How to launch a specialty coffee roaster influencer campaign

I launch a specialty coffee roaster influencer campaign by writing who it is for, then scrolling as that person on a fresh account, then emailing, then calling. Then I lock a Minimum View Guarantee and send a contract while the yes is still warm. Just that sequence.

The person: the client’s customer is US English, 24-38, already bounced off a grocery ‘reserve’ bag and a subscription that tasted like the last one, watches ‘this grocery bag is stale’ and home-grinder videos at 6:30am. The bag says reserve and the date is last season. They already tried a grocery reserve bag, a boring subscription, and a cafe they cannot visit every morning.

If you want the product that does the scrolling as a job, that lives on jumptrend.co/for/specialty-coffee-roasters. Scout is $1,500/month. The general campaigns page is jumptrend.co/campaigns.

Write the brief before you hunt faces

Once you start scrolling without a sentence, you will save whoever looks famous. That is how you get a list you cannot use.

Write your client’s customer. The bag says reserve and the date is last season. What they watch: stale-grocery-bag, home-grinder, ‘my subscription got boring’, pour-over fails. Adjacent: 6:30am grind, stale-bag rage, not cafe interiors for clout. Reject: the 500k cafe-hopping creator who will never brew the client’s bag. Do not ask for a cafe crawl. Ask them to grind this week’s bag at home.

Steal the shape at jumptrend.co/brief. The client’s live shop with this week’s roast date visible. If screenshot-one does not show the mechanic, stop. Creators cannot fix packaging.

Scroll as the customer

Then I open a fresh Instagram, TikTok, and YouTube account if I’m marketing something like a live 12oz bag from this week’s roast, or a subscription that is actually roasting, not a warehouse blend. I try to put myself in their shoes and linger, save, like, and comment as if I were them. Once the algorithm is trained, I take whoever keeps showing up.

The example I want: someone opening a grocery bag with a roast date from last season. Signal: the same 6:30am grind face two weekdays.

Ideally over 50k average. Below that they quote $700 a post for 1k views. That’s a money sink.

Like a cafe-interior video and you will leave the 6:30am home grinder. Scout is $1,500/month for the list.

Email, then call

I prefer email. The contact is usually in a home-brewer bio, often a gmail, not a cafe PR kit. Subject line: Paid Promo? then product x creator name. Line one names a real video. Then who I am, what a live 12oz bag from this week’s roast, or a subscription that is actually roasting, not a warehouse blend does in one sentence, and that this is a paid promo. Then I ask for the phone number.

Just send that. Do not attach a PDF. Don’t start the deal over email. Cafe-hoppers quote travel rates. On a call I can explain a better structure. Over email you just get the first number.

Once they send a number, I call immediately. If they won’t give a phone number, move on. If you do this right, ie at scale, you will have many other creators to choose from.

Minimum View Guarantee

Pay $X for N posts with a minimum view guarantee of Y. An example that is easy to hold: $2000 / 4 posts / 1M views. Balance those three so you hit your CPM.

I still measure codes on a live bag or a real subscription checkout separately. Views are not UA. Unique codes, not a latte art clip with no bag.

Contract while the yes is still fresh

Once a verbal deal is made, send the contract while the topic is still in their head. A bag in hand with a real roast date, not a stock photo. Show the roast date, grind, pour, drop the code.

Dealmaker is $5,000/month for paperwork you approve before it goes out. You remain the party who pays talent. Creator fees extra. No demo. No download guarantee.