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BAEMIN

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BACKGROUND

BAEMIN is operated by Woowa Brothers Vietnam, an affiliate of Woowa Brothers – Korea’s leading food delivery company which was established in 2010. Woowa Brothers Vietnam introduced the BAEMIN service in Vietnam in May 2019 and has established itself as a leading food technology company. BAEMIN has been operating in Vietnam for around two years with remarkable success.

KEY DELIVERABLE: Q4 Spontaneous awareness: 70% (vs. Spontaneous awareness 57% in Q3)*. Q4 TOM: 20% (vs. TOM 11% in Q3)*

Timeline: 2 - 3 months Focus 5 cities on Hanoi, Hai Phong, Da Nang, Ho Chi Minh and Can Tho.

STRATEGY & IDEA​

  • “Tết bận chưa ăn cơm đặt Baemin ngay”​
  • Awareness: Build massive brand spontaneous awareness in the food delivery market by delivering Baemin’s brand vision message. REACH on mass media channels on TV and Digital (YT TrueView, Online Video, OTT & Display Ads) and on social. Preference: increase Baemin’s TOM and brand preference by delivering the key USP of Baemin’s food delivery service.
  • ​Using Brand TVC 30s, TVC15s, Responsive banner, KV
  • Target mass P18-45 with Food delivery interest for brand vision TVC & retarget for preference funnel. Leverage Havas Big Data system learning based on users’ behavior to reach the right audiences who are interested in Food delivery/ Digital Savvy.

RESULTS

    TV: CPRP lower than planned 13% and achieved high ratio for PPIB with 68% all FOC.

    Digital: brand’s TOM had slightly increased from 7% to 9% compared to Q4’21.

    Awareness: R1+ 88.5%. Preference: R1+ 78.4%

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