Elm Roastery
Industry: Specialty Coffee / Food and Beverage / Local Hospitality
Campaign type: Local Awareness and Foot Traffic (Community-Based Brand Awareness)
Content type: Tiktok Videos
About:
Elm Roastery is a specialty coffee shop located in Elmhurst, Queens, known among locals for its high-quality coffee, calm atmosphere, and cozy workspace-friendly environment. With a strong 5-star reputation, the café offers a relaxed setting where people can work, think, meet friends, or unwind with a well-crafted drink.
Rather than positioning itself as a trendy hotspot, Elm Roastery thrives on neighborhood loyalty and understated charm. The brand experience centers around quality coffee, welcoming space, and authentic Queens energy.
Challenges:
New York City is saturated with coffee shops, from large chains to aesthetic-driven cafés built for social media. Many venues compete through heavy promotion, influencer-style content, or overproduced visuals.
The key challenge for Elm Roastery is maintaining authenticity while increasing visibility. Content must feel organic, not promotional. If it feels like an advertisement, it loses credibility and fails the objective.
Creators must balance paid collaboration transparency with genuine local storytelling. The tone should reflect real NYC energy, not scripted hype. Over-polished influencer delivery, exaggerated reactions, or forced calls-to-action would weaken the brand positioning.
Brand Objectives:
Increase local awareness in Queens and greater NYC by showcasing Elm Roastery as a neighborhood gem worth discovering. Drive real foot traffic by making viewers feel naturally drawn to the space rather than sold to.
Highlight the in-store experience: coffee preparation, drink quality, seating areas, exterior signage, and overall atmosphere. Reinforce its 5-star rating and its appeal as a productive, low-key hangout spot.
Position Elm Roastery as a place locals genuinely enjoy spending time in, not just another café to visit once for content. The goal is community credibility and authentic neighborhood recognition.
8
Total Number Of Influencers Involved
148.3K
Total Community Dimension
93.8K
Total Views
93.8K
Reach(Unique views)
1.5K
Community engagement
3.3x
ROI
Elm Roastery
Industry: Specialty Coffee / Food and Beverage / Local Hospitality
Campaign type: Local Awareness and Foot Traffic (Community-Based Brand Awareness)
Content type: Tiktok Videos
8
Total Number Of Influencers Involved
148.3K
Total Community Dimension
93.8K
Total Views
93.8K
Reach (Unique Views)
1.5K
Community Engagement
3.3x
ROI
About:
Elm Roastery is a specialty coffee shop located in Elmhurst, Queens, known among locals for its high-quality coffee, calm atmosphere, and cozy workspace-friendly environment. With a strong 5-star reputation, the café offers a relaxed setting where people can work, think, meet friends, or unwind with a well-crafted drink.
Rather than positioning itself as a trendy hotspot, Elm Roastery thrives on neighborhood loyalty and understated charm. The brand experience centers around quality coffee, welcoming space, and authentic Queens energy.
Challenges:
New York City is saturated with coffee shops, from large chains to aesthetic-driven cafés built for social media. Many venues compete through heavy promotion, influencer-style content, or overproduced visuals.
The key challenge for Elm Roastery is maintaining authenticity while increasing visibility. Content must feel organic, not promotional. If it feels like an advertisement, it loses credibility and fails the objective.
Creators must balance paid collaboration transparency with genuine local storytelling. The tone should reflect real NYC energy, not scripted hype. Over-polished influencer delivery, exaggerated reactions, or forced calls-to-action would weaken the brand positioning.
Brand Objectives:
Increase local awareness in Queens and greater NYC by showcasing Elm Roastery as a neighborhood gem worth discovering. Drive real foot traffic by making viewers feel naturally drawn to the space rather than sold to.
Highlight the in-store experience: coffee preparation, drink quality, seating areas, exterior signage, and overall atmosphere. Reinforce its 5-star rating and its appeal as a productive, low-key hangout spot.
Position Elm Roastery as a place locals genuinely enjoy spending time in, not just another café to visit once for content. The goal is community credibility and authentic neighborhood recognition.
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