We knew we needed to reach as many people as possible, beyond the established core audience of coffee fanatics. Without any media spend, we knew we needed a PR-worthy idea. We turned to a channel normally ignored by brands but with a large, relatively engaged audience – Tor – the anonymous network. This segment of the internet has been growing actively since 2010. Per Tor Metrics, Russia is the network's second most active country, with 208,000 unique users logging on daily. An anonymous social survey has shown that one in three Russians are familiar with Tor.

The approach: break through the stereotype that coffee is a drug with a simple trick: launch the first online coffee store on the dark web. A legal product. Sold through an illegal network.

Our campaign centered on the complete imitation of "black market" products. We managed everything from the vocabulary ("Straight off the Columbian plantations", "Pablo Escobar Approves", "I've been a user since I was 16") to time of posting (exactly 4:20 PM) and using video content and music created by active dark web users. We published the first post on a popular news site highly aligned with our target audience about the first online store for a legal product on Tor network, simultaneously launching banners on dark web forums leading users to the shop website. The results were immediate. Users started pouring onto the site from the dark web. Over 300 opinion leaders posted about the new "store" on the dark web on Facebook (reaching 1.5 Million people in the first day). By Day 2, Chernyi Cooperative was featured in most major Russian and International news sites.

• 180 publications around the world in 10 languages;

• Ranked PR Value = $1 million;

• Grew Chernyi customer base by 20% (1,000 new customers);

• Tripled the amount of coffee subscriptions instead of doubling them;

• ROI = 2,150% – With a spend of just 400 000 roubles, we saw coffee subscription sales in the amount of 9 million roubles;

• For the first time was all around the world, people were talking about Chernyi Cooperative – we have become an international specialty-coffee brand.

Having $0 for the promotion of the small Moscow coffeeshop, we decided to engage as much people as possible. We targeted at the audience that was perfectly familiar with anonymous marketplaces and their culture. To intrigue users, we shot the video teaser where we recaptured that gloomy atmosphere one can experience while actually ordering through Tor. For more excitement we placed more than 1,000 stickers with the .onion domain name in most popular Moscow places and clubs. The effect was sudden: users started sharing the teaser, buying coffee through the darknet and visiting the coffeeshop itself.

To grow our coffee subscriptions, we looked to increase our audience from niche coffee fans to a broader public.

Target audience

This was a local initiative, targeting Muscovites who understand the value of coffee straight from the plantation, locally roasted, and are willing to pay for it.

Platform:

A website at cherniyx23pmfane.onion in the anonymous .onion domain zone which allows users to buy coffee using Bitcoins – and Qiwi payment system – both standard on anonymous marketplaces but unique for coffee subscriptions.

Objective:

To double the amount monthly coffee delivery subscriptions by boosting awareness among a new target audience.

Chernyi (Black) Cooperative is a small coffee shop in the center of Moscow that in addition to standard coffee shop fare, offers monthly subscriptions for its own roasted coffee beans. Chernyi came to us in 2016 with a request to double the amount of coffee subscriptions.