L’OR Espresso turns Coconut Iced into a new summer coffee ritual

+9M

Instagram impressions

+2.7M

3-second Instagram views

11K

Interactions

To launch its new Coconut Iced flavor, L’OR Espresso wanted to do more than introduce a new product. The brand set out to establish a new summer coffee ritual among urban, trend-conscious consumers interested in coffee, music, festivals and culture. With Motion by Dailymotion Business, L’OR built a creator-led campaign around eight ambassadors, producing more than 40 pieces of content and extending the idea across social and online video. The campaign generated more than 9 million Instagram impressions, 2.7 million three-second views and 11,000 interactions.

The challenge

Turning a new flavor into a new summer ritual

L’OR Espresso was introducing Coconut Iced, a new flavor designed to offer consumers a different way to enjoy coffee during the summer. The challenge was not simply to generate awareness of the launch.

L’OR wanted to reach an urban, trend-conscious 25+ audience interested in coffee, music, festivals and going out, then make an unfamiliar coffee ritual feel relevant and natural within their everyday lives. That meant finding the right audiences and giving them a reason to imagine Coconut Iced as part of their own summer, rather than treating the launch as a traditional product introduction.

The strategy

Let creators show what a new coffee ritual could look like

Dailymotion’s audience signals helped identify consumers most likely to be interested in Coconut Iced based on the interests and behaviors surrounding coffee, music, festivals and summer culture. From there, Motion built a creator strategy designed around demonstration and discovery. Eight lifestyle ambassadors were selected to introduce Coconut Iced through their own creative styles and communities, giving each creator room to make the product feel natural within their content rather than forcing everyone into the same execution. Creator storytelling was then extended beyond individual feeds through social publishing and enriched online video, giving the campaign additional touchpoints while maintaining one consistent product story. The campaign also connected Coconut Iced with summer culture through a Rock en Seine activation, giving consumers the opportunity to win VIP festival tickets and discover exclusive recipes created for the occasion.

1
Identify the audiences most likely to embrace a new summer coffee ritual
2
Use creators to demonstrate Coconut Iced authentically
3
Extend creator storytelling beyond the feed through social and video

The results

Ahead of market benchmarks on every measure that mattered

Across the campaign, eight ambassadors produced more than 40 pieces of creator content, supported by four enriched online video executions and a social publishing campaign. Together, the wider activation generated more than 9 million Instagram impressions, 2.7 million three-second Instagram views and 11,000 interactions. A subsequent perception study also showed stronger L’OR brand preference among exposed and campaign-aware respondents, with creator content on Instagram having a particularly positive impact. The findings reinforced the role authenticity played in the campaign: creators were not simply distributing the product message, they were showing audiences how Coconut Iced could fit naturally into their own summer routines.

+9M

Instagram impressions

+2.7M

3-second Instagram views

11K

Interactions

Creator ambassadors

Why this matters for brand marketers

Use creators to demonstrate, not just endorse

When introducing a new behavior or ritual, creators can do more than generate awareness. L’OR used creators to show consumers how Coconut Iced could actually be prepared, enjoyed and incorporated into summer occasions, making something unfamiliar easier to understand and adopt.

Give authenticity a strategic role

The creators were given room to work within their own artistic direction rather than being asked to reproduce identical branded content. That creative freedom helped the product appear naturally within the environments and communities where each creator had already established credibility.

Take creator ideas beyond the creator feed

Creator marketing does not need to operate as an isolated channel. L’OR connected creator content with social publishing and enriched online video, allowing the campaign idea to travel beyond individual communities while maintaining a consistent story.

Key Takeaways

Start with the audience
Audience signals helped identify consumers with the interests and behaviors most relevant to Coconut Iced before determining how creators should bring the campaign to life.
Give creators a defined job
For this launch, creators were there to establish and demonstrate a new coffee ritual, not simply promote a new flavor.

Build for authenticity
Giving creators space to interpret the product through their own style helped make Coconut Iced feel more credible within their communities.
Extend the idea beyond the feed
Social publishing and online video helped scale the creator story across additional environments, turning a creator activation into a broader cross-channel campaign.