How Ocha & Co. Grew USA Market Share by 11% and Improved ROAS by 170%

The Brief

Ocha & Co. is based in Japan and sells organic green, white and black tea worldwide. Their range includes legendary teas such as matcha, sencha and hojicha, among many others — grown in the mountains of Hokkaido.

They came to us to:

• Improve advertising ROI and grow market share in the US market.
• Improve synergy between Amazon Ads and Google Ads campaigns.
• Support the launch into the UK market.

The Challenge

Competition in the organic tea market is extremely intense. Not only does Ocha & Co. compete with other organic Japanese tea brands, but to the consumer it also has to be more attractive than Chinese tea brands, Ceylon teas, gourmet teas and often even premium herbal teas. There is price pressure too — meaning revenue growth must come from efficient internal processes and well-executed marketing work.

Because the advertising budget was firmly fixed, the only way to unlock a larger budget was to produce strong numbers with what was already there.

How We Got There

1. Accurately set up e-commerce analytics and user experience tracking. When data cannot be trusted, planning next steps is very difficult.
2. Optimised the Google Merchant Centre product feed to achieve the highest possible Quality Score (QS).
3. A/B tested and optimised keywords for search ads, plus optimised the product feed and user experience for Shopping campaigns.
4. General e-commerce user experience monitoring with CRO work to maximise the conversion rate.
5. Built and integrated email marketing systems.