The food industry is strongly linked to emotions and preferences, and this is especially true in Vietnam, where food holds great cultural importance. Vietnamese street food culture is renowned for its variety and richness, and it is not just about the food itself, but also about the social experience of eating it. In recent years, this culture has gained international recognition, with many food bloggers and travel writers praising the quality and diversity of dishes available in Vietnam's bustling markets and street corners. GoFood aimed to create emotional connections with Vietnamese users in a distinctive manner from established brands, while also addressing psychological and dietary needs to increase conversion rates.One important consideration for achieving these goals was the role of social media in building brand presence and connecting with target users. GoFood explored various social media channels and created a cohesive strategy for each platform to engage with Vietnamese users and showcase the brand's unique personality. This included leveraging user-generated content, partnering with local influencers, and creating visually appealing and shareable contents that aligned with the brand's values and mission.

In Vietnam, for centuries, street food merchants have had their own form of advertising, which is Tiếng Rao - The iconic street cries of street hawkers. It’s so signature that every Vietnamese can recognize Tiếng Rao and is powerful enough to evoke the food craving feeling instantly.The creative idea was transforming this one of the most characteristic cultural factors of the Vietnamese people when thinking about food throughout the streets - the sound of street vendors - into a mark that caused an intuitive "appetizer" feeling, and integrating that cultural significance into social media landscape for a one-of-a-kind campaign. “Đủ món bạn mê, GoFood Đêêê” - the most local-vibe social campaign that stirred up the digital world of food ordering service, was born. The creative power with a local element is more empowered by the influence of Miss Vietnam Thuỳ Tiên - the lead KOL in the campaign came to place. Optimizing the image of a proud Miss representing Vietnam, as well as being close, simple, and having endless passion for food, Thuỳ Tiên expected to contribute significantly the spreading of the cry “Đủ món bạn mê, GoFood Đêêê” on social media and in every order of users.

We had successfully launched a digital film featuring Thùy Tiên, utilizing the street cry as a creative device to create a hook and generate social discussion. We ensured to make it more engaging by creating behind-the-scenes footage, trendy Tiktok content, and Facebook stories. The street cry also became a social trend where users could experience different variations of the street cry, specially tailored for social platforms. We also created collections of food categories in the street cry style based on Vietnam's regions and social media trends, showcasing food variety in a thumb-stopping way and leveraging Thùy Tiên's image to the maximum.We went beyond digital and deployed the first-ever Tiếng Rao roadshow where people could scan QR codes for specific merchants they like. Our roadshow was a success because it created an opportunity for people to engage with the platform in real life.Moreover, we created a unique OOH series with never-before-seen billboards integrated with a voice system that spoke the tagline like a street cry to blend in with real life. They were strategically placed in high-traffic corners in key cities to ensure that we are capturing the attention of potential customers. With these efforts, we aimed to promote the use of Tiếng Rao and increase awareness of the platform among potential users.By utilizing various marketing channels and creative elements, we were able to generate significant social discussion and engagement, as well as increase the visibility of Tiếng Rao in the market. We are positive that these tactics will translate into increased adoption of the platform by more users.

The campaign “Đủ món bạn mê, GoFood Đêêê” has become one of the most "localized" campaigns among foreign brands competing for the hearts of Vietnamese users.The success of various versions of content creatively used is evident in the outstanding results achieved. Total Completed Order uplifted 8,29%, BUMO experienced a growth of 5 percentage points, while total awareness grew by 3 points. Consideration of the brand also increased significantly, rising from 66% to 74%. These figures demonstrate the effectiveness of the strategies employed.In addition, GoFood's performance in Q3 2022 in the food delivery industry was remarkable. The brand ranked at the top in terms of Share of Voice (SOV). The visual provided shows impressive numbers, including over 56.7 million views on multiple channels, over 31.6 million engagements, and 3.8 million clicks. With earned PR at 150% and 53 earned articles, it is clear that local insight and creative synergy played a crucial role in driving real results and increasing sustainable awareness, even after the campaign had concluded