This case study walks you through a hypothetical campaign for BrewHaven Coffee, where I showcase my creative and strategic thinking in developing a paid advertising campaign aimed at increasing foot traffic to BrewHaven’s physical locations and boosting brand awareness during the winter season. The campaign focuses on their new winter-themed drinks menu and leverages Meta Ads Manager for execution. Below is an outline of the project and the steps taken to create a successful campaign:

Project Title:

BrewHaven Coffee

Project Overview:

Persuade our target audience to visit Brew Haven's physical stores by showcasing our new winter-themed drinks menu, aiming to increase in-store sales by 15% during the winter season and grow our Instagram following by 10%.

Objective

Increase brand awareness and drive foot traffic to Brew Haven’s physical stores by promoting our new winter-themed drinks menu. The campaign should aim to boost sales by 15% during the winter season and grow our Instagram following by 10%.

Target Audience

• Demographics: Age: 18-35

• Location: Urban areas Income: Moderate to high disposable income

• Interests: High-quality, ethically sourced coffee, cozy, aesthetic spaces, sustainability, seasonal experiences

• Behavior: Active on Instagram, likely to share aesthetically pleasing photos, frequent consumers of seasonal or specialty drinks

Competitors

• Starbucks: Known for seasonal offerings and wide brand recognition.

• Local boutique coffee shops: Emphasize authenticity and community.

My Offer

Introducing the Brew Haven Winter Wonderland Menu, featuring:

• Peppermint Mocha Bliss Latte

• Frosted Gingerbread Cappuccino

• Vegan Winter Spice Chai

• All drinks served in Instagram-worthy, limited-edition holiday cups.

Key Benefit

Customers can experience the magic of winter through rich, cozy flavors, while enjoying the satisfaction of supporting a sustainable, locally rooted coffee brand.

Problem

Many coffee drinkers find themselves choosing larger chains for convenience during the holidays but miss out on unique, personalized seasonal experiences.

Proof Points

1. All drinks are made with 100% ethically sourced beans.

2. Voted "Best Coffeehouse for Seasonal Drinks" in a local city guide.

3. Partnership with local artists to design our limited-edition holiday cups.

Deliverables

1. Asset 1: 30-second Instagram Reel, Format: MP4 Size: 1080x1920 pixels (9:16 aspect ratio), Content: Showcasing the preparation of winter drinks, cozy ambiance, and exclusive cup designs.

2. Asset 2: Instagram carousel post, Format: JPEG images Size: 1080x1080 pixels per image, Content: Individual drink close-ups with descriptions.

3. Asset 3: Instagram Stories, Format: MP4 for videos, JPEG for images Size: 1080x1920 pixels, Content: Polls (“Which drink will you try first?”) and countdowns to launch day.

Look and Feel

• Tone: Warm, inviting, and magical.

• Visual Style: Soft lighting, warm color palette (reds, greens, golds, and whites), and cozy, snowy aesthetics. Focus on highlighting steam rising from drinks, close-ups of the cups, and cheerful interactions between baristas and customers.

Guidelines

Incorporate the Brew Haven logo subtly but clearly. Ensure all content adheres to Brew Haven’s sustainable and community-focused ethos. Avoid overtly "corporate" language; keep it conversational and genuine.

Budget

• Amount: 10.000 Euros

• Financial Sources: Marketing Department Q1 Budget Allocation

Comments and Approval

Ensure the campaign emphasizes both the aesthetic and ethical aspects of the brand. Consider running a parallel hashtag challenge to boost user-generated content.

Point of Contact: Elijah Iyekeoretin, Marketing Manager (elijah.iyekeoretin@brewhaven.com)

Approval Required By: Creative Director, Social Media Manager

BrewHaven Coffee - Instagram Ad