Social Media Campaign
COFFEE BEAN & TEA LEAF
About the Client
Coffee Bean & Tea Leaf is one of the largest coffee shop franchises in America, with over 1200 stores worldwide. They have a strong ethic involvement and take pride in the journey from seed to cup.
To develop inspirational content for CBTL's social outlets, including Instagram, Facebook and other B2C web campaigns. To give the brand a fun and fresh-looking communication that resonates with their main demographic.
We wanted to create a unified communication that distinguishes CBTL's brand from other competitors. We chose to build our ideas around simple and minimalistic graphics, photos, and stop-motion animations, together with everyday quotes and humoristic copy that gave a quirky modern experience to engage users to share and like the posts. It was important for us to create a unison tone throughout our campaign, and to stay away from cluttered imagery and too obvious ad-plugs.
Our work resulted in daily posts stretched over a 4 week period with a variety of fun graphics, inspirational lifestyle photos and campaign content. Our campaign content helped CBTL to lay down a foundation for their future online communication.
CBTL channels their communication and inspirational content mainly through social outlets. Keeping a consistent language and imagery is key, whether it is paid advertising promoting certain holiday flavors and offers, or daily inspirational content. Their goal is to continuously build on the understanding of their values, keep engagement high and find organic reach to food blogs, newspapers and through tags and hashtags.