The Challenge:
Ferrero Rocher, a premium chocolate brand beloved in Indonesia, wanted to create a unique experience for their customers in celebration of Valentine’s Day. Aiming to engage an audience of flower arrangement enthusiasts and florists, Ferrero Rocher's objective was to showcase its chocolate products in a fresh, interactive way. The brand wanted to demonstrate how its premium chocolates could be incorporated into creative hampers for Valentine’s Day, creating both brand awareness and appreciation for its elegance and quality.
Held at Cilandak Town Square Mall, the event aimed to educate participants about using Ferrero Rocher chocolates in hampers, while simultaneously fostering excitement for the Valentine’s Day season. The key target audience for this workshop were florists and those interested in the hampers business, while also attracting curious store visitors.
The Solution:
Shoptivate crafted a memorable Brand Experience campaign, focused on interactive hamper-making workshops. With the help of Rosy Posy, a professional florist team, Shoptivate guided participants through a step-by-step hamper arrangement tutorial, incorporating Ferrero Rocher chocolates and flowers.
The event featured:
- Venue: Main Atrium, Cilandak Town Square Mall
- Date & Time: Saturday, February 8th, 2025, from 16:00 to 18:00
- Team: 1 Team Leader, 2 Brand Promoters, and 1 Crew Member
- Participants: 16 selected florist enthusiasts
The activity included:
- A Hampers Arranging Workshop where participants learned how to create stunning Valentine’s Day hampers using Ferrero Rocher chocolates and floral arrangements.
- Interactive Engagement: Florist experts from Rosy Posy provided live tutorials, while participants were given a chance to create their own hampers.
- Competition Element: At the end of the workshop, three participants with the best creations were awarded prizes: shopping vouchers worth IDR 700,000, IDR 500,000, and IDR 300,000 from Hypermart.
Additionally, Shoptivate offered Brand Promoters who engaged with store visitors, explaining the workshop process and creating buzz. This, coupled with the interactive hampers and live demonstrations, significantly increased customer engagement.
Pre-Campaign Efforts:
- Team Setup: Shoptivate meticulously selected and trained the Brand Promoters, ensuring they were knowledgeable and could represent the Ferrero Rocher brand with professionalism.
- Training: Staff were trained on both product knowledge and the mechanics of the workshop to ensure smooth execution and customer interaction.
- Logistics and Setup: The main stage was carefully prepared to accommodate the hamper-making workshop, with all props and materials set up before the event. Efficient management ensured the tight time frame was met.
During the Campaign:
- On-Site Engagement: The event attracted florists and other curious visitors. Participants were immersed in the creative process of arranging hampers, while Brand Promoters ensured the brand’s premium image was reinforced through their interactions.
- Increased Participation: Although the event had a limited number of pre-invited participants (16), other store visitors showed interest, highlighting an opportunity for future campaigns to open up participation on-site through product purchases.
- Feedback Collection: Shoptivate gathered valuable insights through participant questionnaires to understand how the Ferrero Rocher brand resonated with the target audience.
The Result:
The Golden Glam Hampers Workshop was a massive success.
- Increased Brand Visibility: Participants and visitors alike enjoyed the chance to interact with the brand and create something special for Valentine’s Day.
- Enhanced Engagement: By incorporating a competitive element with prizes, the workshop sparked excitement and creativity, making the experience memorable.
- Sales Impact: The interactive nature of the workshop likely led to a boost in Ferrero Rocher sales during the Valentine’s period, as participants and visitors alike became more inclined to purchase the product for future gifting or hampers.
One important takeaway for Ferrero Rocher was the need for a broader strategy to integrate on-the-spot participation, which could attract even more visitors in the future.
Shoptivate's human-centered approach, combined with a vibrant, hands-on experience, not only met Ferrero Rocher’s objectives but also created a compelling reason for florists and customers to associate Ferrero Rocher with elegance, creativity, and high-quality indulgence.
"Because Shoptivate have been working with Ferrero for quite some time, they understands our expectations well, and in every discussion, they are able to translate what we want. The Shoptivate team is also relentless when faced with challenges, especially during the event preparation phase. Even with obstacles, they remained calm and always ensured that the implementation went smoothly on the event day."
- Yulia Rahmadaniyanti (Group Key Account Manager, Ferrero Indonesia)
