Known for having limited edition flavours each Christmas, Costa Coffee (@CostaCoffee) was keen to create buzz around the launch of its new seasonal line of drinks.
Knowing 7 in 10 people on Twitter in the UK planned to celebrate Christmas in 2021 the same or bigger than in 2020, it turned to the platform to stoke excitement and drive action.1
To ensure it reached and resonated with coffee lovers and Christmas fans on Twitter, @CostaCoffee ran a phased integrated campaign, kept fresh with multiple creative formats. It kicked off with a Branded Notification, which let people like a teaser Tweet to opt in for a custom notification when the four new festive drinks became available in its stores.
On launch day, @CostaCoffee chose maximum impact with a Trend Takeover+, meaning its lively creative for the big reveal topped the Explore tab for 24 hours. A Branded Hashtag to accompany the campaign hashtag provided an extra shot of fun on the day.
To sustain the conversation, the coffee chain used a multi-destination Carousel Ad to allow people on Twitter to discover each of the new flavours in an interactive format.
Harnessing Amplify Pre-Roll Ads, @CostaCoffee maintained that momentum to help it position the campaign in line with premium content favoured by foodies and coffee fans. Conversational Cards, which marry video and polls to drive engagement, kept the chatter going. Lastly, the coffeehouse chain used App Install Cards to drive downloads and to flag its million-coffee giveaway.