![]() ![]() According to the company, the video garnered over 1 million views on YouTube, 8.1k engagements and was also a top trending video at one point. ![]() ![]() This was through the creation of content via third party influencers, who were then asked to distribute the content through their platforms, and foodpanda amplified the spot via its own. One recent example was its “FE5TIVAL” campaign, which saw the company partnering up with locally-known comedy YouTube channel Wah! Banana and meme page SGAG.On top of celebrating its fifth birthday, foodpanda’s campaign objectives were to build affinity with a highly local, 18 to 25 year old audience and reinforce its position as a local food delivery company. It's really about the customer experience as a whole and also keeping things fresh with exciting restaurant options and engaging content,” Kantor added.On top of ensuring the customer and user experience is up to par, foodpanda is also active in producing engaging content in its marketing campaigns. Customer experience, while not technically a "marketing" responsibility is still a huge priority for the marketing team, Kantor said.“If we get customer service right, customers will be incentivised to return to us. With so many food delivery mobile apps from Deliveroo, UberEATS, to even honestbee which recently jumped on, it is unsurprising to companies using discount coupons as a method to user acquisition.But this method was loss making for delivery brand foodpanda, which was one of the first players which entered the food delivery app scene locally.Laura Kantor, head of marketing at foodpanda, who spoke recently at Marketing’s Digital Performance Marketing 2017 said, “One of the first things we did, when I first joined foodpanda, was to cut our voucher spend because we were spending a small fortune on a monthly basis just constantly giving them out." Moreover it did not encourage real brand loyalty, she added.The shift then moved more towards the experience and providing something different from its competitors. ![]()
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