Yoforia is a Japanese yogurt drink that was trying to enter the Indonesian market. Several yogurt drink products with various positioning have filled supermarket shelves hence the need for Yoforia to define its segment and positioning.
Agency proposed a guerilla strategy for Yoforia to penetrate the market by putting its coffee variant at the forefront, tapping into an entirely different market rather than engaging in competition with aggressive media spending.
We tapped into the rise of coffee culture on millennial generation by creating an on ground activation in the form of a yogurt shop in Bandung, with the feel of Japanese minimalist coffee shop. The hype was later leveraged with a variety of collaboration with several brands with fanatic followers so Yoforia can become a relevant brand in the rising Instagram's culture.
Within 30 days, Yoforia Yogurt Studio had been visited by more than 14,000 people that exceeded the traffic's KPI by more than 300% and had become a phenomenal brand among food bloggers and health enthusiast in Bandung.
Digital activities had inspired consumers to drive good perception about the new way of enjoying a new wave of coffee products through word-of-mouth.
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