Creative strategy
Co-marketing strategy for Foodcourt x Tems
In celebration of Tems’ album Born in the Wild, I led the creative strategy for a one-week co-marketing campaign between FoodCourt and the Grammy-winning artist. We launched a limited-edition virtual restaurant—Tems’ Tasty Picks—curated from her favorite FoodCourt meals, amplified by influencer buzz and real-time crowdmarketing.
Timeline
From ideation to live launch in just 1 week, while managing concurrent projects.
Background
FoodCourt wanted a bold, culture-driven moment to connect with its Gen Z base—something bigger than a banner ad. Enter Tems’ album drop. I spearheaded the idea of a temporary restaurant activation, combining music and food to drive app traffic. The campaign featured a curated menu of Tems’ top FoodCourt orders, influencer-led UGC, and on-the-ground crowdmarketing that previewed unreleased tracks, turning passive scrollers into hungry fans. The goal: fuse cultural hype with delicious urgency—and convert it into measurable sales.
This category details the step-by-step approach taken during the project, including research, planning, testing, and optimization phases.
Ideation & Brand Alignment
I pitched the “Tems’ Tasty Picks” concept as a limited-time drop that felt exclusive, culturally relevant, and tied directly to Tems’ Born in the Wild brand. Strategy focused on emotional resonance, scarcity, and musical integration.
Menu Curation & Partnership Coordination
I worked with internal teams to identify Tems’ favorite FoodCourt meals, collaborated with kitchen partners for packaging and prep, and liaised with Tems’ team to align on naming, visual style, and campaign timing.
Creative Team & Production
I identified culturally aligned influencers, provided creative briefs, and scheduled content rollouts across TikTok, X, and Instagram. Influencer content was designed to mimic organic discovery, driving FOMO and urgency.
Live Crowdmarketing Activation
To generate buzz IRL, we hosted a street-level preview activation with audio snippets of Born in the Wild playing on loop, capturing genuine public reactions and feeding that content back into digital channels.
4x Return on Ad Spend (ROAS)
Despite a modest $2500 budget, the campaign generated a 4x ROAS—proving that strong creative and cultural alignment can outperform spend.
Over 100K Organic + Paid Impressions in 7 Days
Influencer content and UGC featuring the Tems’ Tasty Picks drop reached thousands across TikTok, X and Instagram, with exceptionally high engagement among the Gen Z demographic.
10,000+ Menu Interactions in 48 Hours
Within two days of launch, the virtual kitchen had over 10,000 unique clicks in-app, with a significant conversion rate from music fans who were new to the FoodCourt ecosystem.