Shake Shack
Launch Shake Shack in Malaysia during a politically sensitive period by earning trust through cultural relevance — positioning it as a lifestyle brand discovered through community, not advertising.
The Campaign
Instead of chasing hype during regional boycotts, we led with authenticity.
The campaign rolled out in phases:
- Educating influencers on Shake Shack’s values;
- Building intrigue with secret previews;
- Launching with a blend of NYC spirit and local culture.
We trained staff as brand storytellers, controlled the narrative, and activated earned media with precision timing and real voices.
The Result
The result? Shake Shack’s most successful global launch to date. Sentiment flipped from 30.8% negative to just 1.5%, queues went viral for three weeks, and the campaign set a new bar for future market entries.
996+
media hits
From 30.8% → 1.5%,
negative sentiment flipped significantly
No items found.
