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Blue Tokai has been known for its high-quality coffee and the beautiful cafe interiors. They wanted to deepen their connection with their community through content made by the community. Their goal was to transform their customers into storytellers and make authentic content that feels like a look into the brand’s identity and existence.
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Blue Tokai, with its brand, has always taken pride in being authentic and honest so traditional brand shoots felt too polished and disconnected from how they present their brand. An influencer collab did not sit right with the brand’s values while at the same time it became necessary to step into the brand’s shoes through their Instagram content. There was a clear need for snackable content that looked like it came straight from a friend.
UGC helps brands build their community with authenticity and relatability. For Blue Tokai, it meant more real stories that emotionally resonated with their audience and drove more reach. It also created a space for creators who genuinely love the coffee and the peace of their space. UGC bridges the trust gap, helping Blue Tokai become more than a coffee brand.
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According to a Nielsen study, 92% of consumers trust UGC more than traditional advertising. Especially in a space like a cafe, which thrives on its communities. Recently, there has been a rise in the way customers engage with a brand outside of just purchases, that is, through UGC. The creation of a third space for people has led to customer stories being the face of reviews. From showcasing real moments to talking about home brewed essence of coffee, Blue Tokai has joined this approach.
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Confetti picked out customers who genuinely love coffee and resonated with Blue Tokai’s vibe, and made their faces the recognising factor for the brand. The soft and homely atmosphere was chosen for the videos. This made Blue Tokai even more relatable and recognizable while maintaining the beauty of its cafe aesthetic.
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The shift to UGC allowed Blue Tokai to reconnect with its audience on a deeper, more emotional level. Their brand felt less polished and more like a relatable community space, even on the online front. The content felt real and told real stories by customers so it resonated with people, whether that be hardcore brew enthusiasts or casual coffee drinkers.
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