The Specialty Coffee Association (SCA) sought to strengthen its social presence ahead of the 2024 Specialty Coffee Expo to support attendee, exhibitor and sponsor growth and reinforce the event’s leadership position. The challenge was to energize a diverse global community, from roasters and retailers to baristas, suppliers, and HORECA professionals, while driving measurable engagement and conversions. With heightened competition from other industry events, SCA needed a social strategy that could break through noise, amplify brand storytelling, and drive meaningful action.

CSG executed a targeted social media program that integrated paid and organic content, giveaways, audience-specific messaging, and real-time engagement. Creative assets were developed for high shareability across stakeholder channels, while paid social videos and animated graphics drove strong audience engagement.

Social media became a high-performing engine for awareness and engagement. A dedicated social giveaway generated 937 likes and 97 comments, expanding reach and sparking community participation. Paid and organic content contributed to the broader 7.2M impressions delivered across digital channels, supporting strong click-through rates and conversions. Social engagement played a crucial role in expanding SCA’s audience, bolstering global interest, and driving momentum that contributed to record-setting attendance, earning an award in Trade Show Executive’s 2024 Fastest 50 Class of 2024 for Growth in Total Attendance.