The Task
The brief: to use social media to drive awareness of Camp Coffee and educate consumers on its plant-based credentials, recruiting new vegan Gen Z users whilst still honouring the brand’s loyal following.
The Solution
An integrated campaign to engage consumers across January and February 2021 supported by social paid promotion, with content creation and an influencer partnership, across multiple social and digital platforms. The campaign encouraged UGC around vegan baking with a charity link-up to drive engagement along with the lure of branded promotional items.
The Results
The inspiring content and consumer competition captured the imagination of the public, solidifying Camp’s position within the baking community both online and instore with Camp Coffee now proudly listed within Waitrose’s baking fixture. The campaign also delivered stand-out results for the brand:
• 5,086,200+ reach
• 19,500+ engagements
• 6,500+ link clicks