A coffee-house chain sits next to a large university, and its crowd is students and young people. It had 33,500 Instagram followers, a Facebook page with just over 400 likes, an in-house creative team with no shared plan, a new branch about to open, a drive-thru on the way and a new visual identity to roll out.
The situation
A busy team, and no system
A photographer, a videographer, a designer, an art director and a coordinator were all posting, but nothing was planned, archived or measured. Management wanted a brand that people would visit without needing an ad, and the openings coming up needed crowds on the first day.
What we did
First a system, then the launches
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Gave the team a way of working
A seven-step content workflow, a shared asset library, a weekly task tracker for every role, a content calendar and a photography guideline with a minimum weekly shot list.
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Rolled out the new identity
A three-month rebrand campaign across Facebook, Instagram and YouTube, led by a 4K logo-renovation video.
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Turned an opening delay into a story
The new branch teaser became a running joke: “will it be finished by Thursday?”, then “it wasn’t Thursday”, then the team finishing the job themselves, with polls along the way.
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Launched the drive-thru to the whole city
Two messages concepts on Meta, “the morning hand-off” and “24/7, morning or after midnight?”, plus a five-second “visit us” ad on YouTube in-stream and Shorts across the city.
Where the ads ran
Results
A city that saw the drive-thru
What made the difference
Store visits start long before the ad. A team that knows what to shoot and when to post can turn a delayed opening into the most talked-about week of the year.
