The Challenge

How do you build demand for a niche Kiwi product in one of the world’s toughest markets—without blowing the budget? Kaffelogic found the answer—through data, testing, and sharp targeting.Kaffelogic, a New Zealand-based coffee roaster manufacturer, had an ambitious goal: break into the United States with a premium, category-defining product. But premium doesn’t mean popular. Their product was largely unknown in the US, their audience hard to reach, and their marketing budget tight. The team knew they had something special—but how do you get in front of the right people without getting lost in the noise?They came to us for clarity. And we got to work.

What We Did

We Started With Data, Not Assumptions

Rather than jump straight into ad campaigns, we kicked off with market research and a hypothesis-busting strategy session.

Kaffelogic had early ideas about who their US buyer might be—but the data told a different story. Through research and testing, we uncovered a more lucrative segment they hadn’t considered. It was a game-changer. We identified:

Who was most likely to buy, not just browse.
What interests and behaviours made them targetable.
The channels that would actually drive action—not just impressions.

This wasn’t just insight. It was the foundation of the campaign.

We Used Smart Targeting to Stretch the Budget Further

Reaching the right people in the US isn’t cheap. But it’s not impossible if you’re precise.

With clearly defined personas and verified interest groups, we rolled out a targeted media plan combining Meta and YouTube ads. Everything was engineered to drive engagement and get prospects closer to purchase. What made it work?

Research-led strategy (not guesswork).
Precision targeting of the right interests and behaviours.
Continuous optimisation across ad platforms.
A tight feedback loop with distributors on the ground.

All from a product many had never heard of before.

We Worked With Distributors to Close the Loop

Ads alone aren’t enough. To turn interest into sales, we needed the back end to work just as hard as the front.

That’s why we partnered closely with Kaffelogic’s US distributors. By aligning campaigns with local stock availability and streamlining the buyer journey, we made sure people could not only discover the product—but actually get their hands on it.

This closed the gap between curiosity and conversion.

The Results

A niche product. A massive market. A budget that wouldn’t stretch forever.

Seconds Average Engagement

18%

Clicked "Where to Buy"

Made it to Checkout

The result? A foothold in the US market—and a marketing strategy built on solid foundations.

From Niche to Noticed: How Kaffelogic Found Its Audience in the USA