While Fairwood went all out to market its newly launched Ah Wood Special totally free to have a good time a brand new improve for the sequence, the virality of the promotion surprisingly got here from its promoted dish “Creamed Corn Meat Rice” (nickname Show Me Your Love Rice). The dish caught the eye of netizens and rapidly turned a social media sensation.
During the promotion, the “Show Me Your Love Rice” gross sales elevated by greater than 20% as the dish’s nickname echoed the title of a preferred TV Show of ViuTV, Ossan’s Love (HK model). The social conversations, stated Fairwood, had been purely natural and got here from the likes of Yahoo! News, MingPao, MPFinance, WeekendHK, HKET, Commercial Radio 903 and extra.
According to the model, inside two weeks throughout the promotion, the primary 40 prospects who’ve a gross sales receipt of an analogous dish from different eating places can redeem the Ah Wood Special totally free throughout lunch or time for dinner. To drum up the promotion, Fairwood additionally ran print advertisements on free newspaper and on-line show advertisements to spice up the notice of the promotion. The model additionally engaged two way of life YouTubers and micro-influencers to share their expertise of the product trials to advertise this celebrating occasion. The model labored with Hungry Digital and influencer advertising and marketing associate VS Media.
The marketing campaign generated 995 on-line posts inside two weeks. It additionally generated 577,579 views, 67,465 ripple results, 4,355 feedback, and 66,580 interactions on over 56 information and social media platforms. The coverages are primarily natural. Forums gained over 72% share of voices by the variety of posts and feedback.
“Hong Kong is such a high-pressure society. Therefore, at Fairwood, our goal is to supply glorious and reasonably priced meals to make everybody stay a great life. We wish to carry happiness and generosity to everybody by way of this promotion. The social media sensation is only a bonus, solely the truth that prospects take pleasure in our meals & companies issues,” stated Peggy Lee, CMO of Fairwood.
