From the outset, this was a campaign that would stand or fall by its content. There were 20 young participants and we had no idea how their stories would turn out. The most important thing was to intrigue Kenco lovers with snippets delivered via social media and email that would encourage them to dive deeper into the rich, immersive website experience.
We used Content Darwinism to optimise every part of every story. We turned Coffee versus Gangs into Life versus Death choices. We mixed video and written narrative. We tested and retested. We targeted our followers at the most relevant times of day (coffee breaks, watching football) and times of the year when most coffee is consumed (such as A level season).
And this intensive content optimisation process has paid off. We are seeing 4x more engagement than the norm for this sector and over 1.9 million people have got involved. There’s been an 11% increase in brand favourability, ad recall has risen by 22% and Kenco’s market share has grown at a time when other brands are declining.