Case Study:

KICCO

Industry

Specialty Eatery

Company Size

10-15 Employees

Established



Background

Kicco is a popular café located in Boston, known for its artisanal coffee and unique menu offerings. To stand out in a competitive market and attract more customers, Kicco aimed to strengthen its digital presence and increase online orders, particularly among the city's busy commuter population.

Challenge

Despite having a loyal customer base, Kicco wanted to increase its online ordering and expand its reach within Boston. The café needed a strategy that would not only highlight the quality of its products but also effectively engage with both existing and potential customers across various platforms.

Strategy

To achieve its goals, Kicco launched the “Taste The Difference” campaign, employing a multi-channel approach that included:

• Social Media Management: Regular posts and stories on Instagram and Facebook, highlighting menu items and customer experiences to engage followers and increase visibility.
• Paid Ads: Targeted ads on social media platforms to drive traffic to the online ordering site.
• Influencer Partnerships: Collaborating with local influencers to create authentic content that showcased the café’s offerings and attracted a broader audience.
• Print Media and Direct Mail: Distributing eye-catching posters and print ads near commuter hubs, along with direct mail marketing to local residents and businesses.
• Commuter Campaign: Offering discounts on online orders during peak travel times to encourage commuters to place orders online.

Results

The campaign successfully surpassed its objectives:

• Increase in Online Orders: Kicco achieved a 15% increase in online orders, 
• Social Media Reach: The campaign garnered over 500,000 views on Instagram, significantly boosting engagement and follower growth.
• Effective Print Media: The direct mail and print media strategies were effective, with a high redemption rate for online order discounts.

Conclusion

Kicco’s “Taste The Difference” campaign effectively enhanced its brand visibility and increased online orders through a strategic mix of digital and traditional marketing tactics. By targeting commuters and leveraging social media and influencer partnerships, Kicco was able to connect with a broader audience and drive significant growth in online sales. The campaign's success demonstrates the power of an integrated marketing approach in achieving business objectives.