Encore ESP

In order to successfully launch the Encore ESP in the highly competitive US market, we developed the comprehensive campaign platform "For Better Espresso." This strategic initiative was meticulously crafted to position the Encore ESP as Baratza's latest and most advanced espresso workhorse grinder. Our goal was to showcase how this grinder could deliver professional-grade espresso results while remaining affordable and accessible to a wide range of coffee enthusiasts.

To bring this campaign to life, we implemented a multi-faceted approach across social and digital media channels. We focused on creating a series of engaging and conversational 'announcement' formats that would resonate with our target audience. These formats were carefully designed to highlight the key features and benefits of the Encore ESP at every stage of the customer journey, from initial awareness to consideration and ultimately, conversion.

Our Launch IQ framework played a crucial role in maximising the impact and effectiveness of the campaign. By strategically deploying content and messaging that aligned with the different phases of the customer's decision-making process, we were able to capture attention, generate interest, and drive meaningful engagement with the Encore ESP.

‍