As a means of bringing together the company’s unusually passionate fans, we have used a range of social media tools to allow them to engage with the company and tell others about their love of all things Coffee#1.
A YouTube channel was created to showcase the care that Coffee#1 put into sourcing its products in Costa Rica, while a Flickr account was created to highlight the human face of the company, as well as the staff’s regular appearances in barista tournaments. Blogging ensured fresh content appeared on the site at least weekly. In 2010 we also launched a Foursquare campaign, with two-for-1 coffees for the mayor.
The most obviously successful channels however have been the Facebook page and Twitter account, which have successfully provided the home that the Coffee#1 community had been looking for.
In the lead-up to Christmas 2009 and 2010, we ran competitions entitled ‘The Twelve Days of Coffeemas’, when each day for 12 days, a Coffee#1 hamper was given away at random to the Facebook and Twitter communities. Over Christmas 2010, this grew Twitter followers by 36% and Facebook fans by 38%, with website visitors up 169% year on year.
Among other results of our work with Coffee#1:
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