The Campaign

Comparing with rival products, Afternoon Milk Tea in China has put little marketing expenses, therefore its sales in China has not been able to compete with other top brands. This campaign was designed in order to bring the brand closer to young consumers. Campaign aims to lead a break time revolution “Afternoon Relaxing Privilege”, and allow white-collars enjoy their afternoon break time, drinking afternoon milk tea. Earlier, activities like topic speculation on Weibo (twitter), viral video release and interactions on social media has pushed the campaign to climax. On the offline side, “Cuteness Afternoon Milk Tea Garden” was set up in central Shanghai, interactive devices and scanning QR code for free drinks were launched, we created a highly attractive and influential public relations event, so that “rights of afternoon relaxing” concept can be deeply rooted among people, thus creating specific and appropriate drinking time for consumers.

Success of the Campaign

Through a variety of media platforms integration activities, Afternoon Milk Tea made“rights of afternoon relaxing” concept deeply rooted among consumers, and created a specific and appropriate break time for consumers. > Topic was read 27.6 million times, with 130 thousand comments; > 152389 reposts on microblog Weibo, 13422 comments on discussion board; > Fans on WeChat increased to 112096; > Participation in Wechat activity 62197 people; > Participation in vending machine activity over 11236 people; > Nearly 10 thousand free milk tea giveaways

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Create PR topic: Popular cartoon figure “Rilakkuma bear” started to appear at office buildings before the campaign to create hype, at the same time topic “I need a break for relax” started trending on Weibo (Chinese twitter) Viral Videos: Three funny videos of white-collars strive for their rights to enjoy break time, as well as a music video featuring Rilakkuma were released, quickly went viral. Wechat activity 1.Ask for the afternoon relaxing privilege from your boss and “@” him to win free milk tea and right to enjoy afternoon break. 2.”Shake” (a WeChat function to win draws) on special time to win free afternoon milk tea. Role Out Set up vending machines by using the advantage of the Cuteness Afternoon Milk Tea Garden offline activities, the machines are audio-interactive, so when user shouts out ”I want an afternoon break”, a free milk tea is delivered.

Afternoon Milk Tea’s consumer target is 25-30 year old city white-collars. They just entered the workplace, forming consumption habit; they like cute things and new things, they hope to improve the quality of life. They also have stable spending ability and mostly like drinking milk tea. But they also face many difficulties: 1.Fast pace of life and high pressure in the workplace, 2 Many of them have a hard time keeping their eyes open every afternoon, 3.White collars are constantly looking for a suitable way to relax a bit in the afternoon.