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Coffee & Community: How Nava Social Brewed Success with its Midtown Toronto Launch
Campaign Overview:
Nava Social, beloved for its third-wave coffee, sought to replicate its success in Midtown Toronto. Positioned in a suburban setting with the festive season approaching, we devised a community-centric marketing strategy for the cafe's grand launch. This case study delves into the digital marketing strategy crafted for the grand opening and the impressive impact it made in just a week.
Our goals
To celebrate the opening week of Nava Social’s new cafe in the midtown Toronto neighborhood.
Entice local coffee aficionados to become part of the brand's burgeoning community.
Drive footfalls in the cafe opening week
Mission in Focus: More than Just Coffee
Midtown Toronto, in stark contrast to Nava Social’s maiden location, is a quiet, family-oriented neighborhood. Sandwiched between famous eateries, a church, and a school, the cafe's location required a unique strategy to penetrate this demographic, particularly against the backdrop of the festive season.
Strategy brewed
to perfection ☕
1.
Capitalizing on Nava Social’s brand promise of crafted coffee, we devised a strategic campaign that intertwined community service with consumer engagement.
2.
We introduced a week-long initiative where customers were invited to donate canned goods at the cafe in exchange for a complimentary coffee. All collected donations were channeled to a local food bank, underlining our commitment to support the community.
3.
This approach not only tapped into the festive season's spirit of giving but also harmonized with the family-centric ethos of the suburban neighborhood, ensuring a compelling resonance and wide appeal.
Launch Plan & Execution
Local Partnership
Allying with a neighbourhood food bank to match donated canned goods.
Hyperlocal Geotargeted Ads
Deploying targeted ads within 5 kilometers of the new cafe, ensuring that the most relevant audience was reached.
Hyperlocal Engagement
Utilizing neighborhood Facebook groups to engage with local residents directly.
Influencer Marketing
Collaborating with local influencers to promote the cafe's grand opening and the food drive initiative.
User-generated Content
Encouraging cafe visitors to create and share their experiences through platforms like Reels and TikTok.
Impact & Outcome
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Community Involvement: Over 500+ canned goods were donated to the food bank.
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Customer Engagement: An impressive 600+ coffees served in just the opening week, showcasing the cafe’s rapid assimilation into the community.
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Digital Footprint: The campaign garnered 3M+ impressions, significantly surpassing the initial target of 2M.
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Reach: A staggering 1.2M+ audience was reached, both organically and through paid content and ads within the cafe's vicinity.
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UGC: The brand's presence was amplified by 50+ user-generated content on Reels and TikTok.
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Influencer Engagement: 30 influencer videos contributed to boosting the brand's visibility and resonance among the target demographic.
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