Taste of the Biltmore is an upscaled, charity fundraising and tasting event that is hosted by National Bank of Arizona. The two main objectives of our campaign were: Increase brand awareness of Taste of the Biltmore and Increase traffic to the website.
Our goal was to have 1,200 guests for this year's event and 20 participating restaurants.
When you go out into the world to spend money, what matters almost more than anything else is how that experience feels. We wanted to display how unique and memorable experiencing Taste of the Biltmore would be. We wanted to render the authenticity and what better way to do than by having one of the participants, a world renowned coffee expert, Patrick O'Malley, telling why his coffee is different than everyone else.
Our strategy was to tell a short authentic story, less than 3 minutes long to capture our audience's attention. Share it on Facebook, which has the most following and engagement for our brand. We also created a thumbnail for the video that was specifically designed with Facebook feed in mind. We wanted to create a seem-less interaction with our viewers. We wanted to add value and not to increase noise in viewer's digital feed.
The name "Scientific Coffee" was chosen to play to the sense of curiosity and discovery of the viewer.
We wanted to deploy the video 30 days prior to the Taste of the Biltmore event to ramp up the buzz among the community.
Within the first 48 hours, "Scientific Coffee" had 4,000 organic views, 60 shares, and more than 30 likes on Facebook. By the end of 30-day campaign, the video reached over 7.3k views, 83 shares, and 97 likes.
Scientific Coffee video campaign not only reached but it exceeded our expectations and accomplished our main objective goals. The campaign was so successful in its brand awareness goal that we noticed an increase purchase of Google AdWords of "Taste of the Biltmore" by other local businesses. In addition, We raised over $20,000 for charity, 1,200 guests attended the event and 23 restaurants participate in this year's event.
