Case Study: The Year of the Panda - Engineering 365 Days of Dominance for Foodpanda

In the fast-paced world of digital services, market leadership is a position that must be defended daily. For a brand as ubiquitous as Foodpanda, the challenge is not introduction, but ubiquity itself. How do you evolve from a convenient utility into an indispensable and beloved part of everyday culture?

As Foodpanda’s retained KOL and strategic communications agency for 2024, our mission was to answer that question.

The Challenge: From Market Leader to Cultural Mainstay

The objective was clear: maintain and extend Foodpanda's market dominance through a year-long, always-on engagement strategy. We needed to keep the brand perpetually top-of-mind, deepen user affinity beyond simple transactions, and continuously showcase its core values—food delivery, pick-up, and Pandago—in fresh and exciting ways. This required moving beyond one-off campaigns to architecting a sustained cultural presence.

The Approach: A Year-Long Ecosystem of Engagement

Our strategy was to create a comprehensive campaign ecosystem under a single, powerful banner: "Live Like a Panda." This was not just a tagline; it was a creative platform designed to celebrate the ease, convenience, and joy that Foodpanda brings to daily life. We would weave a year-long narrative that integrated every facet of the brand, managed through three core pillars of our agency's scope:

World-Class Event Management: Creating immersive physical touchpoints that generate digital buzz.
Strategic KOL Collaborations: Leveraging a diverse portfolio of influencers to drive authenticity and reach.
Dynamic Campaign Strategy: Developing a cadence of creative initiatives that sustain momentum and brand interest.

The Execution: A Multi-Phased Activation

Phase 1: The Launch (Q1) — Building the Movement
We kicked off the year with the flagship "Live Like a Panda" event at Junction City. This was more than a launch; it was a cultural statement. Blink managed the event end-to-end, from creative concept and visual design to full logistical execution. At its heart was the "Panda Gang"—a diverse group of KOLs we identified and engaged to serve as the campaign's ambassadors, ensuring the message resonated across multiple audience segments.

Phase 2: Sustaining Momentum (Q2-Q3) — Deepening Connection
To keep the energy high, we rolled out a series of engaging activities. We planned and executed high-energy live sales and surprise delivery events, creating moments of delight for users. Critically, to mark Foodpanda's fourth anniversary, we organized dedicated Vendor and Rider Appreciation Events. This strategic move celebrated the human ecosystem behind the app, fostering immense goodwill and reinforcing the brand’s community focus.

Phase 3: Evolving the Narrative (Q4) — Becoming a Content Destination
In the final quarter, we expanded the campaign's scope to position Foodpanda as a content platform. We facilitated ongoing collaborations with top-tier KOLs like Ser Mal to launch specialized content, including his highly popular food directory program. This strategically positioned Foodpanda not just as a delivery service, but as a vital tool for culinary discovery. We also partnered with tech influencers for reviews, broadening the brand's relevance.

The Impact: Solidifying Uncontested Leadership

Our year-long strategic partnership successfully defended and extended Foodpanda's market leadership.

Sustained Brand Dominance: The "always-on" approach kept Foodpanda at the forefront of the digital conversation throughout the entire year.
Evolved Brand Perception: The campaign successfully shifted the brand's image from a functional utility to an essential lifestyle partner integrated into the fabric of daily life.
Deepened Community Trust: By celebrating vendors and riders, we fostered a powerful sense of community and brand loyalty that goes beyond the transactional.
Proven Strategic Value: The campaign served as a powerful testament to the effectiveness of a long-term, retainer-based agency partnership, delivering consistent creative and strategic results.