The Chinese restaurant chain Haidilao created a late-night dining experience for post-event consumers.
In the wake of China's post-COVID economic resurgence, the "night economy" has been thriving. However, Haidilao identified a discrepancy in its late-night business compared to the peak hours of lunch and dinner. With concerts returning to the scene, Haidilao recognized an opportunity to revolutionize the post-event experience. The campaign's objective was to establish Haidilao as the premier late-night hotspot that could offer a bridge from the exhilaration of the concert to a dynamic dining experience.
Numerous establishments have also attempted to boost their nighttime turnover in the restaurant industry. However, Haidilao stands out by remaining open until 7 AM, surpassing the operating hours of most chain restaurants in the market.
Haidilao primarily targeted young people born after 1990. This aligned with the profile of Chinese nighttime diners aged 20 to 29. The late-night dining crowd is more prevalent in first-tier and emerging first-tier cities, particularly in southern cities like Chengdu and Shenzhen.
Haidilao's social media strategy was lively and interactive, highlighting its late-night allure through posts and videos. By leveraging popular platforms like RED, Weibo, and Douyin, Haidilao reached its target audience of late-night diners effectively. Haidilao showcased more than just the food — it highlighted the entire dining experience. This digital storytelling invited followers into Haidilao's world, enticing them to partake in the late-night festivities.
As a digital marketing initiative, Haidilao's strategy aimed to establish a long-term presence on top social media platforms and captivate consumers with innovative content. Consequently, the entire budget was allocated towards digital endeavors, underscoring the brand's commitment to this digital-centric approach.
Strategic partnerships with major concerts across China ensured that after the final encore, Haidilao awaited concertgoers. Haidilao pioneered an industry-first initiative by deploying Haidilao-branded buses to major concert venues. These buses provide a seamless transportation solution for concertgoers, transporting them directly from the chaotic post-event scene to Haidilao restaurants.
Haidilao launched the "Super Delicious Late-Night Restaurant IP" theme on Douyin. Simultaneously, by generating trending online hashtags like "#HaidilaoLateNightFood" and "#HaidilaoUnderstandsPostConcertSyndrome," Haidilao increased nighttime customer traffic and late-night business. The brand also hosted a birthday celebration for popular Chinese rapper Baoshi Gem, garnering significant online attention across social media platforms.
Haidilao, with Mindshare China, partnered with the popular "Grumpy Frog IP," bringing the meme to life within its establishments. The frog hosted lively game activities, creating an energetic ambiance that resonated with consumers and attracted them to the stores. The use of the frog meme significantly expanded the campaign's reach, sparking over 16 million social conversations and indicating increased interest and engagement.
The idea of continuing the concert experience at Haidilao appealed to many, particularly those looking for a fun and lively late-night option. The campaign's success was reflected in the increased foot-traffic during late-night hours and the positive feedback received from customers.
