In the last 24 years, CBTL continued exploring amazing flavours the world had to offer & brought them to CBTL cafes in Malaysia. However, amplification across Malaysian media and digital space was scarce, as the brand mainly relied on in-store visibility and social media content announcements until 2022.
We were tasked to entice media, influencers and our end consumers to be a part of this 25 years celebration with the launch of the Lavender Cold Brew Latte – spurring them to explore the world of endless possibilities with us.
STRATEGY
We built a narrative surrounding “Home for 25 years” to invite Malaysians to celebrate the milestone, revolving around discovering global flavours from our very home ground via an omni-channel marketing strategy.
We launched what we called a “Purple Passport” – a nod to their Pink Card from over a decade before in Klang Valley, Penang and Johor where we organised a personal engagement session with media as they tried the new beverages and food and collected unique ‘passport’ stamps for a chance to win huge prizes.
We also took the opportunity to celebrate this milestone with other brands who also turned 25.
With that, the team activated and end-to-end media amplification with an Inverted digital funnel across key digital mediums to reach out to at least 50% of our target audience in Malaysia
From a content-led approach, CBTL partnered with GRIM Films to produce a brand video to visually story tell the narrative which we activated for the bottom-funnel.
RESULT
Our media friends helped deliver over RM370,911 in PR value and over 13 million in reach.
T15 million audiences across multiple channels with almost 5 million engagements competitively from age 18–45-year-old. A unique click of 186,123 also drove actions where the new audiences we reached out to, opted to explore cafe locations from the campaign landing page.
The hero beverage, the Lavender Cold Brew Latte, surpassed its initial sales KPI by 150% per day.
