When creativity meets data-driven strategy, the results speak for themselves. The “انت مين” campaign for Brazilian Coffee House is a perfect example of how well-executed marketing can capture attention and drive significant business growth. Here’s a behind-the-scenes look at how this campaign took off and achieved phenomenal success.

A Teaser That Sparked Curiosity

The campaign kicked off with a simple, yet powerful, teaser: “انت مين” (Who Are You?).

This phrase was displayed across the streets of key areas, instantly piquing the curiosity of passersby.

It didn’t take long before the message went viral, catching the attention of social media influencers, who began talking about it. The buzz grew, and soon, people were asking, “Who are you?” while grabbing their favorite cup of coffee from Brazilian Coffee House.

Understanding Our Audience Through Research

We didn’t stop at just a catchy teaser. At FUSE, we believe in the power of data, so we dove deep into audience research. We segmented the market into four key personas:

• Girls

• Boys

• Older Men

• Older Women

Our research showed that each of these segments had their own distinct coffee preferences, so we crafted tailored campaigns for each group. By understanding these differences, we could create targeted messaging that spoke directly to each persona’s tastes and needs.

Targeted Media Buying for Maximum Impact

Media buying was a critical part of the campaign’s success. We made sure each segment saw the right message at the right time, using multi-photo and video ads on Meta. By separating the ads for each persona, we were able to speak directly to the people who mattered most. As the saying goes, "When you talk to everyone, you talk to no one." So, we made sure to create content that resonated with each group, making them feel seen and understood.