Case Study: Igniting Local Appetite for Chong Qing Grilled Fish
Entering a new market is a formidable challenge, especially in a city with a vibrant and competitive food scene like Yangon. For Singaporean franchise Chong Qing Grilled Fish, success depended on moving beyond its niche appeal to capture the hearts and appetites of the local population.
The Challenge: From Expat Favorite to Local Mainstay
Chong Qing Grilled Fish opened its first Myanmar outlet with a strong product and a solid reputation among Yangon's Chinese foreign residents. However, this initial positioning created a barrier. The core challenge was to bridge this cultural gap and transform the restaurant from an unknown entity into a desirable dining destination for the broader Myanmar audience, which had limited to no awareness of the brand.
The Approach: Tapping into Authentic Influence
Instead of relying on traditional advertising, Blink developed a strategy centered on authenticity and credibility. We recognized that to win over Yangon's food lovers, the recommendation couldn't come from the brand itself—it had to come from trusted local voices.
Our approach was to partner with Myanmar's top food bloggers, integrating Chong Qing Grilled Fish into the city's existing food conversation. These influential creators were empowered to market the restaurant on their own platforms through compelling, authentic content, including:
- Dynamic "Chef-in-Action" Videos: Monthly videos showcasing the skill and spectacle behind the restaurant's signature dishes.
- High-Impact Content: Powerful photo and text posts designed to engage readers with a genuine passion for excellent food.
The Impact: Driving Exceptional ROI and Market Penetration
The influencer-led strategy hooked a massive new audience for Chong Qing Grilled Fish. Within the first six months, the campaign delivered not just awareness, but tangible business results and remarkable efficiency.
- Tangible Footfall: Generated 2,335 social media check-ins, including from top local celebrities, directly translating digital buzz into restaurant visits.
- Massive Engagement: Achieved an average engagement of approximately 1,500 per post, demonstrating deep audience connection.
- Unprecedented Efficiency: The campaign engaged 95 people on social media for every US$1 spent on advertising, proving the immense power of a targeted, authentic influencer strategy.
By leveraging the local food scene's most credible voices, Blink successfully launched Chong Qing Grilled Fish into the mainstream, establishing it as a must-try destination in Yangon.