Chowking faced a critical challenge when sales of their flagship product, Chowking Chao Fan, began to decline due to consumer fatigue with the original flavor. To reinvigorate interest, Chowking launched the All-New Siomai Chao Fan infused with Smokey-Wok Sarap, aiming to capture the evolving palate of Filipino fried rice enthusiasts. However, introducing this new flavor posed a significant marketing hurdle: how to effectively engage and excite the market about the distinctive Smokey-Wok Sarap taste.
Chowking's Wok Magic: Revitalizing Chao Fan with #GuessWoksCooking Campaign
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The Challenge
The challenge was twofold: first, to overcome consumer fatigue with the original Chao Fan flavor, and second, to successfully introduce the new Smokey-Wok Sarap variant to a broad audience. Chowking needed a strategy that not only highlighted the new flavor's uniqueness but also resonated deeply with Filipino consumers' culinary preferences and cultural context.
Solution: #GuessWoksCooking Campaign
Chowking launched the #GuessWoksCooking campaign with an innovative twist: a Wok billboard that invited social media users to imagine their favorite memes cooked in Chowking’s legendary wok. This interactive approach quickly caught fire across social media platforms, with users creatively engaging by wok-frying everything from popular anime characters to current events like Philippine elections and rising gas prices.
The viral nature of the campaign spread rapidly on TikTok, Twitter, Instagram, and Facebook, fueling organic conversations and engagement. As anticipation built, Chowking revealed the true content of the Wok—the All-New Smokey-Wok Sarap Chao Fan. This reveal was amplified through digital films, social media posts, and a compelling TV commercial that prominently featured the wok and highlighted the new flavor profile.
Results
The #GuessWoksCooking campaign achieved remarkable results:
- Social Media Reach: Within just five days, the campaign reached over 3.5 million social media users, generating over 1,000 Wok memes and sparking 230,000+ social engagements.
- Digital Engagement: The campaign amassed over 2.3 million combined views on TikTok, Facebook, Instagram, and Twitter, resulting in 2.1 million impressions—all of which were organic.
- Sales Growth: Chowking saw an 85% increase in year-over-year sales for Chao Fan, with a notable 91% increase in average daily sales compared to the previous year.
- Category Growth: The campaign contributed to a 26% increase in category growth compared to the period before its launch, demonstrating its impact on consumer interest and market expansion.
Chowking successfully reignited consumer interest in Chao Fan, achieving the highest Average Daily Sales (ADS) since the onset of the pandemic. Quarter sales growth for Chao Fan outpaced previous years, with April 2022 ADS showing an 85% increase over 2021 and a 129% increase over 2020, driving overall sales recovery for Chowking
Innovating to Impact
The success of the Wok Magic campaign underscores Chowking’s innovative approach to revitalizing a flagship product. By leveraging cultural insights and consumer engagement through social media, Chowking not only boosted sales but also reaffirmed its position as a leader in Filipino fast-food innovation. The campaign’s ability to create viral buzz and drive substantial sales growth showcases dentsu’s expertise in crafting impactful marketing strategies that resonate with diverse audiences.
Chowking's #GuessWoksCooking campaign exemplifies how strategic innovation and cultural relevance can transform brand perception and drive significant business outcomes. By embracing creativity and consumer-centric engagement, Chowking not only reintroduced Chao Fan to a receptive market but also set a new standard for effective product launches in the competitive food industry. Moving forward, this campaign serves as a benchmark for brands seeking to achieve both short-term sales growth and long-term brand affinity through innovative marketing initiatives.
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