Fiesta De Horchata
Social Campaign
ROLE: Concept, Art Direction, Illustration, Design
PROBLEM: Horchata is delicious. While most convenience stores haven’t heard of horchata, ampm has it on tap. It’s a differentiator for the brand and a cult fan favorite, but a lot customers – especially our younger Gen Z target – have never tried it. We wanted to give them a reason to try it and (hopefully) love it. Make horchata a new go-to fountain drink option and a reason to come ampm instead of the competition. Our goals were simple:
Create awareness that horchata is pure cinnamony deliciousness and is available at ampm.
Drive store visits.
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 ampm’s first ever TikTok campaign to our paid and organic Instagram/Facebook social presence, as well as partnerships with the Dodgers, Mariners, and various influencers to start the buzz and have ampm as the pioneer of National Horchata Day.
RESULTS:
With a nominal budget this campaign generated over 57.7MM impressions, being the most successful NHD campaign to date. Also exceeded all ampm social engagement rate and ampm website app download benchmarks.
As client's first-ever social 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.
The two TikTok videos were responsible for generating 20MM+ of those impressions and reached 7.2MM users. TikTok also resulted in a 11.9% lift in ad recall, 4.5% in purchase intent, and accomplished all that with only a fraction of the overall media budget.
PRESS:
Fiesta De Horchata made news coverage appearances in MediaPost and Little Black Book.
AWARDS:
American Advertising Awards (LA ADDY) • BRONZE • 2022
Third Place CYA Awards 2022
Nominated for Shorty Awards 2022
Nominated for ThinkLA Awards 2022
PRE-LAUNCH
How we signal to everyone that they are invited to the big party.
Tiktok
[ VO is me in this video ;) ]
Jumping on the “Salt Bae” trend with our own “Cinnamon Bae”
Dodgers & Mariners Partnership
We had ampm take the first pitch and have one of the most legendary figures in Dodgers history
Jaime Jarrin to collaborate with us in inviting people to the party.
ESports Partnership
The client also wanted to reach the gamer community. So we collaborated with the back to back Overleage Watch League champions SF Shock to come and play with us!
Website Skin Update
To drive more site and app downloads we updated the website and added a countdown to when everyone will have a free small horchata to celebrate National Horchata day!
In-Store POP
What is a party without it’s decorations?
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.
LAUNCH
PARTY TIME!
Website Skin Update
Everyone who downloaded the app now have their screens updated to announce that the day has finally come for the free horchatas
Tiktok
Radio
What is a party without the music?!
I produced exactly how we wanted our radio spot when we pitched it to our clients.
VO by my partner, Alexis Johnson and harmony + singing by moi.
And here is the final spot that made it live! :)
Piñata PR Package
Instead of sending traditional PR boxes, we surprised influencers and superfans with custom piñatas filled with ampm goodies. We also invited them to collaborate by sharing their unboxing experience across social, turning each delivery into engaging, shareable content.
Influencer Partnerships
We collaborated with food influencers to generate organic social content, increase engagement, and help the campaign reach audiences through trusted creator voices.
UGC
The campaign extended beyond our owned channels as fans began creating and sharing their own content. Instead of simply reaching an audience, the campaign invited people to participate—turning everyday customers into creators and amplifying the brand through authentic social engagement.
GCD (Art): Nathan Crow
GCD (Copy): Adam Lowrey
Art Directors: Maiqui Layaoen, Jason Ham
Copywriters: Alexis Johnson, Jeff Phungglan