Costa teams up with Refinery29 for social media influencer summer campaign

Costa has signed up four social media influencers via lifestyle media company Refinery29 for a campaign that seeks to target Generation Z, defined as being born between the 1990s and 2010s.

Costa has designed new shirts for its baristas to support the summer campaign
Costa has designed new shirts for its baristas to support the summer campaign

Influencers Megan Ellaby, AJ Odudu, Emily Hartridge and Darren Kennedy were filmed in Brighton discussing how Costa Coffee fits in with the ‘quintessential British summer’.

The deal was brokered through ZenithOptimedia’s Newcast and Refinery29 UK.  Here and Now, the in-house talent agency for Refinery29 UK, signed up the social media influencers. Costa has not disclosed the size of the deal. 

Videos will be distributed across Refinery29’s UK platform, Costa’s Instagram account and through the stars’ personal social channels.

Refinery29 UK has also designed limited edition T-shirts, which baristas in over 2,000 Costa stores nationwide will wear throughout the summer campaign period.

Mainstream brands are increasingly teaming up with social media influencers, but have to ensure they tread carefully.

At Advertising Week Europe Instagram super-user Tobi Shinobi hit out at watch brand Daniel Wellington for its influencer strategy.

He warned against activity that can be seen as "in-your face marketing" but defended the necessity for influencers to team up with brands.

"We have to eat. We’ve got bills to pay. This is my full-time hustle," he said.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).