How Maverick & Farmer Brewed a Content-First Identity with Brownie Media’s IP Engine

Who is Maverick & Farmer?

Maverick & Farmer is India’s first artisanal coffee brand that blends coffee experimentation with origin-forward sourcing. Their offerings are single-origin and small-batch blends, sold through cafés and direct-to-consumer channels. The brand tone is warm and candid — equal parts chef-nerd and farmer-proud.

Online Presence Before Nov 2023

Before Brownie Media’s intervention, Maverick & Farmer’s social presence looked like this:

• Random posts without a visual system or cadence.

• No repeatable content formats or signature voice.

• Founder appearances were occasional but inconsistent.

• Result: Low brand recall and no scalable way to convert social attention into visits or sales.

Primary Marketing Pain Points and Goals

• No scalable formats or content IP to build recall and repeat viewership.

• Low and sporadic engagement despite premium product quality.

• No consistent system to drive café footfall or website conversions from social.

• Goal: Build a predictable audience and translate content into measurable footfall and revenue.

Brownie Media Engagement Scope

Initial Mandate

Brownie Media was initially hired for:

• Reels and post-production.

• Basic month-to-month content management.

• Consistent short-form video output.

• Improved creative quality.

Scope Expansion

The success of Maverick Mondays—a repeatable content IP that achieved immediate product-market fit—changed everything. It drove habitual viewership, organic reach, and founder-led recall. Seeing this success, Maverick & Farmer expanded Brownie Media’s role to build a structured Content IP program and a scalable creative system.

Current Scope of Work

• Strategy and content IP design and naming.

• Editorial calendar and production scheduling.

• Batch filming and editing for multiple IPs.

• Organic publishing and community seeding.

• Repurposing long-form content into carousels and newsletters.

• Paid media creative and ad optimization (where applicable).

• Analytics tracking and regular performance reporting.

Content IPs We Created

Content Ecosystem Breakdown

We built Maverick & Farmer’s Instagram into a mini content ecosystem where each content IP had a clear strategic role:

• Maverick Mondays → Fun recipe-driven content to attract new eyeballs and spark discovery. One episode alone crossed 500K+ organic views.

• Caffeine Content → Educational and authority-driven posts that built trust and positioned the brand as coffee experts.

• What’s on My Plate → Product-first, conversion-oriented content designed to drive café visits and menu item sales.

This ecosystem ensured that every post worked toward a complementary objective—discovery, trust, or conversion—compounding into long-term community growth and brand stickiness.

Key Performance Metrics

When Maverick & Farmer partnered with Brownie Media, the mandate was to grow organically, build community, and position the brand as a thought leader in India’s specialty coffee space. The results speak for themselves.

Followers

• Starting Point (Nov 2023): ~8,500

• Current (Aug 2025): 18,100

• Growth: +113% increase, fully organic

• Monthly Follower Growth: +130% compared to pre-Brownie baseline

• Daily Average: 9.5 new followers per day

Organic Reach

• Peak Reach: 1.7M accounts reached organically

• Example: Tender Coconut Coffee Reel alone reached 500K+ accounts

• Impact: Strengthened Maverick & Farmer’s image as a premium, conversation-worthy brand

Profile Visits

• Before (Nov 2023): ~8,200 visits

• After (Aug 2025): ~1600,000+ visits

• Growth: +1,195% (11x increase)

Engagement Rate

• Engagement rate climbed steadily, reflecting authentic community connection and loyalty.

• Posts consistently exceeded industry benchmarks due to IP-led storytelling and interactive content.

Drivers of Growth

• Consistent IP-led efforts tailored to the brand’s unique identity.

• Strategic posting balances storytelling, education, and culture.

• Active community engagement with coffee lovers.

• Impactful events — both online and offline — fueling organic traction.

Founder-led Content Highlight

A major factor behind Maverick & Farmer’s online success was having Ashish, the co-founder, on camera. This humanized the brand and made it stand out in a crowded coffee space.

We designed a structured content IP strategy around Ashish’s presence:

• Maverick Mondays → Fun, snackable recipe videos that grabbed attention and pulled in new audiences. One episode alone crossed 500K+ organic views.

• Caffeine Content → Educational, authority-building posts that positioned Maverick & Farmer as experts in specialty coffee.

• What’s on My Plate → Product-first content that showcased offerings and nudged direct conversions.

This mix turned Maverick & Farmer’s Instagram into a mini content ecosystem — where discovery, trust-building, and conversion worked together seamlessly. It even enabled the organic launch of their most successful menu item to date, achieved without paid ads.

Offline Impact

Beyond numbers, the brand recall and awareness of Maverick & Farmer improved dramatically across stakeholders, followers, and in-café visitors. The structured content IPs created not just online momentum but also tangible offline outcomes — from increased café footfall to stronger word-of-mouth advocacy.

Conclusion

The Maverick & Farmer journey highlights how structured content IPs and consistent social media systems create long-term brand equity. Brownie Media’s approach went beyond ad-hoc content: we built scalable formats, habitual viewership, and authentic founder-driven storytelling that translated into measurable growth — online and offline.

Content IP creation is not just a marketing tool; it is a long-term investment in predictable reach, brand stickiness, and recall. For Maverick & Farmer, this strategy has created a premium positioning in India’s specialty coffee industry and laid the foundation for continued growth.