BRAND:
GOLDSUNFOOD
AWARD CATEGORY:
The Best Social & Commerce Integration
CAMPAIGN TIME RANGE:
15/09/2025 - 23/11/2025
CREDITS:
Fanscom
CASE STUDY VIDEO
STRATEGY
The strategic imperative for GSF's 2026 campaign was to bridge the gap between digital social buzz and physical restaurant revenue (Online-to-Offline-to-Online). Our strategy integrated social marketing directly with digital commerce by turning an in-store exclusive item—the "Truth or Dare" card deck—into a highly coveted social currency. By making the "Hội Đồng Ăn Uống" experience available only at our 56 physical locations (King BBQ, Hotpot Story, Sushi Kei), we transformed social FOMO generated by KOLs directly into table bookings and sales.
INSIGHT
Gen Z treats social media and offline socializing as a continuous loop. The core insight that drove our commerce integration was exclusivity: Gen Z will actively spend money and change their dining destination if a restaurant offers an exclusive, highly shareable activity that cannot be bought or experienced elsewhere.
CREATIVE IDEA
We weaponized the "Thực hay Thách" card game as our primary commercial hook. The creative idea was to use social media not to sell food, but to sell the experience of the game. By featuring the viral stunt with Khuyến Dương (Chị Phiến) and amplifying it through massive community pages, we created a massive social demand. The only way for consumers to satisfy this demand was to physically visit a GSF restaurant, order a meal, and request the deck.
CONNECTION PLAN
Demand Generation: We heavily invested in the hero stunt with Khuyến Dương and entertainment communities (Insight Mất Lòng, Tuyết Bích Collection, etc.) to broadcast the gameplay, instantly creating a viral trend via a Community platform called “Hội Đồng Ăn Uống Tự Do”Seamless Commerce Routing: A targeted network of Food Reviewers (Đậu Hũ Thúi, Uyendichoi, Trang Tuty, etc.) acted as the bridge to commerce. They showcased the game while providing clear call-to-actions (CTAs) regarding specific promotional schemes at King BBQ, Hotpot Story, and Sushi Kei.In-Store to Social Loop: Once at the restaurant, the physical presence of the cards prompted diners to record their own experiences. This UGC acted as free, continuous digital marketing, driving the next wave of customers to the stores in a self-sustaining commercial loop.
OBJECTIVE-BASE KPI
[1] objective: Conversion | platform: Instore | metrics: Revenue | kpi: N/A | result: 140 billions | compare_with_benchmark: N/A | source: 2025 Sales report
[2] objective: Conversion | platform: Instore | metrics: Footfall | kpi: N/A | result: 12 thousands | compare_with_benchmark: N/A | source: 2025 Sales report
[3] objective: Activation | platform: Instore | metrics: Participant | kpi: N/A | result: 26 thousands | compare_with_benchmark: N/A | source: 2025 Sales report
[4] objective: Awareness | platform: Digital | metrics: Impression | kpi: N/A | result: 60.6 millions | compare_with_benchmark: N/A | source: Ads manager
[5] objective: Awareness | platform: Digital | metrics: Reach | kpi: N/A | result: 30.1 millions | compare_with_benchmark: N/A | source: Ads manager
[6] objective: Awareness | platform: Digital | metrics: View | kpi: N/A | result: 67,7 millions | compare_with_benchmark: N/A | source: Ads manager
[7] objective: Engagement | platform: Social | metrics: Engagement | kpi: N/A | result: 427 thousands | compare_with_benchmark: N/A | source: Ads manager
[8] objective: Engagement | platform: Social | metrics: Tiktok Trending | kpi: N/A | result: 4 campaign hashtags | compare_with_benchmark: N/A | source: Tiktok Discovery
