Digital Pre-launch Campaign for a Premium Coffee House

Client: Drip Society, a premium coffee house.

Industry: Hospitality / Speciality Eatery / Restaurant

Date: October 2025

Overview

Drip Society partnered with our agency to create a bold, high-impact digital pre-launch campaign that introduces the brand to New York’s creative, style-focused community. The campaign concept, “NYC Just Got Its Drip,” reframes coffee as a cultural symbol, an attitude, and a lifestyle. Our objective was to establish immediate brand visibility, spark social conversation, and prime audiences for the grand opening. 

Challenge:

Launching a new coffee brand in New York City, where the café culture is already deeply established and highly competitive, presented a real challenge: how to stand out in a market saturated with both heritage names and trendy newcomers. 

Drip Society needed to break through the noise with a fresh, distinctive voice that felt premium yet approachable, artistic yet authentic. The challenge was to translate the brand’s bold identity into a digital pre-launch campaign that would capture attention, spark curiosity, and connect emotionally with an audience that’s sees coffee not just as a drink, but as a part of their creative lifestyle.

Solution & Execution: 

Built around the concept “NYC Just Got Its Drip”, we designed the pre-launch campaign to introduce the brand with impact and personality, transforming New York City itself into part of the brand story. We brought the concept to life through a series of imaginative, playful, and attention-grabbing visuals like oversized Drip Society cups placed across iconic NYC landmarks.

We developed and launched a two weeks Meta campaign built around the brand’s bold visual DNA to maximize awareness and engagement for Drip Society:

- Geo-targeting: Reached NYC audiences, focusing on creatives, coffee lovers, and culture-driven New Yorkers.

- Full-Funnel Meta Ads: Combined awareness ads to build brand visibility and retargeting ads to drive email/newsletter subscriptions.

- A/B testing: Tested ad creatives, messaging, and CTAs to optimize performance. 

- Tracking and optimization: monitored engagement, click-throughs, and lead form submissions for real-time performance optimization.

Results:

- High engagement: achieved a CTR of 2.1%, above the typical benchmark for coffee brands.

- Strong Reach: reached around 450k NYC users within two weeks.

- Clicks: 9,450 clicks.

- Video performance: short-form reel ads (20 seconds watch time), with about 53% of viewers watching to completion, showing strong content impact.

- Audience interaction: over 4,500 users engaged with the campaign through likes, shares, and comments, generating early community interest.

- Ad Recall Lift: post-campaign surveys showed a 9.8% lift in ad recall among exposed audiences, indicating strong creative performance and message retention.

- Email/Lead Generation: collected 284 new subscribers with a 3.1% conversion rate.

- Scalable Framework: campaign assets and targeting strategies were optimized for future full launch activations, creating a reusable digital-first system.

Note: This is an example project for demonstration purposes.

We're Ready To Help Your Brand Reach New Heights