how foodpanda uses content to activate your taste...
TRANSCRIPT
Content Marketing Summit - October 2017
How foodpanda uses
content to activate Your
taste buds
Content Marketing Summit - October 2017
5 yrs 3000in Singapore riders
3800restaurants partners
21global footprint in
countries
Content Marketing Summit - October 2017
OUR BRANDThe local food delivery company
WHO ARE WE?
Content Marketing Summit - October 2017
We know good food.
Content Marketing Summit - October 2017
We dare to be different.
Content Marketing Summit - October 2017
We don’t just deliver it, we bring it.
Content Marketing Summit - October 2017
What’s our strategy?
What are we trying to achieve?
Who is our audience?
What is our budget?
How are we distributing the content?
What does success look like?
Does the content deliver on this?
Does this fit our brand values?
Are we talking to the right people?
Do we know what we’re getting them to do?
CONTENT STRATEGY
Getting the basics right.
Case Study #1
foodpanda 5th Birthday #FE5TIVAL
Content Marketing Summit - October 2017
Our objective:
• To build affinity with a highly local, 18-25 y.o audience
• Reinforce our position as the local food delivery company
• Celebrate our 5th birthday
CASE STUDY: FE5TIVAL
Our idea:
To pilot the creation of content via 3rd party influencers to
distribute through their platforms, and amplify via ours.
Content Marketing Summit - October 2017
The most subscribed comedy youtube
channel in Singapore.
More than 600k followers on youtube, with
a large demographic of 18-24 y.o.
Specialise in highly localised content.
Authentic, branded content to promote our
5th birthday:
To raise awareness of our birthday
Encourage customers to order from us
Invite their audience to join our 5th birthday party
Wah Banana
CASE STUDY: FE5TIVAL
Content Marketing Summit - October 2017
CASE STUDY: FE5TIVAL
Content Marketing Summit - October 2017
CASE STUDY: FE5TIVAL
1Mviews on Youtube
8.1kengagements
#1trending on Youtube
Content Marketing Summit - October 2017
Local publisher in Singapore and Malaysia.
Reaches 1.9 million 18-34 year old Singaporeans
each month.
Huge Social Media following:
720k followers on facebook
373k followers on instagram
Authentic, branded content series to promote our
5th birthday campaign, comprising of 3 videos and
1 meme:
To encourage people to order our $5 off deals
Drive attendance to our food truck
Promote competition entries for our 5th birthday
party
SGAG
CASE STUDY: FE5TIVAL
Content Marketing Summit - October 2017
Content Marketing Summit - October 2017
CASE STUDY: FE5TIVAL
2.1Morganic views
77kengagements
Case Study #2
Panda Hijack
Content Marketing Summit - October 2017
Our objective:
• To showcase foodpanda as the largest food
delivery company in Singapore.
• To drive conversion through targeted offers
and promotions.
Our approach:
3 weeks of foodpanda’s taking over Singapore –we hi-jacked people in their offices, on the streets, and even in their Ubers & Grabs.
We worked with KOLs to conduct these hi-jacks, and amplified this through a content series, including a video with local celebrity Dee Kosh.
CASE STUDY: HIJACK
Content Marketing Summit - October 2017
Content Marketing Summit - October 2017
Content Marketing Summit - October 2017
15KOLs hijacking
CASE STUDY: HIJACK
13kengagements
11%conversion rate
41.6korganic views
#24trending on Youtube
Case Study #3
The PandanctuaryTM
Content Marketing Summit - October 2017
Our objective:
• Increase brand awareness with our target 18-
24 year old audience
• Customer database acquisition
• Have a bit of fun for April Fools
Our idea:
A“Spoof” PandanctuaryTM Promo video to be released
for one week before April Fools Day, introducing our
Panda Sanctuary and inviting people to sign up for
their chance to win a free night stay.
CASE STUDY: PANDANCTUARY TM
Content Marketing Summit - October 2017
Content Marketing Summit - October 2017
Content Marketing Summit - October 2017
Content Marketing Summit - October 2017
Content Marketing Summit - October 2017
804sign ups
10korganic views
CASE STUDY: PANDANCTUARY
3,324unique visitors
34kreach on social media
30PR mentions
• Set your strategy first.
Key learnings
• Be clear about success metrics.
• Give influencers flexibility when creating content.
• Dare to be different!
Thank you!Any questions?