To enhance its brand reputation and business, delivery service food panda increased preference and usage through an innovative communication strategy rather than relying solely on extensive promotional deals. Most importantly, foodpanda urgently needed to maintain a high brand exposure and acquire new users to foster overall business growth, and thus leveraged online and offline channels to do this.
Objective
2022 was a challenging year for the people of Taiwan as the number of confirmed COVID-19 cases reached millions, leading to anxiety and depression throughout society. Everyone in Taiwan was confined to their homes and lacked interaction with others due to lockdown restrictions.
Although the delivery service was one of the industries that survived the pandemic, brands always needed to create differentiation to resonate with consumers. Therefore, foodpanda, the leading brand in Taiwan, faced limitations in engaging and interacting with people because of the absence of physical brick-and-mortar stores.
Context
foodpanda collaborated with worldwide top sports brand, adidas, to create omni channel experiences. This partnership with adidas leveraged topic relevancy and expanded reach, especially engaging and creating a brand experience for younger audiences.
Creative and Media Strategy
The World Cup represented a unique opportunity to target younger audiences. Consequently, the company actively approached adidas to explore potential collaborations. By leveraging both online and offline channels, foodpanda aimed to establish avenues for consumer interaction and engagement. This approach enabled the brand to effectively convey the essence of foodpanda while concurrently stimulating impulsive consumer purchases.
foodpanda catered to individuals of all age groups, ensuring they could discover the products and services that fulfilled their needs. Notably, foodpanda's primary customer demographic comprised the 18 to 35 age group, who proactively tried anything new, restlessly eager for novelty.
"Deliver World Cup to Your Home" campaign intended to showcase the unique strengths of both foodpanda and adidas. foodpanda boasted rapid and real-time food delivery services, while adidas was renowned for its high brand recognition and distinctive physical stores that offered immersive shopping experiences. Leveraging these channel highlights and brand assets, the company embarked on a collaborative journey to amplify its brand presence.
Launching the global exclusive foodpanda x adidas collaborated party box, the set was limited to 2,000 sets, priced at NT $1,121 per set, and available solely at Pandamart. The party box was designed with a blind box concept, with the total contents valued between NT $2,500 and NT $6,000. It included:
In collaboration with adidas at its flagship Maker Lab store in Taipei, foodpanda introduced a foodpanda co-branded T-shirt customization zone. Customers could select exclusive World Cup Pau Pau graphics to create their own unique T-shirt.
Further, in a collaborative effort, adidas physical stores and the foodpanda online platform seamlessly integrated to demonstrate World Cup marketing content. This strategy aimed to captivate audiences who might not be reached through conventional channels and ignited impulsive shopping behaviors.
Exclusive to the adidas flagship store, a unique outdoor 3D electronic billboard was employed, featuring content beyond adidas for the first time. It showed foodpanda's involvement in the campaign, with a customized Pau Pau character wearing an Argentina football jersey. Through Pau Pau unboxing the co-branded party box, the campaign encouraged the public to rally behind the World Cup and entices social media users to capture and share the experience.
Pursuing service speed was not only an advantage for delivery e-commerce but also a double-edged sword. Due to the lack of a physical platform, foodpanda's brand value struggled to engage with a mass audience, making it challenging to establish a profound connection.
The strategy and execution successfully met the desired result, particularly in generating an overall business value of NTD $65,000,000, which was more than the campaign's total investment of NTD $20,000,000 from both brands. As a result, the "Deliver World Cup to Your Home" campaign gained a total exposure of more than 26 million views, along with 95 organic press mentions for its media value of over NTD $6,600,000 across various media platforms. This significantly contributed to brand success, where awareness lifted from 50 percent to 55 percent, and preference reached 49 percent, which was four percent higher than last quarter.
Riding on the sensation of the World Cup not only led to twice the engagement rate in owned media but also brought 30 percent new customers for Pandamart by selling out 2,000 party boxes during the campaign period.
To break through the existing online and offline business framework, the company aimed to expand opportunities through content dissemination, open up new channels for foodpanda, leverage the benefits of integrated communication, and maximize overall efficiency. Also, it successfully stimulated social media engagement, ignited discussions on the World Cup, and triggered enthusiastic sharing and discourse among fans, resulting in a more than twofold increase in social media interaction rates.
