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ZHENLONG WU
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Work
About
PROJECT
BACKGROUND
Since its 2017 launch, HungryPanda has been pivotal in delivering Chinese cuisine to global Chinese communities. However, its expansion into Canada was met with challenges, including intense competition and difficulty in establishing strong restaurant partnerships and a loyal user base. Initial strategies focused on financial incentives did not yield sustainable growth or customer loyalty.
Challenge
The core challenge was to redefine HungryPanda's approach in the Greater Vancouver area. The objective was to enhance the brand's visibility, cultivate a dedicated user base, and develop sustainable partnerships with restaurants, shifting away from reliance on financial incentives towards creating lasting value.
campaign
Objective
Online Engagement
'What to Eat for Tonight' utilized popular social media platforms to showcase engaging videos from partner restaurants, encouraging app downloads and use through QR codes and app demonstrations.
Offline Engagement
Addressing internet connectivity issues in condo lobbies and elevators, the campaign employed compelling food videos to attract the target audience, utilizing strategic timing for maximum impact.
Video
Campaign
Impactful
Outcomes
HungryPanda's revised strategy in the Greater Vancouver area marked a shift towards sustainable growth, focusing on building a loyal user base and fostering long-term restaurant partnerships. This approach not only addressed initial market entry challenges but also aligned with HungryPanda's mission to connect Chinese communities with authentic cuisine, ensuring a solid foundation for future expansion.
Restaurants
Over 150 new restaurant partnerships, enhancing the platform's culinary diversity.
Users
A significant increase in user sign-ups, especially in targeted demographic areas, improving market presence.
Visibility
Successful penetration into over 110 condo communities, establishing a stronger local presence.
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