The Background

Wan Chai Ferry’s root began in 1970s when Dr. Chong Kin-wo – well known as “Dumpling Queen” and started making dumplings at a stall near the Wan Chai Ferry Pier. Wan Chai Ferry has always been dedicated to produce premium-quality food and their signature traditional dumplings. The brand is reckoned as the leader in its frozen dumpling market. 

In order to resonate with younger audience, the brand strives to uphold a stronger social media presence.

The Objective

The core objective is to enhance and revamp its brand image for the desired Target Audience group (Female; aged 30-44). Of course, Driving quality traffic to HKTVmall’s to facilitate e-Commerce growth is also an important KPI.

The Challenge

The Key visuals are being used repeatedly, and often stock photos lack relevant context for the TAs and feed content. If we keep seeing the same or similar visual over and over again, it gets boring, repetitive and unengaging Generic images is difficult to catch audiences’ attention. More promotional and product-driven content Less engaging content Fail to reach and engage with younger target audiences Fail to increase the brand and product relevance to younger audiences Seldom play around the posting formats

What We Did

We managed to create a new set of social media visual guidelines so that the style and branding are consistent across all the postings. We also took care of the photo shooting so that the copywriting and concept aligns with the visuals. 

We also produced social content that is Occasion-driven & related to trendy topic. – i.e. the appearance of Lee Ka-shing/ playing mahjong at home enjoying dumplings during the typhoon season 

Frozen food is often associated with unhealthy lifestyle. Yet, we would like to change that belief by developing new consumption occasions and broaden its demographic reach e.g., a fine-dining experience with frozen food, promote the products that use premium ingredients such as black truffle and imported seafood. The main objective is to encourage audiences to purchase the product beyond its conventional consumption occasions.