Challenge
How to grow the awareness of Costa’s hero coffees through more engaging and innovative content, while staying true to the brands content pillars.
Solution
We used Snap Spectacles (Snapchat’s new wearable camera glasses, currently unavailable in the UK) to create a content series, known as a ‘story’, to gives fans a unique insight into the world of Costa, specifically through the eyes of its baristas.
This story - shot using Spectacles and live for 24 hours - made Costa the first British brand and the first coffee brand to use the glasses for the creation of social content.
Note: With more than 50% of Snapchat’s daily new users being 25+, Costa is both able to cater to its growing organic audience and tap into the large proportion of British parents using the platform (43% of Snapchat users are parents).
Activity
We set out to create two segmented films - each focusing on key campaign drinks.
The stories included up to eight 10-second videos, each recorded through Spectacles, which enabled the baristas to film the various steps involved in making a coffee from their own perspective.
In addition to shooting from a first-person perspective, Spectacles also record in 115º circular video, which allowed viewers to rotate their phone when viewing, in order to explore more of the surrounding environment.
Ultimately, Spectacles helped us to overcome restrictions which encourage content to be posted as soon as it’s taken instead, allowing for the re-touching and annotation / personalisation of the videos.
Result
The first story, which was live for 24 hours on the brand’s Snapchat channel (CostaCoffeeUK), attracted 2,900 organic views on the first piece of content alone.
94% of people who watched this first video carried on to completion.
The second story (also live for 24 hours) attracted 2,700 organic views on the first piece of content, with 93% of people completing.
This content was posted without any paid media, or promotion across other Costa channels, and generated a cost per view (CPV) of less than £1.
