Cometeer

By: Brooke Lynn Phetthongsy, Alexis De Ocampo, Morgan Stein, Ashley Milon, Ethan Warchol

Creative & Social Media Channels

​

Background & Research

Strategy & Campaign Idea

Social Media Idea

Webpage & Rationale

03

01

02

04

05

• Creative 1
• Social Media Channel 1, 2, and 3

• Background
• Competitors
• Audience
• Social Listening

• Strategic Opportunity
• Organizing Idea
• Campaign Idea

• Existing Customers
• New Customers

• Landing Webpage
• Rational for channel choices

BP

Research: Cometeer

• Cofounder: Matt Roberts

​

• Flash Frozen Coffee

​

• Professional / High Quality

​

• Customer Base/Audience: Gen X, Millennials, Coffee enthusiasts

of high quality coffee

​

• Convenient / Sustainable

​

• Based in Massachusetts

​

BP

Competitors

Bulletproof

Javy

• Quick, easy, & delicious
• Prioritize regenerative farming.
• Target: Genz & Millennials
• Eco-consumers
• Several flavors & blends

• Science backed ingredients
• Founder: Dave Asprey
• “To unleash limitless potential”
• - High quality blend of MCT oil
• Clean Coffee: Soy-free, dye-free, gluten-free

​

BP/AD

Audience

Cometeer: Coffee enthusiasts who want high quality coffee

• Main Audience: Millennials
• Secondary: Gen X
• Income: Middle- Upper class

​

BP

Trends (Late 2023-2024):

• Preparing coffee at home/at home coffee
• Quality and convenience
• Instant coffee brands shine
• Climate change/sustainability
• Alternatives
• Rising demand for seasonal coffees
• Millennials and Gen x are high coffee consumers
• Gen Z is a growing demographic for coffee consumption

AD

Social Media Listening: Cometeer

Instagram:

• High-quality visuals/short videos (e.g., coffee products, brewing methods, and collaborations w/ renowned roasters, etc.)
• High Engagement:
• Limited-time offers
• New product launches
• Strong Response w/ exclusive product content and promotions

Facebook:

• Featured Posts:
• Product/collaboration announcements
• Behind-the-scenes content
• Customer testimonials

TikTok:

• Short-form videos
• Convenience and quality of their coffee
• High Engagement:
• User-generated content (e.g., taste tests and preparation tutorials)
• Example: Video by EMMA GRACE trying Cometeer Coffee w/ her grandmother received:
• 710 likes
• 31 comments

Trends:

• Authenticity
• Versatility Demonstrations
• Collaborations/Partnerships

Issues:

• Underutilize Content Variety
• Lacks Identity/Clear Brand Message
• Lacks Interactivity/Customer Service
• Inconsistent Social Activity

AD

Competitor Social Media Listening: Javy

Instagram:

• High-quality visuals/videos (e.g., products, customer experiences, lifestyle content, etc.)
• High Engagement:
• Moodboard Collages
• Aesthetically pleasing coffee preparations
• User-generated content

Facebook:

• Featured Posts:
• Product announcements
• Customer testimonials
• Promotional offers
• High Engagement:
• Limited-time offers
• New flavor launches

TikTok:

• Short-form videos
• Convenience and versatility of coffee products.
• High engagement: User-generated content (e.g., creative recipes and taste tests)
• Ex: Seasonal Coffee Recipes w/ product and aesthetically pleasing visuals

Trends:

• User-Generated Content (UGC)
• Visual Appeal
• Exclusive Offers

Issues:

• Lacks Customer Interaction/Service
• Repetitive Content
• Overwhelming Content Page

AD/EW

Competitor Social Listening: Bullet Proof

Instagram:

• High-quality visuals/video production (e.g., products, customer experiences, lifestyle content, etc)
• High Engagement:
• New product launches/announcements
• User-generated content
• Educational materials about health benefits
• Giveaways

Facebook:

• Featured Posts:
• Customer testimonials
• Health and Wellness related Articles.
• High Engagement:
• Community interaction
• Polls
• Personal questions to consumers (eg., personal health journeys)
• Ex: Asking followers to share favorite Bulletproof Coffee recipes

TikTok:

• Short-form videos
• Product usage, health tips, customer testimonials
• High engagement: User-generated content (e.g., creative recipes and personal success stories)

Trends:

• User-Generated Content (UGC)
• Educational Content
• Interactive Posts

Issues:

• Lacks Creativity/Repetitive
• Lacks Authenticity/Scripted
• Lacks Customer Service
• Inconsistent Social Activity

AD/AM/EW

Key Takeaways

Unique Branding

High Quality

Rising industry

Target Audience

Collaborations with Top Roasters: Cometeer prioritizes the quality brewing and refining for their coffee.

Cometeer: Only company that does flash freeze coffee pods.

Gen Z: Rising consumers in the coffee industry.

Professional brand: Enjoyed by coffee connoisseurs that enjoy high quality coffee.

AD/BP

Behaviors

Psychographics

Demographics

Strategic Opportunity

• Premium Subscription based service
• Urban city
• Higher income
• Coffee enthusiasts
• Gen Z, Gen X and older millennials

• Wanting new coffee technology w/o buying equipment
• Follows coffee trends
• Customization in variety of flavors
• Prioritizing quality beans
• High quality flavor

• Want easy to use premium coffee
• Saving money through subscriptions
• Convenience in time and reliable
• Sustainability and ethical
• Fresh coffee that's long lasting

Focusing on creating aesthetically pleasing, high-quality posts featuring sophistication, expansion on content type, collaboration, and bold visuals to showcase our campaign of convenience without compromise.

MS

Green/Ethical Consumer:

- Calm approach

- Clean, natural

- Straight and direct about processes

Millennials and Older Generation Z:

- Friendly and Informal

- Creative

Product:

- High Quality

Tone/Voice

EW

Organizing campaign ideas

Convenience

Holiday/Seasonal

Competition

Coffee being prepared quickly at your side with little effort required

Staying up to date with the times

Small competition to engage the audience

EW

Convenience Without Compromise

Creative

• Focus on high quality & convenience
• Grow their market
• Bold Visuals

BP

Instagram

BP

Platform 2: X

AM

Platform 2: X

AM

TikTok-

MS

Idea: Current

Customers

Promotional coupons- customers who are current members. ( Email - everyday for a week)

EW

EW

Idea: New

Customers

Promotional clip - Targeted advertising through social media.

Will show up as users casually scroll.

AM

Website Landing Page

AD

Instagram:

• Main social media channel, 2nd most active (BrandMentions)

Often gets more engagement compared to other platforms, Competitors have some success, but fail to keep their momentum (similar in format).

​

​

Tiktok:

• Little to no engagement (BrandMentions)

Much opportunity not tapped into. Offers more creative freedom for engaging posts. This platform has a knack for pulling in new audiences because of its unique algorithm. Competitors are not as successful in this field due to lack of understanding trends.

​

​

X:

• #1 Most consistent engagement + active platform (BrandMentions)

Much of their existing audience is found here. There’s information found here that isn’t shown on other platforms.

​

Social & Digital Platform Selection Rationales

AM

The End

Thank You for Listening

RESOURCES

• Sources:
• Lal, P. (2024, September 16). Foodservice Coffee and Tea – US – 2024. Mintel. https://clients-mintel-com.eu1.proxy.openathens.net/report/foodservice-coffee-and-tea-us-2024?fromSearch=%3Ffreetext%3Dcoffee%26resultPosition%3D5
• Olsen, K. (2024, August 14). Coffee and RTD Coffee – US – 2024. Mintel.com. https://clients.mintel.com/report/coffee-and-rtd-coffee-us-2024?fromSearch=%3FcontentType%3DReport%26freetext%3Dcoffee%26resultPosition%3D1
• https://canvasbusinessmodel.com/blogs/marketing-strategy/cometeer-marketing-strategy#:~:text=For%20Cometeer%2C%20the%20target%20market,convenient%2C%20and%20innovative%20coffee%20products.
• https://cometeer.com/pages/advent-homepage
• https://forbusiness.snapchat.com/inspiration/javy-coffee-success-story?lang=en-US#:~:text=Javy%20Coffee%27s%20target%20customers%20are,as%20cost%2Deffectiveness%20and%20versatility.
• https://forbusiness.snapchat.com/inspiration/javy-coffee-success-story?lang=en-US#:~:text=Javy%20Coffee%27s%20target%20customers%20are,as%20cost%2Deffectiveness%20and%20versatility.
• https://shop.bulletproof.com/?gad_source=1&gclid=Cj0KCQiA6Ou5BhCrARIsAPoTxrALfgg3h7ko7QeujZNjueQNpA6Xj2Ssh5w3WobpMN2FYDPXt2-yEdkaArriEALw_wcB
• https://www.eatingwell.com/article/7797774/what-is-bulletproof-coffee-and-is-it-healthy/#:~:text=Because%20it's%20so%20high%2Dcalorie,with%20no%20carbohydrates%20or%20protein.
• ​