Challenge

Relaunch Gong Cha in Singapore after a one-year hiatus. During the period of market absence, the bubble tea scene had been growing, with strong competition from new entrants.

Approach

The bubble tea scene in Singapore might be competitive, but we understood that bubble tea drinkers had strong brand loyalty for their favorites. Harnessing social media insights, we identified key conversation themes in the week leading up to Gong Cha’s closure a year ago, such as the favorite flavors of Gong Cha fans. Armed with these information, we were able to identify the hero products leading Gong Cha's return to market.

Using fan-favorite flavours prior to Gong Cha's market exit, we seeded teaser content across various media platforms, driving pre-launch consumer hype and transforms fans into advocates. And nothing is more powerful than word-of-mouth.

Through a personalized approach on both offline and online platforms, we stirred up memories of past favourites, new selections to choose from, and teasers of up-coming locations to pique everyone’s bubble tea appetite, all over the country.​

Results

• 4.5mil consumer eyeballs reached on social and digital in the first week of launch.​

• $750,000 in positive media coverage, with 90% consistent​ messaging on ‘bigger and better’ mentions.​

• 2,000 people were in the queue on launch day, with 3,600 cups of bubble tea sold.​

• (FB) Over a 4 day boosting campaign, an avg increase in 300 fans per day with over 6,000 interactions.

• (IG) increase in over 1,100 IG followers with a total of 75,209 impressions.​

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