Instagram · Coffee
How Bramble Coffee sold out a blend with one Reel
Two cafés, a small roastery and a feed nobody saw. Twelve weeks of Reels later, their autumn blend sold out in nine days.
Platform
Instagram Reels and Stories
Length
12 weeks, August to October
Services
Reels production, UGC, community
Following
For you
1.1M
8,204
96K
41K
@bramblecoffee
The autumn blend is back, for nine days only ☕ #coffee
▶ 980K views
Reach
accounts reached by Reels
up from about 40K a month
Saves
saves across 38 Reels
the signal Instagram rewards most
Sales
online sales in 12 weeks
tracked with Shopify UTMs
01
The challenge
where they started
Bramble had two busy cafés and loyal regulars, but online orders were flat. The feed was latte art and opening hours: 3.1K followers, Reels that rarely passed 1K views, and no link between posting and sales.
02
What we did
the playbook
We filmed one morning a week at the roastery and built three formats: the 15-second pour, the roaster’s pick and behind-the-bar Q&As. Regulars became the cast, and every Reel in launch month pointed to one product, the autumn blend.
03
The results
where they are now
The launch Reel reached 980K views and drove 41 orders in a single day. The blend sold out in nine days with no paid spend, online sales hit $64K for the quarter, and Bramble finished at 38K followers.
Top three posts
The three videos that moved the account the most, and the hooks we built on afterwards.
1
▶ 980K views
The autumn blend is back
2
▶ 612K views
Breakfast pairings for a flat white
3
▶ 455K views
Where our beans come from
From 3.1K in August to 38K in October. Most of the jump came from the launch Reel.
Bramble Coffee · Follower growth
Week
Month
Year
▲ 12× since August
Autumn blend Reel
▶ 980K views · Sep 18
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
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Nov
“We used to post when we remembered. Now one morning a week gives us a month of Reels, and the orders follow.”
Maya Torres
Owner, Bramble Coffee
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