Stillwake / Concept campaign
Your morning, on repeat.
Acquire subscribers who enjoy the first delivery and choose to continue.
Campaign concept, packaging, subscription UX & email
The audience
At-home coffee drinkers who value a reliable daily brew and want control over delivery frequency.
The idea
A subscription should fit someone’s routine. I would make the coffee appealing first, then make the delivery rhythm and ability to adjust it clear before checkout.
The creative
Brewing guide & welcome.
The campaign plan
How I’d put it to work.
I’d launch with a clear choice of coffee and delivery rhythm, then use the welcome and shipment emails to make the subscription easy to manage. The first delivery matters as much as the first sale.
What I’d measure
I’d track subscription starts alongside second-delivery retention, skips, and cancellation reasons. A first order alone would not tell me whether the subscription works.
What I’d adjust
If customers have too much coffee, I’d improve cadence guidance and make a slower schedule easier to choose before pushing more acquisition.
The identity behind the campaign.
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