{"id":75149,"date":"2026-08-06T08:31:27","date_gmt":"2026-08-06T08:31:27","guid":{"rendered":"https:\/\/morningtrain.dk\/cases\/merrild-2-2-million-views-with-coffee-creators-and-groen-koncert\/"},"modified":"2026-10-09T10:59:56","modified_gmt":"2026-10-09T10:59:56","slug":"merrild-2-2-million-views-with-coffee-creators-and-groen-koncert","status":"publish","type":"case","link":"https:\/\/morningtrain.dk\/en\/cases\/merrild-2-2-million-views-with-coffee-creators-and-groen-koncert\/","title":{"rendered":"Merrild | 2.2 million views with coffee, creators and Gr\u00f8n Koncert"},"content":{"rendered":"\n<section class=\"wp-block-mt-dark-mode-container mt-dark-mode-container\">\n<section class=\"wp-block-mt-case-cover mt-case-cover\"><div class=\"mt-case-cover__inner\"><div class=\"mt-case-cover__text-container page-container\"><div class=\"mt-case-cover__text-container--left\"><p class=\"mt-case-cover__tagline tagline\">Merrild<\/p><h1 class=\"mt-case-cover__title mt-heading\">2.2 million views with coffee, creators and Gr\u00f8n Koncert<\/h1><\/div><div class=\"mt-case-cover__text-container--right\"><p class=\"mt-case-cover__text\">The coffee brand Merrild wanted to strengthen its relevance among a younger audience. We helped turn its partnership with Gr\u00f8n Koncert into a social-first campaign, linking coffee to personality, relationships and the festival\u2019s social moments. <br\/><br\/>The goal was to make Merrild a natural part of the experience\u2014both at the festival site and on the audience\u2019s screens.<\/p><\/div><\/div><div class=\"mt-case-cover__image-container object-fit\"><video class=\"mt-case-preview-grid-box__video\" muted=\"\" loop=\"\" playsinline=\"\" autoplay=\"\"><source src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/08\/Merrild-case-covervideo-1.mp4\" type=\"video\/mp4\"\/><\/video><\/div><\/div><\/section>\n<\/section>\n\n\n\n<section class=\"wp-block-mt-case-process-boxes mt-case-process-boxes mtSpacing-top-extraSmall mtSpacing-bottom-extraSmall\"><div class=\"mt-case-process-boxes__inner page-container swiper\"><div class=\"swiper-wrapper\">\n<div class=\"wp-block-mt-case-process-box mt-case-process-box swiper-slide\"><p class=\"mt-case-process-box__title\">Challenge<\/p><p class=\"mt-case-process-box__text\">Merrild wanted to strengthen its relevance among a younger, urban audience. Gr\u00f8n 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\u2014and the conversations around it.  <\/p><\/div>\n\n\n\n<div class=\"wp-block-mt-case-process-box mt-case-process-box swiper-slide\"><p class=\"mt-case-process-box__title\">Plan<\/p><p class=\"mt-case-process-box__text\">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. <\/p><\/div>\n\n\n\n<div class=\"wp-block-mt-case-process-box mt-case-process-box swiper-slide\"><p class=\"mt-case-process-box__title\">Result<\/p><p class=\"mt-case-process-box__text\">More than <strong>2.2 million views<\/strong> among just under <strong>400,000 people<\/strong>. Creator content alone accounted for more than <strong>1.5 million views<\/strong>\u2014and was also the most effective at making the audience stop, watch and engage. <\/p><\/div>\n<\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-mt-case-preview-grid mt-case-preview-grid mtSpacing-top-extraSmall mtSpacing-bottom-extraSmall\"><div class=\"mt-case-preview-grid__inner page-container\">\n<div class=\"wp-block-mt-case-preview-grid-box mt-case-preview-grid-box object-fit mt-case-preview-grid-box--width-66\" style=\"background:\"><video class=\"mt-case-preview-grid-box__video\" muted loop playsinline autoplay controls><source src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/08\/Merrild-Groen-video-1.mp4\" type=\"video\/mp4\"\/><\/video><div class=\"mt-case-preview-grid-box__text\"><p class=\"mt-case-preview-grid-box__tagline mt-tagline\"><\/p><\/div><\/div>\n\n\n\n<div class=\"wp-block-mt-case-preview-grid-box mt-case-preview-grid-box object-fit mt-case-preview-grid-box--width-33 mt-case-preview-grid-box--is-oblong\" style=\"background:\"><video class=\"mt-case-preview-grid-box__video\" muted loop playsinline autoplay controls><source src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/08\/Merrild2-1.mp4\" type=\"video\/mp4\"\/><\/video><div class=\"mt-case-preview-grid-box__text\"><p class=\"mt-case-preview-grid-box__tagline mt-tagline\"><\/p><\/div><\/div>\n\n\n\n<div class=\"wp-block-mt-case-preview-grid-box mt-case-preview-grid-box object-fit mt-case-preview-grid-box--width-33 mt-case-preview-grid-box--is-oblong\" style=\"background:\"><video class=\"mt-case-preview-grid-box__video\" muted loop playsinline autoplay controls><source src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/08\/Merrild_GaetMinKaffe_Film2_6-1-1-1.mp4\" type=\"video\/mp4\"\/><\/video><div class=\"mt-case-preview-grid-box__text\"><p class=\"mt-case-preview-grid-box__tagline mt-tagline\"><\/p><\/div><\/div>\n\n\n\n<div class=\"wp-block-mt-case-preview-grid-box mt-case-preview-grid-box object-fit mt-case-preview-grid-box--width-66\" style=\"background:\"><img decoding=\"async\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/08\/Merrild-groen-video-content-creators.png\" alt=\"\"\/><div class=\"mt-case-preview-grid-box__text\"><p class=\"mt-case-preview-grid-box__tagline mt-tagline\"><\/p><\/div><\/div>\n<\/div><\/section>\n\n\n<section\n    class=\"mt-blog-post-content mt-blog-post-content--has-table-of-contents mtSpacing-top-none mtSpacing-bottom-medium\"\n>\n    <div class=\"mt-blog-post-content__inner page-container\">\n        <div class=\"mt-blog-post-content__table-of-contents\">\n                                                                <a\n                        href=\"#oplevelsen\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        En del af Gr\u00f8n oplevelsen\n                    <\/a>\n                                    <a\n                        href=\"#coffee\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Hvilken Coffee Persona er du?\n                    <\/a>\n                                  <\/div>\n        <div class=\"mt-blog-post-content__items\">\n                            \n\n<h2 class=\"wp-block-heading\" id=\"oplevelsen\">Part of the Gr\u00f8n experience<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Merrild already had a clear opportunity to reach a younger audience through its partnership with Gr\u00f8n Koncert.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But a brand partnership does not, in itself, make a brand relevant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is why Merrild\u2019s presence also had to live on the audience\u2019s screens. The task was to create content that felt like a natural part of their feed rather than an ad that interrupted it. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instead of classic product messaging, we took our starting point in something that already plays a role in the audience\u2019s everyday life: personality, friends and social relationships.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"coffee\">Which Coffee Persona are you?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">That became the foundation for <strong>Coffee Persona<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Does your coffee order actually say something about who you are? And can you guess your friend\u2019s coffee based on their personality alone? <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With Coffee Persona, we used coffee as a starting point for conversations about the types we all know from our group of friends.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The concept could live both before and during Gr\u00f8n Koncert and gave us a shared creative foundation for content across vox pop, creators and advertising.<\/p>\n\n\n                                            <\/div>\n        <div class=\"mt-blog-post-content__small-related-posts\">\n                                <\/div>\n    <\/div>\n    <\/section>\n\n\n\n\n<section class=\"wp-block-mt-text-section mt-text-section mtSpacing-top-extraSmall mtSpacing-bottom-extraSmall\"><div class=\"mt-text-section__inner page-container\">\n<div class=\"wp-block-mt-text-section-title mt-text-section__title-container\"><p class=\"mt-text-section__tagline mt-tagline\">Results<\/p><h2 class=\"mt-text-section__title mt-heading\">Merrild reached far beyond the festival site<\/h2><div class=\"mt-text-section__kpi-container\">\n\n<div class=\"wp-block-mt-text-section-title-kpi mt-text-section__kpi\"><div class=\"mt-text-section__kpi--left\"><p class=\"mt-text-section__kpi--title\">Views across the campaign<\/p><p class=\"mt-text-section__kpi--description\"><\/p><\/div><div class=\"mt-text-section__kpi--right\"><div class=\"mt-text-section__kpi--kpi-container\"><p class=\"mt-text-section__kpi--kpi\">2.2 million<\/p><p class=\"mt-text-section__kpi--suffix\">views<\/p><\/div><p class=\"mt-text-section__kpi--text\"><\/p><\/div><\/div>\n\n\n<div class=\"wp-block-mt-text-section-title-kpi mt-text-section__kpi\"><div class=\"mt-text-section__kpi--left\"><p class=\"mt-text-section__kpi--title\">People reached by the campaign<\/p><p class=\"mt-text-section__kpi--description\"><\/p><\/div><div class=\"mt-text-section__kpi--right\"><div class=\"mt-text-section__kpi--kpi-container\"><p class=\"mt-text-section__kpi--kpi\">400.000<\/p><p class=\"mt-text-section__kpi--suffix\">people<\/p><\/div><p class=\"mt-text-section__kpi--text\"><\/p><\/div><\/div>\n\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-mt-text-section-text mt-text-section__text-container\">\n<p class=\"wp-block-paragraph\">Gr\u00f8n 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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\u201334 target group and met or exceeded the goals Merrild had set for the campaign\u2019s visibility. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Coffee Persona thus gave Merrild a way to connect coffee with the social relationships and moments the campaign was built around.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<a class=\"wp-block-mt-button mt-button mt-button--underline-arrow\" href=\"https:\/\/www.tiktok.com\/@merrildkaffe\/\" target=\"_blank\" rel=\"noopener\"><span class=\"mt-button__text\">Watch the videos here on Merrild\u2019s TikTok<\/span><div class=\"mt-button__underline-arrows\"><div class=\"mt-button__underline-arrow mt-button__underline-arrow--white\"><\/div><div class=\"mt-button__underline-arrow mt-button__underline-arrow--prim\"><\/div><\/div><\/a>\n<\/div>\n<\/div><\/section>\n\n\n\n<section class=\"wp-block-mt-text-image mt-text-image mtSpacing-top-extraSmall mtSpacing-bottom-extraSmall\"><div class=\"mt-text-image__inner page-container-desktop\"><div class=\"mt-text-image__text-container page-container-mobile\">\n<p class=\"wp-block-mt-tagline mt-tagline\">From idea to finished product<\/p>\n\n\n\n<h2 class=\"wp-block-mt-heading mt-heading\">We supported concept, content and advertising<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We handled the digital activation from the first idea to the finished content and social media advertising.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before and during Gr\u00f8n Koncert, we went out among the audience. One of our specialists was on camera, interviewing festivalgoers for the campaign\u2019s vox pop videos, while we handled the production of the content. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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. <\/p>\n\n\n\n<div class=\"wp-block-mt-buttons mt-buttons\">\n<a class=\"wp-block-mt-button mt-button mt-button--underline-arrow\" href=\"https:\/\/morningtrain.dk\/en\/content-concept\/\"><span class=\"mt-button__text\">How we work with content production<\/span><div class=\"mt-button__underline-arrows\"><div class=\"mt-button__underline-arrow mt-button__underline-arrow--white\"><\/div><div class=\"mt-button__underline-arrow mt-button__underline-arrow--prim\"><\/div><\/div><\/a>\n<\/div>\n<\/div><div class=\"mt-text-image__image-container page-container-mobile object-fit\"><img decoding=\"async\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Olivia-snakker.png\" alt=\"\" style=\"mix-blend-mode:normal\"\/><\/div><\/div><\/section>\n\n\n<section class=\"mt-employees-picker mtSpacing-top-extraSmall mtSpacing-bottom-extraSmall\">\n    <div class=\"mt-employees-picker__inner page-container\">\n        <div class=\"mt-employees-picker__text-container\">\n                            <h2 class=\"mt-employees-picker__title mt-heading\">The bright minds who together elevated the case<\/h2>\n                                        <div class=\"wp-block-button\">\n                    <a\n                        href=\"https:\/\/morningtrain.dk\/om-os\/\"\n                        class=\"wp-block-button__link wp-element-button mt-button mt-button--primary\"\n                        target=\"_self\"\n                        rel=\"noopener\"\n                    >\n                        Meet us all\n                    <\/a>\n                <\/div>\n                    <\/div>\n        <div class=\"mt-employees-picker__employees\">\n            <div class=\"swiper\">\n                <div class=\"swiper-wrapper\">\n                                                                        <div class=\"mt-employee-card mt-employee-card--has-more-info swiper-slide\">\n            <a href=\"https:\/\/morningtrain.dk\/en\/employees\/melissa-kahraman-nielsen\/\" class=\"mt-employee-card__link\"><\/a>\n    \n    <div class=\"mt-employee-card__image-container\">\n                    <img src=https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Melissa-Kahraman-Nielsen-scaled-819x1024.png alt=Melissa Kahraman Nielsen\/>\n            <\/div>\n\n    <div class=\"mt-employee-card__content\">\n\n        <h3 class=\"mt-employee-card__name\">\n            Melissa Kahraman Nielsen\n        <\/h3>\n\n                    <p class=\"mt-employee-card__positions\">\n                Client Manager\n            <\/p>\n        \n                    <div class=\"mt-employee-card__more-info\">\n                                    <div class=\"mt-employee-card__email\">\n                        <a href=\"mailto:mkn@morningtrain.dk\">\n                            mkn@morningtrain.dk\n                        <\/a>\n                    <\/div>\n                \n                                    <div class=\"mt-employee-card__phone\">\n                        <a class=\"th-replace\" href=\"tel:71969533\">\n                            71 96 95 33\n                        <\/a>\n                    <\/div>\n                            <\/div>\n            <\/div>\n<\/div>\n                                                                                                <div class=\"mt-employee-card mt-employee-card--has-more-info swiper-slide\">\n            <a href=\"https:\/\/morningtrain.dk\/en\/employees\/olivia-rosenstand\/\" class=\"mt-employee-card__link\"><\/a>\n    \n    <div class=\"mt-employee-card__image-container\">\n                    <img src=https:\/\/morningtrain.dk\/wp-content\/uploads\/2024\/01\/Olivia-Rosenstand-scaled-819x1024.png alt=Olivia Rosenstand\/>\n            <\/div>\n\n    <div class=\"mt-employee-card__content\">\n\n        <h3 class=\"mt-employee-card__name\">\n            Olivia Rosenstand\n        <\/h3>\n\n                    <p class=\"mt-employee-card__positions\">\n                Managing Director &#8211; Marketing\n            <\/p>\n        \n                    <div class=\"mt-employee-card__more-info\">\n                                    <div class=\"mt-employee-card__email\">\n                        <a href=\"mailto:or@morningtrain.dk\">\n                            or@morningtrain.dk\n                        <\/a>\n                    <\/div>\n                \n                                    <div class=\"mt-employee-card__phone\">\n                        <a class=\"th-replace\" href=\"tel:28294069\">\n                            28 29 40 69\n                        <\/a>\n                    <\/div>\n                            <\/div>\n            <\/div>\n<\/div>\n                                                                                                <div class=\"mt-employee-card mt-employee-card--has-more-info swiper-slide\">\n            <a href=\"https:\/\/morningtrain.dk\/en\/employees\/emelie-caren\/\" class=\"mt-employee-card__link\"><\/a>\n    \n    <div class=\"mt-employee-card__image-container\">\n                    <img src=https:\/\/morningtrain.dk\/wp-content\/uploads\/2023\/12\/Emelie-Caren-scaled-819x1024.png alt=Emelie Car\u00e9n\/>\n            <\/div>\n\n    <div class=\"mt-employee-card__content\">\n\n        <h3 class=\"mt-employee-card__name\">\n            Emelie Car\u00e9n\n        <\/h3>\n\n                    <p class=\"mt-employee-card__positions\">\n                Art Director\n            <\/p>\n        \n                    <div class=\"mt-employee-card__more-info\">\n                                    <div class=\"mt-employee-card__email\">\n                        <a href=\"mailto:ec@morningtrain.dk\">\n                            ec@morningtrain.dk\n                        <\/a>\n                    <\/div>\n                \n                            <\/div>\n            <\/div>\n<\/div>\n                                                                                                <div class=\"mt-employee-card mt-employee-card--has-more-info swiper-slide\">\n            <a href=\"https:\/\/morningtrain.dk\/en\/employees\/dennis-clement-jacobsen\/\" class=\"mt-employee-card__link\"><\/a>\n    \n    <div class=\"mt-employee-card__image-container\">\n                    <img src=https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/Dennis-Clement-Jacobsen-scaled-819x1024.png alt=Dennis Clement Jacobsen\/>\n            <\/div>\n\n    <div class=\"mt-employee-card__content\">\n\n        <h3 class=\"mt-employee-card__name\">\n            Dennis Clement Jacobsen\n        <\/h3>\n\n                    <p class=\"mt-employee-card__positions\">\n                Paid Social Specialist\n            <\/p>\n        \n                    <div class=\"mt-employee-card__more-info\">\n                                    <div class=\"mt-employee-card__email\">\n                        <a href=\"mailto:dcj@morningtrain.dk\">\n                            dcj@morningtrain.dk\n                        <\/a>\n                    <\/div>\n                \n                                    <div class=\"mt-employee-card__phone\">\n                        <a class=\"th-replace\" href=\"tel:71992625\">\n                            71 99 26 25\n                        <\/a>\n                    <\/div>\n                            <\/div>\n            <\/div>\n<\/div>\n                                                            <\/div>\n            <\/div>\n            <div class=\"swiper-button-prev\"><\/div>\n            <div class=\"swiper-button-next\"><\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<div data-react-class=\"CasesSlider\" 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242.3C38.5001 165.777 123.57 166.011 205.537 168.3C258.248 169.771 335.707 202.586 367.539 147.3C404.88 82.4455 247.037 -1.7002 247.037 -1.7002\" stroke=\"black\"\/>\n    <\/svg>\n    <svg class=\"mobile\" width=\"341\" height=\"184\" viewBox=\"0 0 341 184\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <path opacity=\"0.1\" d=\"M52.1,80.2c-80.4-3.3-48.6,64.1-19.7-11C59,0.3,135.7,0.5,209.5,2.5c47.5,1.3,94.7,23.9,131.9-2.5\" stroke=\"black\" stroke-width=\"0.901349\"\/>\n    <\/svg>\n            <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--top\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2023\/12\/Niclas-Johansen-1-scaled-240x300.png\"\n                alt=\"Niclas Johansen\"\n            \/>\n        <\/div>\n                <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--middle\">\n           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