Caribou Coffee: Shorty Award Submission
TL;DR
We created a quick-turn TikTok video for the global coffee chain, Caribou Coffee, that contributed to trending conversations around complicated drink orders, resulting in Caribou Coffee’s top-performing TikTok to-date and crushing their overall social goal of increasing engagement with followers across social.
WHERE WE STARTED
We know that coffee lovers are very particular and vocal (especially on social!) about how they like their coffee orders.
Across TikTok, we saw users sharing creative ways they guaranteed that their loved ones got their coffee orders right.
With the launch of a new (semi-complicated) Caribou Coffee order on the horizon, we saw an opportunity to tap these TikTok trends and speak to our community in a way that would drive engagement.
WHAT WE DID
We tapped these coffee social trends to launch Caribou Coffee’s new drink, the Honey Oat Crafted Press (with an extra shot of espresso 😉).
To stay true to the look and feel of TikTok we purposefully created a UGC-style video, inspired by the platform’s trending conversation and content. The video balances Caribou Coffee‘s branding and playful tone with a style and trend that is inherent to TikTok and user-generated content.
THE RESULTS
This TikTok video quickly became Caribou Coffee’s top-performing TikTok, with 394K+ impressions and 45K+ engagements.
This topped Caribou’s average TikTok video views by 2,415% and was 2,586% over average engagement on TikTok videos for their channel.
More importantly, we received incredibly positive feedback from their loyal following and created a top-performing launch for Caribou Coffee’s new product by increasing fan engagements well above the brand’s average.
