Mixik launched its new Matcha Milk – PDRN Soothing Mist with a two-day creator-led café pop-up in SoHo — a private creator workshop followed by a public bakery opening. The activation turned a product launch into real-world community buzz.
647K
Impressions
$42.2K
Earned media value
Campaign details
Brand
Mixik
Type
Creator event / experiential pop-up
Platforms
Instagram, TikTok
Objective
Product launch awareness + creator content
Creators
56
The Challenge
Mixik was launching a new product — Matcha Milk – PDRN Soothing Mist — and wanted more than a wave of impressions.
The goal was high-quality organic content from creators who'd genuinely engage with the product, plus real-world community buzz and lasting creator relationships around the launch.
A standard seeding push can manufacture reach, but it rarely builds the in-person energy or long-term creator relationships a launch moment deserves. Mixik needed an activation that did both.
—
Lena Park, Mixik founder
How beacons did it
The format was designed to generate content that felt native rather than sponsored.
Beacons produced a two-day creator-led café pop-up at Kitsby Studio in SoHo. Day one was a private creator workshop built to forge genuine relationships and hands-on familiarity with Matcha Milk – PDRN Soothing Mist; day two opened to the public as a bakery event to drive visibility and foot traffic.
56 creators attended and posted across Instagram and TikTok — 153 posts spanning Stories, Reels, albums, and feed posts, all anchored by an in-person experience worth sharing. The event itself drew 1.6K RSVPs.
Where the volume came from
Instagram drove 99% of total impressions — 55 creators and 149 posts producing 640.7K impressions and $42K EMV.
The highest-value format
Instagram feed posts were the most valuable content type despite low volume — 10 posts produced $16.4K EMV, averaging ~$1.6K per post.
The results
The two-day pop-up delivered $42.2K in earned media value across 153 posts from 56 creators, with 647K total impressions and 4.1K engagements — plus 1.6K RSVPs to the event itself.
The audience skewed heavily female (72.5% on Instagram, 81% on TikTok) and concentrated in the 25–34 bracket, a strong fit for the brand. Top creators @katmatxx and @cafemaddy drove 113K and 95.4K impressions on their own. Beyond the numbers, the workshop built the long-term creator relationships Mixik set out to create.
647K impressions and $42.2K EMV from 56 creators across 153 posts
1.6K event RSVPs — a product launch turned into real-world community buzz
72.5–81% female audience concentrated in the 25–34 bracket — a strong brand fit