Joffrey's Coffee & Tea Co., based in Tampa, FL, was building up the retail side of the company and wanted to grow its online business, build Internet buzz, and increase Web traffic.
Working with its AOR Pierson Grant PR, the coffee company introduced a sampling program, Joffrey's Java Beta Test, to reach its targeted audience of bloggers, aiming to increase its brand and product awareness.
Joffrey's wanted to reach an audience that was passionate about coffee – and about online buzz. “We wanted to engage bloggers and get them to create some excitement around the Joffrey's brand, the Joffrey's company, and the products we represent,” says Ted Abrams, president and CEO of Joffrey's Coffee & Tea.
Any blogger could sign up for the test, where they received a sample of Joffrey's “Jamaican Me Crazy” flavored coffee and were given a trackback link to their blog from the test Web site.
Adam Singer, director of digital strategy at Pierson Grant, spread the word via e-mail blasts to bloggers, Twitter, and other social networks. Participants also took part in a survey about coffee habits and preferences that Joffrey's was able to use going forward.
Most, if not all, of the bloggers who participated had positive things to say about Joffrey's featured flavor, and after an early push from Web sites like Mashable.com and CNET, Joffrey's Web site saw an increase in traffic and more than 300 links to the site.
“When you give bloggers something creative to work with, they are... going to go wild with it,” Singer says.
Based on the results of the survey, Joffrey's developed a new flavor, Coffee 2.0, and allowed bloggers to test it.
Abrams says Joffrey's plans to have a new blogger outreach effort during the first quarter of next year.
PR team: Joffrey's Coffee & Tea Co. (Tampa, FL) and Pierson Grant PR (Ft. Lauderdale, FL)
Campaign: Joffrey's Java Beta Test
Duration: February-September 2008