Caribou Coffee are the second largest speciality coffee and espresso retailer in the US. In addition to handcrafted beverages, Caribou serve up inspiration to fuel their customers’ days. Caribou started using Pinterest to inspire customers, filling their board with Pins worth staying awake for. They’d share memorable quotes, inspiring photos, their favourite flavour combinations and coffee drinks, and great Pins they curated from other people.
But Caribou also wanted to be inspired by their customers so, in preparation for launching their newest coffee, Real Inspiration Blend, they asked their Pinterest followers to help. Pinners added inspiring images with the hashtag #InspireCaribou on Pinterest, and Caribou looked at the Pins to decipher what the new blend should be – notes of mango for an image of a tropical rainforest, a hint of smokiness and marshmallow for a picture of friends around a bonfire, silkiness for a picture of water running across pebbles. The end result was a fragrant blend of Latin American and sweet Ethiopian beans with notes of fruit and wine in every cup.
“We could not have imagined the kind of input, enthusiasm and fun we had working with our fans to create the Real Inspiration Blend. The participation and excitement was more than we could have hoped for” said Michele Vig, Vice President of Marketing.
“Based on what we are seeing on Pinterest, we are reminded of many things we already know about our customers: our customers are creators who have a variety of hobbies and lead interesting, dynamic lives. We are so lucky and excited to be a part of their experiences in our coffee houses and on Pinterest.”
Caribou unveiled their Real Inspiration Blend with a five-storey, interactive “Living Pinterest board” in the Mall of America. Fans used Twitter and Instagram to snap photos with the hashtag #CaribouInspires, which were then displayed in realtime on the giant screens.
In addition to the interactive exhibit, Caribou produced a fully integrated marketing campaign, including a case study video of how the Living Pinterest Board was made; a special Pinterest board telling fans how the blend was created; a media event with a Roastmaster explaining the origin of the new coffee to local media; print advertisements to drive traffic to CaribouInspires.com; and social media posts to engage fans on Facebook, Instagram and Twitter.
The campaign was a huge success, garnering more than 11 million media impressions, and achieving a Facebook clickthrough rate that was 73% higher than the industry average and a Twitter engagement rate that was double the industry average.
These days, Caribou use Pinterest to learn about what their customers are interested in and apply those insights to future programmes. One example is their summer sampling programme, which takes place outdoors, where they know their customers love to be. Another is a sustainability programme called “Grounds for Your Ground”, which allows customers to take free used coffee grounds from Caribou stores and use them in their own gardens.
“Based on what we are seeing on Pinterest, we are reminded of many things we already know about our customers; our customers are creators who have a variety of hobbies and lead interesting, dynamic lives. We are so lucky and excited to be a part of their experiences in our coffeehouses, and on Pinterest” Vig said.
- Use Pinterest to get ideas for new products from your most loyal fans
- Create boards that tell a story through carefully arranged Pins
- Use Pinterest analytics to learn what resonates with your followers