Lotteria enjoyed tremendous growth when it first entered the Vietnamese market, however fierce competition has since eroded its market share. Recognising it needed to counter competitors’ influence, the brand worked with GrabAds to run a full-funnel campaign with the twin goals of raising awareness and gaining new users.
To achieve campaign goals, GrabAds recommended that Lotteria influence users with an affinity for fast-food and existing customers throughout the purchase journey to improve brand awareness and increase sales.
A mix of banner and video ads were served to the target audience as they opened the Grab app, browsed food options or waited for their orders to arrive. The campaign also included search ads that suggested Lotteria at the top of search results when users searched for fast food or similar keywords.
These tactics ensured Lotteria was present at every stage of the buying journey.
The campaign delivered 9.3x in sales for every dollar spent and brought in 8,000+ new customers, meeting Lotteria’s sales objective.
GrabAds also commissioned a Kantar study to measure the impact against awareness objectives. It showed the campaign delivered a 13% uplift in ad recall and 8% uplift in purchase intent; both of which were 2x better than Kantar’s norms.