Peet’s Coffee TikTok Relaunch

Objective

DMM implemented a TikTok strategy for @PeetsCoffee that showcased relatable, awareness-driven captures. Our team explored various video and audio formats for this ever-evolving platform and used real-time trends to tap into the #coffeetok community. Our primary goal was to introduce Peet’s to a younger demographic and help position them as a relevant leader in the industry. 

The most beneficial aspect of our embed team was their ability to quickly capture and produce content both in-store and at-home. Through collaboration with strategy and platform, we had a strong pulse on platform trends and crafted our ideas around the relevant formats we were seeing as well as brand priorities. In turn, we used our captures to highlight Peet’s retail and DTC offerings in a fun, light-hearted and organic way that resonated. 

Results

Since the beginning of our embed partnership with Peet’s in May 2022, we’ve captured a total of 55 pieces of content for TikTok, resulting in over 1.2M impressions, 1M reach, 32.6K engagements, and we’ve seen a 452.8% increase in followers on the platform.