We Make Your Day
We launched Krispy Kreme in Chile from scratch, together with its local master franchise: buzz on social media months ahead, sampling, out-of-home, press, influencers and an opening the public unlocked. In 2 months it reached results that had taken its main competitor 7 years.
Overview
We launched a global brand from scratch, with a local master franchise.
Krispy Kreme arrived in Chile with no prior awareness and a competitor that had been there for seven years. With the “We Make Your Day” concept, the goal was for the brand to be more than a doughnut shop: a phenomenon people wanted to open, wait for and share.
Execution
BUZZ BEFORE OPENING
Social conversation months before opening, with influencers who added more than 3 million in reach during the pre-opening. The public unlocked the opening: more than 10 thousand mentions of #AbramosKrispyKreme.
STREET AND SAMPLING
More than 50 out-of-home locations and more than 2,000 sampling coupons took the brand to the street and the product into people's hands.
PRESS, INFLUENCERS AND DIGITAL
Press, influencers and digital media worked together and reached more than 80% digital coverage of the target audience, at a frequency of 5+.
THE OPENING
On opening day, the first person in line waited 22 hours. In less than a year, the brand opened 7 stores.
Results
In 2 months, Krispy Kreme reached results in Chile that had taken its main competitor 7 years.
10K
Mentions of #AbramosKrispyKreme that unlocked the opening
+50
Out-of-home locations and more than 2,000 sampling coupons
+3M
Reach with influencers during the pre-opening
+80%
Digital coverage of the target audience, frequency 5+
+70K
Instagram followers in 2 months
22 hours
The first person in line waited
+USD 100K
In earned media
7 stores
In less than a year
Grupo Premier
More work
Keep exploring
Fly Your Way
How we helped JetSMART greatly surpass its brand objectives.
SOLA Launch
We transformed Under Armour stores into SOLA spaces to connect with new audiences and with streetwear: retail as a medium, with in-store activations and creator content.
Glycolic Gloss
For the launch of Elvive Glycolic Gloss, L'Oréal Paris took to the streets: light projections on Santiago's buildings at night, with a simple idea: real projections, real impact.