ABOUT

CHALLENGE
Wagamama wanted to engage students during freshers week and turn them into loyal customers throughout their university lives and beyond. But this is a notoriously hard market to engage and Wagamama offers no incentives to encourage students in-store. How do we get students to actually care about Wagamama’s during freshers week?

APPROACH
Freshers weeks is notorious for hangovers, so we wanted Wagamama to show off its ultimate hangover cure - the legendary katsu curry. We then found the most hungover day in the student calendar and declared it ‘National Katsu Curry Day’. On this day, students get a free katsu curry at their local restaurant. And to make it all the more memorable we introduced a new brand character… KATSUMAMA!

The campaign was run primarily through micro-influencers with heavy student followings to deliver scale and authenticity.

RESULTS
Reach - 9.5m
Views - 1.3m
Engagements - 42k