Robert Timms

Social strategy & influencer engagement

We made Robert Timms relevant to a younger audience and recruited a younger coffee drinker via engaging social content.

The challenge

Robert Timms was a heritage brand with little relevance among younger demographics in Australia. It wanted to change this and so Sedgwick Communications recommended that they focus on raising awareness of their easy, convenient and cost-effective coffee bags, which contain real ground coffee.

The Solution

Sedgwick Communications deployed an influencer campaign. Our strategy focused on reaching the main grocery consumers: women aged 24-35, and regular coffee drinkers.

We developed a new social media strategy for the brand which outlined a new tone of voice, creative direction and content pillars to recruit a younger coffee drinker. We also launched an influencer campaign that recruited influencers that appealed to the 24-35 age group and main grocery buyer (MGB) to develop content highlighting one or two of the supplied coffee bag attributes.

The results

The influencer campaign was extremely successful with 34 pieces of content developed by 20 influencers. The content achieved an overall social audience of 26.5 million, a total reach of 267,694 and an engagement rate of 5.6%.

Even though we weren’t driving people to the Robert Timms website, we saw a halo effect with a 7% increase in traffic to its website, proving to be their most successful influencer campaign yet.