Alexander Wang & Hey Tea – Case Study
Overview
Love Creative Marketing delivered a brand activation campaign for Alexander Wang and HEYTEA, blending fashion with tea culture to commemorate Asian American History Month. The activation featured strategically placed branded cones across high-footfall areas in New York, promoting a pop-up café at Alexander Wang’s flagship SoHo store and aimed at sparking curiosity and driving footfall.
Objective
The core objective of the campaign was to raise awareness of both brands while honouring Asian American History Month. The guerrilla marketing campaign sought to generate interest, encourage visits to the pop-up store, and foster engagement with the brand experience.
Band Activations USA
Solution
Love Creative Marketing developed a street-level brand activation campaign using branded cones which were placed across key areas of New York City, with a particular focus on SoHo. Key elements of the activation included:
• Strategic placement in high-footfall locations to maximise visibility and brand awareness.
• Branded cones positioned near Alexander Wang’s flagship SoHo store to drive foot traffic toward the pop-up café.
• Visual promotion of the collaboration between Alexander Wang and Hey Tea, blending fashion and tea culture.
• Consistent branding across all touchpoints to reinforce both brand identities and highlight Asian American History Month.
Guerrilla Marketing Brand Activation NYC
The guerrilla campaign was designed to stand out in the urban environment while naturally capturing the attention of passers-by, guiding them towards the pop-up café and generating curiosity.
Impact
The campaign effectively boosted visibility for both Alexander Wang and Hey Tea, supporting Asian American History Month while driving more customers to the SoHo store.
The brand activation created brand buzz, promoted their products, and increased foot traffic to the pop-up café.