BONO Coffee is a family-owned Ethiopian coffee roaster rooted in heritage, craft, and authenticity. From the beginning of our partnership, the goal was to translate that story into a digital presence that reflects the same depth and character found in their coffee. Starting in May 2025, our team worked with BONO to develop an organic social media strategy centered around storytelling, cultural education, and visually compelling content. The focus was clear: build awareness for Ethiopian coffee, highlight the craftsmanship behind each roast, and position BONO as a distinctive voice within Calgary’s specialty coffee scene. Through thoughtful content direction, platform-native video, and a consistent publishing cadence, BONO’s social presence evolved into a space where heritage, education, and coffee culture intersect — attracting both local coffee enthusiasts and a wider audience discovering Ethiopian coffee for the first time.
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BONO Coffee Co
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Within the first three months of launching BONO’s organic social strategy, the brand saw strong early traction across multiple platforms.
On Instagram, content generated nearly 80,000 views and 1,777 interactions, growing the account to 2,628 followers, representing a 3.2% increase without any paid advertising. At the same time, we launched BONO’s TikTok presence from the ground up. In under ten weeks, the account reached over 126,000 views, 4,300 likes, and 750+ followers, all through a consistent posting cadence of just two videos per week, when we first started.
These results were driven by a strategy that leaned heavily into BONO’s authentic story while adapting it to the language of modern social platforms. Content focused on visually engaging short-form video that balanced coffee education, cultural storytelling, and product-focused moments. Ethiopian coffee origins, roasting craftsmanship, and café culture were brought forward through approachable, shareable formats designed to resonate with both coffee enthusiasts and casual viewers.
As the strategy matured, performance data began to reveal clear patterns in audience behavior. While aesthetic imagery and product visuals maintained brand presence, story-driven video content consistently produced stronger engagement and reach. This insight guided the creative direction through the remainder of the partnership, reinforcing the importance of narrative-led content when building a specialty coffee brand online.
During our collaboration, the brand established a solid foundation across Instagram and TikTok, expanded its digital reach, and clarified the content formats that resonate most strongly with its audience.
The work completed positioned BONO with a clear creative direction for future growth, particularly through story-led video and culturally driven coffee content. As our partnership concluded, BONO’s social platforms were left with a strong strategic framework and an engaged audience ready for the next stage of the brand’s digital evolution.
We’re proud to play a role in shaping this chapter of BONO Coffee’s online presence and look forward to seeing the brand continue to grow within Calgary’s specialty coffee community.
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