RECIPE OF A SOCIAL LAUNCH
Ben's cookies needs no introduction and if you don't believe us, just watch. Baking amazing cookies for over 30 years and with nearly 40 stores worldwide and a clear emphasis on growing SEA markets, it's only naturally they decided to "invade" Thailand with their chunky biscuits. But in a market saturated with endless new comers, standing out on social media was not only an option but an absolute necessity to successfully launch their first store.
With a huge fan base in Thailand, Ben's Cookies has a lot going for them here. So we didn't believe in coming up with the ol' "Don't forget to come by our store this Saturday !" wink-wink message. It was about being different and building a long lasting presence. So we turned the tables around and decided to play hard-to-get, with a subtle combination of teasing content development while making users crave for it. The rest was history.
SOCIAL MEDIA TOOLS
Our studio developed a very sleek teaser where we would only showcase the cookies in front of Bangkok's most famous landmarks we picked, giving very clear insights on the brand's next steps ...while neither confirming nor denying a possible opening.
Within minutes only, the content went viral on social media :
Our little trick didn't go unnoticed by the big players either. The coverage by online magazines and food bloggers following our first teaser went also off the charts
Keeping fans on the edge of their seats and excited up until minutes before the opening !