Flying Tiger Copenhagen:

With over 1,000 stores in 42 countries, Flying Tiger Copenhagen is a global retail powerhouse. To support their 2025 Australian expansion, Oscar Rose partnered with their team to execute a four week campaign designed to build massive local anticipation for the new Bourke Street store.

The strategy exceeded all expectations. By 6:30AM, lines stretched around the block, requiring local authorities to manage the crowds. By Sunday night, the store had completely sold out of stock, a landmark opening that set the tone for the brand’s future in Victoria.

Goals:

When planning the Bourke Street launch with the Flying Tiger team, the goal was clear: generate a queue outside the store. This led to the development of a four week strategy built on three key pillars: high impact content, influencer partnerships, and strategic budget pacing. This layered approach created a 'pressure cooker' effect, peaking excitement just in time for the launch.

The Strategy:

Incremental Budget Pacing:

Increasing spend by 100% each week built steady momentum, peaking audience excitement just in time for the opening.

Content Strategy:

Success was largely driven by a comprehensive content strategy that approached all dynamics of the customer and their understanding of Flying Tiger Copenhagen.

1. Top-of-Funnel: Educational assets introduced our brand and product range to a new audience, establishing a clear "why" for the new store.
2. Retargeting: We re-engaged this new audience with information on opening-day activations, event responses and deeper brand/product education.
3. Engagement: Specific campaigns built an organic following and provided the preliminary reach needed to support the launch hype.

Facebook Event Promotion:

This campaign provided measurable results to track public reception and interest levels. We used the discussion forum to foster community, driving engagement and hype leading up to the event.

Influencer Partnerships:

Influencers drove both organic and paid performance across two phases. Pre-opening, they generated hype through unboxing videos; on opening day, they provided live coverage of the queues and product launches to capture the event's energy.

Partnership ads allowed us to scale influencer reach through our paid channels, turning high quality influencer content into a major performance driver.