The Carte Noire Readers

Problem:
How do you get busy middle-aged women to engage with a seductive French coffee brand?

Solution:
Desirable actors read literary love scenes in coffee break sized online content.

Media:
Branded content, website, reading events.
Promoted by print and online advertising, direct mail, PR, radio and a partnership with Penguin Books.
Shared via Facebook and Twitter.

Results:
UK sales up 20%
150,000 website hits
2,000+ incoming links
Commissioned for a 2nd season.

Role: Creative lead Read Less