SYNOPSIS
In the fall of 2023, I ran a local awareness campaign for Maresca’s Coffee — the mobile espresso and pastry bar I co-own in Charlottesville. At the time, we were operating full-time from Piedmont Virginia Community College, a great location with beautiful mountain views but little visibility from the road.
The goal was simple: make a hidden coffee truck impossible to miss.
Across four short ad boosts, we turned $100 in paid spend into 19,000 video views, 900 profile visits, 108 new followers, and most importantly, new customers at the window. It became a small-scale example of how creative strategy, fast execution, and authentic storytelling can drive real-world results.
JUMP TO:
BACKGROUND
During that fall, Maresca’s Coffee was based at PVCC — a tucked-away hilltop spot surrounded by scenery but out of view from passing traffic. Most locals had no idea it existed.
As both marketer and owner, I wanted to test how far a small, well-crafted campaign could go toward changing that. The objective was real visits and awareness from the Charlottesville community.
CREATIVE NOTES
We leaned into what was already trending — “hidden gem” content on food and coffee Instagram. The best-performing videos looked more like travel reels than ads: local scenery, natural light, and handwritten details that feel real.
The reel followed a simple story arc:
Opening: a curiosity hook and location pin
Middle: real product, real motion, quick cuts
Closing: no corporate logo or mention; ended on a shot of receiving a coffee, simulating an organic reel feel
Every shot was captured on location — no stock, no staging. The video fit naturally into local feeds while still signaling brand quality, showcasing the Maresca’s truck framed by the Blue Ridge Mountains, fresh pastries, handwritten menus, and warm fall tones.
We boosted the post across Charlottesville, targeting neighborhoods within a few miles of PVCC and downtown. The run lasted about a week with a small, fixed budget, and I adjusted creative and captions based on engagement and viewer retention.
| 19K views • 900 visits • +108 followers from $101 spend | |
| Metric | Total |
|---|---|
| Ad Spend | $101.03 |
| Reach | 11,774 local accounts |
| Profile Visits | 900 |
| Average Cost per Visit | $0.11 |
| New Followers | +108 |
| Confirmed Customers from Ads | 7 |
| Additional Customers via Social Mentions | ~12 |
RESULTS:
The results were strong, quick bursts of engagement each time the reel was boosted, leading to actual visits and follower boosts. View the full statistical breakdown below:
Comments and DMs quickly followed. People asked about hours, menu details, and where to find us next… with some students even asking us to relocate to University of Virginia, the major school nearby. Locals started tagging Maresca’s in their own posts and stories — turning the ad creative into community content.
What started as a small awareness test became something bigger: measurable results and visible recognition. By the end of the month, dozens of customers were arriving at the window saying, “I saw you on Instagram.”
TAKEAWAY
This campaign proved that paid awareness doesn’t need to feel paid. A $100 ad spend and a strong story can move people — online and in person.
It also reinforced the value of creative marketing in small, real-world environments. When the marketer and the business owner are the same person, feedback loops are fast, execution is personal, and results are immediate.
That mix of creativity, resourcefulness, and proof is exactly what Mykos Marketing was built to deliver.