Trepoint was challenged by the makers of authentic Asian-style cuisine to increase product sales, Facebook fan base, fan loyalty, and overall brand awareness. Additionally, the tagline “Good Fortune in Every Box™”, previously created by Trepoint as part of the Tai Pei print ad campaign, was to be advantageously leveraged.
Good fortune was delivered in the form of a social media app that tapped into Asian tradition. The aptly named Red Envelope App featured an online product coupon located inside each envelope, with an invitation for fans to send red envelopes to their own Facebook friends. Facebook targeted ads, posts, and blogger outreach were also part of the overall promotion.