Design and Execution of the Bonmano Magic Campaign

Introduction

Bonmano is one of the most popular coffee brands in Iran. Through a focus on high quality, professional packaging, and a diverse range of products, it has secured a strong position among coffee enthusiasts. By adhering to global standards, the brand aims to deliver a coffee-drinking experience that mirrors the standards of professional cafés.

Challenge

Looking to strengthen its market position, grow its Instagram followers, and boost awareness around its “Noresca” drip coffee product, Bonmano partnered with Platin Marketing and Communications Agency. The collaboration was designed to address a set of strategic needs and brand challenges.

The primary goal was to enhance public awareness of Bonmano’s brand identity and highlight the unique features of the Noresca drip coffee. At the same time, the campaign aimed to attract new customers while deepening the loyalty of existing ones. The brand also sought to build emotional connections and deliver a positive brand experience, thereby securing and reinforcing its position in consumers’ minds. A key challenge was increasing engagement on social media—particularly Instagram, where Bonmano’s target audience is most active.

Strategic Development

“Noresca” is a drip bag coffee made with premium-quality grounds, designed to be brewed without any special equipment. The process is simple: the user places the coffee bag over the edge of a cup, pours hot water over it, and lets the coffee drip directly into the cup—an alternative to traditional drip brewing methods, which are often time-consuming and tool-intensive. Noresca transforms this into a straightforward and enjoyable experience.

The strategy team identified innovation as the product’s main point of differentiation—a kind of “magic” that simplifies the coffee-making ritual. This inspired the campaign’s core concept: “Noresca, the Magical Coffee.” The central theme of the campaign revolved around magic.

The idea was that everyone needs a bit of magic in their daily life—whether it’s a beautiful morning, a joyful moment, or simply the pleasure of drinking a warm cup of coffee that lifts your spirits.

As part of the strategic planning process, the campaign team conducted a thorough audience analysis to fine-tune the communication path. Research revealed that a large portion of coffee lovers fell within the 18–35 age group—a generation that grew up watching the “Harry Potter” series and shares nostalgic, emotional connections with its characters and magical elements. This insight created a unique opportunity to engage the target audience through emotional storytelling.

Consequently, the campaign drew inspiration from Harry Potter’s stories, characters, and magical symbols to enhance the whimsical aura of Noresca. However, care was taken to ensure that the campaign’s message extended beyond just Harry Potter fans. The campaign was designed to appeal to all coffee lovers, ultimately broadening its audience base.

The result was a campaign strategy that laid the foundation for a story-driven, visual, interactive, and creative experience—one that sought to turn every cup of Noresca coffee into a magical moment in the consumer’s daily life.

Creative and Purposeful Actions

Platin Agency executed a series of creative, structured, and engaging activations to bring the campaign concept to life through storytelling, entertainment, and interaction—all inspired by the magical world of Harry Potter:

A Magical Start on Valentine’s Day

The campaign launched on Valentine’s Day with an emotional and imaginative approach, leveraging the occasion’s symbolic and emotional value. The first post featured a Valentine-themed graphic and a powerful call-to-action: “Who’s the magic of your life?” This served as the teaser for the campaign, sparking curiosity and priming audiences for the magical narrative that was about to unfold.

An Invitation to the Magical World

Next, a creative motion graphic was released, symbolically referencing the magical letter of Hogwarts school acceptance from the Harry Potter story. The video used familiar visual cues and nostalgic elements to emotionally welcome audiences into Bonmano’s magical world. 

A Dreamlike CGI Video Experience

The campaign continued with a real-life video enhanced by CGI, depicting Noresca coffee in a magical, floating state. Three characters inspired by the Harry Potter universe featured in the video, creating a rich, imaginative world. The combination of digital visual effects and magical references delivered a standout experience that effectively linked the concept of magic with the product.

Weekly Interactive Instagram Challenges

To maintain audience engagement, four weekly challenges were launched on Instagram. These interactive contests mixed puzzles, magic-themed elements, and coffee-related content to entertain users while keeping them connected to the campaign. Prizes were offered to encourage active participation.

One of the most engaging challenges was the “Talking Hat” game, inspired by the four houses in the Harry Potter universe. Users were invited to choose the magical house their friend belonged to. Cleverly, each house was paired with a type of Noresca coffee, indirectly introducing audiences to the product variety while keeping them entertained.

Rewarding with On-Theme Prizes

To ensure prizes appealed directly to coffee lovers, the brand avoided generic rewards like cash. Instead, giveaways included Bonmano product bundles, coffee machines, and a high-end coffee maker for the grand prize winner. This strategy helped attract the right audience and encouraged genuine interaction with the campaign.

Comprehensive Content Management of Bonmano’s Instagram Page

To ensure consistency across content, visuals, and messaging, Platin Agency took full charge of content production and page management during the campaign. This enabled the creation of a cohesive storytelling experience aligned with the magical campaign theme.

Media Activation: Influencer Marketing

The media strategy centered on a highly targeted influencer marketing plan. The goal was to build real, relatable connections with coffee-loving audiences who trust influencer recommendations.

Twelve influencers whose followers aligned with the Noresca consumer profile were selected, including:

• @Mahyaarhassan
• @Haiiidan
• @Chemcook
• @Majlechii
• @Elaheaskari
• @Parastooreview
• @Moaliheidari
  … and several others.

Content created by influencers included both direct promotional posts and subtler, story-driven or humorous formats to make brand messages feel authentic and believable.

To further expand the campaign’s reach beyond the influencers’ immediate audience, the brand also leveraged high-traffic public Instagram pages, ensuring the content was visible to a broader community.

Results

By creatively blending storytelling and entertainment, the campaign achieved impressive results in terms of engagement, audience growth, and brand visibility in the digital space.

Key highlights:

• Instagram followers increased by over 11,000.
• The CGI video, showcasing the magical world of Noresca, reached nearly 2 million views, becoming one of the brand’s most successful visual assets.
• Instagram engagement rate rose dramatically from 1.2% to 9.5%.
• The average number of comments per post increased from 37 to over 4,000 during the campaign period.
• In total, the campaign produced 10 main posts, 2 CGI videos, and 74 unique stories.
• Four weekly challenges, built around riddles and magical themes, significantly boosted organic engagement and emotional resonance with the brand.