Digital In-housing, Communications
Develop a local marketing campaign to engage Gen-Z in APAC.
Tapping into cultural insights to drive awareness in Asian markets
Having previously run US developed creative in APAC, Taco Bell had struggled to gain traction with local audiences, especially Gen-Z. Hired to develop local marketing campaigns, with a priority focus on Thailand as a growth market, Maker Lab found that a recent banning of NFTs in the country had driven fierce criticism from the local Gen-Z audience.
With this insight, the team from Maker Lab conceived and created a range of irreverent Taco Bell branded NFTs: NFTacos. 25,000 unique artworks were created, with limited edition gold NFTs as well as influencer featured artworks. Customers posted a Taco emoji to Line, Thailand’s most active social platform, to receive their unique NFTaco, as well as money off their next order.
The campaign drove fame for the brand in Thailand and internationally – with 20,000+ NFTacos claimed.
The brand’s Line following grew by 22% and in-store footfall increased with 49% of coupons redeemed.