Ameeco is a gelato and gourmet cookie brand in Gurgaon. When it came to us, it was getting ready to open in a market where good desserts are everywhere. Beautiful product shoots would help people crave it. But a soft launch needed something more: a reason for people to actually turn up.
The problem with a launch announcement
A launch announcement tells people where to go. That is useful, but it asks nothing of them. A mystery works differently. It gives people a reason to get involved, and people talk about things they have taken part in.
That was the whole insight behind the Ameeco soft launch: do not announce it, let people find it.
The idea: a dessert-themed scavenger hunt
We built a multi-stage hunt that began before the event and ended at it. PR boxes carried the first clue. The clues then unfolded across Galleria Market, and the hunt led to the big reveal at the launch event.
- PR boxes seeded the mystery. The first clue was a simple line: “Something sweet is coming your way…”
- The live hunt drove participation. Influencers followed the clues around Galleria Market.
- Social buzz extended the reach. The event was listed on District, and creator posts and local coverage, including We Are Gurgaon, carried it further.
What the numbers looked like
These are Instagram’s own figures for Ameeco over the 30 days from 16 September to 15 October.
- 127,231views in 30 days
- 3,042interactions
- +93net new followers
- 65.3%of views from non-followers
The last number is the one we care about most. Nearly two thirds of the views came from people who were not following Ameeco yet. The hunt did not just entertain the people already there; it put the brand in front of new ones.
What we would tell any brand about to launch
- Give the launch a story, not just an address.
- Make the first touch something people can hold. A box on the doorstep beats a post in the feed.
- Let creators play along instead of reading a script. They know what their audience enjoys.
- Decide where the coverage will happen before the day: listings, local pages, creator stories.
- Keep the look consistent from the box to the venue to the posts, so every piece reads as the same brand.
What started as a scavenger hunt turned into a small brand movement, with creator participation, event discovery and local media coverage carrying Ameeco well beyond the launch day. If you are planning an opening, an event or a promotion, this is exactly the kind of PR we like to build.