When Ugly Mug Coffee was looking to make a splash on a limited budget, we knew that reaching the blogosphere would be key. Since the Ugly Mug target consumer is younger than the traditional coffee drinker, blogs played a key role in getting out the news about this new unpretentious coffee brand from Memphis.

We engaged bloggers by treating them like true members of the media. We sent them a complete package, with samples of Ugly Mug Coffee, images of the new packaging and ads (since bloggers typically don’t have photography departments) and all of the information they needed to write about the product.

The results – placements on new product, food, coffee and “cool stuff” blogs including Slashfood.com, Kitchn.com, Javashot.com and Iliketotallyloveit.com. With links to the Ugly Mug website, visitors could click through and order coffee, leading to a spike in online sales.