Peet’s Coffee

Using engaging, aesthetic, and product-focused original captures that tapped into internet humor and social trends, DMM transformed Peet's Coffee's social presence, elevating the brand's online identity and cultivating growth across platforms.


DMM partnered with the original craft coffee™ makers, Peet’s Coffee, to redefine and elevate their presence across social media platforms including Facebook, X/Twitter, TikTok, and Instagram. We captured the essence of Peet’s Coffee through engaging content and dynamic video production.



Our cross-channel social media strategy for Peet’s Coffee revolved around engaging, aesthetic, and product-focused concepts. We leveraged real-time trends to amplify reach, exposure, and growth, while consistently delivering dynamic visual-focused assets to create a cohesive and elevated presence across platforms.

Peet’s Coffee brought on DMM’s in-house creator team to help relaunch their TikTok presence. With social native content captures and strategic execution, we engaged the #CoffeeTok community, building a foundation of aesthetically pleasing content that resonated with a younger target audience for Peet’s.

Our in-house creators were able to quickly capture and produce content both in-store and at home. This allowed us to integrate brand priorities and pivots quickly as well as capitalize on timely trends to insert Peet’s into viral moments and social conversation. We used our captures to highlight Peet’s retail and DTC offerings in a fun, light-hearted, and organic way that engaged both TikTok and Reels audiences.


Our captures became a crucial content source for Peet’s TikTok and Instagram Reels. Since the TikTok re-launch, DMM’s in-house creator team produced 4-6 video concepts per month, 70 in total, generating over 1.3M estimated impressions between TikTok and Reels, and contributing to a 12% combined increase in followers.

Top-performing TikTok and Reels posts featured elevated product photography, on-site behind-the-scenes captures, as well as humor and trend-driven content. These socially optimized, lo-fi captures allowed Peet’s to quickly capitalize on timely trends, bring personality to posts, and tailor a visual presence that fit brand guidelines. 

Overall the combination of engaging and visually pleasing, product-forward content creation that leverated timely social trends and internet humor was the perfect blend.