KEURIG:
#MadeWithKeurigContest
Keurig’s 2022 THE PRODUCT
Keurig provides coffeemakers and K-Cup pods to enthusiasts of the at-home coffee routine. As part of the evolution of smart appliances, consumers can replicate the specialty coffeeshop experience at home also well as opt into their pod subscription service. This ask specifically highlights the K-Café SMART brewer, which has all of the same capabilities that a Nespresso machine has.
THE BRIEF
Keurig provides coffeemakers and K-Cup pods to enthusiasts of the at-home coffee routine. As part of the evolution of smart appliances, consumers can replicate the specialty coffeeshop experience at home also well as opt into their pod subscription service. This ask specifically highlights the K-Café SMART brewer, which has all of the same capabilities that a Nespresso machine has.
THE BRIEF
- Showcase that any Keurig brewer can help create a specialty coffee drink with ease.
- Looking to curate recipes to showcase on their website. (They will be leveraging the TikTok logo on their website "As Seen on TikTok".
- Drive traffic to Keurig’s Café Creations recipes at keurig.com or on the Keurig app.
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Promote and drive awareness to their K-Café SMART brewer. (Official creators will get this new brewer to feature in their video)
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Acquire new purchasers and get current Keurig owners to upgrade.
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Encourage consideration with key positioning factors.
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Media Objectives: Drive Lifts in Brand Metrics: Awareness, Consideration, and Purchase Intent
THE SOLUTION
Hashtag Challenge #MadeWithKeurigContest
Hashtag Challenge page previewThis challenge asked TikTok users to to let their inner barista shine and celebrate National Coffee Day by sharing their favorite at-home coffee recipe using their Keurig.
The Hashtag Challenge page included information on the product giveaway, as well as a link-out to Keurig.com’s recipe page.
The Hashtag Challenge page included information on the product giveaway, as well as a link-out to Keurig.com’s recipe page.
InFeed video ads kicked off the campaign by having a range of creators demonstrate their own favorite Keurig recipes and giving information on the giveaway.
(Click handles to view videos)
THE RESULTS
- Video Views (Both Hashtag and Official Music): 16.5M+ during 3-day promotional period
- Engagement Rate (Both Hashtag and Official Music): 1.78% during 3-day promotional period
- Total Reach (Total Likes, Comments, Shares / Total Video Views
– Both Hashtag and Official Music): 81+ MM during 3-day promotional period - HTC was able to reach more than 81+MM users in just 3 days
- Impressions (Cumulative InFeed Videos): 19.4MM M
- Clicks (Cumulative InFeed Videos): +78K
- Video Views (Cumulative InFeed Videos): +18.5MM
- Reach (Cumulative InFeed Videos): +9.7MM (Very high during such a short flight time indicating the creative was strong for this campaign.)
- Significantly increased Ad Recall by +3.4% pts, indicating that the creator content resonated with the consumers on TikTok.