Case Study

Social Media: CC's Coffee House

Dive Into the Methods Behind Our Madness

Madeline Neal
Overview of Stats

MEASURABLE RESULTS

18.4%

YoY increase in total followers

377.4%

YoY increase in total impressions

148.5%

YoY increase in total engagements




The Brand

Born in the heart of New Orleans in 1995, CC’s Coffee House prides itself on its Louisiana roots and southern charm. The CC’s Coffee House tagline, “You love our coffee. We love our guests.®” spotlights the company mission to “serve everyone better than anyone else.” This mission is emphasized in a commitment to supporting the local community and the guests CC’s serves day after day.

The connection between CC’s and its loyal guests is undeniable, but with the rising digital age, it’s important to nurture that connection through social media. Putting the brand in the pocket of its consumer is as close as one gets.

The Challenge

In early 2017, CC’s Coffee House approached TILT with a problem– its social media presence wasn’t resonating with people.

CC's wanted a new social media presence that would incorporate authentic photography of their products, baristas and guests. They were speaking to their guests, but not inviting them to be part of the conversation. That’s where TILT comes in.

While performing a digital brand audit for CC’s, we quickly realized that the company’s core values weren’t aligned with its messaging. Instead of building brand awareness and hosting online conversations that spark engagement, the brand’s social media presence acted more like a bulletin board, pinning up messages and hoping someone would stop by to take a look.

CC’s Coffee House’s social media presence needed an upgrade that would resonate with loyal guests visiting the stores.

Over the course of two years since partnering with TILT, CC’s Coffee House increased its social engagements 148.5%, garnering 10.8M impressions and more than 28.4K link clicks in the process.

Switching Up Strategy

CC’s Coffee House decided to take the leap into strategic social media marketing in 2017, bringing on TILT in hopes of creating an engaged social community that would result in reaching a larger audience and converting more loyal guests.

TILT’s challenge? To build brand awareness and gain the trust of the local community.

After testing different platforms, TILT determined Facebook and Instagram provided the best ROI for the company in terms of engagement and followers.

Methods to the Madness

By using a social media management tool for CC’s, TILT was able to engage with incoming messages and comments, plan and schedule content, and observe analytics all in the same internet tab.

There are many tools out there, including Sprout Social (our favorite), Hootsuite, and Buffer. Using a management tool allowed TILT to streamline the social media process onto one platform and more easily track the brand’s health over time.

In the days leading up to the implementation of this new and improved digital strategy, we developed a few key objectives: sharing user-generated content, partnering with local influencers, and producing short-form videos.

1. User-Generated Content

Whether it’s early morning coffee runs or puppy latté dates with a furry friend, people love to share those special “in-between” moments of their day. We encouraged CC’s Coffee House to re-share others' posts on its own social media pages to embrace these little moments. This allows the audience to feel close to CC's because they're seeing relatable content created by people just like them. The personal connection that is established through these types of posts continues to show greater engagement and positive sentiment than most brand-owned content.

2. Local Influencers

Influencer marketing is a fairly new industry that has completely changed the game. Everyone knows that word-of-mouth is the best form of advertising, so TILT sought out to partner with young, influential locals that already loved CC’s and its products. In order for these partnerships to be effective, it was vital to find influencers with values parallel to CC’s so they could represent the brand in a positive light.

3. Short-Form Video

You’ve heard it before: video is taking over social media. In fact, studies show that 54% of consumers want to see more video content from a brand or business they support (HubSpot, 2018). Video is in the lead so much that 85% of all internet users in the United States watched online video content monthly on any of their devices (Statista, 2018). 25-34 year olds watched the most online videos, with adult males spending 40% more time watching videos on the internet than females.

By introducing short-form video to CC’s followers, we noticed a boost in impressions and views, letting us know that the audience began to look forward to posts featuring the playfulness and authenticity of the brand.

Accomplishing Objectives

TILT’s direction was growing brand awareness and creating a loyal social audience, making reach and engagement key metrics to track.

Year over year since starting with TILT in April 2017, across Facebook, Twitter, and Instagram, CC’s Coffee House achieved a:

  • 18.4% increase in total followers
  • 377.4% increase in total impressions
  • 148.5% increase in total engagement

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