ABOUT

Second Cup Coffee Co.™ was founded in Toronto, Ontario in 1975, and has grown to be the largest Canadian specialty coffee retailer.

Achieving over 27 Million dollars in revenue in 2019, Second Cup Coffee Co.™ is extremely ethically conscious, from committing to fairly traded coffee beans, animal welfare, and organic certified products only. With over 360 cafés across the country, Second Cup is a national specialty coffee leader.

CHALLENGE

Their main goal was to grow their online presence and attract a younger demographic. LuxStory was then hired to create social media and digital content, and manage the social platforms, focusing heavily on Instagram. We created easy-to-follow content calendars with imagery, captions, and hashtags to be used for easy approvals. We looked to incorporate the following examples as our strategy to appeal to a younger demographic: Lifestyle photography, using a fun and fresh tone of voice, introducing giveaways and contests, which boosted engagement and following, tagging products to shop right in the Instagram app, the use of polls and other story features to boost engagement and brand awareness, and the creation of fun graphics and quizzes that promoted shareability.

ONGOING 

Over four months of creating content and managing social platforms, Second Cup Canada saw rapid growth across all social channels. The audience has been increasing steadily and consistently, especially on Instagram.

The impact of our strategy has been 108% increase in followers, a 58.9% increase in impressions and 226% increase in engagement on Instagram within four months. Engagement increased largely due to a holiday giveaway in December, which increased traction on the page. LuxStory increased engagement by 93% across all channels.

We are excited to continue our work with Second Cup Coffee Canada.