Deviant Donuts and Vault Coffee

Summary

This iconic duo is where it all started for us. We spearheaded their Instagrams and Facebooks. The data showed us two strong brands that could easily stand on their own if positioned correctly. But in order to establish themselves in the market, we needed to ensure they stood out online. We needed to develop a loyal Following as serious as taking our coffee black.

Collaborations

While the products swung it out of the park, they needed some serious exposure. We took full advantage of our tri-state area by spending much time and research on food bloggers, other young food businesses, and locally made products between NY and Boston. Eventually, we were able to connect with different bloggers and purveyors for regular Giveaways, Instagram Features, Story Features, and so on.

Content

Given Mystic’s classic New England tourist attractions, there was great opportunity to help the two little shops turn into just that, an attraction. The content we produced for each shop was drastically different in personality and tone. But the data told us that’s what Audiences wanted and that we did.

For both shops we examined their current customers and derived our Brand Personas from there on. We looked at their other favorite local shops, brands, and what they were liking on social media from other businesses. By studying what their interests were, we were able to pull together an organic content strategy that catapulted Shares and Engagement.

For Vault, we needed to market to the Old Fisherman or storyteller type coming in from a dark storm. Hence, dark tones and rusty textures. For Deviant, we needed something in-your-face and new. Not many brands were putting out dramatic, drool-worthy mobile photography but in order to keep up with the energetic fanbase that the donuts were bringing in, we had to put something out just as crazy, if not more.

Presentation

Deviant Donuts depended heavily on Social Media for posting their weekly menus and making announcements. They had been typing whole menus in their captions and presenting important information in ways that we knew it were getting overlooked by Followers. We made up a new menu template and was able to transform their Menu Releases from a concept unknown to something shared 10x over, daily.