UrbanBrew

Instagram Promotional Campaign

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The Client.

A small coffee shop in Hong Kong

The Challenge.

The brand is losing customers and IG contents get buried in the ever-busier social landscape with low engagements. It needs a rejuvenation to bring back loyalists and to reconnect with its customers (who are mostly young coffee drinkers), therein encourage repeat visits.

UrbanBrew is not your fancy Instagram-able hotspot for a one-off shot. It’s your regular recharge station where folks come day after day to refuel. Good coffee is non-negotiable and we top it up with familiar faces and friendly services.

Here, we sell promises of a good start-of-the-work-day well provided for everyday.

The Ask.

Create ever-green, engaging social media contents that build brand love and drive repeat visits

The Deliverables.

  • UGC mechanics x1

  • CTA x1

  • Social post copy & hashtags with visual ideas + boosting strategy x10

  • Stories ideas x3

  • Social responses x5

  • Content calendar x1 (in simple table format)

  • No social account handling involved

The Success Indicator.

Increase in engagement in the brand’s social contents by 5% in two months

The Solution.

  1. Clear and differentiated positioning

  2. Lively, neighbourhoody tone of voice

  3. Themed messaging

  4. Diverse visual executions

  5. Always-on, comfortably sparse scheduling

All visual credits to Unsplash and Pinterest