Launching the First Godiva Café in the United States!
As part of our AOR relationship, GODIVA tasked Lippe Taylor with launching the first of more than 2,000 planned Cafes. Not only did the launch need to drive local foot traffic to the store, it needed to create a halo effect for future launches around the world.
We approached the launch event as a 360, integrated campaign. There were unique experiences like an exploding cupcake and a sketch artist who used coffee to paint portraits. Social media teasers seeded excitement with media and influencers who then comingled at the launch with company executives, including GODIVA’s CEO and executive team.
The results were out of this world. More than 1B earned media impressions, over 2.3M videos of online videos of the opening, and true reach from influencers exceeding over 1.5M. In-store market research following the opening named news coverage and social media posts as the #1 awareness driver that brought customers into the store.