At the height of Malaysia’s Movement Control Order (MCO) nearly half of all Malaysians — 47.3% to be exact — took to Twitter to express their concerns about confusing dining regulations and closing times1. Many also shared concerns about the safety of eating out2, prompting conversations around food deliveries to reach a staggering 2M3.
To help homebound Malaysians, who might need an essential or an ingredient at a moment’s notice, foodpanda Malaysia (@foodpanda_my) decided to boost their recently launched grocery delivery service called pandamart.
The delivery service rolled out the “Unleash the Joy” campaign, which focussed on providing people with safe and quick access to basics and their favourite foods. @foodpanda_my decided Twitter would be the perfect platform to help them reach a wide audience and lead the conversations instead of just joining in.
While many brands may be concerned about launching a new product or feature during a downturn, @foodpanda_my was confident in pandamart’s potential — and that the pandemic would be the right time to share the service with Malaysians.
The brand also understood that when people are under strenuous circumstances, creating relatable and heartwarming content, especially the kind that spotlights humanity and levity, is a great way to create rapport — and empathy — with audiences.
With those insights, @foodpanda_my created the “Unleash the Joy” campaign, which focussed on providing people with safe and quick access to basics. It showcased the simple joys in life, such as having your favourite foods delivered to your doorstep. They also decided that Twitter would be the best place to launch the campaign, and applied the Launch and Sustain model to roll it out.
In the Launch phase, @foodpanda_my wanted to garner mass awareness for the campaign — specifically for the joy that foodpanda delivery riders could bring to Malaysians — even during lockdowns. To maximize this awareness, @foodpanda_my leveraged an impressive eight Trend Takeovers over a two month period using hashtag #PesanKeriangan (Unleash the Joy) and used a Timeline Takeover to gain priority access to people’s first impression of the day.
The campaign creatives played a critical role by reflecting key MCO-related conversations @foodpanda_my had heard on Twitter, including difficulties in buying groceries and the struggles of cooking while juggling work. @foodpanda_my was determined to offer relief to Malaysians stuck at home and provide some joy along the way. Audiences responded positively to the empathy shown, and the brand was quickly propelled to the forefront of the conversations.
Next, in the Sustain phase, @foodpanda_my used a suite of Twitter Ads solutions to drive deeper engagement and, ultimately, deliveries. Video Ads demonstrated the brand’s always-on presence while promoting a discount code to encourage customers to try their new pandamart service.