Costa Coffee's Costa For You Campaign Shares Videos Via TikTok
Laura McQuarrie — May 19, 2021 — Lifestyle
References: adweek
TikTok's For You page is where to find Costa Coffee's Costa For You campaign, which shares personalized messages and menu suggestions directly with coffee lovers on the short-form video app. The campaign leverages an algorithm that regards users' browsing history on TikTok and shares videos about the different ways coffee can be enjoyed from Costa Coffee.
In all, there are 14 videos, each of which can be recognized by a floating pair of eyes and a mouth that speak directly to 'The Outdoorsy One' or 'The Relaxing One.' 'The Exclusive One,' for example, shares the details of the KitKat x Costa Coffee muffin. Thanks to the fun way these messages come across, they're more enjoyable to consume than the average ad, which often feels as if it's causing an interruption.
In all, there are 14 videos, each of which can be recognized by a floating pair of eyes and a mouth that speak directly to 'The Outdoorsy One' or 'The Relaxing One.' 'The Exclusive One,' for example, shares the details of the KitKat x Costa Coffee muffin. Thanks to the fun way these messages come across, they're more enjoyable to consume than the average ad, which often feels as if it's causing an interruption.
Trend Themes
1. Personalized Marketing - Brands can leverage user data to create personalized marketing campaigns that feel less like interruptions and more like enjoyable, targeted content.
2. Video Marketing on Tiktok - Brands can take advantage of TikTok's large and engaged audience by creating catchy and entertaining video marketing campaigns on the platform.
3. Interactive Advertising - Interactive advertising campaigns that engage viewers and provide them with useful information can be more effective at capturing attention and building brand loyalty.
Industry Implications
1. Food and Beverage - Food and beverage companies can use personalized content and creative video marketing to showcase their products and build brand awareness on social media platforms.
2. Hospitality - Hotels and coffee shops can tap into the power of social media algorithms to create targeted campaigns that resonate with different customer demographics and encourage them to visit their establishments.
3. Marketing and Advertising - Marketing and advertising firms can explore innovative ways to create interactive campaigns that grab viewers' attention and provide valuable information in a fun and engaging format.
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