FAN PROJECT with Le Dante Creative Bubble Tea
Sweet Valentine K-pop Café Event in Malmö, Sweden (17-18th February 2024)
Following the success of my first K-pop café event with Le Dante, another collaborative K-pop café event was held in Malmö to commemorate the romantic occasion of Valentine's Day. For this project I was in charge of designing all the event promotion material and event merchandise, as well as in charge of the digital communication & social media marketing strategy. The event aesthetic was decided after my market research analysis, which concluded that the vintage hyper-feminine "coquette" and bow ribbons-trend to be the most appropriate. This Bridgerton and ballerina inspired aesthetic has increasingly become popular over Tiktok and Instagram in 2023. It is defined as one of year 2024's most popular fashion trends, with the hashtag #coquette generating 1.6 million posts and over 15 billion views on Tiktok. This aesthetic has also grown more present in style choices among K-pop idols. Since my main target audience are young people aged 13-25, they might be more susceptible to fashion influences by their K-pop role models, making this café event appear more relevant and up to date. Giveaways and short-form paid ad campaigns on Tiktok and Instagram were chosen as the prioritised method of promotion.
As the main event organiser, I was in charge of creating merchandise and marketing materials for the event. This includes a promotion poster, pre-release poster for a special limited Valentine's day drink and a giveaway poster for Le Dante's Instagram page. A promotion video was also created showcasing the different event activities and merchandise that would be distributed at the café event.
TIKTOK / INSTAGRAM REELS PROMOTION
A paid Tiktok promotion ad campaign following a conventional short-form video was used to promote the event to the target audience, i.e. local K-pop fans between 13 to 25. The promotion video was also posted as a reel on Le Dante Creative Bubble Tea's own official Instagram @ledante.malmo. The video received a total of 16,900 views from both channels (as of March 2024).
