HireInfluence was contracted to help raise awareness for the Private Reserve line of coffee with consumers, and build excitement for the brand. Utilizing creative influencers with a national audience, we aimed to create buzz amongst coffee-lovers in the midst of holiday shopping. We would emphasize that Private Reserve makes a quality and thoughtful girt for any sophisticated coffee fan.
We utilized influencers largely of the millennial demographic (ages 20-35) who could demonstrate to their audience an “easy DIY” approach to gifting Private Reserve. This appeals to the “Pinterest-era”, those consumers who frequent Pinterest and other social media for guidance on gifts and shopping. The influencers fell into the Family/Lifestyle” vertical with a proven history of being able to create a DIY or creative project.
Each influencer was given the task of using the provided Community Coffee Private Reserve products to build a creative and easy-to-replicate gift basket. This gift basket was featured in a single blog post which was shared to Facebook, Instagram, Twitter, and Pinterest. We incorporated a viral element of placing each of the influencer’s gift baskets into a voting contest. This contest called for the public to vote on their favorite, where the one that received the most votes was declared the winner.
The prize was a 1 year supply of Community Coffee to the influencer with the most votes. One random public voter was chosen per gift basket to win the actual basket in which they voted on.
This resulted in mass engagement of approximately 4500 votes in the contest alone.