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Taco Bell aimed to amplify brand awareness and drive sales of their combo set, specifically targeting Gen Z (90%) and Gen Y (10%) during the New Year period. The core challenge was to develop a campaign that would resonate with this younger demographic, known for their strong online presence and demand for engaging content, while also driving in-store traffic. This required a strategy that effectively bridged the online and offline experience.
Our creative solution centered on a collaboration with the T-Pop group 4MIX, leveraging their popularity to generate excitement and create culturally relevant content. The campaign, built around the "4MIX Party Box," emphasized the variety and shareability of the product, aligning with the target audience's social behavior. We developed a multi-platform strategy encompassing key visuals, social media content (including interactive activities), a motion video, and in-store decorations, all designed to create a cohesive and immersive brand experience.
The primary objectives were to increase brand recognition and stimulate sales of the combo set. Success was to be measured by key performance indicators (KPIs) such as impressions and engagement across online platforms, as well as the ability to drive consumers to physical stores. By integrating online activities with in-store promotions and visuals, we aimed to create a measurable impact on both brand visibility and sales revenue. We ultimately achieved 163% of our engagement KPI, surpassing expectations.
