The bakery and coffee shop chain 85° assigned us with a Valentine’s Day social media promotion for China. The brand was looking for a unique campaign idea to oustand the numerous actitivies and promotions during the holiday.
As the core of the campaign, we created a series of packaging with writable surfaces, inviting customers to draw messages to their loved ones on the cups. In addition, we created digital incentives such as Wechat sticker sets, as well as POSM materials, and coordinated the campaign on Weibo, including campaign monitoring and management of interaction with followers.
The campaign proved a huge success, sales increased with the many customers coming to the stores to draw either faces or write messages on the paper cups, and to post it online. Through the connection of POSM activities with an online lucky draw, the followership on the brand’s Weibo account increased as well.
Agency: Creativoo – China