KRUPS is a brand dedicated to precision and technical perfection while making arguably the best range of espresso machines in the world. The German company was founded by Robert Krups in 1846 and its first products immediately won widespread admiration for their quality, far-sighted design and technical refinement. A world leader in coffee machines, espresso machines and a wide range of other appliances, KRUPS' passion for perfection is apparent in its range of products that consistently deliver the highest taste results.

To increase brand awareness and bolster social media engagement, 5WPR was tasked with three key objectives:

  • Execute a media-worthy Facebook campaign, drawing an audience and encouraging participation through the KRUPS' Facebook page
  • Provide product education and enrichment, capturing the audience's attention while visiting KRUPS' Facebook page
  • Position KRUPS as a category leader and passionate brand in-the-know about "all things coffee"

Media Placements

Media and publication placement for Krups

STRATEGY

Understanding that social media is a key driver to engage with KRUPS' audience of coffee lovers, 5W has developed an annual Facebook campaign called the "KRUPS Best Brew Awards," calling to action KRUPS consumers and coffee aficionados alike to vote for or nominate their favorite local coffee shops. To support this effort, 5W has designed a campaign micro tab on KRUPS' Facebook page to host all activity for the campaign.

To further establish KRUPS as a category leader, 5WPR has leveraged KRUPS' involvement in the coffee community by working with local coffee shops to promote the "Best Brew" campaign. 5W has spearheaded communications with all nominated coffee shops in 13 U.S. cities, leveraging its interaction with these coffee shops to execute a media blitz, garnering media coverage in each city with nominees while pitching national media about the kick-off and search for America's favorite coffee shops. 5W has created and distributed promotional collateral for respective coffee shops to advance their nomination, while generating more awareness of the KRUPS campaign. Once coffee lovers have engaged with the Facebook campaign, 5W captures their attention by providing product education and enrichment on the Facebook page.

RESULTS

By leveraging this Facebook program, 5W has garnered significant media coverage on KRUPS' involvement in the coffee community and built organic engagement on KRUPS' Facebook page. 5W's work on the "KRUPS Best Brew" campaign has further positioned KRUPS as a category leader and passionate brand in-the-know about "all things coffee." Additionally, 5WPR has driven an outstanding 241% increase in average fan engagement on the KRUPS Facebook Page (post likes, shares, comment, etc.).

Other significant results include:

  • The campaign drew almost 4K unique visitors to the contest
  • Compared to the four-week period prior to the campaign:
    • The average number of post "likes" increased by 55%
    • The average number of post comments increased by 98%
  • Compared to the two-week period prior to the campaign, the average number of post "shares" increased by 88%

Coverage includes:

  • Reuters.com
  • Yahoo!
  • Home Furnishings News
  • Gourmet Insider
  • Miami New Times
  • Westword

 

"As a leader in the coffee category, we're so as excited that with the annual Best Brew Awards, KRUPS can help discover the best coffee talent in the country. With 5WPR at the helm of this campaign, we're able to better connect and engage with the KRUPS community and our core audience. "

- Michele Lupton, Marketing Communications Director
for Groupe SEB America


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