If you’re a coffee fanatic, then September 29th, National Coffee Day, is a day to celebrate (and take selfies). Most of the major java companies offer a strong blend of special offers and social content to celebrate America’s ongoing, and growing, obsession with their morning cuppa.
Micro-holidays, such as National Coffee Day, are social media-driven events. They can provide your brand with a lot of engagement if the theme directly relates to your product. However, if a holiday has broad enough appeal, anyone can join in the fun. Since roughly 83% of people in the United States drink coffee, it’s a pretty large demographic.
Coffee content tends to have good social engagement. Artistic cappuccino designs are fun to photograph. There’s a ritualistic rhythm to coffee preparation that makes it attractive for videos. And there’s a ton of lore around coffee that can be used effectively for short content in tweets and Facebook posts. One of my personal favorites is that it was discovered by an Ethiopian goat herder in the 9th century.
There’s a latte to think about
When you’re brewing up campaign ideas, think about what’s compelling to your community. How-to videos of barista artistry, free coffee coupons and editorials about mission-based farmers have all been used effectively by everyone from hip, small-batch, third-wave coffee roasters to industry pioneers such as Peet’s Coffee & Tea and Community Coffee. Think about where your brand fits in this content ecosystem. Do you have access to great photography? Is there a story you’d like to tell in a blog post? Will you be making a video?
Decide early on what your goals are for building out content for National Coffee Day. Are you trying to run a promotion involving free coffee? Do you want people to think of your team as the cool creatives who know where the best pour-over coffee is served? Get this down in your creative brief and it will help you focus while you develop a solid marketing strategy.
Photos of delicious beverages are always compelling. If your team doesn’t have a photographer handy, there are plenty of high-quality images available from Shutterstock. Their selection of latte art is excellent.
How do you take your coffee?
Don’t be shy about featuring your people. We used pictures of the Webdam team at our favorite cafes in this post because we love coffee and have some strong opinions about it. Our VP of Marketing swears by his pre-ride espresso from the Fairfax Coffee Roastery in Marin. Our Creative Director is doing her part to keep the Starbucks-driven pumpkin spice economy afloat. I love my morning cup of Peet’s Major Dickason’s Blend like a dear friend, but on weekends, I enjoy an Americano (and a coconut) from West Oakland’s Trouble Coffee. Fortunately, no one at Webdam is as particular as Beethoven, who demanded his cup be made with precisely 60 beans. Wouldn’t want to be behind him in line.
One of the biggest advantages to marketing on micro holidays is that hardcore fans of whatever’s being celebrated are already doing a lot of the content creation for you. Tapping into user-generated content (UGC) can be a great way accelerate your promotions while keeping costs for digital assets like photography down.
By any beans necessary
UGC is so powerful it can actually outdo your own content. According to a recent Nielsen study, blogs, tweets and Facebook posts are trusted as much as 83% more than any other form of advertising. Just searching Instagram for #nationalcoffeeday reveals over 384,000 posts, which will no doubt increase this year. It’s an enormous pool of content to dive into.
Our new partner Chute is one of the applications assisting marketers make better use of UGC. They help you find relevant content, reach out to the people making it and secure rights to use it. Webdam teamed up with them to make it easier to manage UGC. We’ve developed a simple plug-in so once you’ve acquired the content, Chute automatically places it in an appropriate area of your digital asset management (DAM) with all of the necessary permission agreements attached.
We’ve also developed integrations that make social campaigns much easier to run. For example, digital assets stored in the DAM can be distributed with Hootsuite. This is a feature that pairs well with the Chute plug-in. Webdam integrates with blogging software such as WordPress, too.
Caffeinate your content
Even with a lean team and limited tools, you can grind out some nice results on social media for National Coffee Day. Authenticity is the most important element for content on eccentric holidays.
Start with what excites you, set some goals and build from there. You’ll give your existing community an opportunity to see you in a new light. And new connections will meet you over something they already have warm feelings about. Afterall, inviting someone to share a cup with you is one of the most universal conversation starters of all time.
Will you be celebrating National Coffee Day? Tag us in your posts with @webdam and #nationalcoffeeday so we can see how you wake up your social media.