人人都是奶茶大師
EVERYONE CAN BE MILKTEA MASTER!
Year:
Service:
Client:
2018
Strategy, Creative, Production, Media & distribution
Black & White Milk
Brief
Black and White Milk collaborates with Sammy to target young consumers, emphasising its core position in Hong Kong-style milk tea and encouraging everyone to become a milk tea master. The campaign includes celebrity endorsements, digital strategies, OOH, pop-up stores, POSM, premium products, social events, and TVC services, enhancing brand awareness and recognition, becoming the first choice for authentic Hong Kong-style milk tea.
The Challenge
- How to improve B&W Milk’s brand relevance among young consumers
- How to extend B&W Milk’s leadership position from being a top beverage ingredient to dominating the retail market
The Solution
Connecting B2B2C with complete 360 solutions, our goal is to establish BW Milk as the core ingredient in every cup of Hong Kong-style milk tea. To achieve this, we have enlisted Sammy, our brand ambassador, to share his extensive knowledge of milk tea and help EVERYONE BECOMING A MILK TEA MASTER!
Join us in celebrating the beloved milk tea tradition!
TV / Online video
Caption xxx
Key Strategy
| THE “4E” JOURNEY
Expose
Interact with consumers at the POP-UP Store.
Elaborate
Generate great brand impressions with Sammy as the spokesperson.
Engage
Play our game and get rewards
Enjoy
Drinking milk tea is becoming top-of-mind at various local restaurants
Overall Result
- Brand awareness rise to 97%
- 85% recognised B&W Milk Tea is 1st choice of HK-styled authentic milk tea
- 97% claimed they would go to teashop using B&W
Key Achievements
- 11k+ Visitors
- 280k+ Video Views
- 100k+ Premiums Redeemed @1,500 Teashops
- 5k+ Comment / Like / Share