The week-long celebration of 7-Eleven’s birthday every year is a treat that customers look forward to. With great discounts on brand favorites, as well as other promos that make a visit to any branch a must-do, it has become an event for a lot of Filipinos. This year, however, is a little different, as the eased quarantine restrictions meant that 7-Eleven Day can finally be spent with family, colleagues, and friends.
With this celebratory thought in mind, 7-Eleven cooked up another #711Day that’s packed with irresistible offers for everyone to enjoy. The theme “SALE-bration” was observed in every way, as the brand served up to 50% OFF on over 200 items including its signature Big Bite Hotdog, City Cafe coffee, and Crunch Time chicken.
As 7-Eleven’s public relations agency and communication partner, Team Storyscope put together an influencer-driven campaign to excite the public about 7-Eleven Day. By combining the power of media channels and creative content on social media, we were able to help 7-Eleven hype the public about its biggest sale of the year.
At the heart of this year’s 7-Eleven Day is the message of finally celebrating together, after two years in quarantine. We have invited loyal customers to check out the exciting offers and treats in-stores the past years, but 2022 is the first time that more people are able to go out, drop by a 7-Eleven store with their family and peers, and grab fun treats and promos together. Part of the content we helped generate for the campaign are unforgettable 7-Eleven moments, which the public engaged with and can now again experience.
Product seeding has always been a part of any 7-Eleven Day campaign and something that we, at Storyscope, always try to put together with creativity. Last year, we sent our influencer and media friends a pinata so they can ring in the brand’s birthday with us, while this year we came up with a “SALE-bration kit” of a brightly colored 7-Eleven themed box filled with food treats and 7-Eleven birthday stickers. It served as an invite to this year’s party across all 7-Eleven stores in the Philippines, together with the headline offers for customers to enjoy.
We also sent a press release to the media to inform more people about the limited time treats available. We were able to gain mileage for the brand from publications such as ABS-CBN Online, Philippine Star, Manila Bulletin, and other lifestyle outlets.
Collaborating with influencers has always been one of our key strategies for 7-Eleven, and one that has worked well for us in terms of getting awareness and engagement from our target audience. This year’s 7-Eleven Day is no different, as we tapped various Facebook, Instagram, and TikTok stars to share the news to their followers, and invite everyone to troop to a 7-Eleven store to get big discounts on the massive assortment of products during the sale days.
Some of the top content creators we worked with for the campaign are AC Soriano, Ychan Laurenz, Grace Caraan, Discover MNL, and the What’s Your Ulam, Pare? community group.
The amazing sale offers for the big celebration, combined with Storyscope’s media strategy and the creative content by our influencer partners all contributed to another successful 7-Eleven Day. It is indeed a more festive one, as we now all are slowly easing back to life where fun moments like these are best spent together with the people we treasure – and would love to enjoy a Crunch Time Chicken or City Cafe with.
What We Did: Campaign Development
Press Release and Product Seeding