Drip it, press it, cold-brew it: coffee is the preferred means of combating the yawns all over the world. And, just in case you’re behind on your trending topics, 20+ countries are celebrating #NationalCoffeeDay today. (Another 10 countries recognize coffee on a different day.)
Naturally, many coffee brands are gearing up campaigns and promotions for the big day. But it isn’t just coffee brands looking to celebrate. Search Twitter and you’ll see news channels, farms, financial institutions and regular old cup-of-joe-drinking tweeters expressing their excitement.
That’s a lot to compete with, and companies need a lot more than a few posters and an email for a promotion or campaign to get noticed. Sophisticated programs bring together advertising, social media, in-store displays, PR and lots more. For many brands, it gets even more complicated. All those materials have to be adapted for local or regional deals, languages, contest rules and more.
What are coffeehouse brands like Caribou Coffee doing to generate engagement on a day with so much competition and complexity? There seem to be three consistent keys to success.
Stunning imagery. For coffee diehards, there is an intense visual connection with their favorite cup. The right image, maybe more than anything else, can set a campaign apart.
Campaign management. The right stuff has to be available to the right people at the right time. Nothing like publishing a #NationalCoffeeDay post in Costa Rica on September 29 only to find out they celebrate on September 12. Awkward. Caribou Coffee is doing a really impressive country-specific campaign that both celebrates National Coffee Day and gives back to local communities.
Brand control. A brand like Caribou relies on lots of people to make its campaigns a success. We’ve found that brands that can provide their partners what they need (without getting in the way) are most successful. Caribou uses a digital asset management system to keep campaign assets organized and accessible.
Brewing up your own #NationalCoffeeDay campaign and need some images? Shutterstock has a piping-hot selection to choose from. Check out their lightbox Morning Buzz.