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?