Radio
POP
TikTok
ampm had never created in-store POP for a mini campaign, but the celebratory factor of Fiesta de Horchata generated a natural opportunity to decorate the stores in preparation for the fiesta with colorful POP including ceiling danglers, Fountain Drink clings, counter clings, and stickers that employees handed out to customers.
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This was also the client's first-ever TikTok campaign. It yielded 20.7 million impressions, an 11.9% lift in Ad Recall, a 43% CTR to find out more/get free Horchata, and a 4.5% lift in intent to be "very likely" to purchase Horchata from ampm.
Instagram/Facebook
Engaging Content
Fiesta de Horchata was the most successful National Horchata Day to date with 57.77 million social impressions. It exceeded all ampm social engagement rate benchmarks across paid and organic social, including ampm's Hispanic audience.
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Fiesta de Horchata also drove an 11% increase in positive sentiment over the previous year, specifically around themes like general Horchata love, Dodgers Activation, and ampm influencers.
ampm Website Redesign
ampm Website Promo Tiles
ampm App Loss Screen
MLB Partnership - Web Takeover
In-Stadium Signage - Dodgers
Dodgers Partnership
Featured Jaime Jarrín, the Spanish-language voice of the Los Angeles Dodgers
In-Stadium Signage - Mariners
The Problem
ampm Horchata is a creamy, almondy, cinnamony delight for the tastebuds. And it has ampm fans obsessed. So much so, that not only do all 950 ampm stores pour Horchata on tap 24/7, but three years ago, this cult fan fave inspired us to create an entire day dedicated to celebrating all things Horchata. Yep, three years ago, we declared September 24th National Horchata Day. And we’ve been celebrating ever since. But with the third annual NHD approaching in 2021, we wanted to do something different. We wanted to take this previously small-scale event and blow it out into an all out social campaign, unlike anything before.
The Solution
So, what’s the best way to amp up the excitement and get the Horchata party started? By throwing a fiesta, of course. We filled our ampm stores and flooded our social and digital outlets with music, colorful piñatas, and cinnamon confetti, and threw our first ever Fiesta de Horchata. And for the first time ever, we gave out free small Horchatas to every single customer on 9/24.
We extended beyond the typical ad space limited to TV, radio, and Facebook/Instagram ads, and created in-store POP, a full social rollout that added our first ever TikTok campaign to our paid and organic Instagram/Facebook social presence, as well as partnerships with the Dodgers, Mariners, and various influencers.
Accolades and Press
Won Bronze at the LA American Advertising Awards 2022
Won Third Place at RPA Internal CYA Awards 2022
Nominated for Shorty Awards 2022
Nominated for ThinkLA Awards 2022
Fiesta de Horchata made news coverage appearances in MediaPost and Little Black Book
Lastly, with the free Horchata offer only available through the ampm app, we exceeded all ampm website app download benchmarks