ampm - NHD | Creativebyalexis.com

FIESTA DE HORCHATA

Social & Integrated Campaign

MY ROLE: Copywriter

Concepted the campaign and led the creative across social, digital, in-store, influencer, and partnership executions alongside my Art Director partner.

THE CHALLENGE: ampm had celebrated September 24th as National Horchata Day for three years. But with the third annual celebration approaching, we wanted to turn a small-scale promotion into a full-scale cultural moment and reach Horchata fans beyond traditional media.

THE INSIGHT: Horchata had a cult following, and it deserved a celebration to match.

THE SOLUTION: We transformed National Horchata Day into a full-scale fiesta across ampm stores, social, digital, and partnerships. We launched ampm's first-ever TikTok campaign, created colorful in-store experiences, and partnered with the Dodgers, Mariners, and influencers to spread the Horchata love. We also offered every customer a free small Horchata through the ampm app.

THE RESULTS: Fiesta de Horchata became ampm's most successful National Horchata Day to date, generating 57.77 million social impressions and exceeding engagement-rate benchmarks across paid and organic social—including among ampm's Hispanic audience.

The campaign also drove an 11% increase in positive sentiment over the previous year. ampm's first-ever TikTok campaign generated 20.7 million impressions, lifted ad recall by 11.9%, drove a 43% CTR to learn more or claim a free Horchata, and increased intent to purchase Horchata from ampm by 4.5%.

By making the free Horchata offer exclusive to the ampm app, we also exceeded all app-download benchmarks. And for the first time, the celebratory nature of the campaign created an opportunity for ampm to bring Fiesta de Horchata into its stores through colorful in-store POP, including ceiling danglers, fountain drink clings, counter clings, and customer stickers.

AUDIO