Dumplings were taking off at Five Below. This trend alone was contributing to almost a third of total sales. The maintain the excitement over the trend we partnered with RMS to create a sweepstakes. Only one Golden Dumpling was available. With it would come a $1000 shopping spree at Five Below.
Design System Guidelines
Web Assets
Social Strategy
Email Animations
Lead Designer
Photoshop
Adobe Firefly
Workfront
3 Senior Leaders
1 Photographer
1 Social Content Manager
1 Copy Writer
2 Months to Complete Assets
1 Month Staggered Delivery of Messaging
The trend has already lasted longer than most Five Below trends. How do we introduce a new color series of dumplings to a customer base that has already purchased in the past. Encouraging additional purchases to add to their collection.
Build excitement both online and in stores. Gain traction as the The Original Dumpling provider as the market started to flood with knockoffs from many different retailers.
Collectors and Five Below fans equally would be the focus of this campaign. Encouraging not only a single purchase, but additional excitement on what Five Below could offer. The direct age group would be teens and younger with a focus understanding the parents may be the ones physically bringing their child to the store.
As the trend took hold as something that was going to slow down dumplings of all different qualities began to appear. This was a distraction at first as it would ultimately take sales away from Five Below. The customer began to promote on their own that Five Below was the original. This was leveraged as a main social media strategy leaning into the Home of the Original messaging.
Discussions around how to introduce the newest dumpling should be advertised. There were many elements to the campaign. The decision was made to focus on the Golden Dumpling itself. Secondary message would be the $1000 Shopping Spree associated with it. There were extremely rare Silver Dumplings in the series that could also be discovered. These were pushed through social only, and not included in the email and web assets as they would take away from the main messaging.
The Golden Dumpling was given the name of Goldie. This allowed to give a storyline to the collectible as a way to follow it around the country and play up the fact that it was traveling. Allowing customers to follow the journey and try to predict where it could be found. Following campaigns would include giving Goldie a group of friends who also had personalities allowing for the trend to continue beyond the sweepstakes.
The customer engagement online was beyond anything that has ever been seen at Five Below. Sharing their experience of purchasing the dumplings and taking live videos of themselves opening the package to see if they were a winner was trending on all social platforms.
At stores all around the country, lines formed hours before opening. People were limited to 2 dumplings per visit to ensure all customers received a chance to find the viral dumpling. The entire line sold out within hours across the entire chain.
Of the elements that could not be controlled, we could not predict who would eventually win. The perfect ending came when the Golden Ticket Dumpling was found, not by a social media influencer, or bulk buyer, but by a young girl who truly loves Five Below and collectible dumplings.
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