Baidu Waimai (currently rebranded as Star.Ele), is China’s third-largest takeaway service platform, covering a large number of high-quality takeaway businesses and providing users with convenient and efficient online take-out ordering service. Social Touch helped Baidu Waimai launch a series of marketing campaigns to win back consumers’ trust when the food delivery industry was facing a trust crisis

The Challenge

On 2016, “3.15 Gala” show that aired on the Chinese network CCTV, revealed a variety of practices that hurt consumers’ benefits. The “3.15 Gala” especially featured a food delivery APP named Ele.Me, as this APP allowed unlicensed restaurants with poor sanitary conditions to sell food on its platform. This brought a bad reputation and even a crisis of trust to the takeout delivery industry. Therefore, Baidu Waimai was facing the challenge of rebuilding trust among consumers

The Solution

We launched a series of online promotion activities aiming to convey a core message - Baidu Waimai only provides high-quality food and delivery service. We especially emphasized the terms of “Relax” and “Big Brands” in the campaign slogan to increase the brand reputation of Baidu Waimai

         •        We designed a series of ad posters which were endorsed by famous restaurant founders, and posted these ads on multi-channels covering the targeted audience

         •        Allying with leading brands, we also created a series of advertorials on social media. These advertorials were designed to elicite readers’ emotional response so they spontaneously shared the articles on social media, thus increasing the positive effect of the embedded advertising

         •        We launched a highly interactive html5 game on social media. To motivate the online sharing, cash rewards mechanism was implemented. These H5 game were widely spread on social media and greatly enhanced the brand awareness of UFS as well as the leading food brands

         •         We also held a live streaming to attract targeted audience. We invited a famous anchor of Panda TV serving as Baidu Waimai specialist to explore the kitchen of JinDingXuan Restaurant. In this way we showed how delivery platform and restaurant worked together to ensure food security and tried to win back consumers’ trust

         •        At the end of the campaign we wrote and distributed press releases, emphasizing the leading position of Baidu Waimai in the industry and its innovative marketing strategies

The Result

• The project has achieved 57,887,600 impressions in total

• The total views of H5 reached 3,100 times

• The activity was retweeted, commented, and liked 61,505 times

• The live streaming received 273,000 views