Dear Famous Mascots

Cheeky invitation letters wrote to famous restaurant’s mascots to promote their menus while sneaking in our own “Must-try Menus”

CASE VDO

BACKGROUND

Thailand’s restaurant industry is the second most competitive, after tourism. Everyone’s goal is to get all the foodie attention possible. In this food war, we noticed that all big brands have one thing in common — The mascot!

Guess what!? Our restaurant “On the Table” also has “Ms.Table” , a newbie mascot! But it ranked 2nd…from the last!  How can an underdog mascot raise brand awareness to the top without burning a big budget? 

THE IDEA

Instead of paying millions of media budget to target foodies, we decided to do the targeted campaign directly to Famous Mascots! who already have millions of foodies’ fanpages, with zero media budget. 

Introducing “Dear Famous Mascots”.  A campaign in which our new mascot, ‘Ms.Table’ wrote cheeky invitation letters, not to our fans, but to other famous mascots on social media like Burger King, KFC’s Colonel Sanders, McDonald’s Ronald, and other famous mascots to promote our “Competitors’ Menus” while sneaking in our own “Must-try Menus” as well. We not only gain brand exposure from big brands’ fans, but we also gain social talk from publishers.

RESULTS

Within 2 weeks after launched:
•  All famous mascots such as Burger King, Bar B Q Plaza, Dairy Queen, KFC, McDonald’s, LINE MAN, Jones Salad and etc. participated. Even bank mascots joined in the fun.
•  Gain More than 100+ Publishers and 7.1M Free PR Value.
•  No.1 Ranking in the Cafe & Restaurant category. 
•  2,591% Increase in Engagement 
•  Just 1 week ‘Ms. Table’ became a top-trending mascot and created a huge demand for ‘Ms. Table merchandise items.