Culture Coffee wanted to reposition itself as a welcoming café for a broader audience in Salisbury. The challenge was doing this with a limited advertising budget and a customer base that previously skewed older.

The strategy focused on attracting a younger demographic by showcasing the café’s atmosphere, people and distinctive identity. Content centred around everyday café culture alongside seasonal moments such as Valentine’s Day, Mother’s Day and social meet-ups designed to appeal to groups of friends and women looking for places to gather.

All paid advertising was allocated to Instagram, while TikTok and other channels were grown organically.

After 12 months the results were substantial:

• 4,063 followers across platforms (+154%)

• 783,065 impressions generated (+2,290%)

• 18,124 engagements (+972%)
  
  

Instagram became the primary driver of visibility with 3,157 followers and 428,555 views, while TikTok generated 81,248 views organically, helping introduce Culture Coffee to a younger local audience.

The outcome was a stronger digital presence and a clearer identity as a social, welcoming café for meet-ups, brunch and everyday moments.