The Horchata from ampm has long been one of their most beloved beverages. ampm wanted to raise even more awareness and deepen the affinity with their audience, as they’re one of the few convenience store chains to offer the specialty drink.
Our strategy was simple: get existing ampm Horchata fans to talk about their favorite drink and share that love with their own social networks.
Recognizing that there wasn’t a day to celebrate the beverage, we created National Horchata Day on September 24th. Then, we asked fans to submit UGC photos with an ampm Horchata. And if they posted a Horchata pic, they had a chance at winning a year of free Horchatas.
Raising awareness for Horchata and earning engagement is precisely what this campaign did. Throughout the campaign, we garnered over 24 million impressions across all of our platforms. For both paid and organic media, our engagement rates topped out at 420%. And our Instagram following saw a massive 500% growth just during the month of September.
After we were flooded with entries, we kicked off National Horchata Day by awarding five beyond-thrilled fans with a year of free Horchatas.
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