Muffin Break — Building a connection with customers.

Muffin Break is all about good food, great coffee, and even better company. Their biggest challenge was their customer base. Their main customers skewed elderly — and they needed a reliable way to reach them.

While it might feel like swimming upstream, social media was core to our strategy. We knew we could reach customers through tried-and-true channels like radio and linear TV, and these became an always-on backbone of our strategy. This took the pressure off our other channels, and instead we could use these to organically build community.

We shifted our social style to be more community oriented. We cultivated an audience of core customers that were highly active and engaged. Muffin Break's social media became about those moments of connection that kept customers coming back: a treat for a grandchild, a moment to sit with a good coffee, a catch up with an old friend.

By focusing on these moments of connection, we saw a rise in customers, and an improvement across all socials, with customers coming back again and again to share their stories.

• +138% increase in Page & Profile Impressions (1.4 million to 3.5 million)
• +80% increase in overall engagement (76k to 137k)
• +126% increase in Organic Page Views (354k to 789k)
• +230% increase in Organic Post Views (214k to 709k)