Rocket Fuel Labs

BACKGROUND

Please describe your company and position.

I am the Head of ECommerce of Odeko

Describe what your company does in a single sentence.

Builds technology and services to help food service business compete with global franchises

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Rocket Fuel Labs to accomplish?

• Increase our customer acquisition rate
• Support funnel optimization and improvements to the user experience

SOLUTION

How did you find Rocket Fuel Labs?

Referral

Why did you select Rocket Fuel Labs over others?

• Great culture fit
• Good value for cost
• Referred to me

How many teammates from Rocket Fuel Labs were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Rocket Fuel Labs provides digital marketing and growth strategy support for Barista Underground, the B2B2C eCommerce platform specializing in alternative milks, syrups, teas, and other café essentials. The agency’s primary focus is on driving revenue growth through performance marketing, audience targeting, and conversion rate optimization, leveraging the unique challenges of reaching independent café owners and coffee shop managers.

Key Deliverables:

Digital Advertising Strategy & Execution:

Develop and execute paid media campaigns across Meta, Google, LinkedIn, and programmatic platforms.
Optimize campaigns for customer acquisition, retention, and repeat purchases.
Implement A/B testing for ad creatives, copy, and landing pages to maximize ROI.
Manage budget allocation to ensure efficient spend across platforms.

Audience Targeting & Data Analysis:

Build and refine audience segments tailored to café owners and coffee shop managers.
Leverage first-party data and lookalike audiences to enhance targeting.
Conduct deep-dive analytics into customer behavior, LTV, and conversion trends.

Website & Funnel Optimization:

Conduct UX audits and CRO testing to improve conversion rates.
Optimize product pages, checkout flows, and lead generation funnels.
Implement retargeting strategies to recover abandoned carts and nurture leads.

Lifecycle & Retention Marketing:

Develop automated email campaigns to drive reorders and customer engagement.
Personalize messaging based on customer behavior and purchase history.
Integrate retention strategies with paid media efforts to maximize CLV.

Reporting & Performance Analysis:

Provide in-depth weekly and monthly performance reports.
Deliver strategic insights and recommendations based on campaign data.
Conduct regular check-ins and strategy sessions to adjust tactics as needed.

Rocket Fuel Labs acts as an extension of the Barista Underground team, bringing deep expertise in digital marketing and growth strategy to help scale revenue and improve marketing efficiency.
 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Rocket Fuel Labs’ work with Barista Underground led to significant improvements in revenue growth, customer acquisition, and marketing efficiency, demonstrating clear success in scaling the business.

Key Outcomes:

Revenue Growth & Sales Performance:

Increased overall online sales revenue through optimized digital marketing efforts.
Improved average order value (AOV) by implementing strategic upselling and cross-selling tactics.
Strengthened customer retention, leading to higher repeat purchase rates and lifetime value.|

Customer Acquisition & Conversion Optimization:

Reduced customer acquisition costs through refined audience targeting and improved ad efficiency.
Increased conversion rates on paid traffic landing pages with A/B testing and UX enhancements.
Expanded new customer sign-ups by optimizing paid and organic marketing efforts.

Advertising & Marketing Efficiency:

Improved return on ad spend (ROAS) by optimizing campaign performance and budget allocation.
Increased click-through rates (CTR) across digital advertising campaigns with better ad creative and messaging.
Reduced cart abandonment by implementing retargeting strategies and checkout optimizations.

Lifecycle & Retention Improvements:

Enhanced email and SMS engagement, leading to stronger revenue contributions from retention marketing.
Increased reorder rates by personalizing marketing automation and improving customer touchpoints.
Strengthened segmentation strategies to improve engagement and conversion in lifecycle campaigns.

These results highlight the effectiveness of Rocket Fuel Labs’ strategic marketing support in driving growth, improving ad performance, and enhancing customer retention for Barista Underground.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Rocket Fuel Labs demonstrated strong project management capabilities, ensuring that deliverables were completed on time and aligned with Barista Underground’s strategic goals. Their team maintained clear communication, set realistic timelines, and proactively managed workflows to keep campaigns running smoothly.

They consistently delivered assets, reports, and optimizations within agreed-upon deadlines, allowing marketing initiatives to stay on track. When adjustments were needed, they responded quickly and effectively, adapting strategies based on performance data and evolving business needs. Their collaborative approach and responsiveness made them a reliable partner in driving growth and executing high-impact marketing efforts.

What was your primary form of communication with Rocket Fuel Labs?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What stood out most about Rocket Fuel Labs was their deep understanding of digital marketing strategy combined with their ability to execute at a high level. They don't just manage campaigns—they've taken a data-driven, performance-focused approach to optimize strategies constantly for maximum impact.

Their ability to navigate the unique challenge of targeting independent café owners and coffee shop managers was particularly impressive. By leveraging advanced audience segmentation, creative testing, and conversion optimization, they helped drive meaningful growth for Barista Underground.

Additionally, their responsiveness and adaptability set them apart. They worked as a true extension of the team, proactively identifying opportunities and pivoting when needed to ensure continued success. Their blend of strategic thinking, executional excellence, and collaborative approach made them a valuable partner in scaling the business.

Are there any areas for improvement or something Rocket Fuel Labs could have done differently?

Rocket Fuel Labs delivered strong results and was a valuable partner in driving growth for Barista Underground. Like any high-performing agency, there are always opportunities to refine and optimize processes further. One area for potential improvement could be enhancing proactive communication on longer-term strategic shifts. While they were highly responsive to immediate needs and campaign adjustments, incorporating more structured planning sessions focused on forward-looking initiatives could add even greater value.

Additionally, as the business evolved, expanding their testing cadence for new channels or creative approaches could have helped uncover additional growth opportunities even faster. That said, their ability to adapt and optimize within existing platforms was a key strength, and any refinements would simply build on an already effective partnership.