Content Marketing | Naming | Display Ads | Social Media Strategy
Ah Wood’s Challenge - A Savory Social Media Success
The Challenge
Fairwood's (Ah Wood) Special—a delectable assortment of flagship meals—has always been a staple of this fast-food chain's offering. Yet, the culinary landscape is a battlefield, with rival chains brandishing their own versions of comparable dishes.
In a bid to outclass the competition, Fairwood introduced an elevated version of its famed series, enhancing its recipes with superior ingredients.
The Solution
We opted for a three-tiered approach to ensure the upgraded series stood out:
Crafted a series of catchy nicknames for the upgraded dishes
Unleashed the Fairwood Special Challenge, a tactical promotion that openly dared our rivals
Orchestrated an influencer campaign to amplify the promotion and bolster social media awareness
The Media Mix
For comprehensive reach, we stirred in a mix of newspaper ads, in-store posters, and digital display ads, turning up the heat on brand awareness for the upgrade.
In-store Posters & Newspaper Ads
Ah Wood Challenge
To celebrate the relaunch of the Ah Wood series, we have introduced a new promotion where customers can try the Ah Wood Special for free.
For two weeks, the first 40 customers each day who bring a receipt for a similar dish from any other fast-food chain or restaurant can enjoy the Fairwood Special Challenge for free during lunch or dinner.
Influencer Marketing: Turning Up the Heat
We collaborate with two well-known YouTubers in the lifestyle niche to create buzz around our product trials. They have not only provided a detailed review of the newly improved Fairwood Special but also compared it to similar dishes from other companies.
In addition, we enlist a group of micro-influencers to participate in and promote the campaign to expand our social media presence.
The Results
The Creamed Corn Meat Rice, nicknamed "Show Me Your Love Rice," caused a social media frenzy during its promotional period, boosting sales by 20%. The dish's name references a popular TV show and generated almost 1000 online posts and over half a million views, comments, and interactions. Forums were responsible for 72% of the shares.
Words from our client
“Hong Kong is such a high-pressure society. Therefore, at Fairwood, our purpose is to provide excellent and affordable foods to make everyone live a good life. We want to bring happiness and generosity to everyone through this promotion. The social media sensation is just a bonus; only the fact that customers enjoy our food & services matters.”