Merrild

2.2 million views with coffee, creators and Grøn Koncert

The coffee brand Merrild wanted to strengthen its relevance among a younger audience. We helped turn its partnership with Grøn Koncert into a social-first campaign, linking coffee to personality, relationships and the festival’s social moments.

The goal was to make Merrild a natural part of the experience—both at the festival site and on the audience’s screens.

Challenge

Merrild wanted to strengthen its relevance among a younger, urban audience. Grøn Koncert was an obvious place to meet them, but Merrild needed to be more than a logo at the festival site. The brand had to be a natural part of the experience—and the conversations around it.

Plan

We developed the Coffee Persona concept and created social media content through vox pop and collaborations with TikTok creators. At the same time, paid advertising ensured the content reached the desired audience broadly.

Result

More than 2.2 million views among just under 400,000 people. Creator content alone accounted for more than 1.5 million views—and was also the most effective at making the audience stop, watch and engage.

En del af Grøn oplevelsen Hvilken Coffee Persona er du?

Part of the Grøn experience

Merrild already had a clear opportunity to reach a younger audience through its partnership with Grøn Koncert.

But a brand partnership does not, in itself, make a brand relevant.

That is why Merrild’s presence also had to live on the audience’s screens. The task was to create content that felt like a natural part of their feed rather than an ad that interrupted it.

Instead of classic product messaging, we took our starting point in something that already plays a role in the audience’s everyday life: personality, friends and social relationships.

Which Coffee Persona are you?

That became the foundation for Coffee Persona.

Does your coffee order actually say something about who you are? And can you guess your friend’s coffee based on their personality alone?

With Coffee Persona, we used coffee as a starting point for conversations about the types we all know from our group of friends.

The concept could live both before and during Grøn Koncert and gave us a shared creative foundation for content across vox pop, creators and advertising.

Results

Merrild reached far beyond the festival site

Views across the campaign

2.2 million

views

People reached by the campaign

400.000

people

Grøn Koncert gave Merrild a physical presence right in the middle of a younger audience, but the digital activation ensured that the presence reached far beyond the festival site.

The campaign reached just under 400,000 people and generated more than 2.2 million views. At the same time, it hit the desired 25–34 target group and met or exceeded the goals Merrild had set for the campaign’s visibility.

Coffee Persona thus gave Merrild a way to connect coffee with the social relationships and moments the campaign was built around.

Watch the videos here on Merrild’s TikTok

From idea to finished product

We supported concept, content and advertising

We handled the digital activation from the first idea to the finished content and social media advertising.

Before and during Grøn Koncert, we went out among the audience. One of our specialists was on camera, interviewing festivalgoers for the campaign’s vox pop videos, while we handled the production of the content.

At the same time, we identified the TikTok creators who matched the concept and the audience. We coordinated the collaboration and produced the content with them, so Coffee Persona could also live in their own formats.

How we work with content production