We approached Intelligentsia with the idea of web series about “tastemakers” that spoke to their commitment to the craft of making coffee. We thought that their passion for every step of the process —from bean to cup— could provoke conversation and inspire a whole new audience if the story was well told.
Critical to the success of the campaign was our strategy for building awareness on Youtube and Vimeo without a budget for paid placement. That began with the content, itself: it needed to be passionate, visually innovative and unique, and with a story congnizant of broader interest search categories like recipes, “food porn” and “how-to”, to connect with something our audience was actually looking for.
“Jesus makes coffee like this.”
We next plugged the content into an established audience of online advocates through niche coffee blogs and web channels, taking advantage of the respect Intelligentsia had among the experts.
“I respect this guy’s passion but that dark crema with a lighter spot in it would be considered a bad case of over-extraction in Italy.”
VIMEO USER (ITALIAN)
The end goal was a branded content series that was authoritative within the coffee scene, but had broad appeal and connected with non-coffee drinkers through the obsession of the craftsman on the screen.