Think big. Now thing bigger. No no no. Even bigger than that. There you go. Well, that's about the size of the excitation roaring across Bangkok for one of the biggest openings of the year. Yep, your heard it right, Taco Bell was about to open its very first store in Thailand and this had been a local wet-dream for years. Known for their witty social media campaigns across the globe, it only made sense that the World's favorite Tex-Mex brand would go to great lengths to welcome its fans with a huge millennial-driven plan.
Sounds great, but Thailand is not California. Yet with a local fan base made up of hardcore vocal supporters, the truth is that there was definitely room to grow in terms of brand awareness and education. With a young crowd mostly used to the wonders of street foods, Japanese desserts and Korean treats, it was essential to go the extra-mile to break the ice with a playful and culturally relevant approach. One that could be supported by social media influencers, brand ambassadors and acclaimed foodies. It was time to shine!
Let's be honest, social media users have quite a short attention span and they decide to allocate it carefully where they feel teased and intrigued. So prior to getting into the nitty-gritty with our influencer partners, it was an absolute necessity to design a social media campaign that would capture those few seconds, catch the eye, raise an eyebrow and make them crave for more.
And that's exactly what we did!
With our in-house Social Media Agency Garçon! and our own talented production team Sticky Rice, we created a series of posts that showed an intriguing package being shipped to Bangkok, with obvious clues including lots of local touches for users to relate to. Each post was bringing fans a little closer to the rumor of the brand opening its very first store, revealing the location while teasing on the opening date.
While for non-fans, it captured their attention revealing that something big was about to happen.
This clever and catchy campaign was met with an incredible amount of positive reactions, with both fans and non-fans jumping in on the conversation and screaming out loud their love for the Taco chain.
Then it was time to get to the next level : an in-depth introduction of the brand to a large crowd of youngsters, social media addicts, foodies and casual curious!
We designed a wide influencer campaign that included micro, macro and celebrity influencers to discover, taste and love some of Taco Bell's iconic menu items before the store even opened.
We developed short, highly engaging formats such as Instagram stories to act as teasers announcing the upcoming opening, showing off influencers trying for the very first time Taco Bell classics.
Bringing the buzz to its maximum, we pushed the teaser further by creating custom Taco Bell boxes packed with branded merchandise, swags and even more tasty menu items! Influencers shared their VIP Taco Bell boxes across all their social media platforms, filming themselves unboxing, tasting and wearing the merch.
Then? This happened
Our social media campaigns, supported by a strong influencer storytelling, led to a stunning turn up on the opening day with fearless fans queuing up up to 12 hours before the store official opening ! Our content team, led by our in-house Production Agency "Sticky Rice" went on site to capture the buzz and hysteria through Facebook Lives and Instagram Stories, sharing it in real-time across all of Taco Bell social media channels.
And just because we wanted to make the opening resonate for the years to come, we took the whole campaign up a notch, again.
We invited a very selective list of engaging influencers to join a famous "Taco Bell VIP party" at the restaurant for a night of mingling and food tasting.
BLOGGERS & FOODIES
We designed and sent out branded VIP invitations to our network of celebrities, foodies and bloggers to come and experience the food at restaurant
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