system underneath it. Attribution across every channel so we know what's actually working. Monthly reviews. Constant testing. We've been building it with them since May 2024, and we're still building it.
