BRAND:
GOLDSUNFOOD
AWARD CATEGORY:
The Best Advocacy & Influencer Strategy
CAMPAIGN TIME RANGE:
15/09/2025 - 23/11/2025
CREDITS:
Fanscom
CASE STUDY VIDEO
STRATEGY
To conquer the highly fragmented F&B market, GSF deployed a multi-tiered Influencer selection strategy designed to spark a behavioral movement rather than just broadcasting a message. Our strategy was strictly data-driven and persona-based:The Core Catalyst: We anchored the campaign with Khuyến Dương (Chị Phiến). Her provocative, humorous persona was the perfect match for the "Truth or Dare" concept, establishing the campaign's bold identity.The Mass Amplifiers: We partnered with highly engaging Gen Z communities (Insight Mất Lòng, This Is Mỏ Hỗn 2.0, Tuyết Bích Collection, Hội Người Thực Dụng Việt Nam, and Cám Chăm Chỉ) to act as cultural amplifiers, turning campaign moments into relatable trends.The Authentic F&B Advocates: A robust network of Food Reviewers and KOCs (Đậu Hũ Thúi, Em bé sành ăn, Uyendichoi, tiểu chée, Tú Hoàng, Nhi Peo, Trang Tuty, Zón đi dạo, and Happy Boiz Ăn Gì) were selected to ground the campaign in the F&B context, reviewing promotions across King BBQ, Hotpot Story, and Sushi Kei.
INSIGHT
Gen Z consumers are highly skeptical of overly scripted, traditional "food reviews." They experience FOMO not from seeing a picture of a dish, but from witnessing raw, unfiltered, and highly entertaining interactions. The "Truth or Dare" game provided the perfect unscripted catalyst. When Gen Z saw creators like Chị Phiến acting chaotic and genuine over a GSF table, they wanted to replicate that exact unscripted emotional experience with their own friends.
CREATIVE IDEA
Rather than paying influencers to merely say the food was delicious, we challenged them to play a game. We transformed our influencers into the inaugural "Hội Đồng Ăn Uống" (The Dining Council). Using the branded "Thực hay Thách" cards, influencers engaged in unpredictable culinary dares. This stripped away the "sponsored" feel, resulting in highly entertaining hero content that set a viral template for everyday consumers to follow.
CONNECTION PLAN
Phase 1: The Spark: Khuyến Dương (Chị Phiến) dropped the hero "Truth or Dare" content and livestreams across TikTok and Facebook, creating an unavoidable cultural moment.
Phase 2: The Amplification: Top entertainment pages and Food Reviewers amplified the stunt, turning it into a localized trend while simultaneously driving traffic to specific restaurant promotions.
Phase 3: The Mass Advocacy: Consumers visited GSF, played the game, and uploaded over 61,000 UGC videos, effectively becoming grassroots advocates.
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: Conversion | platform: Instore | metrics: Participant | kpi: N/A | result: 26 thousands | compare_with_benchmark: N/A | source: 2025 sales report
[4] objective: Activation | 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: Awareness | platform: Digital | 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
