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Challenge
Behmor's social channels had been inactive since 2022.
The goal wasn't simply to restart posting, it was to re-engage an audience of experienced home coffee roasters while maintaining brand consistency.
Research
To understand what content would resonate, I reviewed: historical customer reviews, audience sentiment, product feedback
This revealed that Behmor customers were experienced coffee enthusiasts rather than beginners.
They were coffee enthusiasts interested in: roast profiles, consistency, technique, getting more from their equipment.
Content Pillars: Socia Proof - Educational - Behmor Inspired (Charity Foundation)
Strategy
Rather than creating entry-level coffee content, I developed content pillars focused on: roasting education, coffee expertise, product mastery, community engagement
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