Réé Coffee wanted to bring the story of Mexican coffee to Belgian cups. In a saturated market full of familiar brands, a new name has to earn attention, trust and a community around it, and it has to do that fast.
We started with a content plan built around one question: what does a Belgian coffee drinker need to see before ordering from a brand they have never heard of. The plan mapped the route from first impression to first order and set out which content each step needed. Then we travelled to Veracruz, Mexico, to film where the beans grow and the people who make it happen. That one trip gave us a brand film, three ad concepts and a set of stories for social, each made for a specific moment in the plan. Back in Belgium we ran it as one campaign. Targeted ads put the story in front of new buyers, and community engagement kept the conversation going once they found the brand. The campaign pulled 2,216 leads in 14 days.
https://vimeo.com/886355300 | Brand film: from Veracruz to Belgium
https://vimeo.com/886355081 | Origin film: the Veracruz coffee harvest
https://vimeo.com/1028902416 | Social story 1: a coffee journey
https://vimeo.com/1028902444 | Social story 2: into the mountains
Deze campagne was een enorme voltreffer op de socials en zorgde voor een gigantische boost voor de brand én de lokale Mexicaanse producenten.
This campaign was a huge hit on social media and gave a massive boost to the brand and to the local Mexican producers.
Réé Coffee wanted to bring the story of Mexican coffee to Belgian cups. In a saturated market full of familiar brands, a new name has to earn attention, trust and a community around it, and it has to do that fast.
We flew to Mexico and brought back the real story. The launch campaign pulled 2,216 leads in two weeks.
We started with a content plan built around one question: what does a Belgian coffee drinker need to see before ordering from a brand they have never heard of. The plan mapped the route from first impression to first order and set out which content each step needed. Then we travelled to Veracruz, Mexico, to film where the beans grow and the people who make it happen. That one trip gave us a brand film, three ad concepts and a set of stories for social, each made for a specific moment in the plan. Back in Belgium we ran it as one campaign. Targeted ads put the story in front of new buyers, and community engagement kept the conversation going once they found the brand. The campaign pulled 2,216 leads in 14 days.
Bring the real story of Mexican coffee to Belgian cups.
