We knew that over 12% of the population had bought coffee online — but with many of those sales going to well-known supermarket staples like Nescafé, Lavazza, and Maxwell House, we set out to create content that spoke directly to those buyers and encouraged them to give Pact a try. 

Our approach blended clear sales messaging with short-form content that was educational, relatable, and visually appealing: positioning Pact as one of life’s little luxuries for coffee lovers. We showed how to brew at home using different methods, created seasonal recipes like espresso martinis, and shared coffee-based treats that matched their mindset – such as delicious brownies and a tasty tiramisu.

To take it further, we aligned SEO and social efforts, using tools like Google Trends and Moz to uncover rising coffee trends and build content across platforms to tie into these. This meant anticipating spikes in “pumpkin spice latte” searches, creating content on milk alternatives ahead of Veganuary, and more. The result? A joined-up strategy that drove awareness, engagement, and purchase intent…beautifully blended, just like Pact coffee.

Our video-led approach attracted attention and proved the power that organic social media can have on a FMCG brand. In the first 5 months, we:

·       Delivered a 4,500% increase in video views

·       Saw a 398% higher reach on videos than images

·       Increased Facebook average engagements per post by 312%

·       Increased Instagram average engagements per post by 48%

·       Drove over £10,300 worth of sales from organic social media