This can't be happening. No, no, no. Nope, don't believe it. Or is this for real? Taco Bell coming to Thailand has been a local wet dream for years and people can't still figure out if the world famous Tex-Mex brand has been leading them on or not. But with a strong reputation of disrupting the digital and social landscape, an hardcore fan base going along their witty social media campaigns, the millennial-driven brand was about to embark in a crazy social quest.
Enough with the superlatives and let's get down to business. Taco Bell always had a thing for its fans, making them the center part of each of its marketing campaigns, cultivating a bold and fearless spirit that resonates with the brand. And as vocal as fans can be, Thailand is quite unique as being culturally more reserved. So it was necessary to go the extra mile to break the ice with a smooth, playful and culturally relevant approach.
We had our angle.
Let's be honest, social media users have quite a short attention span and they decide to allocate it where they feel teased and intrigued. So it was an absolute necessity to design a social media campaign that would capture those few seconds, catching the eye, raising an eyebrow and making them crave for more.
And that's exactly what we did! We create a series of posts that showed a mysterious package arriving in Bangkok, with obviously lots of clues and integrating local touches for users to relate to. Each post was gradually confirming rumors of the brand opening its very first store, revealing the location while teasing on the opening date.
The short yet catchy campaign was met with an incredible amount of positive reactions, with fans and non-fans jumping in on the social conversation and screaming out loud their love for Taco Bell.
First 10 days :
It was just the beginning.
To keep our viral campaign going while bringing more fans and Taco Bell lovers on-board before the opening, we designed and created a series of fun and playful online & offline activations, where fans could meet the brand, break the ice, ring an actual bell and share their love out loud !
SOCIAL MEDIA GAMES
MEET & GREET THE FANS
...Then this happened
All our social media efforts led to an overwhelming turn up on the opening day, with some daring fans queuing up up to 10 hours before the actual opening ! Through Facebook Lives, Instagram Stories our team captured the joy and excitement on site, sharing it in real time across all Taco Bell social channels, creating a fan-momentum and bringing the viral campaign to its all-time peak.
Let's talk numbers
Then what ? Social media marketing campaigns successes are measured on its capacity to engage fans and drive footfall on the long term. Getting fans riled up and at the early stage of an opening is one thing, but it was essential for us to lay down the ground rules to a durable, and always growing online presence.
BRAND EDUCATIONAL VIDEOS