Phase 1: Best-in-Class UGC
We crafted two authentic pieces of content, introducing new menu items while also explaining the ethos behind Black Sheep Coffee. This strategy allowed us to present the brand as more than just a coffee shop - it’s a unique establishment gaining international attention for its delicious food, super-strong coffee, and innovative cocktail selection.
The content was distributed across Brit Life, Banter King, and Made In Poor Taste, platforms with a strong cultural connection to our target audience.
Results:
- 720K Plays
- 530K Reach
- 4.5K Engagements
Phase 2: Comedy Sketches
In this phase, we tapped into humour to engage audiences with two playful sketches.
The first, titled “Tell Me When to Stop,” featured our creators filling a mug with an ever-growing mountain of whipped cream, with staff encouraging them to keep going until the cream toppled over. The second sketch was based on a trending format at the time, where a customer would humorously complain about an aspect of their order (e.g., "I didn’t want chocolate on my coffee"), and the staff would quickly "solve" the issue by wiping it away with their hands.
Both sketches kept the tone lighthearted, while subtly highlighting Black Sheep Coffee’s menu offerings and maintaining strong brand visibility throughout the content.
Results:
- 590K Plays
- 450K Reach
- 3.3K Engagements
Phase 3: Staff POV – Biscoff Waffle
For the final piece of content, we took audiences behind the scenes to reveal the making of Black Sheep Coffee’s famous Biscoff waffle. Filmed from a POV perspective - a format that resonates well with our audience and fuels viral trends (think Spudman!) - this video gave viewers an insider’s look at how the delicious treat is created. With Biscoff’s massive popularity, we aimed to showcase the mouthwatering options available at Black Sheep Coffee, further reinforcing the brand’s appeal as a go-to high street destination.
Results:
- 75K Plays
- 50K Reach
- 1.2K Engagements