DAMDAM TOKYO x %ARABICA
Campaign Overview
To celebrate the opening of %Arabica’s MoMA location in New York, DAMDAM partnered with the global coffee brand to create an activation that merged two Japanese-founded philosophies: skincare as ritual and coffee as a way to see the world.
Inside the café, guests were invited to experience complimentary sampling of DAMDAM products alongside their daily coffee ritual. This collaboration highlighted shared values of simplicity, craftsmanship, and cultural connection.
To expand the activation beyond a single store, we introduced a one-day gift-with-purchase across all New York and Los Angeles %Arabica cafés. The first ten customers at each location to purchase a latte received a full-sized Mochi Mochi Luminous Cream. This created exclusivity and excitement while encouraging community engagement and organic social conversation.
Scope of Work
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Directed content creation across TikTok and Instagram, from concept through execution
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Developed social campaign strategy in partnership with the %Arabica team to ensure brand and creative alignment
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Coordinated product and branded material distribution across all participating retail locations
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Represented DAMDAM at launch events, engaging directly with customers, influencers, and brand partners to amplify awareness
