THE GRIND SOCIAL
Coffee Matcha Tasting
&
Latte Art Event
Speculative Campaign Concept
About GRIND
London coffee brand that began in Shoreditch in 2011
Known for their sustainable approach and providing the UK’s first certified home-compostable coffee pods
Operates cafés, restaurants/cocktail bars and coffee shops, the majority of which are in the UK
Online store shipping bean/ground coffee, iced/instant coffee and matcha worldwide
B Corp certified
Collaborations with Soho House and British Airways
GRIND Rewards, the brand’s loyalty scheme
“Coffee shop by day, cocktail bar by night” positioning makes an experiential tasting event a natural fit for the brand
The Challenge
GRIND has multiple ways for customers to engage with the brand, including their stores, the online website, their social media and through GRIND Rewards, but casual in-store customers may not fully understand the value of joining the loyalty scheme
According to industry data only 30-40% of customers enroll in loyalty programs and of that 50% become dormant within 12 months
This campaign uses an in-person tasting event to turn everyday footfall into identifiable, returning GRIND Rewards members by giving customers a clear, experience-led reason to join
Objectives
Primary
Generate 50 new GRIND Rewards registrations attributable to the event campaign within 4 weeks of launch
Secondary
Encourage post-event purchase of GRIND coffee in-store and online
Re-engage inactive email subscribers and GRIND Rewards members
Increase footfall to other GRIND locations
THE GRIND SOCIAL
What
Lunchtime drop-in event where visitors who have signed up for GRIND Rewards can come to the GRIND restaurant and try the wide selection of coffee or matcha beverages of their choice
They can also join a latte art-making demonstration in which they will learn to make their own latte art with help from GRIND experts
When
Friday October 16th @12:30pm - 2pm
Where
GRIND Shoreditch restaurant, 213 Old Street London, EC1V 9NR
Why
Gives new customers a reason to try GRIND products, join Rewards and make a follow-up purchase
Attendees can recreate latte art from the demos at home using GRIND products
The time selected allows those to partake in the event on their lunch
Shoreditch restaurant was the first location for the GRIND company and contains high footfall
Provides opportunity to strengthen sense of community around GRIND brand and allow individuals to connect in a large city setting
Intended Audience
Primary
London-based professionals
Aged roughly 20 - 45
Lunch coffee/matcha purchasers
Latte art lovers
Secondary
Inactive email subscribers who need a reason to re-engage
Tourists in Shoreditch area
Street Passerbys
Personas
Persona
The Lunch-break Regular
The Coffee-at-home Buyer
The Lapsed Subscriber/member
Motivation
Wants a better midday break near work
Likes café-quality coffee and home brewing
Already knows GRIND but has not engaged recently
Pain point
Busy routine, little time for events
Unsure which GRIND product to buy next
Needs a reason to return
Campaign Channels
Main conversion channel for invite, reminder and follow-up
Tailored to specific segments (New leads, email subscribers, GRIND Rewards members)
Landing page
Explains event and captures GRIND Rewards/email sign-up
Brings new visitors to GRIND website
Instagram, TikTok, Facebook
Builds event atmosphere and showcases behind-the-scenes clips
Reach leads far beyond London
QR cards/posters
Convert existing footfall into event interests
Provides tangible touchpoints to grab attention
Mock Deliverables
Website Landing Page
Linked to QR codes, emails, social media posts
Events Web Page
Directed at those already on GRIND website
Invite Card
Handed out in-store/outside premises to passerbys
Side A
Side B
Poster
Contains QR code to landing page
Poster In-store
In easy to view locations in store + shop front windows
Invite Email
Subject line: Your Lunch Time, Upgraded By GRIND
Reminder Email
Subject line: Coffee Tasting This Friday @ Shoreditch GRIND
Follow-up Email
Subject line: Thanks For Joining THE GRIND SOCIAL!
Teaser Instagram Post
Simple + leaves reader questioning
Announcement Facebook Post
The event in a nutshell
Post-event TikTok Post
Attendees having fun to generate FOMO
Would incorporate relevant hashtags and landing page links into each post copy and support with posts to stories containing event updates on each platform
Success Measurement
Why
Indicates whether attention is earned
Shows whether event is compelling
Measures main campaign goal
Shows event commitments
Looks at actual customer spend after event
Can reveal what products attendees liked most
Provides crucial customer insights to improve future events
KPI
Email open rate, social media post reach
Email click-through rate, landing page visits
GRIND Rewards sign-ups
Attendance rate
GRIND Rewards points earned post event
Post-event product purchases
Feedback responses
Marketers Note
Realistic and specific KPI targets should be set based on previous events and current GRIND consumer data
Event data can be tracked via Google Analytics, Hubspot with email data from Oracle Responsys and landing/events web page data/SEO using Semrush
Marketing assets should be targeting different stages of marketing funnel and customer journey to convert potential leads to GRIND Rewards members
Visuals and media can be created via Canva and Adobe Photoshop and ensure consistency by using brand guidelines and tone throughout
Budget allocated will need to be sufficient to cover event staffing, product samples and print assets
Next Steps
Expansion of the event to other GRIND locations (London Bridge and Soho)
Host a Sunday night session with the GRIND alcoholic coffee drink ranges
A/B testing of email subject lines/CTAs, social media copy
Paid social media ad post targeting GRIND lookalike audience
User generated content from event can help further promote products and membership
Influencer marketing could be used to reach new audiences for example having micro influencers that would showcase the brand event to their followers
EAT
-
SLEEP
-
GRIND
-
REPEAT
-
EAT - SLEEP - GRIND - REPEAT -
Thank you for taking the time to read this project.