We made the feed feel fresh again.
Less key visuals. More coffee culture. We brought the brand closer to the everyday moments that already made people love Tims.
We shifted Tim Hortons GCC from polished product announcements to an organic coffee-culture system built around real cravings, familiar rituals, UGC, and the everyday moments that already made people want Tims.
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Less key visuals. More coffee culture. We brought the brand closer to the everyday moments that already made people love Tims.
Tim Hortons GCC Performance
Growth across community, UGC, engagement, reach, and app action after the feed shifted from polished product announcements to a more organic coffee-culture approach.
The Shift
The feed was too polished. The love was too hidden.
Tim Hortons already had the rituals people cared about: the cup on the desk, the coffee run, the French Vanilla craving, the store stop, and the familiar order. Social needed to bring those moments forward.
Less perfect layouts. More real cups, cravings, stores, and people.
What Worked
The content that performed best made the brand feel real, familiar, and naturally part of the customer’s day. The feed became less about announcing products and more about the rituals that made people want Tims.
Customers holding the cup gave the brand more life than another polished key visual.
Movement, people, and real moments gave the feed more energy and stronger organic potential.
Familiar coffee runs, store visits, and everyday cravings felt more relatable than perfect compositions.
The cup, the craving, and the routine created a stronger social story than product news alone.
The Proof
UGC repeatedly appeared as the strongest organic content. January’s top organic post outperformed other organic posts in reach and even beat the promoted post in likes and engagement.
What the Data Confirmed
The October results followed the same pattern. UGC, videos, and people in real locations performed best organically.
The ESOTERIC Flex
We made people crave the brand. The magic was not in another perfect donut poster. It was in the familiar moments customers already loved.
The Real Brand Material
The UGC that felt real. The store moment that felt familiar. The everyday coffee ritual. The content that made people stop and think: “I want Tims.”
The Mic Drop
We gave it a social life. A feed built around the coffee rituals, familiar moments, and customer love that already made people want Tims.
Build a Brand People Crave
Build a social system that gives real customers, real rituals, and familiar moments a larger role in how the brand shows up and grows.
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Social Media Management
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2024
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