KAKOMI
BACKGROUND :
KAKOMI Charcoal Grilled by OOTOYA is a new sub-brand under OOTOYA Japanese Restaurant. Kakomi aims to enter the market through online delivery through Facebook and Tiktok.
DISCOVERY :
We found that "office workers have to faces with rush hour and choose to eat junk food during peak time", which effect to guilt insight. Therefore, MCFIVA sees an opportunity area that can effectively help Kakomi enter the market.
DISCOVERY :
The communication concept is “ส่งต่อความรักสไตล์ญี่ปุ่น ด้วยความอร่อย ที่คุณห้ามพลาด“ To create a memorable brand image and make Kakomi the first choice during the peak time, the following strategies will be employed :
• Designed be the page persona to “คาโคมิซัง”
• TikTok content strategy : Use edutainment to showcase Kakomi’s USP and stimulate interest within the first 5 seconds of the clip.
• We have also established 3 content pillars to support this strategy :
• Promotion : Drive sales through promotions that leverage insights and micro-moments.
• Branding : Emphasize the extraordinary cooking experience.
• Food review : Create food experience and tasty.
RESULT :
Fan growth +32%
Organic Reach +82%
