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Costa Coffee has revealed that it increased its Facebook fans from 240,000 to 500,000 in Q1 after implementing a new content strategy and creating a 'Fan Favourites' app.

In the same period average daily page views have increased from 1,500 to 10,000 and the average reach of status updates went from 50,000 users to 200,000.

The campaign to increase engagement on Costa’s Facebook page was implemented by PR agency Paratus Communications.

Paratus head of digital Adam Vincenzini said that the page had previously been updated about six times per month on average, but this was increased to three posts each day with a focus on emotional, visual content.

“We try to create sharable content that will make people laugh. Coffee drinkers tend to be very passionate about it so we try to create stuff that appeals to that community.”

Paratus also created the Fan Favourites app to celebrate the fact that Costa was voted the nation’s favourite coffee shop by Allegra Strategies.

Throughout March the app asked users what else they considered to be their favourite things, ranging from their favourite colour to their favourite smell.

More than 40,000 people used the app and the Fan Favourite tab was accessed 68,000 times. Activity around the app was also promoted using Facebook’s Sponsored Stories ads.

But while the app was important for boosting ‘likes’ in the short term, the content strategy is more important for maintaining long-term engagement.

Vincenzini said that his team creates a weekly content plan and then monitors each post to respond to user comments.

“There isn’t time to respond to each individual comment, so instead we monitor all the comments and create a response that captures the overall mood.”

He said that the switch to Facebook Timeline has been a positive move as it places greater emphasis on visual content and makes it easier for users to engage with older posts.

The success Costa and Paratus have had with the Facebook page shows how important a content strategy is to increasing engagement with a brand’s online community.

Posting numerous updates each day and monitoring feedback is a fairly labour intensive process so not all companies will have the resources available, but those who do have the necessary budget are missing a trick if they fail to use social media to build and engage with an online community.

David Moth

Published 16 April, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1687 more posts from this author

Comments (6)

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James Gurd

James Gurd, Owner at Digital JugglerSmall Business Multi-user

Hi David,

Thanks for this. It's interesting to see big brands using specialist agencies to help them get to grips with social interaction.

Do you have any info on the 'real' impact of this? By that I mean the commercial impact of having more likes and app activity, in relation to in-store promotions and sales. For example, are they using FB to promote local/national deals and drive footfall?

It would be great to learn more if there is any info available.


over 4 years ago

Nick David

Nick David, Website Manager at Royal Pharmaceutical SocietySmall Business Multi-user

Still only one tweet on their Twitter page though since 2008... http://twitter.com/#!/CostaCoffee

over 4 years ago

Panos Ladas

Panos Ladas, Digital Marketing Manager at Piece of Cake

@Nick: Great discovery
@CostaCoffee: #fail.

over 4 years ago

Panos Ladas

Panos Ladas, Digital Marketing Manager at Piece of Cake

BTW, Great execution from Paratus but I suppose they are partly to blame for ignoring twitter

over 4 years ago



I was truly impressed by this until I dug a little deeper.

Cairo the most popular city for the UK page - really? https://www.facebook.com/CostaCoffee/likes

over 4 years ago



Matt - for your brackground, the Costa page was originally a fan page created by fans out of Egypt - so the first 100,000+ fans were from there. Costa then took over the page so historically inherited that heavily weighted audience. If you look at the acquisitions from Jan 2012 onwards, you'll find the likes predominantly come from the UK.

Nick / Panos - Costa has since launched on Twitter and looks like it is doing pretty well.

Disclosure: I worked at Paratus until July 2012.

about 4 years ago

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