Impact program
The Impact Program by Café Royal is focused on promoting sustainable coffee practices and supporting farmers in Brazil, Honduras, and Peru—the regions where Café Royal sources its beans. For every kilogram of Impact Coffee purchased, Café Royal contributes an additional 1 euro directly to the farmers, on top of the Fairtrade price, resulting in a total of 2 million euros raised to support coffee-growing communities. This funding has been invested in local projects that aim to improve the living and working conditions of coffee producers and their families.
Landing page
To communicate these accomplishments, key visuals were developed to highlight the program's impact. Each cup of coffee symbolizes the positive change that consumers help create with every purchase, visually connecting their daily habits to the well-being of coffee-growing communities. The Café Royal Impact Program landing page further emphasizes the brand’s commitment to sustainable coffee farming in Brazil, Honduras, and Peru. Featuring impactful visuals and real stories from these communities, the page illustrates how Café Royal supports meaningful projects that enhance the lives of farmers and their families, making the positive impact of each purchase clear and tangible for consumers.
Educational Quiz
To engage users and educate them about the Impact Program, we introduced an interactive quiz hosted on the external platform, Happy Contest. The quiz featured a custom-designed map highlighting the three key regions—Brazil, Honduras, and Peru—where Café Royal sources its coffee. Each country represented one question, guiding users through an educational journey that provided insights into Café Royal’s initiatives in each area. At the end of the quiz, participants received a voucher code to use on the website, creating a seamless and rewarding experience that connected learning with an incentive.
Multi-Channel Promotion
To maximize quiz participation, we utilized a range of channels, including newsletters, pop-ups, and banners on the website. Each channel served as a reminder and an entry point to the quiz, making it easy for users to get involved. These touchpoints helped drive traffic and increased engagement, ensuring that users could easily access and participate in the quiz, while gaining insight into the Impact Program’s mission.
Social media
To further drive engagement and build awareness of the Impact Program, we launched a targeted social media campaign centered around the quiz. Eye-catching visuals from the campaign were crafted to spark interest and highlight the chance to win a voucher code. Using paid social ads, we reached a broader audience, inspiring users to participate in the quiz and discover the program’s initiatives. This approach helped to connect consumers with the positive outcomes of their purchases, reinforcing Café Royal’s commitment to sustainability.
Summary
The Impact Program campaign successfully increased awareness and boosted consumer engagement with Café Royal’s sustainability efforts. Through a multi-channel strategy—including an interactive quiz, social media ads, newsletters, and website touchpoints—the campaign achieved significant reach across key regions, with up to 17% conversion rates in certain channels. By educating consumers on the positive impact of each coffee purchase, the campaign reinforced Café Royal’s dedication to supporting coffee-growing communities in Brazil, Honduras, and Peru. This initiative strengthened brand affinity and inspired consumers to make more sustainable purchasing decisions.
