Project | New Market Launch Campaign

innocent entered two new markets, Hong Kong and Singapore, with the ‘Fresh in the City’ campaign through the lens of innocent being fresh on arrival, bright-eyed, and ready to explore and blend in the culture of the new cities.

The result was a full-blown online, offline and experiential brand launch that effectively utilised culturally specific humor to drive social interaction and brand engagement to build a community with these new customer bases.

Campaign results:
15M estimated traffic for all OOH placements (SG+HK)
10K bottles given away at street and office samplings
More than 5K new followers in 3 months
+1.2K followers growth after the offline activation
More than 2M people reached through social media