Project Goal
Introduce Milksha into a new neighbourhood and quickly build local awareness and trust through strategic market entry, real-time social activation, and sustained post-launch engagement.
Event Preparation & Activation
Pre-Launch Market Entry Strategy
Strategy
Differentiation Strategy
Designed a culturally distinctive opening ceremony to differentiate from existing local F&B brands.
Localised Market Entry
Conducted local market research and launched a 3-month awareness campaign via Facebook groups and regional newspapers, targeting offline-heavy consumers.
Endorsement Strategy
Activated endorsement strategy by inviting the Mayor and local influencers to increase credibility and reach.
Build Trust
Built cross-audience partnerships with local cake shops and florists to transfer their customer base.
Experience Enhancement
Secured professional photographers and live performers to enhance experiential engagement and shareable moments.
Outcome
Real-Time Social Activation
Opening Day Engagement Maximization
Strategy
Instant Media Release
Invited local press for instant media coverage.
Real-Time Content Capture
Guided customers posing to the camera and captured authentic live customer interactions for real-time storytelling.
Branded Photo Prop
Used IG Frame to improve customers' willingness for the camera.
Continuous Social Amplification
Continued to post IG stories and repost customers' posts to let them feel they are cherished.
Incentive-Driven
Invited customers to follow and interact to win vouchers and a grand prize draw.
Outcome
Post-Event Development
Sustained Momentum & Long-Term Growth
Strategy
Post-Event Message
Sent post-event care emails with voucher incentives to build loyalty.
Social Media Traffic Consistency
Continued influencer collaboration for 2-week traffic warm-up period.
Long-Term Local Partnership
Initiated partnership discussions with local festivals and sports events.