Phạm TúThis popular Vietnamese coffee chain, known for its youthful vibe and trendy beverages, recently spotted a gap in their menu: bubble tea. With competitor Phúc Long dominating the bubble tea scene in Ho Chi Minh City, TCH needed to make a splash with their new Raspberry and Black Tea Macchiatos, but without breaking the bank.
Targeted Approach, Maximum Impact
TCH knew their target audience: young, social media-savvy individuals who love hanging out with friends and sharing their experiences online. They also tapped into the spirit of sharing and expressing love, especially around International Women’s Day (March 8th).
Their “Taste This Love” campaign, launched on Facebook with a modest budget, featured a unique twist: rotating cup sleeves with messages like “You are my queen,” “You are my love,” and “You are my hero.” This idea drew inspiration from Vina Café’s successful “Yêu Thương Thành Lời” (Words of Love) campaign, which YouTube recognized as Vietnam’s most successful ad campaign in 2015. It also cleverly alluded to Coca-Cola’s “Taste the Feeling” campaign.
TCH strategically selected 53 influencers in Ho Chi Minh City and Hanoi, known for their outgoing personalities, active lifestyles, and large followings. Through these influencers’ heartfelt messages on social media, TCH positioned their new cups as a fun and expressive way to show love and appreciation.
50,000 Organic Interactions in Just 2 Weeks!
Within a week, the #tastethislove campaign generated buzz on Facebook and Instagram, with over 14,000 people sharing messages of love and tagging #thecoffeehouse. In just two weeks, the campaign achieved over 50,000 organic interactions – an impressive feat for a new product launch!
The rotating cup sleeves, especially the “You are my love” design, became a social media sensation, with people sharing photos and expressing their affection for friends and loved ones. Many stores even ran out of these popular sleeves! The new foam macchiatos also became bestsellers, proving the campaign’s effectiveness.
The Takeaway
TCH’s “Taste This Love” campaign is a shining example of how to execute a successful influencer marketing strategy on a limited budget. By focusing on a specific target audience, leveraging creative messaging, and collaborating with the right influencers, TCH achieved impressive results and launched their new bubble tea line with a bang!
