Perfect Foam. A Product Launch Built on a Ritual.

The challenge

Turkish coffee carried strong expectations around foam, flavor and hospitality. The launch needed to establish credibility with experienced home brewers and relevance for consumers open to a new preparation method.

The approach

The creative platform focused on the visible moment of foam formation. Close-up demonstrations made the product promise tangible, while daily-routine storytelling connected it to serving guests and enjoying coffee at home.

Digital, social, outdoor and creator activity moved audiences through awareness, consideration and conversion over ten weeks. Different creator tiers supplied reach, relatable use cases and local trust.

Performance data guided a shift toward foam-focused content. Paid amplification extended the strongest creator demonstrations into retargeting audiences.

1. 01Respect the ritual
2. 02Show the foam
3. 03Build social proof
4. 04Convert consideration

The outcome

The original case reports 9.1 million unique digital users reached, a 44% year-over-year category retail sales uplift during the campaign and a 43% reduction in conversion cost per result between phases one and three. Campaign-period sales uplift is reported as an observed comparison, not proof that advertising alone caused the increase.