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To reinforce GREYBOX COFFEE's positioning as a specialty coffee brand, M Journey organized a series of offline coffee sharing sessions in 5 cities in China featuring world coffee champion Dale Harris. In preparation for the campaign, M Journey collaborated with city KOLs to create buzz and generate interest. During the sessions, attendees were engaged with coffee quizzes, tastings, and other interactive activities to deepen their understanding and appreciation for specialty coffee.
These combined efforts resulted in over 5.5 million exposures and over 1,000 spontaneous online discussions, effectively conveying GREYBOX COFFEE's premium brand positioning.
