Caribou and its retail coffee competitors launch new coffee blends frequently and often without much fanfare. Caribou asked Exponent PR to give people a reason to fall in love with a new blend — and the brand overall — through a product launch that both garnered attention and increased sales.
Through consumer interviews, segmentation research and data aggregated using The Foundry, our proprietary social listening tool, we knew Caribou’s consumers love to co-create and indexed off the charts for Pinterest usage. The creative idea — the first coffee ever co-created with consumers was born.
In order to draw the most attention possible to the launch, we started by thinking really big. Literally. We created a five-story Pinterest board at America’s largest mall that brought fans’ contributions to life. The boldness of the Pinterest board and the hum of activity surrounding it provided a powerful platform for media relations and a backdrop for story sharing.
For two weeks, the interactive, immersive, multimedia installation set the stage for engagement through events, mini-inspiration sessions and plenty of coffee sampling.
350% increase in organic impressions on Pinterest.
2.4 million fans reached via earned impressions on Twitter.
In-store traffic increased by 7 percent.