New Delhi: Tute Consult, an integrated communication agency headquartered out of Mumbai, has successfully executed a launch campaign for Something’s Brewing, the first of its kind e-commerce platform in the country dedicated wholly & solely to coffee. The campaign has engrossed and created excitement amongst coffee aficionados from across the country.
Something’s Brewing, launched on International Coffee Day, is a tech-enabled space dedicated to growing the ‘good coffee tribe’ in India. The site intends to give its customers an immersive experience into the world of coffee with not only unique brewing apparatuses for customers to brew their personalized concoctions in but also a community space for all to discuss their adventurous experiments on.
The month-long campaign was led by Tute Consult working on the campaign architecture and the brand messaging keeping in mind to retain the brand essence. Tute identified influencers across sectors including beauty, lifestyle, writers, creators, artists, and working professionals. The quintessence of the entire campaign was for the audience to relive their dear old coffee memories at their favorite cafes and cherishing the comforting flavors served by our baristas. The coordinated activity went live on Instagram where 23 influencers shared a video post with their sweet memories of coffee, conversations over coffee, travel stories with coffee, and the cafe visits which they were longing for so much. A human angle to a simple cup of joe was shared as a coordinated activity by the influencers who demonstrated how to use the brewing devices and encouraged their audience to share their coffee stories.
The launch campaign was designed to engage the target audience who have warmed up on the social media platforms for their content consumption. The campaign featured renowned influencers who shared their coffee stories and how they miss having that perfect cup of coffee at their favorite cafes. The purpose of such a campaign was to highlight the ease of experiencing luxurious coffee tastes from all over the world during this pandemic situation within the conforms of the home.
The campaign garnered around 3.4 lakh views on Instagram with a 25% rise in people visiting the website. This coordinated activity witnessed an exceptional response by engaging over 77% of the total viewers. The campaign resulted in people following Something’s Brewing on social media platforms and the website received a great number of queries and saw a surge in sales.
Commenting on the campaign Komal Lath, Founder, Tute Consult said, “It has always been a fascinating experience to work with a brand like Something’s Brewing which is bridging the gaps in the areas of knowledge about coffee and coffee brewing for the GenZ. We successfully executed this campaign by understanding the goals of the brand and by first creating a buyer persona to identify the right influencers. We also ensured that the messaging of the campaign stays in alignment with the goal of the brand and provides the target audience with the right content. We are proud that the campaign represented the brand’s beliefs, core values, and mission.”
Abhinav Mathur, CEO, Something’s Brewing stated, “We are excited about this partnership with Tute Consult and it has been a great experience working with them. Our objective is to equip consumers with technology that will help them raise the quality of coffee in India and this campaign is the beginning of our mission to grow the coffee tribe in the country! We’ll surely see home brewing which started as a necessity to beat the boredom of lockdown turn into a passion for a whole new generation and make socializing synonym to coffee drinking. Working with a creative agency with a result-driven approach that is aligned to your brand objectives is exactly what we looked for.”
Ever since the pandemic has struck us, it has made everyone a chef and food cooking or eating has become a cautious habit. For people who enjoy a cup of strong coffee during their work hours, Something’s Brewing has aimed to bring home brewing to beat the boredom of lockdown and recreating cafe-related memories within the comforts of our own homes during the pandemic.
