Amora Coffee Fall & Christmas Socials
Q4 Strategy and Social Media Posts
THE BRIEF: The brand wanted to change up their posts in time for the fall and Christmas seasons, and in turn increase audience reach and engagement online. But with limited resources in budget and time, the team was tasked to complete two organic calendars in 3 days.
THE EXECUTION: Noting that we had limited time and budget for these campaigns, I needed to create concepts that were simple enough to execute, yet creative enough for users to associate the posts with Amora Coffee. I utilized screenshots taken from the Amora Coffee webpages and based the look and feel of the rest of the posts from there.
November Social Posts - The aesthetic was patterned after the branded imagery taken from the Amora Coffee webpage, with photos focused on the product (coffee beans, tea, product benefits), and what you can do with said product during the fall season (have a cup during cottage/camping trips).
December Social Posts - I decided to integrate simple, coffee-inspired puns & quotes within some of the imagery to not only attract the user’s attention, but to also differentiate these posts from the above. I also recommended Amora do at least one seasonal graphic to signal the start of the Christmas season.
Default Copy Points - The hashtag #AmoraCoffee was consistently used on the main copy and comments. As for styles of writing, I used various tactics (asking a question, tagging a friend, making a choice) to welcome users to engage and interact with others. And if the post was promoting an offer/new flavor, I would ensure to update the Link in Bio and complement it with said post’s main copy by including #linkinbio.
THE RESULTS: A 15% increase in organic reach and engagement on the Amora Coffee Instagram in November and December 2018 versus the last 3 months.
MY ROLE: I worked as the Account Manager and Copywriter for the campaign, creating copy and graphics for all social media materials, as well as presenting and collaborating with the client.
NOVEMBER SOCIAL POSTS
DECEMBER SOCIAL POSTS
