CAMPAIGN
WANDERING BEAR COFFEE
I believe that there is no better marketing tool than the customer being able to try the product before they buy it which is why when developing a marketing strategy for Wandering Bear Coffee, my main goal was to get the product in the consumer’s mouth fast, using as little budget as possible. Below are some of the large-scale activations I developed to help deliver on this idea.
WANDERING BEAR BREW BIKE
Wandering Bear owns and operates a bicycle/kegerator which was used for field marketing activations. Fully insulated and able to carry two kegs of cold brew, a nitrogen tank, and supplies, the brew bike was a completely self-sustained marketing vehicle that allowed us to get cold brew into the mouths of consumers at little cost. Additionally, it informed consumers that Wandering Bear was available as a service for offices.
I had the Wandering Bear Brew Bike strategically parked daily in different high-traffic areas and/or by locations where Wandering Bear was sold. (Manhattan and Brooklyn Whole Foods locations)
The bike was also used for private events and trade shows to help influence interest from potential key stakeholders.
On average, we were able to sample approximately 200-300 samples in two hours.
REFINERY29 29 ROOMS ACTIVATION
Wandering Bear was participating in an unrelated consumer event across the street from Refinery 29’s 29 Rooms installation. This wildly popular event required their audience to show up early and wait in line to enter.
I saw our team being in the right place at the right time as an additional opportunity to reach more of one of Wandering Bear’s target demographics, (Millennials who are fluent in social media best practices, and are willing to spend a little more money if a product or experience is quality/worth it) and spread the word about our brand new single serve product.
I also saw it as an opportunity to expand our digital content database by collecting user generated content for future organic posting. Luckily, we had plenty of product to give away, and this group couldn’t have been more excited to have some free cold brew.
In 20 minutes of handing out product, we reached nearly 300 people waiting in line to enter, and to the event staff.
In addition to be featured on the social feeds of those waiting in line, Wandering Bear was also featured on Refinery29’s social media feed.
NATIONAL COFFEE DAY
I organized and directed an all-day, field and digital marketing blitz for National Coffee Day covered on Wandering Bear’s social media channels, posting a mix of original content and user generated content throughout the day.
We used the Brew Bike to sample our new single serve product. The bike was strategically set up in Union Square, a notoriously high-traffic but low tourist area. I picked this spot because Wandering Bear’s distribution at the time was only in the New York City area, and we were therefore trying to target locals rather than those from out of town. It’s also by a high-traffic Whole Foods also where Buzzfeed has their HQ, giving us the potential to speak to press.
Wandering Bear brand ambassadors handed out free product in exchange for posting about the brand on social media. The results produced more attention and visitors creating a rapid increase in buzz in the surrounding area.
Wandering Bear office sales team was dispatched to potential accounts to host happy hour events in order to secure new sales opportunities.
Wandering Bear retail sales team along with Brand Ambassadors were dispatched to multiple retail locations to demo coffee and celebrate National Coffee Day.
Wandering Bear marketing team including myself visited Complex to chat coffee with media contacts, and then spent the afternoon at our Tipsy Scoop partner activation where we teamed up to offer boozy affogatos to Tipsy Scoop patrons.
CONTENT
WANDERING BEAR COFFEE
In the role of Marketing Associate, I owned Community Management on our social channels. Prior to my joining the team, Wandering Bear Coffee’s community strategy was non-existent due to bandwidth, lack of understanding the platforms and why fostering fostering an online community was crucial in the age of information. I used this opportunity as a blank canvas to create a voice for the brand that was relatable, young, and knowledgable. I effortlessly assimilated the brand into the unspoken rules and speech of the ever-changing internet, and made us a relevant player in a space where our competitors were either missing the mark, or were completely non-existent.
