The Good Cup Case Study
The Brief
The Brief
The Good Cup, a sustainable cup innovator, partnered with We Are SNS to elevate their brand presence on social media by inspiring eco change and educating the food and drink industry on the environmental impact of disposable cups.
The primary objective was to inform and inspire vendors to make the switch to a genuinely sustainable alternative, highlighting The Good Cup’s USPs and sentiment such zero plastic lining, attempting to set The Good Cup it apart from existing non-biodegradable options promoted on Instagram.
Alongside education, the brief called for consistent, high-quality content that demonstrated the product in real-world use while supporting the brand’s growing network of high-profile partnerships and events.
What We Did
Content
The Approach
Close collaboration was central to the brand partnership. Strategy, communication, and content reviews were managed through weekly team calls with The Good Cup founder and brand managers, ensuring alignment across an evolving social and content strategy, messaging, and creative direction. Alongside this, we delivered a full organic social media service including strategy, content creation, posting, and community management across Instagram and LinkedIn.
Over a two-year ongoing partnership, we continue to produce an average of 20 pieces of in-house content per month, primarily static-led, with a strong focus on infographics, testimonials, lifestyle set-ups, and product-in-action visuals. Content creation was managed entirely in-house, with shoots taking place across multiple geographical locations and real-life settings including cafés, bars, restaurants, festivals, high streets, vendors, and selected events. This approach allowed the cups to be showcased in everyday use, emphasising usability, convenience, community, and the breadth of The Good Cup’s product range across food and drink environments.
Lifestyle-led storytelling sat at the core of the content strategy, supported by tailored LinkedIn content to strengthen brand credibility and B2B visibility alongside consumer-facing channels. Through consistent posting and active community management, we grew The Good Cup’s Instagram following by 7,000 followers organically and increased LinkedIn followers by a further 2,000 over the course of the partnership.
We also supported coverage of major partnerships and cultural moments, including collaborations with Minor Figures and Coca-Cola, as well as activations around Eurovision and the Euros, positioning The Good Cup firmly within contemporary food, drink, and lifestyle conversations. Content featured key brand ambassador @dhantamang1, UK Latte Art Champion, reinforcing authenticity and authority within the coffee community.
As the partnership evolved, we introduced triptych media style images as a new creative phase, delivering a bolder, more distinctive aesthetic across the Instagram feed. To maintain visual variety, we managed and coordinated multiple models and locations, including organising a dedicated visit to a coffee festival during the summer festive season to engage and inspire vendors in new innovative ways.
The Results
The partnership with We Are SNS helped successfully establish The Good Cup as a leading voice in sustainability within the food and drink space. Through consistent, education-led content and visually engaging storytelling, we helped deliver 6,027,456 impressions and a 3.4% average engagement rate, while building an ongoing discussion around sustainable alternatives while reinforcing the brand’s key message: encouraging vendors to make the switch.
The collaboration allowed for The Good Cup to focus on the larger mission while we handled the social-first creative on Instagram. The relationship continues to thrive, with our creative team exploring new directions and opportunities to reach new business groups and expand The Good Cup’s impact on Instagram and beyond.
To see more about our long partnerships and impact we have made within, check out how we delivered 2,300,000+ impressions and 23,000+ organic Instagram follower growth for Jollyes through social and influencer marketing.
