Project Fresh Restaurant
- Social media
- Vouchers
- Customer surveys
- Brand partnerships
Marketing Lead, JP World at GiGa Mall
2021 to 2022
The situation
JP World is the technology and entertainment floor at GiGa Mall in Hồ Chí Minh City: virtual reality, interactive games, bowling, climbing. Project Fresh was the restaurant business inside it.
It had the footfall of a mall on top of it and still needed a reason for people to choose it.
What I did
Developed the brand image and the marketing plan for Project Fresh, and ran it from concept through to execution.
Ran surveys and talked to customers directly, and used what came back rather than what the plan had assumed.
Wrote the copy, produced the images and ran the activity across social.
Programmed the calendar around the dates that actually move a Vietnamese mall: Christmas, Tết, International Children's Day.
Worked with vendors and brands including Jump Arena, HTV7 and Yamaha, and with the sales team on a joint campaign.
What happened
66% of the campaign's key performance indicators met, and a 20% increase in sales.
Long-term client vouchers, and improved customer satisfaction measured through the surveys.
The joint campaign with the sales team brought in a large number of customers and reached 75% of its KPIs.