Club Foamo: Brewing a community
Oatbox wanted a deeper connection with the people shaping coffee culture. We created Club Foamo: a casually cool, fluently Franglais community for baristas, café owners, roasters, and coffee lovers.
From market research and brand messaging to creative direction and brand guidelines, we gave the club a distinct identity and a strategic framework spanning Instagram, CRM, and web. Exclusive content, workshops, merch drops, and events gave members reasons to connect, share their craft, and keep coming back.
In its first year, Club Foamo brought that strategy to life with 100 pieces of content averaging a 4% interaction rate, 10 coffee-shop partners featured in videos, and seven online and in-person events across Québec and Ontario.
WHO?
Oatbox
WHAT?
Creative Direction
Brand Messaging
Brand Guidelines
Market Research
1,000+ ORGANIC FOLLOWERS IN YEAR ONE
140K MONTHLY IMPRESSIONS — ORGANIC & PAID
77K ACCOUNTS REACHED MONTHLY
Club Foamo in action
Stickers, café collaborations, and community campaigns, as seen on @clubfoamo.
