Community Coffee came to HireInfluence wanting to debut a fresh new look and branding at the National Restaurant Association show in Chicago. The brand needed a powerful strategy that would INSPIRE show attendees, drive booth traffic, engage patrons and position Community Coffee as a forward-thinking brand. Additionally, Community Coffee aimed to build exposure for their new “Sweet Lemonade” product line.
“Really great results. We’re working on educating the organization and I think these results tell a strong story.”
Jodi Conachen, Community Coffee
To create a stream of high-quality, high-impact content that would truly INSPIRE and engage the show attendees, our team designed an experience around one celebrity influencer to hold in-booth demonstrations.
To ensure maximum coverage and engagement, our celebrity influencer began announcing her collaboration with Community Coffee with teasers that were published to Instagram prior to her departure for Chicago. Over the course of the weekend, the influencer published behind-the-scenes (BTS) photo and video content from the demonstration, along with final stylized product shots that were posted to Instagram and Instagram stories.
Our team curated and vetted top-tier celebrity influencers who specialize in food photography, staging and styling with a targeted age demographic of 25-40 years old. The influencer we chose to activate for the campaign had demonstrated proficiency with speaking to large, live audiences on the topics of photography and proper food styling, along with the importance of using social media in marketing and engagement strategies.
“I think this is going to be one of my favorite parts of the show! Love the way we are evolving our approach to the NRA!”
Chuck McMillan, Community Coffee
The influencer held six (6) one-hour demonstrations at Community Coffee’s booth over the course of the weekend show. Three focused products (Iced Coffee, Iced Tea and Sweet Lemonade) were used to demo proper food styling techniques, photography and editing tricks for booth guests. And due to the nature of trade shows, all content was syndicated to Twitter and properly tagged with the official #NRAShow17 hashtag to contribute to the social media buzz created at the event.
Over the course of the 3 day trade show, the 1 influencer reached 30.9M people over social channels alone, and garnered 551,000 engagement indicators.