Specialty Coffee & Tea Influencer Marketing Campaigns That Stood Out

In a world where coffee is practically a culture and tea is more than just a beverage, specialty brands are turning to influencer marketing to take their brews from local cafés to global stages. With the specialty coffee market reaching $101.6 billion in 2024 and the tea market following suit, these industries are riding a wave of growth fueled by consumer preferences for high-quality, ethically sourced products.

But let’s face it—today’s consumers aren’t just buying a cup of coffee; they’re buying into an experience. And influencers? They’re the ones shaping that experience. Gen Z is all about authenticity, and it’s clear that they (and many others) prefer content that feels real and relatable. Enter the game-changing trend of long-term collaborations and micro-influencers, who bring higher engagement and a personal touch to the brands they champion.

One brand that’s brewing up success with this formula? Nescafé. Their “Chill, Sip, Click” campaign took influencer marketing to the next level—and the results speak for themselves. Keep reading to find out how Nescafé used smart strategies to stir up an impressive campaign. Also, keep reading to uncover the top campaigns from specialty coffee and tea brands to get you brewing for success.

1. Chill, Sip, Click: How Nescafé Took Summer by Storm with Influencer-Powered Ads

When it comes to summer, the combination of heat and a cold, refreshing coffee drink is the ultimate vibe. Enter Nescafé, with its NESCAFÉ 3in1 Frappe, which needed a boost in consideration among coffee aficionados. How did they pull it off? By turning influencers into ad-making geniuses, blending creativity with smart tech for a campaign that sizzled—and the numbers speak for themselves.

Strategic Approach

• Right Influencers, Right Content: Nescafé’s strategy didn’t just focus on picking influencers at random. The team used Flaminjoy’s advanced filtering to handpick the best creators, focusing on follower size, niche, and location. Engaged audiences were key—no "ghost followers" allowed here.

• Social Display Magic: Rather than just reposting influencer content, they turned it into captivating, high-impact ads. These were designed to be displayed on publisher websites using Social Display, allowing the brand’s content to live beyond social feeds and into the broader digital landscape.

• Precise Targeting: By merging data from both the Ringier network and influencer audiences, the campaign was able to target the most likely coffee-loving consumers. The result? Ads that hit the mark—and then some.

Results That Made Waves

• 1 Million Impressions: A robust reach meant Nescafé’s Frappe was top of mind when coffee lovers were looking to chill.

• 8X Click-Through Rate Increase: That’s not just a bump; that’s a full-on leap. It’s like going from a slow drip to a high-speed espresso shot.

• 21.7% Brand Uplift: The real kicker. Not just buzz, but a meaningful increase in brand consideration that turned a summer drink into a must-have.

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With influencer content seamlessly integrated into targeted ad formats, Nescafé didn't just show up; they dominated the coffee scene for summer. The key takeaway? Influencer-driven marketing, when done right, doesn’t just generate impressions—it creates lasting impact. Nescafé made a perfect blend of creativity, data, and timing, proving that even in the saturated coffee world, there’s always room to brew up something exciting.

And hey, with over 6,000 interactions and a brand uplift of 21.7%, it’s clear coffee aficionados don’t just want a cold drink—they want to engage.

2. Brewing Up Buzz: Caribou Coffee's Ambassadors Shake Up UGC Growth with 503% Spike

In a world where coffee lovers thrive on social media as much as they do on caffeine, Caribou Coffee has figured out how to stir up an impressive storm of earned UGC (user-generated content). By turning its passionate fanbase into brand ambassadors, Caribou has grown its Instagram and TikTok presence. Let's dive into how this ambitious program brewed up more buzz than a double shot of espresso.

Strategic Approach

• A Powerful Army of Ambassadors: Caribou recruited a dedicated 300-strong army of ambassadors who were already in love with their product. These advocates didn’t just post once in a blue moon; they ramped up their activity, posting 28 times more often than before.

• Rewards + Engagement: Ambassadors got the sweet perk of gift cards for sharing their love for Caribou on Instagram and TikTok. And the cherry on top? The company ran themed contests, like “New Holiday Drinks” and “National Coffee Day,” giving ambassadors even more incentive to keep the content flowing.

• Automated Efficiency: Enter LoudCrowd, which automated content collection, approval, and reward distribution. This meant Caribou could manage its growing army of influencers without getting bogged down in the logistical grind. Who needs extra overhead when you’ve got tech working for you?

Results that Perked Up the Brand

• 503% Growth in Earned UGC: This is no ordinary spike. Caribou’s earned content shot up by over 500%, meaning the brand wasn’t just getting more posts—it was getting more authentic, organic, and passionate content directly from its community.

• 7.5M+ Impressions with a $3.87 CPM: The power of Caribou's ambassador content generated 7.5 million impressions. With an influencer CPM (cost per thousand impressions) of just $3.87, it’s safe to say they got a hefty ROI from their ambassador program.

• 3% Engagement Rate: With a 3% engagement rate on ambassador content, Caribou's content wasn’t just seen—it was interacted with, proving these ambassadors weren’t just posting for the sake of posting. They were sparking conversations and driving interest.

@ellie_teale Healthy girl holiday drink order 🎄✨☕️ @Caribou Coffee order a medium cold press, 1/2 pump vanilla, dash of oat nog, dash of nutmeg 😋 #coffeetiktok #coffeetiktok #holidaydrinks #coffeetok #holidayseason #healthyalternatives ♬ original sound - Ellie Teale

In a world where influencer marketing can sometimes feel like a "cold brew" (i.e., lukewarm at best), Caribou has found a way to brew up the kind of content that keeps pouring in. By tapping into its community of die-hard fans and rewarding them, the coffee brand created a thriving ecosystem of organic content that turned brand ambassadors into mini influencers.

This isn’t just a “nice to have” program—it's now an essential ingredient to their marketing recipe, giving Caribou Coffee a seat at the influencer-driven UGC table.

3. Brewing Consistency: How Chameleon Cold-Brew Keeps the Buzz Going with Influencers

In the world of coffee, standing out isn’t just about having the boldest flavor. It’s about creating a lasting impression, and Chameleon Cold-Brew has cracked the code to keep their brand front and center year-round with an influencer strategy that’s as steady as their cold-brew drip. Let’s break down how they’ve used influencers to create an always-on campaign that delivers consistent content, visibility, and genuine engagement.

Strategic Approach

• Consistent Influencer Partnerships: Chameleon Cold-Brew didn’t just dip their toes into influencer marketing—they dove in headfirst with 89 creator partnerships. Over the course of the campaign, these creators became an essential part of the brand’s story, producing 276 pieces of content that showcased the versatility of their cold-brew products.

• Always-On Campaign: Unlike the usual flash-in-the-pan campaigns that fizzle out, Chameleon embraced a continuous, evergreen influencer strategy. Through Pop Pays' influencer marketing platform, they were able to consistently generate brand awareness throughout the year, maintaining momentum without the usual peaks and valleys.

• Diverse Content for Maximum Reach: Each influencer brought their own unique spin to the content, creating a library of varying perspectives that kept things fresh and engaging. Whether it was a TikTok showcasing a new iced coffee recipe or a cozy Instagram shot of a morning ritual, Chameleon ensured they had a steady stream of content to share across all channels—owned, earned, and paid.

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Results That Keep On Brewing

• 1 Million Followers Per Month: This is no small feat. Over the course of a year, Chameleon Cold-Brew was able to consistently hit the mark of 1 million followers per month. That’s like filling up a stadium of coffee lovers every month, with Chameleon’s cold brew front and center.

• Custom Content Library: Thanks to their ongoing influencer partnerships, Chameleon built a treasure trove of content that could be repurposed for everything from social media ads to email marketing campaigns. It’s like having a secret stash of assets ready to fuel future campaigns, all while staying true to the brand’s authentic voice.

• Long-Term Brand Awareness: With a steady stream of influencer content, Chameleon ensured their brand was always top-of-mind for their target audience. Rather than relying on short bursts of visibility, they set themselves up for sustainable growth and lasting recognition.

In an industry where trends come and go faster than a double shot of espresso, Chameleon Cold-Brew has made influencer marketing its secret ingredient for consistent, year-round engagement. Their evergreen campaign has proven that with the right strategy, you don’t have to wait for the next big thing—you just have to keep brewing up fresh content, one influencer partnership at a time.

4. Brewed for Success: How Javy Coffee is Stirring Up the Market with Influencer Marketing

If there’s one thing the coffee world knows, it’s that getting noticed in a crowded market full of Starbucks and Dunkin’ is no small feat. Yet, Javy Coffee has managed to not just brew a great product, but also stir up some serious influencer marketing magic.

With a combination of smart affiliate strategies, consistent content generation, and a dash of creative collaboration, Javy has made its mark—and brewed up some impressive results.

Strategic Approach

• Simplicity Meets Incentive: Javy didn’t overcomplicate the process. Their affiliate program is as smooth as their cold brew. With a simple sign-up page, influencers quickly gain access to personalized referral links and codes, allowing them to start earning commissions right out of the gate. Immediate access is key—no waiting around to start making money.

• Repurposing Influencer Content: Why reinvent the wheel when your social media influencers are already creating engaging, relatable content? Javy wisely repurposes this user-generated content (UGC) across their Instagram, TikTok, and even their website, amplifying its reach. This not only gives the brand authenticity but also saves on production costs—talk about a win-win.

@coffeewithcarls Javy coffee!!!! @Javy Coffee Concentrate #enjoyjavy Use my code: CARLY95831 #javy #javycoffee #coffeewithcarls #coffeeconcentrate ♬ original sound - Coffee With Carls

• Diverse Platform Strategy: While TikTok and Instagram are where the magic happens for most brands, Javy smartly taps into YouTube and blogs for long-term visibility. YouTube videos and blog posts have a much longer shelf life, meaning Javy’s content continues to generate buzz long after it’s posted. This strategy broadens their reach to audiences who prefer more in-depth, authentic content.

Javy’s simple yet effective affiliate program has led to a steady stream of influencers, with no strict entry barriers. It’s accessible to influencers of all sizes, meaning the brand gets more voices—big and small—representing them. And, with the ability to track real-time sales and commissions, influencers are incentivized to hustle harder.

Thanks to their active collaborations, Javy has built a library of influencer content that’s as fresh as their brew. This content continues to fuel the brand’s marketing engines across platforms, keeping their feed lively and engaging without breaking the bank on in-house production.

Leveraging YouTube and blog content allows Javy to extend the lifespan of its influencer-driven promotions. As these channels often have a longer shelf life than fast-moving social posts, Javy is reaping the benefits of sustained visibility and an ongoing conversation around their products.

In the crowded coffee market, Javy is brewing up a strategy that’s both simple and sustainable. By making influencer marketing an integral part of their growth strategy—rather than just a one-off stunt—they’ve created an always-on campaign that delivers month after month. The result? A brand that doesn’t just keep up with the trends, but sets them.

5. Steeping Success: How Bigelow Tea Used Influencers to Brew Up Buzz for New Launches

When it comes to launching a new product in a crowded market, Bigelow Tea knows it’s not just about having the right flavors—it's about the right strategy. With the introduction of unique blends like Butterfly Pea Flower Herbal Tea and Botanicals Cold Water Infusions, Bigelow faced the challenge of making sure their new offerings stood out in a sea of specialty teas. Enter influencer marketing, the perfect way to steep up their awareness.

Strategic Approach

• Targeted Influencer Selection: Bigelow needed influencers who didn’t just have large followings—they needed the right audiences. Word on the Block delivered by finding over 100 influencers who fit the bill. With a focus on geographic relevance, the campaign wasn’t just about big names; it was about ensuring that the influencers reached the right customers in the right locations.

@braxtonmarvell Locktober is here, and it’s time to lock in those fitness and wellness goals! I’m making small changes like swapping coffee for Bigelow’s Butterfly Pea Flower Tea. It’s packed with antioxidants, helps me stay focused, and tastes amazing hot or iced with lemonade. 🍋You can find it exclusively at select Walmart stores or on Walmart.com! #bigelowtea #walmartfinds #butterflypeaflower ♬ original sound - Braxton

• End-to-End Campaign Management: Influencer marketing is never just about finding the right faces. Word on the Block managed everything from influencer outreach and product shipping to content creation and posting schedules. With campaign timelines aligned to launch dates and regional availability, the content was timed perfectly to drive sales and awareness when Bigelow needed it most.

• Sporadic and Cost-Effective: Unlike traditional influencer platforms that lock brands into long-term contracts or expensive subscriptions, Bigelow benefited from Word on the Block’s flexible, usage-based pricing model. This meant they only paid for influencer support when they needed it, keeping costs as fresh as their latest tea blend.

Results That Brewed Up Big Gains

• 2X Lift in Sales: When influencer content went live, Bigelow saw a 2x increase in sales. This wasn’t just a splash; it was a real, measurable impact on revenue. It’s like adding a splash of lemon to your iced tea—just the right touch to bring everything to life.

• 2.5X Lift in Website Traffic: The influencer posts didn’t just get people talking—they got them clicking. Bigelow experienced a 2.5x increase in website traffic, proving that influencer marketing is more than just social buzz; it drives direct action.

• 9.5% Engagement Rate: With an engagement rate this high, Bigelow’s influencers weren’t just pushing content—they were sparking meaningful interactions, driving real interest in their new tea offerings.

By using influencers not just for reach, but as part of a carefully executed, location-specific strategy, Bigelow managed to get more out of its product launches than they ever could have with traditional advertising.

6. How Nutpods Became Amazon’s #1 Non-Dairy Creamer with a Little Help from GRIN

When Madeline Haydon, pregnant and frustrated by limited non-dairy creamer options, decided to turn her homemade recipe into a business, she didn’t just create a product—she sparked a revolution in the world of plant-based creamers.

Fast forward to today, Nutpods is not only Amazon’s #1 non-dairy creamer but a beloved brand available in 25,000 retailers nationwide. And while their product speaks for itself, their influencer marketing strategy, powered by GRIN, is what truly fueled their growth.

Strategic Approach

• Scaling without the Stress: Nutpods’ influencer program had been growing organically, but managing over 50 creators manually was quickly becoming overwhelming. Enter GRIN, the all-in-one influencer marketing platform that allowed Nutpods to scale their program from 50 to 250 influencers without adding extra headcount.

• Efficient Creator Management: With GRIN, Nutpods could easily track posts, manage content, and even handle fulfillment with just a few clicks. The integration with Shopify made a huge difference, eliminating the “not-so-fun packing parties” and allowing Nutpods to send out samples and affiliate orders effortlessly.

• Focused Growth and Content Creation: Beyond just tracking affiliate links and sales, GRIN enabled Nutpods to go above and beyond their revenue goals. The software made it possible to manage specific content requirements for retail locations, while influencers were encouraged to create content that aligned with Nutpods’ brand image. Nutpods’ influencer content went from just a few posts to thousands of pieces—3,000+ and counting—boosting their social presence across platforms like TikTok and Pinterest.

@m_adisen nutpods new creamy cold brew is my fav morning must have before running errands! find them at a Sprouts store near you 🤍 @nutpods @Sprouts Farmers Market #nutpodsatsprouts #nutpodspartner #nutpodscreamycoldbrew #nutpodscoldbrew #dairyfreecoldbrew #fyp #sprouts #tampacontentcreator #Ad ♬ original sound - m_adisen

Results That Got Nutpods Steaming

• Influencer Program Expansion: With GRIN handling the heavy lifting, Nutpods grew their influencer program to 250 creators who posted weekly or more, generating 600+ orders fulfilled and over 1,000 link & code conversions. The brand wasn’t just gaining followers—it was gaining sales.

• Content That Drives Revenue: The scale of Nutpods’ content creation skyrocketed, with 3,000+ pieces of creator content fueling their marketing engines. Each post wasn’t just a pretty picture; it was a vital cog in Nutpods’ growth machine, driving traffic, engagement, and ultimately, revenue.

• Efficient Reporting: End-of-month reporting, once a time-consuming nightmare, became a breeze thanks to GRIN’s streamlined process. This efficiency saved Lydia, the program manager, valuable hours—hours that could now be spent fine-tuning strategies and expanding Nutpods’ ambassador program.

Nutpods is proof that with the right tools, you don’t need to hire a whole army to scale your influencer marketing efforts. By leveraging GRIN’s all-in-one platform, Nutpods was able to seamlessly grow their influencer program while maintaining efficiency and focus. With more than 300 people currently on the waitlist, the future looks bright for this plant-based powerhouse.

Brewing the Future: Key Insights for Specialty Coffee & Tea Brands

Influencer marketing is reshaping the coffee and tea industry, driving brand growth with a focus on strategic partnerships, targeted content, and consistent engagement. Brands are leveraging automated platforms for efficiency, scaling without extra headcount, and driving real sales.

The trend toward evergreen influencer campaigns ensures sustained visibility, while niche targeting boosts ROI. Coffee and tea brands should embrace innovation, repurpose UGC, and diversify across platforms like TikTok, Pinterest, and YouTube to keep growing.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.