Maintained a private online community of 5,000 Coffee-Mate advocates. The objectives of the advocacy team were to provide consumer insights through research, promote trial among their social graph, and increase brand awareness and love. The community enabled insight to first-hand experiences and consumer trends, and supported tactics to optimize online and offline engagement.
In the span of one year: more than 4 million brand impressions were generated through online and offline channels; the team executed more than 18,000 product trials through over 1,000 unique sampling events; and the advocates were able to influence their social groups to increase the weekly purchase of the product by 27%.
One of the learnings from the online community was the importance of content creation. The brand loyalty of members increased from the recognition they received generating unique content for Coffee-mate.com. This allowed them to express brand love, and see their work showcased by the brand.