Gong cha Global Endorser Campaign
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As an international specialty tea beverage brand which saw growing popularity among Asian community, Gong cha signed a Korean celebrity actor — Park Seo Jun — to be the global brand endorser in 2018, resonating with the most current Asian pop culture. Park has an enormous fan base, his gracious image and approachable personality make him a favored face by multiple international brands such as Domino’s Pizza, etc. Gong cha California announced a collaboration with Park in 2018 summer, during the airing time of his newly–released TV series What’s Wrong with Secretary Kim, and saw a great reaction on social media.
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The goal of this project is to engage Park’s existing fan base in North America, therefore increase the popularity of Gong cha brand and create buzz in US market, especially California territory. Several campaign activities are executed to engage customers: A photo contest was run on social media to motivate customers visit Gong cha cafés to experience Park themed café decors and share their photos. A collection of Park merchandise was developed available for customer redemption with points gained through past purchase made at Gong cha cafes. Park’s image was involved in multiple marketing campaigns throughout the year of 2018.
Initial Announcement
Initial Facebook Announcement
Instagram Story Announcement
The initial announcement of Gong cha’s collaboration with Park reached 41.1K people on Facebook and received 6.8K clicks and actions. Gong cha California’s Instagram account posted Park’s video greeting as an Instagram story and attracted more profile visits than ever.
Photo Contest
A photo contest was hosted to get the words out. Participants need to take a photo with Park card- board standee holding a Gong cha tea, post on social media and tag campaign hashtag #gongchawithoppa. Entries were then evaluated on the creativity and “Likes“ they received, to be chosen as 1 of the ten winners. This contest received more than 100 entries within the one-month campaign duration and was able to bring more customers into stores and create great buzz for Gong cha brand in California.
Facebook Post Calling for Entries
8.5K Reach
346 Clicks/Actions
Contest Entries
Contest Reward
Each winner got a Park Limited Edition gift card as a reward for making purchases in Gong cha California cafe locations.
New Product Launch & Others
The face of Park appeared in multiple new product launch campaigns and marketing communications throughout the year 2018.
Merchandise
Gong cha California started offering a collection of merchandise including calendar, pop socket, and pillowcase as rewards from Dec. 2018, in conjunction with Fivestars - Gong cha’s third party vendor providing the Customer Loyalty Program solution. These rewards were redeemable with points collected from each purchase through Fivestars.
