FIESTA DE HORCHATA — Maiqui Layaoen

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, 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.

FIRST!

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.

(VO is me in this video :P)

ANOTHER FIRST!

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 :)