The Girls Club
Overview
This project was created as a concept campaign for portfolio purposes, showcasing a full go-to-market strategy for a new café brand Objectives & KPIs (8-week campaign): Increase local brand awareness: Target 300K+ impressions in Prishtina area Drive foot traffic: 1,500+ new visits from tracked QR codes and direction requests Generate UGC/social momentum: 250+ UGC posts tagged #GirlsClubChallenge Build loyalty list: 500+ email/SMS sign-ups Cost per visit target: €10 or better
Client:
The Girls Club
Year:
2025
Category:
Branding
/
Packaging Design
Location:
Kosovo
The Challenge
The Girls Club, a new bakery-coffee destination in Prishtina, faced the challenge of standing out in a highly saturated café market, where most brands relied solely on visuals and location. The goal was to position it not just as another coffee spot, but as a lifestyle community built around discovery, creativity, and connection. To achieve this, we needed to build awareness, drive foot traffic, and inspire user participation through a campaign that felt both local and shareable.
The Solution
We developed an 8-week flagship campaign under the concept “Secret Club, Open to All”, blending immersive digital storytelling with real-world experiences.
Digital-first awareness: We launched on TikTok and Instagram using short-form creator videos that revealed the “secret menu” and invited users to join the #GirlsClubChallenge.
Phygital engagement: QR-coded street art and pop-up activations turned curiosity into real-world visits, bridging online buzz with offline interaction.
Smart measurement: Each channel used unique QR codes, UTM tracking, and direction requests to accurately measure engagement and store visits.
Community building: Through loyalty sign-ups, UGC contests, and influencer collaborations, The Girls Club became a space for people to connect, share, and return.
This multi-layered approach positioned the brand as both a social trend and a community hub, modern, inclusive, and unmistakably Prishtina.
The Result
The campaign projected strong local impact and community engagement within its 8-week cycle: +300K local impressions across TikTok, Instagram, and Google 1,500+ new visits tracked through QR codes and direction requests 250+ UGC posts tagged with #GirlsClubChallenge 500+ loyalty sign-ups via email and SMS Cost per visit: Targeted at €10 or better Beyond metrics, the campaign positioned The Girls Club as Prishtina’s most talked-about café experience—blending digital virality with authentic, real-world connection.
