Machu Picchu Social Content
- Social Media
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.
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.
Facebook engagement rate
organic uplift on Facebook
organic uplift on Instagram