Published on November 1, 2008
Joffrey’s Coffee & Tea Co. Social Media Marketing Case Study Presented by Adam Singer Blog: TheFutureBuzz.com Twitter: @AdamSinger
<intro about Adam>
I work here…
As a digital marketing account manager
and Tweet here…
A little about Joffrey’s…
Fair Trade Importer of premium coffees and teas from exotic locations
Roasted fresh in Tampa, Fla.
Sold at retail locations across the southeast
Also provides product to many high quality businesses such as:
And of course product also is available at Joffreys.com
How to build their brand in social media?
Target a niche audience…
What do the following have in common?
A: they’re all in beta
Web 2.0: perpetual beta
Java is code…
… and coffee
Did you figure it out yet?
Joffrey’s Java Beta Test
We created a page where bloggers could sign up to “beta test” java (the coffee variety)
Once a blogger clicked “sign up now” they were taken to this page:
On the backend, we approved bloggers
Bloggers then received an email saying they had been approved, just like in a real software beta
Bloggers clicked the email link to complete participation and were taken to this page:
Bloggers filled out their shipping address to get java to test and a quick survey about their coffee preferences
We then shipped them a sample pouch of “ Jamaican Me Crazy ” blend of Joffrey’s java to test.
And added a link to their blog to the beta site so other testers would have something to read while they enjoy Joffrey’s Coffee
Also a quick thanks to Damien Huze @ Wake Interactive for developing the web app
But, how to get beta testers?
I simply sent out some quick emails and Tweets to a few friends, posted a press release to the wires, drafted a blog post and it spread from there
And around 50 more links/postings, prior to even sending out samples
It resonated because: We offered a tangible freebie (coffee) We gave bloggers linkage We wrapped the promotion with messaging that was “sticky” It was never a requirement you had to link to Joffrey’s or write about the test to participate It targeted the right people with the right idea
Once the testers started sampling, the real magic began… Here are just a few reviews
Comments such as the following were common in both public blog posts and private emails sent to our team: “ Joffrey’s is now my new official coffee” “ This is so much better than my usual blend” “ Send more please!”
Results of the test?
1,500+ blogs participating
Thousands of mentions for the campaign throughout the Web
Hundreds of comments, responses and feedback from bloggers and the Web community
Editorial coverage on sites like: Mashable, CNET, KillerStartups, MarketingFM, MattsCuppa, MoBuzz TV and over 300 more high quality digital and traditional publications
Organic links generated at scale to the beta site and Joffreys.com
Strong referral traffic to Joffreys.com in 5 months surrounding test, trend up in sales from social destinations.
Coffee Trends in the Blogosphere (Survey data of 1,000 bloggers): Average age of Java Beta Tester: approximately 31.5 years old Coffee preferences: 93% prefer regular, 7% prefer decaf 59% prefer traditional coffee, 41% prefer flavored coffee Cups of coffee per day: 1-2 = 45% 2-4 = 35% 4+ = 20% Sweetener and cream preferences: Cream + sweetener = 50% Black = 25% Cream only = 19% Sweetener only = 6%
Coffee Trends in the Blogosphere
(Survey data of 1,000 bloggers):
Average age of Java Beta Tester: approximately 31.5 years old
93% prefer regular, 7% prefer decaf
59% prefer traditional coffee, 41% prefer flavored coffee
Cups of coffee per day:
1-2 = 45%
2-4 = 35%
4+ = 20%
Sweetener and cream preferences:
Cream + sweetener = 50%
Black = 25%
Cream only = 19%
Sweetener only = 6%
The test also received coverage in traditional media
“ The buzz wasn’t just about the coffee: Bloggers applauded Joffrey’s marketing savvy as well. The Java Beta Test is a great idea. – Chris Alden, CEO of Six Apart ( article link )
And won 2 awards
The Association of Women In Communication 2009 National Clarion Award Best Online Marketing Campaign Joffrey’s Java Beta Test http://www.womcom.org/awards/Clarion2009.asp Gold Coast PR Council 2009 South Florida Bernays Awards Best Branding Campaign Joffrey’s Java Beta Test http://www.goldcoastprcouncil.com/bernaysaward.html
During the beta test, participants were asked to fill out a survey.
An open ended question asked bloggers…
If you could create a coffee flavor, what would it be?
Most common answers were some incantation of a bold, extra caffeinated blend.
Also, more than half of bloggers have 2 cups of coffee a day or more.
We shared all the data with Joffrey’s Roastmaster who came up with a blend of coffee to spec.
It was crowdsourced java, created by bloggers, for bloggers. But, what to name it?
One clever blogger submitted the following response.
Coffee 2.0 Eric Friedman, blogger at Marketing.FM
So, Joffrey’s made it.
The promotional materials should look like a software upgrade, since this is version 2.0
We shipped 1,000 US beta testers a sample pouch along with the “installation flier” on the previous slide
It was only fair the people who inspired the blend would get to try it before the rest of the world.
Plus, it was an opportunity for a new round of publicity and exposure, continuing the beta test narrative.
Just a small sampling of the buzz generated:
Campaign credits I conceptualized this campaign in a previous role as Director of Digital Strategy for Pierson Grant Public Relations . However, this was of course a team success! Credit equally goes to: The Joffrey’s account and support teams at Pierson Grant for management and execution. Joffrey’s for being open to a creative idea and helping us ship product quickly. Wake Interactive for building kick ass web apps that just work.
I conceptualized this campaign in a previous role as Director of Digital Strategy for Pierson Grant Public Relations .
However, this was of course a team success!
Credit equally goes to:
The Joffrey’s account and support teams at Pierson Grant for management
Joffrey’s for being open to a creative idea and helping us ship product quickly.
Wake Interactive for building kick ass web apps that just work.
Links with detailed case study info: Java Beta Test Case Study Coffee 2.0 Case Study
Thank you for clicking through. One last thing – Do you want to learn how to build similar buzz for your brand, blog or website? I share how to create effective online marketing strategies at The Future Buzz. And, it’s free. (But our industry moves fast – subscribe and stay ahead of the curve) Click to get updates via RSS Click to get updates via email www.TheFutureBuzz.com
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