A full onsite audit of illy’s ecommerce site was conducted, revealing a wide range of issues with site structure, page speed and metadata, all of which were promptly addressed. At the same time, Google Ads and Facebook Ads were launched with the objective of driving both general brand awareness, as well as high value traffic to the illy site. Broad targeting was initially used to reach a large audience and then eventually refined to target those that were most likely to purchase illy products, including retargeting those that had already visited the ecommerce store.

Email marketing was later added to their digital marketing initiatives, with a focus on stimulating sales during promotional periods and keeping illy top of mind among existing customers.