Posted by: admin in: Food/Beverage -
Portland, Oregon, may be the unofficial capital of craft. From a burgeoning maker culture to a legendary host of craft food and beverage producers, it doesn’t take much to stumble on the latest, greatest innovation. But, as coffee purveyor Portland Coffee Roasting knows, there’s an art to appreciating craft.
Locals love their coffee, but they’re not immune to the allure of convenience. When Portland Roasting was ready to launch a high-quality, full-flavored, single-serve cup, it tapped LANE to make a splash in the Portland market among caffeinated consumers, influencers and media.
Each of Portland Roasting’s single-serve cups contains an entire hands-on process of sourcing, roasting and packing beans. The resulting flavorful cup of artisan coffee deserves as much attention as a locally brewed IPA, distilled gin or aged pinot noir. How? LANE’s answer: #DrinkLikeAPortlander.
An integrated campaign, #DrinkLikeAPortlander celebrated Portland’s love for distinct, high-quality craft beverages and encouraged followers to share how they ‘drink like a Portlander.’ LANE drove the campaign with custom digital strategies and assets tailored to Portland Roasting’s social media channels, including short videos, imagery, messaging, Instagram advertising and a campaign webpage. Other Portland-based producers joined in, including Laurelwood Brewing, Eastside Distilling and Pacific Foods. LANE engaged with target media and leveraged influencer content to broaden the campaign’s reach, and street teams connected with consumers at Portland’s Pioneer Square and Portland State University.
The campaign proved successful. Branded search traffic rose, social media engagement surged 51 percent and over 450 posts featuring the hashtag were shared. Portland Roasting’s website traffic increased 15 percent, including a 76 percent boost in visits via social media referrals. Moreover, the campaign showed signs of critical mass, with unprompted public adoption of the hashtag by Portland Roasting fans and other Northwest favorites, including Burgerville and Java Stop.
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