Chef One 2015 NYC Dumpling Festival
Chef One, the well-known premium dumpling brand needed eyeballs and footfall for the Chef One 2015 NYC Dumpling Festival organized on September 26, 2015. The brand needed to boost the main attraction — the 12th annual dumpling eating contest.
- Elevate brand image, create buzz, WOM and excitement around the festival
- Optimize consumer engagement on social media, drive traffic to the 2015 Chef One
- New York Dumpling Festival website and encourage ticket sales for the festival
TARGET AUDIENCE & INSIGHT
18-45-year-old foodies, who love eating out, enjoy the outdoors and want to experience different global cuisines.
STRATEGY & SOLUTION
September weekends in New York signal the onset of fall. With summer almost over, consumers want to make the best of warmer temps before the cold sets in. Typically, New Yorkers tend to rely heavily on KOLs to discover activities and plan their weekends.
So, we chose top 10 KOLs to generate excitement around the festival and promote engagement online. With consistent coverage on social media, we were able to generate 4% social engagement (significantly higher than .72% industry standard), which translated into revenue of almost $40,000 – four times higher than the allotted budget.