Foodpanda’s vast network and increased marketing targeting Hong Kong locals propelled them to become the city’s top choice for online food delivery. Even so, it was evident that their brand awareness and platform usage was low amongst the expat community.
Surveys have told us that the Time Out reader identifies themselves as an influencer in their social circles. Foodpanda’s main objective was to reach Time Out Hong Kong’s audience; to penetrate a highly active, urban, trendsetting expat demographic, and increase its market share in premium, high income districts on Hong Kong Island.
With over 70% of digital traffic coming from the Food and Drink section, Time Out Hong Kong is the authoritative guide on what’s good, what’s great, and where and what to eat and drink in the city.
We created a content-led campaign highlighting Foodpanda’s wide range of promotions and restaurant options, along with a deep dive into the people behind some the city’s favourite restaurants to drive brand association.
Our straightforward campaign and execution was designed to appeal to audience preferences. There are five content pieces in total that fall under two themes:
- The Delivery Diaries: These pieces introduce the restaurants that are exclusive to Foodpanda, and is written in our classic list style that is familiar, readable and sought after.
- Community: Our audience has a great sense of Hong Kong pride. In line with Foodpanda's quality endorser campaign and their 'More Than Food' messaging, we created content that shone a light on their restaurant partners and ambassadors making waves in the city's F&B scene.
We created five custom content pieces targeting our Restaurants, Bars and Things to do audience.
Strategically placed display units across desktop and mobile sites ensured high visibility.
Premium newsletter tiles
Each content piece was promoted through our popular weekly English newsletter that reaches 13,000 subscribers.
Facebook posts with targeted paid promotion to extend reach.
Instagram posts with targeted paid promotion, accompanied by stories that swipe directly to each content piece.
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