Case Study: Tchibo achieves 16‑point ad recall lift and 1.3X ROAS with Facebook

Tchibo - Customer Case Study

Tchibo, a German coffee company founded in 1949, launched a new product called FOR BLACK 'N WHITE in 2015 and needed to drive awareness and trial among a younger audience. The challenge was to reach diverse psychographic groups in a relevant way that would excite new buyers and increase store visits.

Working with agency Oddity and using Facebook’s Mindsights segmentation, Tchibo created seven tailored black-and-white video stories and follow-up carousel ads (with digital coupons) targeted to each segment without overlap. The four-week campaign delivered a 16‑point lift in ad recall, a 1.3× return on ad spend and a 1.5× average increase in purchase volume per household.

Tchibo

Katharina Reichel

Head of Corporate Marketing