Best Use of Video in Social Media: TamJai Yunnan Mixian - TamJai X Master 7 Mother’s Day Special

Company Name: TamJai Yunnan Mixian

Project Name: TamJai X Master 7 Mother’s Day Special

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Project Summary

During Mother’s Day period in 2021, TamJai Yunnan Mixian would launch a new product which is very similar as last year’s promotion.

Campaign start date: May 2021
Target audience: Mass Public, aged 20-45

How was the creative strategy developed?
We have tailor-made viral content for a specific KOL.
- A popular KOL
Before the campaign, Master Seven (七仙羽) became popular because of her appearance on ViuTV programmes. She caught audiences’ attention by the way she speaks, including her expressions and her special accent.

- A hot topic
The audiences keep asking if Master Seven is one of the TamJai Jeh Jeh (譚仔姐姐, the frontline staff of TamJai). It even became a hot topic on various social media.

- Viral content
Therefore, we came up with a creative idea of recruiting Master Seven as a TamJai Jeh Jeh trainee.

- Creative idea: TamJai Jeh Jeh recruitment trilogy – PR stunts in 3 phases
Since a job interview is the first step in an official recruitment, we set up an interview scenario for Master Seven and TamJai Jeh Jeh (Part 1 - Viral Video), followed by an in-store training (Part 2 – PR and Launch Event) and practicum at TamJai Store (Part 3 – Social content and engagement event).

Background

Market challenge:
1. The Mother’s Day promotion was only for a limited period, therefore the budget was very tight. How to use the budget in an effective and cost-efficient way?
2. The Mother’s Day product was similar as the previous year, which was not fresh and new to audience anymore. How to drive sales and hit the target?
3. TamJai is not recognized as a Mother’s day dining place. How to arouse customer’s interests?

Objective

Key Objectives:
- To boost the Mother’s Day product sales
- To drive patronage during Mother’s Day period
- To enhance engagement with customers and brand awareness during the festive period

Execution

The campaign strategy has across different touchpoints, including (1) Product promotion (Online video and PR launch event), (2) Engagement (Social content) and (3) Awareness (Engagement Event).

1. Online video and PR launch event
In the video, product FAB and brand features were highlighted, as well as Master Seven’s (七仙羽) characteristics and background. The storyline of the video is about our TamJai Jeh Jeh (real staff from our frontline store manager) challenged Master Seven if she is capable of being a team member, blending in the funny quotes of Master Seven, brand characteristics (TamJai dialect, TamJai renowned spiciness scale) and the new product information.

In addition, a PR launch event was also organized at TamJai Harbour City Store. Over 50 F&B & lifestyle media, KOLs and foodies were invited to attend the food tasting event of the new product. Master Seven played a role as TamJai Jeh Jeh trainee to serve the guests.

2. Social content
On top of the online viral video, to further enhance the engagement and stir up the excitement, TamJai set up a “5,000 likes” target. If the online video generated over 5,000 likes, TamJai will invite Master Seven to be a “One-day Jeh Jeh” (一日姐姐).

3. Engagement Event
The video generated over 5,000 likes and Master Seven became a one-day Jeh Jeh serving real customers at our Central flagship store. The event also generated PR coverage for the brand on social media and various online platforms.

Result

After the video launched, the market response was overwhelming. It Captures audiences’ attention successfully and broke the brand’s video performance record.

Branding Effect and video performance:
We have received positive feedbacks from audiences and thus cultivated a positive brand image.
- The video generated more than 15,000 Facebook Likes, with 10,000+ Likes are organic
- Also more than 621,000 Viewership of the video is generated and over 60% is thru views
- Audience reach of over 3,000,000, with over 60% is organic reach
- Over 280,000 Facebook engagements were gained with over 1,100 comments and 2,700 shares

Audiences left positive comments and reflected that they will visit the restaurant and have a try on the product.

Sales and loyalty metrics:
- There is also 30% of Sales growth compared with last year
- Increment of Facebook Fans growth is 5% during the campaign

PR Performance:
The promotion generated a significant number of Clippings and PR value. Coverage with trending hashtags and lots of reposted were generated.
- Number of Media clippings is 300+, with a PR Value of over HK$22.8 Million was recorded in just 10 days of promotion.