Brewing affection one cup at a time

Ten Percent
Scope of Work
Campaign Strategy
Campaign Management
Content Production
Branding & Design
Ten Percent, a specialty coffee café nestled in the heart of Lusail, envisioned brewing more than just coffee—they aimed to brew connections. Launching with a build-it-and-they-will-come mindset, they initially enjoyed a steady stream of coffee aficionados drawn to their authentic blends. However, as their customer base grew and their products became beloved, the need to elevate their brand and draw even more foot traffic became evident. The challenge was clear: expand their social media presence and attract more customers to their debut outlet without losing the essence of what made Ten Percent special.
Descifer stepped in to distill the essence of Ten Percent into a potent strategy. Our approach began with a swift, insightful study to understand the brand's core and its audience's desires. We brewed a unique hybrid campaign that blended physical allure with social media charisma, all centered around the heartwarming concept of "sharing a cup of love." This wasn’t just about coffee; it was about moments and memories, encapsulated by the gift of a tiny teddy bear with every coffee purchase.
The campaign struck a chord. Drive-by takeout transformed into a flurry of activity, social media buzzed with stories of shared moments, and the café's sales tripled. The simplicity of the concept, combined with the authentic engagement it fostered, turned cups of coffee into shared experiences, drawing people not just to a product, but to a community.
The "cup of love" campaign not only increased Ten Percent's sales by 300% but also significantly boosted its social media presence and foot traffic. It was a testament to the power of a well-crafted, emotionally resonant campaign that aligned perfectly with the brand’s ethos and its audience’s values. Encouraged by this success, Ten Percent is now exploring broader brand strategies and new product lines with Descifer, poised to make even more significant strides in the specialty coffee market.
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