Industry: Food and beverage
Location: Quebec, Canada
Targeting: Provincial
Time of engagement: 2019 -
ongoing
About
Melitta® is an internationally recognized premium coffee brand with operations all across the globe. In 1908 Melitta® invented the drip coffee and paper coffee filters, and has stood for passion and quality ever since.
Challenge
Melitta needed to penetrate the Quebec market as they are already present in Canada. They needed to grow their presence within the province, and establish themselves as a fierce competitor to local and global coffee chains. Melitta wanted to speak to the younger consumer, such as Millenials and Gen Z without neglecting their older most prominent consumer. They needed to find a balance between resonating with the new generation and keep growing amongst the current older one.
Mandate
grow melitta’s brand notoriety for the quebec consumer, grow market share, as well as increase in-store sales.
Our solution
Launch social media accounts for the Quebec region. Design and execute a multi-channel social media campaign leveraging influencers, content creators and video/photography production across earned and paid channels.
Shortly after, we launched a TikTok channel. Interacting with the “coffetok” community on Tiktok and our Instagram coffee fanatics is crucial to building authentic and genuine relationships.
In 2019 our digital strategy evolved to include influencer marketing initiatives. We reached out to engaged content creators within the community, created some delicious recipes and gave the social media channels an overall fresh, new aesthetic look.
Strategy:
Services:
Network:
Platforms:
Selected creative work
as digital natives, gen z expects technology that offers consistent branding and convenience.
digital communities
are only becoming more central to consumers’ lives and identities, and creators are the key to unlocking them.
are only becoming more central to consumers’ lives and identities, and creators are the key to unlocking them.
never make the mistake of thinking the more followers you have, the bigger your community. you do your brand a disservice by thinking a passive following is equal to an engaged, thriving and loyal community
Scroll
Scroll
stAts
27.4m
659,458
2x
Brand impressions in 3 years.
Quebec consumers engaged on Facebook and Instagram
Engagement rate of the industry standard for the food & beverage industry (2.4%) Source.
650+
Pieces of content created
Our work
client review
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let’s
ramp up your
social game
together
ramp up your
social game
together
Complete this brief to get started. Let’s see if we are the good fit!
1
what is your primary objective?
2
last year’s social media budget:
3
who is currently managing
your social media?
your social media?
4
why us?
5
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