Case study : How we drive more than 100 followers

Client Overview

Copenhagen Coffee Lab is a vibrant specialty coffee brand that serves high-quality, ethically sourced coffee in Copenhagen and beyond. With a focus on creating an inviting atmosphere and offering expertly brewed coffee, the brand has built a strong local following. However, despite its physical success, the brand's social media presence, particularly Instagram, was underperforming. The challenge was to increase engagement, grow its following, and strengthen its digital presence.

Objective

Copenhagen Coffee Lab approached our team with the goal of increasing its Instagram following by over 100 new followers in a short period. The key objectives were to:

1. Increase Instagram followers: Attract at least 100 new followers through organic engagement.

2. Build brand awareness: Increase visibility of the coffee lab to both locals and coffee enthusiasts.

3. Create community engagement: Engage customers in meaningful interactions that convert into loyalty and word-of-mouth promotion.

4. Showcase brand values: Highlight Copenhagen Coffee Lab’s unique selling points, such as ethically sourced coffee, expert brewing techniques, and community-focused values.

Challenges

Despite offering high-quality coffee and having an established customer base in Copenhagen, Copenhagen Coffee Lab faced several challenges:

• Limited Social Media Strategy: Their Instagram account had a consistent posting schedule, but lacked a defined strategy for engagement, content variety, and follower growth.

• Low Engagement Rates: Posts had relatively low engagement (likes, comments, shares) compared to industry benchmarks, which limited organic reach.

• Underutilized Features: Instagram Stories, Reels, and IGTV were not leveraged, limiting their ability to tap into newer engagement opportunities.

• Niche Audience: As a local brand, their target audience was specific to coffee lovers and locals in Copenhagen, but they hadn’t yet mastered the art of expanding that niche digitally.

Our Approach

To achieve the goal of growing the Instagram following by 100 followers, we implemented a multi-faceted approach that included content optimization, community engagement, and strategic collaborations. Here’s how we executed the plan:

1. Optimizing the Instagram Profile

   • Profile Revamp: We started by refreshing the Instagram profile with a clear bio that communicated Copenhagen Coffee Lab’s mission—specialty coffee with a focus on quality and sustainability. The profile was aligned with their brand’s voice and identity.

   • Link Optimization: We added a link in the bio to the coffee lab’s website and online store, making it easy for new followers to access products and services.

   • Hashtag Strategy: We researched and implemented a combination of popular, relevant, and location-specific hashtags to ensure posts reached a larger, targeted audience.

2. Content Strategy: Telling the Brand Story

   • High-Quality Visuals: We focused on creating visually appealing posts showcasing the craftsmanship behind the coffee. From photos of latte art to the process of brewing, we emphasized the beauty of the coffee experience.

   • User-Generated Content (UGC): Encouraged existing customers to post pictures of their coffee experiences at Copenhagen Coffee Lab. We incentivized sharing by offering discounts or a chance to win a free coffee.

   • Behind-the-Scenes Content: We shared content showing the coffee-making process, behind-the-scenes footage of the café, and interviews with the baristas. This helped followers feel more connected to the brand.

   • Themed Posts: We introduced regular features like “Monday Coffee Specials” and “Barista Tips Thursday,” ensuring content was consistent and aligned with the coffee culture.

3. Instagram Stories & Reels

   • Interactive Stories: We used Instagram Stories to host polls, quizzes, and "Ask Me Anything" sessions about coffee knowledge. This created a more engaging experience for followers and encouraged interaction.

   • Reels & Short Videos: We capitalized on Instagram Reels to showcase coffee-making techniques, quick tutorials, and fun moments from the café. Reels were used to reach new potential followers outside of the current audience.

   • Local Collaborations in Stories: We collaborated with local influencers, food bloggers, and nearby businesses for Instagram Story takeovers, where they shared their experiences at the coffee lab, highlighting the local aspect of the brand.

4. Engagement Tactics

   • Follow, Like, and Comment Strategy: We implemented an engagement strategy where we followed local coffee lovers, engaged with their posts, and liked or commented on relevant content. This strategy helped draw attention back to the coffee lab's profile.

   • Hashtag Challenges: We created a branded hashtag (#CopenhagenCoffeeMoment) encouraging followers to post their coffee moments. Users were motivated by the chance to be featured on Copenhagen Coffee Lab’s Instagram page, increasing visibility and engagement.

   • Engaging Captions: Every post included a question or call-to-action (CTA) encouraging followers to comment, whether it was asking for feedback on new flavors or their favorite coffee blends.

5. Promotions and Giveaways

   • Exclusive Instagram Offers: We offered Instagram-exclusive discounts, such as “10% off your next coffee if you tag us in your story.” This incentivized followers to engage and share content, while also driving new followers.

   • Giveaways: To further boost engagement and reach, we hosted a giveaway where participants had to follow the account, like the post, and tag two friends in the comments. This generated buzz and helped increase followers quickly.

6. Leveraging Local Influencers

   • Partnerships with Local Influencers: We identified and partnered with local influencers and coffee lovers who shared a similar audience demographic. By giving them a free coffee or exclusive tasting experience, we incentivized them to share their experience on Instagram, further promoting the brand to their followers.

Results

By implementing this multi-pronged approach, we successfully achieved and surpassed our goal of increasing the Instagram following by 100 followers. Here are the key results from our efforts:

1. Follower Growth

   • We surpassed the target by gaining 120 new followers within 30 days, an increase of approximately 15% in the account’s follower count.

   • The majority of new followers were highly engaged, as they came from our targeted strategies (local hashtags, influencer partnerships, giveaways).

2. Increased Engagement

   • Engagement on posts increased by 45%, with more likes, comments, and shares. The posts featuring user-generated content and behind-the-scenes videos saw the highest interaction rates.

   • Instagram Stories engagement was especially high, with polls and interactive content driving upwards of 50% more responses than prior to the campaign.

3. Higher Visibility

   • Hashtags and location tags helped increase the visibility of posts, with reach on Instagram stories improving by 30%.

   • The Reels strategy led to several posts going viral locally, helping Copenhagen Coffee Lab to reach coffee enthusiasts beyond their regular customer base.

4. Community Building

   • Through collaborations and user-generated content, we saw a 15% increase in user mentions, with followers actively tagging the coffee lab in their photos and using the branded hashtag #CopenhagenCoffeeMoment.

   • There was also an uptick in Instagram DM inquiries about the café’s offerings and products, indicating a higher level of interest and engagement.

5. Brand Awareness & Local Influence

   • The coffee lab became more recognized in the local coffee community, with new customers mentioning they had discovered Copenhagen Coffee Lab through Instagram. This helped solidify their position as a local coffee hotspot.

Conclusion

Through a combination of strategic content creation, community engagement, influencer collaborations, and targeted promotions, we were able to successfully increase Copenhagen Coffee Lab’s Instagram following by over 100 followers. The results demonstrated the power of organic engagement, localized content, and leveraging community-driven initiatives in building an authentic, growing online presence.

As a result of the campaign, Copenhagen Coffee Lab now has a more engaged Instagram community that helps to spread word-of-mouth, drive traffic to their physical stores, and elevate the brand's digital profile.