Best practice from Manning Gottlieb OMD
The coffee market had surged in the UK. New brands had entered the market with significant advertising budgets leaving Douwe Egberts struggling. The main attraction to these new brands was the aspirational lifestyle they projected.
Lavazza for example behaved more like an Italian haute couture fashion brand than a coffee brand. We identified a core of influential coffee lovers who we called ‘Discoverers’.
Discoverers have a passion for food and drink and are increasingly interested in product and brand back-stories; stories around origins; provenance; people and how products are made.
While they know a lot about products in other food and drink categories there is a gap in their knowledge when it comes to coffee, and Douwe Egberts had the heritage and expertise to tell these stories.
Our strategy was created out of these insights and has been developed around the idea of telling Discoverers the coffee stories that they craved.
The Ideas and Executions
Discoverers have very particular and selective media habits They are information-hungry, loving documentaries and food and drink programmes as well as quality food and drink editorial in newspapers, magazines and radio.
The Big Idea drew upon these media insights – we created a coffee documentary series which ran in the media that attracts ‘Discoverers’ where they find the stories for themselves.
Three beautifully shot films were created telling the stories of coffee from the legend of its discovery, to its rise through European culture, to its role in trade and banking, to how it is cultivated and produced today.
The films appeared on online portals and were seeded through influential food and drink bloggers. Content from the series ran in other media including national press content partnerships including a radio promotion on Classic FM and a TV promotion around Channel 4’s food programming.
More than half a million people viewed the films online and 11.8 million people saw the documentary content in one of its various media formats.
Most importantly, they were viewed in media where ‘Discoverers’ felt they had discovered the stories for themselves, rather than big broadcast exposures to everyone.
Sales grew for the first time in five years with a media share of voice significantly lower than Douwe Egberts’ main competitors.
It has also introduced or reintroduced to the brand with the number of Douwe Egberts purchasers increasing by 22% year-on-year.
To see this case study in depth, please watch the video
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