In the high peak of Covid-19, this campaign aims to help ShopeeFood
to promote its image as a thoughtful, convenient and safe brand as a good neigborhood in a real life

My neighbor is Shopee Food

Score: HD (80% Highly Distinction)

In the high peak of Covid-19, this campaign aims to help ShopeeFood
to promote its image as a thoughtful, convenient and safe brand as a good neigborhood in a real life

About

Problem Statement

ShopeeFood's current problem is low brand loyalty since the consumers lack proper awareness about its thoughtful, convenient and safe proposition. This may stem from the ineffective communication approach of focusing on hard-selling tactics while the consumers not only demand functional benefits from brands but also want to see emotional-appealing content

Opportunity Statement

Balance between soft-selling and hard-selling approach
With the competitive advantage of being perceived as a 'top promotions' and 'diverse options' brand. ShopeeFood can utilize than and implement an emotional-driven approach for its content to persuade the customer to believe in the thoughtful, convenient, and safe proposition of the brand.

Objectives

Communication Objectives

To raise awareness amongst 50% of the target public regarding ShopeeFood by the end of April 2022.
To get 40% of the target public to associate ShopeeFood with a thoughtful, convenient and safe brand by the end of April 2022

Action Objectives

To drive 25% of the target public to
mention/discuss ShopeeFood’s thoughtfulness/
convenience/safe on social media by the end of
April 2022.
To get 20% of the target public to apply and use
ShopeeFood’s vouchers/deals/promotions when
purchasing by the end of April 2022.