Yum Yum's digital marketing initiatives in the Chinese market.Founded in 1971, Wan Thai Foods Industry Co., Ltd. (registered trademark "Yum Yum") is a leading manufacturer of instant A leading manufacturer in the noodle business, the company has been in the Chinese market for 20 years, initially selling offline, and planned and executed a comprehensive digital marketing campaign against the backdrop of surging demand for instant noodles in China after the Corona disaster in 2020. Established brand image as the most authentic instant ramen in Thailand on Weibo (微博) and RED (小紅書), two major social networking sites in China.

Summary

In recent years, consumers have shifted to online purchasing, and although Yum Yum opened flagship stores on China's leading e-commerce JD.com (JingDong) and Tmall Global (TianCat), the majority of its sales have come from offline sales.
After the Corona disaster in 2020, the company planned and executed a comprehensive digital marketing campaign against the backdrop of surging demand for instant ramen in China. Successfully established the brand image as the most authentic instant ramen in Thailand on Weibo (微博) and RED (小紅書), the major social networking sites in China. It became the most popular instant ramen from Thailand on the Chinese Internet.

The customer journey of the young people who were assumed to be the target of this brand was vague, making it difficult to formulate specific measures, and the lack of reach, brand words, and keywords appearing in search rankings on Chinese SNS was also an issue.
Therefore, after clearly defining the target once again, the touch points were identified, and measures were proactively developed to suit each.

This measure increased user interest and loyalty by crossing official promotions with KOC (Key Opinion Consumer), which is more realistic than KOL (Key Opinion Leader), and established product recognition and high quality word-of-mouth. As a result, sales increased for two consecutive fiscal years after the measures. In addition, on November 11, 2020, the TianNat Double Eleven (W11/Bachelorette's Day), sales nearly doubled year-on-year.

The official Weibo account picked up and shared a variety of Yum Yum recipes by fans who love to cook. A chat community was also formed to enjoy the content by sharing ideas on how to cook and eat other than cooking recipes. As a result, the Weibo original topic #yumyumtayokoshoku# has reached 35 million topic views (as of June 22, 2021).

Tmall simultaneously realized live-streaming in conjunction with the brand. The company ranked 2nd in the live-streaming ranking in the same genre.

In Redbook, users have been recreating scenes from TV dramas and sending out a variety of recipes using luxurious ingredients, and as a result, high-quality content has been gathered.