Student budgets for eating out are usually very frugal and they are also prone to trying the unexpected.
We set out to create an activity that would engage both Gen Z and their parents via social and earned media to generate mass awareness for Scape and drive consideration.
The TikTok Creator Cook-up was a once-in-a-lifetime dining experience from one of the premiere Scape residences. To appeal to the target audience and increase reach, we worked with top TikTok stars to recreate some of the most common student dishes and encourage students into the venue, offering multiple tours to showcase the space and facilities available.
In the lead-up to the event, we received national attention and the expressions of interest poured in. The campaign achieved cut-through across key social channels; TikTok and Instagram as well as local and national news with coverage, including TV, print and online by hijacking and spearheading a trend relevant across different cultures.
- 3.6m reach across social. 6.1% engagement rate
- 40+ pieces of coverage
- 12.7 million cumulative reach