How The Coffee Bean & Tea Leaf Reconnected with Gen Z Through Immersive Experiences, earning RM1.7 million in PR value and 42% Instagram growth.
Facing an aging customer base and heightened competition, The Coffee Bean & Tea Leaf® Malaysia needed to rejuvenate its image and build a stronger connection with the Gen Z demographic. This digitally savvy audience values authenticity and real-life experiences, making it essential to move beyond typical seasonal promotions and establish a genuine rapport.
Our strategy was focused on transforming the café into a space for self-expression and community. By tapping into Gen Z’s evolving interests, we discovered key insights:
• Nostalgic Aesthetics: A growing appreciation for Y2K aesthetics, allowing for fun and playful self-expression.
• Live Experiences: A rising desire for live events like concerts and workshops, particularly after the cancellation of major festivals.
• Cultural Authenticity: A preference for meaningful, culturally-rooted engagements that extend beyond digital interactions.
We integrated these insights into our campaign, positioning The Coffee Bean & Tea Leaf® as more than just a place to grab a coffee. Our summer beverages became the center of immersive, social experiences where Gen Z could express themselves, connect with others, and share moments on social media.
- Our campaign delivered outstanding results, including:
RM1.7 million in PR value - 700+ earned Instagram posts
- 11 million in earned reach
- 42% growth in Instagram followers (ages 18-24)
- 11% growth in TikTok followers (ages 18-24)
- 300+ Gen Z attendees at 12 events (60% of total participants)
By focusing on authenticity and creating experiences worth sharing, we successfully reconnected The Coffee Bean & Tea Leaf® with the next generation of coffee lovers.
