Golden Brown Coffee

The Objective

Hailing from Australia, Golden Brown Coffee began as a coffee roaster and quickly adapted to the rising popularity of TikTok in 2020 by sharing innovative coffee recipe videos. Their consistency in creating authentic and educational content attracted a community of baristas and coffee enthusiasts on the platform, and over time led to the evolution of their business into a media agency – discovering new channels of business by forging partnerships with other creators and brands. Leveraging their deep expertise in coffee products and the art of coffee-making, Golden Brown Coffee had a goal to further expand their presence on the platform, spreading the joy of coffee from home-brewing to bustling commercial cafes.

The Solution

To create content that is more engaging and expressive, Golden Brown Coffee’s staff and co-founders often front the camera and provide original voice-overs in their videos. With their very own coffee experts speaking and educating its audience, it gives the brand a personality that their community can connect with. Apart from using original voice-overs, they leverage Trending Sounds to create better resonance with new and existing audiences. 

Trends also play a huge part in Golden Brown Coffee’s content strategy. Through the TikTok Creative Center, they were able to identify relevant trends such as whipped coffee and spring onion coffee, which inspired them to create their own versions. They also leveraged other non-coffee trends such as red wine and soda drinks, as well as Pedro the Raccoon to gain more views and build their presence on the platform. To keep their videos accessible to users in different environments – in cases or environments where they are unable to listen to audio content – they apply Auto-captions in their videos, which are automatically transcribed subtitles and added to videos during the editing process. 

The Result

Through their consistent efforts in creating authentic and educational videos on TikTok, Golden Brown Coffee managed to grow their community and boost their follower count by an impressive 400K within a year.

On top of that, they were able to effectively capture the attention of the platform’s users and engage with them, achieving a total of 10.5M likes as well as 8.7M video views. In the first six months of building their brand on TikTok, they attributed approximately 80% of sales to the influence of the platform, excluding referrals from family and friends. Their journey on TikTok has been a game changer for getting their business off the ground and bringing their brand to the forefront of the industry, while growing their very own community to engage with and receive feedback from.