Coco Fresh is the world’s largest bubble tea franchise, with hundreds of locations across the globe. Known for having wildly delicious and innovative bubble tea flavours, Coco’s is especially popular in Vancouver across its 10 locations.
Coco approached Tangoo with the goal of launching its 22nd birthday campaign in Vancouver. The team came to Tangoo with three goals in mind:
Promote Coco’s 22nd birthday on social as the biggest bubble tea event of the year in Vancouver.
Use its birthday as a launchpad for two brand new slush products: Brown Sugar Slush and Pearl Milk Tea Slush.
Raise awareness towards their birthday discount promotions for products such as Fresh Taro Milk Tea, Bubble Gaga, Medium Pearl Milk Tea.
THE RESULTS
OUR WORK
PRODUCT LAUNCH Strategy
and Execution
Videography and Photography
PROMOTIONS AND CONTESTS
SOCIAL MEDIA MANAGEMENT
Creative Campaign
Guess The Pearls Contest With Irresistible Prizes:
WIN FREE BUBBLE TEA FOR A YEAR
We wanted our creative campaign to revolve around itching at the curiosity of Vancouverites— both those who were familiar with bubble tea, and those who aren’t. So we decided to ask a question on social that no one has asked before:how many pearls are in a bubble tea?
To enter the contest, users were asked to follow @cocovancouver, tag a friend and guess the number of pearls on Instagram and Facebook to enter the contest. The first person to guess right would win the newest Nintendo Switch, while the second and third runners up would win a pair of Apple Airpods.
We produced a short video highlighting their newest bubble tea drink and tied the visuals back to the campaign. Bo having our creative campaign revolve around the newly launched products, we “killed two birds with one stone”, driving awareness to the new product while amplifying engagement.
Within a week, we received approximately 4,000 contest entries in-store , while we reached approximately 15,000 views for our campaign video on both Instagram and Facebook.
Photography
How Do You Help a Global Brand Build Trust With a Local Audience?
How do you drive resonance with your Vancouver audience as a global brand that originated in Asia?
We helped Coco tackle this by taking pictures of Coco’s drinks in iconic Vancouver locations, such as the Gastown Steamclock, and Canada Place. Giving the
Coco Vancouver account more of a Vancouver-inspired, local feel helped our target audience better relate to
Coco as a local brand.
Influencer Event
To spearhead word of mouth and scale authentic engagement, we invited 12 influencers to the Coco Lougheed location, where they could try the new products, receive the newest branded gifts and engage with the Coco brand first-hand.
We carefully picked out lifestyle and foodie bloggers—both micro and macro influencers with followers in the 5,000-25,000 range. Influencers were asked to share sneak peaks of the new products to come from Coco’s Lougheed location on their Instagram feed posts and stories. “Borrowing” influencer’s platforms to spread the word helped us amplify our promotion’s reach.
Instagram Stories
Tangoo helped build a digital community of people who love Coco products by engaging with users through Instagram Stories, something Coco hadn't explored before. By creating touch points for audiences to engage with the brand, we created a stronger bond between Coco and their customers.
The Instagram feed is a place for curated and more sophisticated brand content. We like to keep it light and casual in our Instagram Stories by asking questions, hosting polls, and conversing with our audiences.We started off with about 500-700 story views in June. By posting consistently, we've generated about 1500-1700 views per instagram story.
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