Fair Trade helps ensure that farmers around the world get a fair price for their coffee beans. So while they enjoy a better quality of life, you enjoy a great cup of coffee. To bring this to life, Green Mountain Coffee® took acclaimed musicians Grace Potter to Colombia and Michael Franti to Sumatra to experience Fair Trade firsthand and pass the good vibes on to their fans.Green Mountain Coffee Roasters, Inc. (GMCR) is the largest purchaser of Fair Trade Certified™ coffee in the world, but according to Fair Trade USA, consumer awareness of Fair Trade was only 34%. The brand needed an engaging way to teach their fans what Fair Trade really means. In celebration of Fair Trade month, Green Mountain Coffee® launched a cross-channel campaign in October of 2012. A Facebook tab was the hub of the campaign, and featured: • Shareable postcards with info about Green Mountain Coffee® Fair Trade varieties and coupons to save • Four exclusive videos documenting Grace Potter’s and Michael Franti’s travels to Fair Trade source countries • A Fair Trade concert series with shows Livestreamed to a national audience through the Facebook page • Sweepstakes to win a trip to Costa Rica, a Fair Trade source country • A ‘Pin the Good Vibes’ Pinterest contest for a chance to win a Vue® Brewer and Green Mountain Coffee® Fair Trade coffee RESULTS • In just one month the Green Mountain Coffee® Facebook page received more than 119,000,000 impressions and gained 223,000 new fans (a 30% increase) • Videos received 206,000 views, and nearly 9,000 fans entered the sweepstakes • 2,700 people tuned in for the live concert series • 239 fans entered the ‘Pin the Good Vibes’ Pinterest contest • 175,000 K-Cup® pack and ground coffee samples were delivered to fans in just 5 days, along with 500 surprise Fair Trade boxes in partnership with Blissmobox • The Facebook tab was the hub for the 2012 Fair Trade campaign which reached more than 150 million people and contributed to a significant increase in sales Most importantly, fans demonstrated a clear understanding of the benefits of Fair Trade throughout the campaign—whether sharing the videos and postcards, or uploading photos and beautiful word poetry on Pinterest to express what Fair Trade means to them. The campaign has had a lasting effect, with fans to this day still posting on the Facebook page about how Fair Trade has affected them and their coffee habits.
