In 2018, Partea was a fruit tea and bubble tea brand known for its vibrant flavours, unique packaging, and emphasis on high-quality ingredients. However, the bubble tea market was very competitive, and Partea faced challenges in standing out amidst numerous competitors. The brand needed a refreshed marketing strategy to strengthen its presence and attract a larger customer base, particularly in urban areas with a younger demographic.
Feel Entertainment Pte Ltd formulated a comprehensive marketing plan, focusing on two key pillars: experiential marketing and social media engagement.
- Experiential Marketing Campaigns:
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- In-store Sampling with Promotions: Similar to its work with other clients, Feel Entertainment introduced in-store sampling sessions for Partea. Customers were offered small samples of new drinks, accompanied by limited-time promotions such as “Buy One, Get One Free” or exclusive gifts with purchase.
- Pop-up Events: Partea launched pop-up events in collaboration with Feel Entertainment, designed to immerse customers in the brand’s playful and colorful identity.
- Social Media & Influencer Collaborations:
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- Influencer Marketing Campaigns: Feel Entertainment identified and partnered with local food and lifestyle influencers who resonated with Partea’s target demographic. These influencers shared personalized content showcasing their experiences with Partea’s new flavours, driving awareness through engaging reviews and social media stories.
- User-Generated Content (UGC): Feel Entertainment launched a hashtag campaign encouraging customers to post their Partea moments on social media. The best posts were rewarded with free drinks or special discounts, creating a buzz around the brand and fostering a sense of community.
- Collaborative Promotions: Feel Entertainment approached Huawei on behalf of Partea for collaboration when the tech giant was dealing with geopolitical challenges. We eventually partnered with Huawei in a campaign offering free drinks to Huawei mobile phone users, which generated significant public and media interest. This initiative resulted in over S$600,000 worth of media coverage. Special promotions were also rolled out on platforms such as Instagram, and Facebook, offering discounts for customers who followed the brand on these channels or shared their own experiences.
- Leveraging Data for Future Campaigns:
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- Customer Feedback Collection: Data collected from in-store sampling and event interactions were used to gather insights on customer preferences, which informed Partea’s future product development.
- Promotional Effectiveness Monitoring: Feel Entertainment worked with Partea to measure the effectiveness of different promotional activities, allowing for real-time adjustments to ensure optimal performance.
Over the 10 months of working with Partea, the brand attracted franchisee interest, leading to the successful opening of two franchised stores. During this period, sales grew by 25%, and social media engagement saw significant growth.