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Best Use of Video in Social Media: Vennic Limited - “There's No Taste Like Home” 《 記憶嘅味道 一直 喺 度》

Tamjai

Company Name: Vennic Limited

Client: TamJai SamGor

Project Name: TamJai SamGor ‘A Taste of Memories’

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Project Summary

To make TamJai SamGor(TJSG) be the top-of-mind restaurant that connects with HKers, we had to make the work stick in audience’s minds and hearts. According to our research, discussion on immigration has drastically increased in recent years. Riding on this trending discussion across generations, we identified this as a perfect opportunity to channel people’s emotions to the love and memories of the taste of TJSG.
With friends and families parting from each other, we empathise that there must be lots of unique moments that they treasure and miss. We put the taste of TJSG at the center of it to forge a strong emotional connection to its flavour - not only the flavours of its soup base, but also the flavours of consumers’ own memories. While the environment may be different, that bonding will never change.


This core strategy inspired us to our creative idea: A Taste of Memories《記憶嘅味道一直喺度》
Our main character Ian @mirror returns to Hong Kong after living abroad for a few years, and a spoonful of Tamjai Samgor’s soup base brings back all the fond memories. The campaign then spun off from an online video into a TVC, outdoor ads, social content partnership and PR opportunities.


After the launch, the video attracted over 3.2 million video views, more than 30,000+ engagements and 5,000+ organic shares across platforms, became #8 among overall HK searches and #1 branded video in Facebook in July 2021.

 

Background

TamJai SamGor (TJSG) is a rising local F&B brand which has been well recognised in recent years. However, the brand’s ambition is far beyond that. Paving the way to its corporate expansion plans, TJSG has to be a brand that is loved by and deeply connected with every HKer, and to become a top-of-mind restaurant for many.


It’s human nature to be against big capital. Under the backdrop of TJSG’s IPO announcement and huge media exposure earlier this year, there has been growing distance towards the brand prior the campaign. From social listening, online sentiment of TSJG has dropped by 10% after the announcement. To secure a strong momentum and ensure long term brand health, we had a critical mission to flip the negativity and create overwhelming, positive brand love.

 

Objective

Our communications objective was to deepen the emotional connection with mass consumers, by boosting brand affinity and preference.


Our business objective was to grow TJSG’s overall sales by 10%, whist promoting its new soup base flavor.

 

Execution

The creative team carefully designed each storytelling detail for the ultimate success:


o Created a resonating storyline with an original theme song. The collection of ‘memories of youth’ allowed our audience to go on their own trips down memory lane. Each stage of life is represented by a different level of spiciness of TJSG.
o Starred popular idol Ian from Mirror, famous YouTuber Ping and the one-and-only Fa Jeh to create an internet sensation and let audience to fit themselves into the story.
o Designed an unexcepted ‘easter egg‘, where Fa Jeh became the ‘TamJai Jeh Jeh’ (譚仔姐姐) who witnessed the whole journey of Ian. The pleasant surprise sustained audience’s attention and further added to the campaign’s popularity.
o Persisted in every production detail to recreate past memories, including bringing back the iconic Sony Ericsson 8310, purikura (sticker photos), the old TJSG decoration, etc.
o Adopted a through-the-line strategy across consumer funnel to drive awareness to purchase.

 

Result

Communications Results:
The campaign was a big hit and went absolutely viral on social media. It resonated well with HKers. The video attracted over 3.2 million video views, more than 30,000+ engagements and 5,000+ organic shares across platforms, and became #8 among overall HK searches (general news searches included).
Further to that, it accumulated closed to 10 million impressions across all digital channels, and generated over 9.2 million in PR value. More than 87 media outlets, KOLs and social pages in HK covered the campaign.
Review and comments were 99% positive, especially with regards to TamJai SamGor’s marketing approach. People were greatly touched by our story. Emotional connection and brand affinity grew to a new level among local consumers.


Brand Results:
We are the No.1 Quick Service Restaurant in terms of brand love in Hong Kong according to Nelsen’s Brand Equity Index, TJSG’s score gained a year-on-year growth of more than 15% after the campaign, and stayed ahead of the competition among dozen of chain restaurant giants.


Business Results:
During our campaign, TJSG recorded its historic, highest monthly sales in 13 years since its establishment. The brand saw 50% YoY sales growth (July 2021 vs. July 2020) and over 30% of Same-Store Sales growth (July 2021 vs. July 2020) after the launch.
From building brand love to driving business growth, the campaign’s right strategy and creative execution have demonstrated its excellence in marketing.