How PICKUP COFFEE excited audiences with its #ItsBetterEspresso launch
PICKUP COFFEE mounts events for its major campaigns, including the #ItsBetterEspresso launch. They needed a partner to proactively manage event coordination and KOL partnerships, which Near took on after a successful Christmas 2024 collaboration.
*KOL = Key Opinion Leaders aka Influencers / Content Creators
PICKUP COFFEE is a homegrown coffee company whose mission is to UPlift everyday Filipinos through their dedication to accessible premium beverages. They offer fast, delicious, and surprisingly affordable beverages everywhere, one PICKUP at a time.
Their affordable yet high-quality espresso-based drinks offer a great experience while being fun and youthful – appealing to coffee lovers who seek style and substance. They’ve strengthened their connection with a broad audience through collaborations with celebrities like Donny Pangilinan.
Delivering a leveled-up coffee experience
PICKUP COFFEE is no stranger to integrating events into their marketing efforts for major campaigns. However, due to previous struggles of finding the right partner to ably handle the challenges of event management, they sought an agency with a proactive, hands-on approach in the planning process.
After a successful partnership for PICKUP COFFEE’s Christmas 2024 media event, the brand again collaborated with Near for the #ItsBetterEspresso launch to bring awareness to Signatures and the craftsmanship behind them. PICKUP aimed to enhance its influencer strategy through optimized KOL management.
Near gets people thinking (and talking) ‘bout espresso
Near supported PICKUP COFFEE’s #ItsBetterEspresso launch event through KOL management and assistance for event management.
Simplifying event planning through partnerships
Near teamed up with an event management expert to bring the brand’s vision of a mall event to life. The team connected PICKUP COFFEE with trusted suppliers, which included the lights and sounds team, event coordination, and photobooth services, among others, to help them mount a successful launch at SM Megamall. During the event, Near kept working closely with our event management partner to stay on top of the program and resolve setbacks that came up on the day of.
Creating excitement through KOLs
The team offered its expertise in influencer marketing by curating event invitees to ensure the campaign achieves desired results for awareness.
Near invited a majority of nano- to upper micro-KOLs to the launch, 32 of whom secured confirmation within a week of invitation. Near also added two macro influencers to its list of attendees – all while staying within campaign budget – to boost brand credibility and add star power to the campaign. We secured the attendance of top influencers like David Guison, Chelsea Robato, and Inah Takeda, whom Near has already collaborated with for other projects.
“We see good results whenever we work with the Near team. Their post-event reports are always very thorough. The PICKUP team learns a lot by working with Near, specifically with KOL strategy,” shares [point person], [role] at PICKUP COFFEE.
Near’s tips for stronger KOL campaigns
Interactive experiences are engaging. The #ItsBetterEspresso launch involved booths in which invitees could immerse themselves in making their own PICKUP drinks. These allow for more unique content, aside from provoking FOMO from viewers.
Have the right mix of KOLs. Your KOL invitations should depend on the scale and goal of your event. Nano- and micro-KOLs are great for intimate gatherings, as they make community-driven content that brings authentic engagement.
A strong hook stands out. The first five seconds of a video has to grab the viewer’s attention. Whether that’s through a question, an editing trick, bold text effects, or another technique, a good hook makes your audience care more about the content.
