BACKGROUND
Doc Quan – Cuisine of Vietnamese ethic groups is a restaurant with a national cuisine style. Born to satisfy the diverse dining purposes of diners in Hanoi, the restaurant is highly appreciated for its service style as well as food quality. With the purpose of being known by many customers and boosting sales, Doc Quan has run a digital campaign with a freelancer of 9 million/month but it has not been effective.
CHANNEL
After researching on reputable agencies in the market, Doc Quan decided to shake hands with Michia Communication to implement an effective communication campaign. The comprehensive communication solution consultancy package include: Analysis, planning, putting implementation channel and detailed timeline. Michia Communication conducts an analysis of the general market as well as the competitors of Doc Quan, from which a successful marketing campaign (specific strategies, concepts and channels, etc.) is launched. The campaign consists of three main phases, the main communication channels are: Facebook, seeding food groups, Google GDN and Zalo ads. Besides, OOH channel and organizing events, minigames have a meaning about culinary culture in order to attract target audiences. All activities have a clear detailed timeline to help increase the effectiveness of the campaign.
ACHIEVMENT
Michia Communication’s 3-stage comprehensive communication strategy is consulted as a “guideline”, setting a way for marketing activities of Doc Quan, creating a different point from the competition, thereby building a foothold in the hearts of gourmets and becoming a familiar address of many diners who prefer Vietnamese cuisine.
