Mixue Valentine Campaign Strategy

A strategic social media campaign concept designed to increase brand awareness and product sales for Mixue Indonesia during the Valentine season.

Brand Campaign Strategy • 2023

Campaign Objective

The campaign aims to increase brand awareness and drive product engagement through social media trends, influencer collaboration, and user participation.

Brand Positioning

Affordable pricing compared to competitors

Accessible to middle-income consumers

Strategic outlet placement

Rapid franchise expansion

Campaign Concept

Theme: Love Better / Healthy Love

Inspired by discussions about toxic relationships among Gen Z, this campaign promotes healthier expressions of love.

Tagline: Love is Sweet

Marketing Funnel

Awareness

TikTok challenge and influencer collaboration to increase visibility.

Conversion

Referral code unlocks Buy One Get One promotion.