Share The Love

SOCIAL CAMPAIGN
concept & execution
print& digital collateral

background

Motherland Coffee Company is a proud chain of stores in South Africa, serving fair trade African coffee. Their well designed stores are much loved gathering places, always filled to the brim with artists, suits, entrepreneurs, cyclists, moms with kids, friends, bookworms, all the digital nomads and pretty much everyone else.

Walk into any Motherland Coffee store today, and you can leave a coffee for someone you love. Buy them a voucher, stick their name on the big cork board, and tag them in a post to let them know. Pretty cool.

how it started.

When I were brainstorming social campaign ideas with the good folk at Motherland, We agreed that a “social” campaign had to be truly social and more than just online conversation. We wanted to draw it back to an in-store experience, to engage Motherland’s loyal neighbourhood communities and the people who actually walked into its stores everyday.

Now, I love coffee and I love my friends. On a good day, the two will always mix, but not always. More than once, I had wished there was some way to leave a coffee behind for a friend to grab later. So well, we went with it. Some days, inspiration is found in your own absurdly self-indulgent desires.

The campaign was a huge online success. Within days of its launch, Motherland’s social feeds were buzzing with #sharethelove posts. People were tagging friends, strangers and celebrities.

It was supposed to be just a month-long campaign, but we couldn’t print name cards fast enough. Share The Love boards have now become a permanent feature in all the stores, and they’re always full.