Case Study: Caribou Coffee achieves 11M+ media impressions and boosts social engagement with Pinterest

Caribou Coffee - Customer Case Study

Caribou Coffee, the second-largest specialty coffee and espresso retailer in the U.S., wanted to move beyond using Pinterest to inspire customers and instead tap their followers for creative input when developing a new roast, the Real Inspiration Blend. Their challenge was to engage loyal fans in a way that would directly inform product development and generate buzz around the launch.

They invited Pinners to share images with #InspireCaribou, translating fan-submitted visuals into tasting notes that shaped a blend of Latin American and sweet Ethiopian beans with fruity, wine-like accents. The launch featured a five-story interactive “Living Pinterest board” at the Mall of America and an integrated campaign (video, dedicated boards, media event, print and social), earning more than 11 million media impressions, a Facebook CTR 73% above industry average and Twitter engagement twice the norm, while establishing Pinterest as an ongoing source of customer insights.

Caribou Coffee

Michele Vig

Vice President of Marketing