Cafédirect

Machu Picchu Social Content

  • Creative
  • Social Media

Campaign snapshot

Umpf works with the UK’s first Fairtrade coffee brand, Cafédirect, creating content for its social channels and newsletters. In August 2020, Cafédirect launched a brand new TV advertising campaign, focusing on the higher purpose of its best-selling, grown-at-altitude, Machu Picchu coffee. Umpf supported the TV campaign through a series of creative social assets and content.

How we did it

Umpf and Cafédirect agreed that the destination of Machu Picchu would be a key focus for the campaign.

Content created included an at-desk travel guide, aiming to inspire coffee-drinkers stuck indoors. Umpf also partnered with an Instagram mixologist to create a unique mocktail inspired by Machu Picchu and content focused on the ‘higher purpose’ referenced in the advertising campaign: half of profits being shared with coffee growers. Check out the social posts below.

The results

Cafédirect saw a lift in both spontaneous awareness and prompted awareness after the campaign, plus an uplift in consumers who say that ‘Cafédirect is a brand for me’ and ‘Cafédirect sources distinct coffees from unique places’.

During the month of the campaign, Umpf achieved high engagement rates across social media – 26% on Facebook. The social channels also saw a huge uplift in organic growth – 334% on Instagram, and 106% on Facebook.

The Cafédirect team has since requested that content created for the Machu Picchu campaign is replicated across future product launches.

Campaign highlights

26%

Facebook engagement rate

106%

organic uplift on Facebook

334%

organic uplift on Instagram