A Winning Pitch
I am particularly proud of this project because clients were over the moon about the ideas I was responsible for. I've never seen clients so excited about concepts. This project was a lot of fun and it won my agency a new client.☺
Dutch Bros., is a drive-thru coffee chain, popular in the western US. They're known for their fun, sugary drinks and their workforce of young, bubbly teen "bro-istas." When looking for an agency to manage their influencer marketing, they wanted an idea that reached their core demographic of young women online in a relevant, on-trend way. They admired their competitor Dunkin's work in the influencer space and wanted a "Short King Spring" influencer campaign of their own.
An Ownable Strategy
Our "Passenger Princess"-themed campaign was a hit for Dutch Bros. because it tapped into the online cultural zeitgeist that their core audience was paying attention to. But it also lives in a space that competitors can't lay claim to like they can: the car.
The car is valuable real estate on the internet right now. On video-first platforms like TikTok, the car has become a confession booth, a breaking news desk, and a talk show soundstage all wrapped into one. A lot of content is made in, around, and about cars. And thanks to their drive-thru-first format — a unique feature among the other coffee chains in their competitive set — Dutch Bros. has the opportunity to make car culture online their thing. Celebrating "Passenger Princess Day" is just the beginning.
A Great Start to a New Relationship
For this first campaign, we sent 48 "Passenger Princess Day" merch kits to creators online, resulting in 66 pieces of UGC content. This paired with our paid influencer and PR pushes earned millions of impressions around the web, sparked interest in the brand on search, and a noticeable bump in cafe traffic on "Passenger Princess Day."
You know your idea was a winner when there's a secondary market for the campaign merch on eBay.👑
Agency: Amp Agency
Copy: Me (Shan)
Art Direction: Steve Salgado
Creative Direction: Kat Tushim