At Mad Hat Asia, we thrive on crafting compelling narratives that resonate with audiences and deliver tangible results. We're excited to share a recent campaign that perfectly illustrates our ability to integrate brands with pop culture: our collaboration with Haagen-Dazs for their limited-edition "Emily in Paris" products.
Our mission was to seamlessly integrate Haagen-Dazs with pop culture through its collaboration with the hit Netflix show Emily in Paris, launching these exciting products in Singapore, Malaysia, and Thailand.
The Challenge: A Parisian Dream Across Borders
We faced a unique set of challenges to ensure a truly cohesive and impactful campaign:
Regional Integration: Orchestrating a unified campaign across three distinct markets – Singapore, Malaysia, and Thailand – each with its own nuances and media landscape.
Tight Timelines: With only three weeks from ideation to execution, the launch had to perfectly coincide with Emily in Paris' debut on Netflix.
Global Guidelines: Adhering to stringent directives from PARAMOUNT, NETFLIX, and Haagen-Dazs for event design, layout, and execution, ensuring brand consistency and legal compliance.
Our Strategic Approach: A Taste of Parisian Chic
To overcome these challenges and achieve our ambitious goals, we deployed a multi-faceted strategy:
Elevating Haagen-Dazs into Fashion & Lifestyle: Our core strategy was to position Haagen-Dazs within the realm of fashion and lifestyle, lending a sophisticated Parisian flair to the entire campaign.
Tri-Market Watch Party & Dinner: We hosted a premier tri-market watch party and dinner for top-tier fashion, lifestyle media, and Key Opinion Leaders (KOLs). This exclusive event created buzz and generated anticipation for the limited-edition products.
Creative Product Drops: Bespoke product drops were strategically executed to build excitement and pre-launch hype.
3 Physical Events: To maximize engagement and media exposure, we organized three physical events across the markets.
Themed Launch Events: Each event was meticulously themed to capture the Parisian charm synonymous with Emily in Paris, creating Instagram-worthy moments for both Haagen-Dazs and the attending media and influencers.
Public Relations & Influencer Engagement:
Bespoke Press Kits: We distributed custom-designed press kits and creative media packages to key media outlets.
Strategic Influencer Partnerships: We collaborated with a mix of paid and organic influencers to maximize campaign visibility and drive social buzz across all three markets.
Phenomenal Results That Speak Volumes:
Our integrated approach yielded exceptional results, significantly exceeding expectations and solidifying Haagen-Dazs' presence in the fashion and lifestyle sphere:
Total PR Value:
Singapore: SGD 432,2750
Malaysia: RM 1,444,721.50
Thailand: THB 5,560,632 These figures demonstrate the substantial return on investment and widespread media attention generated across all markets.
Physical Events Success:
3 Physical Events were successfully executed.
A total of 80 attendees across the three markets engaged with the campaign.
An impressive 98% attendance rate highlighted the high level of interest and commitment from our invited guests.
The widespread media and influencer coverage, coupled with the high attendance at our physical events, ensured that the Haagen-Dazs x Emily in Paris collaboration was a resounding success, capturing the hearts and taste buds of consumers across Singapore, Malaysia, and Thailand.
Partner with Mad Hat for Your Next Success Story
The Haagen-Dazs x Emily in Paris campaign is a prime example of Mad Hat Asia's expertise in seamlessly integrating brands with pop culture, delivering impactful results, and navigating complex regional campaigns. We are dedicated to partnering with our clients to elevate their presence, amplify their message, and achieve their business objectives.
Ready to make your next brand initiative a resounding success? Contact us today to learn how Mad Hat can help you achieve your goals.