A RED content matrix that took 120K to 860K followers — and lifted store traffic
The brand's online presence came in bursts. No clear identity, no recall, and the occasional viral note never translated into store visits.
860K
Total RED followers
9.2%
Save rate per note
+64%
Store footfall lift
3 posts
Notes surpassing 1M saves
The feed was half product shots and half daily snapshots, with a scattered visual tone. There was no consistent perception of the brand, and critically, no path from online to offline — viral posts left the stores flat.
「The first time people could name one specific thing about our coffee — that mattered more than the follower count.」
- 1
Defined a three-part content system — city coffee maps, gear and menus, and barista brew diaries — to give the feed a stable expectation
- 2
Unified the visual language: warm real photography under one compositional template, so the brand is recognisable in three seconds
- 3
Adopted 'a city memory you can take with you' as the content premise, anchoring every post to a reproducible offline action — a specific shop, time and drink
- 4
Introduced a stamp-pass mechanic: collect a set number of saves in-app and redeem a limited drink in store, turning data behaviour into a redeemable asset
- 5
Tagged every post with store-level codes to trace which content actually drove visits
Within a year followers grew from 120K to 860K, average save rate reached 9.2% against a category average near 3%, and three posts passed a million saves. Store footfall rose 64%, with over a third attributed through content tracking — which reshaped the media budget.