• foodpanda corporate PR program (2014)

    Objectives

    • Promote top-of-mind brand awareness
    • Generate loyalty of customers via WOM
    • Establish media relations & leverage rapport with key media contacts for frequent communications activities
  • foodpanda corporate PR program (2014)

    Challenges

    • Increase top-of-mind brand awareness for foodpanda against other food delivery platforms in the market
    • Improve and adapt strategies constantly to market response and new partnership

  • foodpanda corporate PR program (2014)

    Strategies

    • Leverage on brand reputation through partnerships with international mega F&B brands
    • Activation focus: creating buzz and excitement towards experience of using the service
    • Build up a friendly group of media for foodpanda Vietnam, through which to generate frequent media coverage 
  • foodpanda corporate PR program (2014)

    Activities

    • Designed & implemented PR initiatives that encouraged WOM effects
    • Successfully established media relationship for foodpanda
    • Coordinated and aligned all media activities and marketing campaigns/partnerships for the brand (in coordination with foodpanda’s global guidelines)
  • foodpanda corporate PR program (2014)

    Results

    • 177 media coverage including 01 TV interview on InfoTV, during the period from May – September 2014
    • 01 press launch and 01 National Press Day event
    • Monthly press releases distribution and PR contents development

  • foodpanda corporate PR program (2014)