Brewing an All-Time High
How 3 Corações turned a ROAS collapse into an all-time high
3.4x
increase in ROAS
50%
month-on-month revenue growth
About Company
3 Corações is one of Brazil's most recognised coffee brands, built on decades of presence in Brazilian homes and a growing footprint across the country's retail and digital marketplace.
Company size
Enterprise
Industry
Consumer Goods & FMCG
Brainlabs featured services
Retail Media
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Speak to a BrainlabberA drop in ROAS no one could explain
3 Corações had a problem it couldn't explain. It experienced a sudden and dramatic collapse in return on ad spend (ROAS), plummeting from a ROAS of 13 to 5. Despite rigorous analysis of bidding strategies, audience segmentation, and creative execution, the cause remained elusive.
When we dug deeper, a clearer picture emerged: the way consumers were discovering and engaging with coffee products online had shifted. Traditional keyword-driven search was no longer enough to capture purchase intent, and the brand's Amazon advertising had been built around exactly that behaviour. It was optimised for a moment that was quietly passing, and the ROAS numbers were the first sign.
Key friction points:
- ROAS had fallen from 13 to 5 with no clear cause from standard analysis
- Consumer search behaviour had shifted in ways keyword targeting wasn't built to follow
- Every pound of spend needed to recover lost ground, not just maintain it
Stop chasing searches, start intercepting decisions
1. Diagnosed a shift in how coffee shoppers actually behave online
Before recommending any changes, we needed to understand why the numbers had moved. We conducted a thorough behavioural analysis, mapping out the digital pathways where coffee-related engagement was strongest. What we found was a fundamental shift: consumers were increasingly engaging with content and browsing product categories long before they ever reached a search bar. The opportunity wasn't at the point of search. It was earlier, in the moments where intent was forming.
2. Rebuilt the targeting model around context, not keywords
With that insight established, we pivoted the entire approach. Using Amazon's advanced audience mapping tools, we moved away from keyword-based targeting and towards AI-powered contextual advertising. We placed 3 Corações into consumers' digital journeys based on real-time browsing behaviour, content consumption, and engagement patterns. The goal was to reach people at the precise moment of intent rather than waiting for them to declare it through a search query.
3. Let performance data drive spend in real time
Once placements were live, we didn't let the campaign run static. Automated bid adjustments responded dynamically to shifting consumer trends, ensuring spend was always allocated to where it was working. Bids moved. Messaging adapted. Nothing was left to drift.
4. Scaled across placements and segments once the model was proven
With the model validated, we applied the same contextual logic across a wider range of placements and audience segments. Every decision at this stage was driven by what the data had already shown, maximising reach and impact without losing the precision that had made the approach work in the first place.
Before recommending any changes, we needed to understand why the numbers had moved. We conducted a thorough behavioural analysis, mapping out the digital pathways where coffee-related engagement was strongest. What we found was a fundamental shift: consumers were increasingly engaging with content and browsing product categories long before they ever reached a search bar. The opportunity wasn't at the point of search. It was earlier, in the moments where intent was forming.
2. Rebuilt the targeting model around context, not keywords
With that insight established, we pivoted the entire approach. Using Amazon's advanced audience mapping tools, we moved away from keyword-based targeting and towards AI-powered contextual advertising. We placed 3 Corações into consumers' digital journeys based on real-time browsing behaviour, content consumption, and engagement patterns. The goal was to reach people at the precise moment of intent rather than waiting for them to declare it through a search query.
3. Let performance data drive spend in real time
Once placements were live, we didn't let the campaign run static. Automated bid adjustments responded dynamically to shifting consumer trends, ensuring spend was always allocated to where it was working. Bids moved. Messaging adapted. Nothing was left to drift.
4. Scaled across placements and segments once the model was proven
With the model validated, we applied the same contextual logic across a wider range of placements and audience segments. Every decision at this stage was driven by what the data had already shown, maximising reach and impact without losing the precision that had made the approach work in the first place.
Context outperformed keywords at every level
The shift from keyword targeting to contextual placement didn't just recover lost ground. It set a new ceiling. By reaching consumers earlier in their decision journey rather than waiting for a search query, 3 Corações was able to show up where intent was forming rather than where it was already declared.
- ROAS climbed from 5 to 17, a new all-time high.
- 50% increase in revenue month over month.
3.4x
increase in ROAS
50%
month-on-month revenue growth
