Koia·2025
Koia needed a nation-wide launch system. So we built one that hit Amazon, Costco, and 1.5M TikTok views a week.
DAS partnered with Koia to drive brand awareness and expand retail presence across Amazon and Costco—orchestrating paid search, TikTok, email/SMS, and creative into a multi-channel system that grew search volume 45%, generated 1.5M+ weekly TikTok video views, and supported multiple product launches including Koia Kids and multiple seasonal flavors over a multi-year partnership with DAS.
Challenge
Koia had established itself in the plant-based protein space but faced a compounding set of growth challenges. They needed to build brand awareness in a crowded category where every competitor claims the same health benefits. They were preparing simultaneous launches for Amazon and Costco: two platforms that demand different campaign strategies and timelines. They needed to introduce new product lines (Koia Kids, Pumpkin Spice, Matcha Latte) without diluting attention from their core lineup. And their email and SMS program had experienced deliverability dips and engagement decline, undermining the owned channel that should have been their most efficient growth lever.
Solution
We started with an audience development audit to understand who Koia's customers actually were and how they moved across channels—then built a multi-platform system around that intelligence. Email and SMS got a full overhaul inside Klaviyo: segmented campaigns targeting specific audience groups, each governed by unique financial criteria—retention curves, payback periods, CAC:LTV dynamics. Improved subject lines and creative, and a multi-channel flow combining SMS and email to lift engagement. Bounce rate dropped 64% and unsubscribe rate fell 31%—signs of better list hygiene and content alignment. On paid media, we ran TikTok campaigns anchored by influencer content tailored to each product launch. Creative testing produced videos with 3x higher engagement rates than baseline, with top-performing content hitting 25%+ engagement and thumb-stop rates of 42%. Google Ads budget was optimized around key terms like "protein shakes for kids" and allocated to support the Amazon and Costco launches directly. Retail expansion campaigns were coordinated across every channel—targeted email lists with launch-specific promotional codes, TikTok content timed to shelf dates, and paid search driving traffic during launch windows.
Results
Search volume grew 45%. TikTok ads generated over 1.5M video views weekly with top videos hitting 25%+ engagement rates. Email bounce rate improved 64%, unsubscribe rate dropped 31%, and click rate lifted ~5%. Amazon and Costco launched on schedule with multi-week campaign support across every channel. New product lines—Koia Kids, Pumpkin Spice, Matcha Latte—each had dedicated launch campaigns that hit their targets.
"Partnering with DAS was a game-changer for us. They helped us successfully launch key initiatives like our Costco campaign and multiple new product lines. Their strategy and data-driven approach ensured every channel was seamless and impactful"
Diane DiLorenzo, VP, Marketing
Project Details
Year
2025
