IDEE KAFFEE (J.J. Darboven)

Strengthening the IDEE KAFFEE community with AI

For IDEE KAFFEE – J.J. Darboven's brand for creative minds – we invited all coffee fans to share their ideas for a perfect summer as part of the interactive campaign "Space for your ideas". In our custom backend, AI transforms text-based posts into impressive images in the brand's signature line art style. By subsequently sharing the results on its social media channels, IDEE KAFFEE has seen its community grow by 110%.

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Conveying the brand's creative DNA correctly

The challenge? To develop a campaign tool that highlights what the brand stands for: inspiring creative and innovative minds and giving them space to implement their own ideas. At the same time, all campaigns should remain unmistakably IDEE KAFFEE.

Human creativity meets machine precision

We used AI to translate the community's ideas and thoughts directly into impressive visuals. This creates a low-threshold creative process that enables maximum participation. And at the same time delivers high-quality, brand-compliant content in IDEE KAFFEE's characteristic line art style.

Designed for more than just a one-off campaign moment

It was clear from the outset that we didn't want a short-lived effect, but a sustainable system. Whether it's a new slogan or completely new creative impulses, the architecture allows the story and prompting to be expanded at any time. The result is a flexible system that not only accompanies brand communication, but can also continuously revitalise it.

Designed for more than just a one-off campaign moment
From input to the perfect image

Participants can use the campaign page to directly enter their ideas on a specific topic and create AI-generated images. Our backend optimises the prompts, adds defined style specifications and references, and then fine-tunes them to create a final image prompt for GPT Image-1. The IDEE KAFFEE editorial team can conveniently review these results and control which contributions are published.

The community in the spotlight

The first activation brought the concept directly to life: users described their perfect summer, and the strongest ideas found their way onto the Instagram channel @ideekaffee, including features of the respective creators. The community was able to vote on which motifs would secure a year's supply of coffee. In this way, AI became a catalyst for genuine interaction and organic growth. And who knows, maybe some of the motifs will soon be found on coffee packaging.

Effective use of AI

With an engagement rate of 3.83%, the competition drove community growth of 115% during its run.

IDEE KAFFEE (J.J. Darboven)

Strengthening the IDEE KAFFEE community with AI