G2 – Group 9 – Foodpanda

Hi everyone, just sharing with you a quick run-through of our group’s report for our chosen client, Foodpanda! 🙂



Founded in Singapore in 2012, Foodpanda was the first of its kind to enter the food delivery market. With competitors entering the market in subsequent years, Foodpanda has always utilised an agile social media strategy to succeed in this ever-evolving and competitive market. In order to help Foodpanda continue achieving its goal, we utilised insights we gathered from interviews, surveys and focus groups to help us craft several social media strategies which we believe will build on Foodpanda’s existing strategies in a scalable manner.

Objectives of Social Media Strategy

The primary objective of our social media strategy was customer acquisition and retention, which we aimed to achieve by localising content, humanizing the brand, increasing brand awareness and engagement, and highlighting Foodpanda’s Unique Selling Points (USPs).

Localizing Content & Execution

We capitalised on each social media platform’s unique traits in order to localise content.

We recommend that Foodpanda use Facebook in conjunction with the 3M framework, and that they post more humorous Singaporean-centred content.

As for Instagram, Foodpanda can utilize the Instagram Story feature to implement spontaneous selling, utilizing Strategy 1 of social community marketing and selling. 

Foodpanda can also engage in Brand Journalism on its blog, as it can target low-involved customers by engaging in subtle editorial-style promotion. Published blog content will increase Search Engine Optimisation, and will help keep Foodpanda at the top of consumers’ minds. Foodpanda can introduce the human element through a series of articles that feature different food hawkers. Furthermore, Foodpanda can amplify their content through strategic partnerships with well-known local media companies.

In addition, native advertising for Foodpanda can be done in easy-to-consume listicles or blog articles on various local social platforms. These articles should highlight Foodpanda’s main USPs or differentiators.

Lastly, we recommend creating a Telegram channel dedicated to broadcasting Foodpanda events, promotions and discount codes will amplify promotions. Telegram also has a useful feature that allows Foodpanda to keep track of how many people have viewed each message.

Three Brand Campaigns

Our first brand campaign, Foodpandamonium, is an ‘on-demand’ event that strives to promote user-generated content while generating buzz and ultimately increasing brand awareness for Foodpanda.

The second initiative, Scratch-A-Panda, is a brand campaign that seeks to help Foodpanda effectively reach out to their intended target audience whilst raising awareness of social causes.

Our third campaign, Panda Tales, adds a personal touch to Foodpanda’s social media activities with Panda Tales, a spin-off from the popular ‘Humans of New York’ initiative – It aims to shed light on the various unsung heroes of the F&B industry.


In order to overcome the limitation of potential lack of interest or participation, we have chosen to utilise a wider range of application tactics – Telegram, Native Advertising, etc – than are traditionally used. Additionally, we recommend conveying the actions taken after the campaign has concluded.

We also identified 3 main KPIs: To increase customer acquisition by 10%, to increase brand differentiation by 10%, and to increase social media engagement by 20%. In order to analyze the Return of Investment (ROI) of our tactics, we will ensure that every tactic will have a corresponding unique voucher code that will allow direct tracking and measurement.

Feedback indicated favourable responses to our proposed ideas, with any potential concerns being mitigated and solutions incorporated into our initiatives.


Given the highly competitive food delivery space in Singapore, brand differentiation – through the aforementioned tactics such as localization and various brand campaigns – is key to Foodpanda’s customer acquisition and retention goals. As such, the social media strategy frameworks we have crafted aim to humanize the brand, increase customer engagement and to position Foodpanda for scalable growth and expansion in Singapore moving forward.

Digital Marketing Specialist, Will Carnwath visited COMM346

Will Carnwath lectured for COMM346, illustrating new pressures and extended responsibilities of corporations with regards to digital innovations and changing trends in marketing communications.

In the lecture he shared new trends, specifically, perishable content, visual content dominance, changing editorial algorithms, the demise of the traditional human bylines, and social business initiatives in the B-to-B sector.

In addition to touching on digital trends and its implications for corporate communication, the guest lecture session covered real-world case studies to provide practical insights and lessons learned.

In the follow-up Q and A session Will shared with students regarding the projection of future trends and possible organic reach of the corporate content and some other interesting topics for further discussion.

Will’s expertise focuses on corporate reputation, investor relations, and crisis—with a particular focus on the use of digital strategies to engage with a broad range of stakeholders—and he co-leads Brunswick’s Business and Society practice for Asia. He is a former senior investment banker, with over 10 years in corporate finance at Nomura and Piper Jaffray, where he focused on healthcare and industrials in the investment banking group. Before moving to Singapore to establish a new office, he spent three years as Chief of Staff to the Chairman of Brunswick in London, working with him on the largest and highest profile international client accounts and deals. Will graduated from St. Andrews University with a degree in physiology.

Thank you so much, Will, for sharing your valuable insights with COMM 346!

Are influencers a dying medium?

I came across this interesting opinion piece on influencers, which was inspired by the controversial wedding of influencer Melissa Koh. I found it to be quite thought provoking and relevant to what we recently discussed in class, and it’s definitely worth a read.

It’s quite a long piece, so for those of you who are time poor, here’s the TL;DR:

  • Many brands believe that the use of influencers are equivalent to word-of-mouth, and that consumers will blindly believe what is said
  • Authenticity and transparency are two factors which should be highly prized by brands and consumers alike, however, sometimes brands fail to see this
  • There are guidelines by the Advertising Standards Authority of Singapore, in aims to increase transparency, and in turn, authenticity; However, these are not being adhered to
  • Engagement in the long-run is built on trust and transparency
  • Brands should evaluate which influencers they work with carefully

All that being said, in the end it’s up for consumers to ultimately decide – after all we have the power.


What do you think? Is it time to say goodbye to influencers?