With a mixture of paid media, KOL, media pulishers earned media, we know that we are in a good spot to reach many audiences with our media connections. However, we also want our audiences to be informed and educated amongst the constant outpour distressing news. The fatigue towards new information may cause audiences to be desensitised and be reminded of the gloom due to the pandemic. Therefore, we need a message that carries the supportive tone for collective effort and most importantly, not to neglect the extra mile small to medium businesses have put in place for our safety.
With that in mind, we created the message of "Contactless Delivery, Stay at Home with No Worries" (零接触，安心宅) and a series of execution like grid photos, KOL vlogs, educational articles and news coverage to not only bring out let our audiences know they can order safely from Hungry Panda, but they can stay at the comfort of their home during the pandemic.