To drive awareness for Coffee-mate's seasonal product line, we got crafty.
We went to Etsy and commissioned two talented crafters/influencers to create our Mug Mittens - knitted mitten-like objects that wrap around your hand and mug styled to represent three seasonal Coffee-mate flavors. Kind of like ugly holiday sweaters that your mug can wear.
On our social channels we had fun casting actual fashion models to show off our Mug Mittens...in the style of high end editorial fashion photography of course.
Nearing the end, we "surprised and delighted" 100 random commenters with their very own mug mitten.
Consumer reactions and comments were priceless. Engagement was off the charts:
We increased Coffee-mate conversation amongst our target demographic by 1,538%.
25% of comments @ mentioned friends.
All told we generated 44,000,000 total impressions
To sum it up, we created tons of buzz and (literal) warm fuzzies for the holiday.
copywriter: Mark Lowe
- Project Roles
- Art Director
- Adobe Photoshop, Conceptual, Portrait Photography, Social, Social Media Strategy
- Social Media Content
- Project Industries
- Packaged Goods