How a CPG Coffee Brand Re-Engaged Lapsed Customers with CTV

A leading consumer packaged goods (CPG) coffee brand partnered with Strategus to reconnect with lapsed online customers using a data-driven CTV strategy. While the brand had a strong retail presence, they sought to optimize their digital approach by leveraging first-party CRM data to re-engage past buyers.

The results exceeded expectations—$38K in online sales, delivering nearly 4X RoAS and proving CTV as a cost-effective tool for customer reactivation.

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Objective

• Bring Back Lapsed Customers
• Drive Purchases

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Strategy

To maximize the campaign’s impact, Strategus leveraged the brand’s first-party CRM data and segmented audiences into two key groups of past customers:

• Three-year lapsed customers
• 70-day lapsed customers

Using CTV as the primary channel, the campaign deployed highly targeted ads featuring a 20% discount offer, strategically reaching past buyers across the United States. Attribution was seamlessly integrated through Shopify using a revenue pixel, enabling direct tracking of purchases tied to ad exposure.

With a $10K test budget over eight weeks, the campaign delivered $38K in online sales, achieving a nearly 4x return on ad spend (RoAS). The strong performance proved CTV’s effectiveness in driving measurable revenue, and as a result, the brand renewed its partnership with Strategus to expand its CTV strategy beyond re-engagement, now focusing on acquiring new customers