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CODO case study: building a coffee sales system on Instagram and driving a 7,145% increase in content engagement
A passion for your craft and an uncompromising focus on product quality don't always guarantee steady sales. The team behind CODO, a Ukrainian specialty coffee producer, learned this firsthand. Given the technical shortcomings of their website, we proposed putting the main focus on Instagram and Meta Ads instead. The result wasn't just a bigger audience, but a genuinely stable sales channel, one that let the owners focus on growing the brand and refining the product range.
About the client
CODO is a Ukrainian specialty coffee brand selling through an online store, Instagram and direct channels. Its range includes single-origin coffees, signature blends, alternative options such as filter roast and decaf, and exclusive micro-lots (Panama Geisha, for example). The founder personally oversees the entire process, from sourcing quality green beans to roasting, packaging and customer communication.
The client's goals and the project's main objectives
Offering a genuinely top-quality product, the brand ran into a classic challenge faced by craft producers: a sales "glass ceiling." The product range kept growing, but fierce competition and mainstream consumers' hesitance toward an unfamiliar brand kept sales volumes flat.
Before working with Sprava Agency, the client already had a website and was managing Instagram independently. They came to our agency with a clear request: bring the brand out of the shadows, expand its audience, and build a steady flow of orders through Meta Ads. A separate ask was building strong visual branding for Instagram.
The client's expectations were:
- steady, ongoing growth across all key business metrics;
- a fast increase in direct sales;
- overcoming new customers' hesitation to trust an unfamiliar brand.
After running an initial audit, we found technical shortcomings on the website, so we proposed focusing on Instagram and Facebook as the main sales channel instead.
Target KPIs:
- CTR (ad click-through rate): 1% or higher;
- number of inquiries: 50 per month;
- cost per lead (CPA): $5-7.
How the brand promotion work unfolded
We broke the whole process down into four main stages.
- Visual transformation and defining the tone of voice. We developed a distinctive visual style for the Instagram page and post templates that highlighted the aesthetic of third-wave coffee culture. We set clear guidelines for how to communicate with the audience: knowledgeable, yet simple, friendly and approachable. We linked the business pages to automatically mirror content on Facebook as well, reaching a more mature B2B and B2C audience.
- Content strategy and working with UGC creators. The main focus was attracting customers through useful, genuine content: expert posts (brewing methods, roast profiles), trust-building posts (money-back guarantees, same-day shipping), and entertaining content (humor, coffee trends).
- Launching and scaling Meta Ads. We set up targeting for several audiences: a broad consumer segment (Ukraine, ages 20-65, no specific interests), coffee enthusiasts, restaurant connoisseurs, and the B2B segment. We split budgets by objective, combining the "Boost Post" tool (to warm up cold audiences through content) with "Messages" campaigns (driving Direct conversations) and "Traffic" campaigns to capture leads quickly.
- Analytics and optimization. We reviewed cost per click, CTR and final order conversion every week, quickly turning off underperforming creatives and putting more budget behind the ones generating the cheapest orders.
Among the challenges we ran into:
- The client didn't have the resources to overhaul the website, so we directed traffic to Instagram instead.
- Consumer distrust of a new brand. To address this, we built two key advantages into our ad offers and pinned Stories: free shipping and a 100% money-back guarantee if the customer didn't like the coffee. We also launched a series of video guides on choosing a flavor profile (acidity, bitterness, balance), which eased the fear of picking the wrong one.
- Creative fatigue. In the coffee niche, audiences get used to visuals quickly, which tends to push CPA up over time. To counter this, we introduced weekly visual updates and constantly varied the format, from serious tutorials to lighthearted Reels about coffee lovers.
Ad campaigns ran continuously for 5 months (February through June 2026), and work on the project continues today.
Results of the partnership
Over the period the ad account was active (January 1 through June 30, 2026), we saw significant growth across all of the brand's key Instagram metrics:
- account reach: +103,736%;
- total views: +5,383%;
- profile visits: +3,681%;
- content engagement: +7,145%;
- new followers: +516%.
Key campaign KPIs:
- CTR: 1.8-2.5%;
- inquiries: 50-90 per month;
- CPA: $5-7.
These figures come from Meta Ads analytics and CRM data.
In just 5 months, our team not only hit its targets but exceeded expectations on several metrics. Systematic work across content, advertising and analytics helped increase inquiries, build trust in a new brand, and lay the groundwork for further scaling.
