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F O O D P A N D A
C R E A T I V E C O N S U L T A N C Y
C O N C E P T D E S I G N
C O P Y W R I T I N G / M A R K E T I N G
C O N T E N T C U R A T I O N / P H O T O G R A P H Y
E V E N T & S P O N S O R M A N A G E M E N T
Our Creative & Vision Director, Azure Lorraine was appointed by one of the world's largest start ups, food delivery giant, Foodpanda/HelloFood as the creative consultant prior to the launch of Foodpanda Magazine Hong Kong Edition. She was approached by the Head of SEO and Head of Social of Foodpanda Headquarter, which is located in Berlin, Germany. The digital magazine is developed to celebrate high quality lifestyles, best restaurants, local culture, current trends and lifehacks using positive marketing and creative approach. The magazine is cross promoted via Google, Guardian (UK), Foodpanda's own website and their social platforms. After launching in just under six months, the number of FP Facebook fans has skyrocketed to over a million active users alone in Hong Kong market, and generated over 20,000 unique visits to its website. This is all due to a combination of creativity, content curation and effective marketing strategy.
Concept Design / Copywriting
Azure came up with an infrastructure of concepts for the magazine. 6 columns were created based on the needs of the magazine and local lifestyle scenes: 1) Top of the Town: a column that celebrate the top 3 restaurants that does a particular dish the best. 2) Lifehacks: Similar to BuzzFeed, from quizzes, how-tos to cultural tips and tricks, this column has a bit of everything fun and all quizzes and lifehacks are created by us. 3) Bites: this is a column that lets people take a tea break without feeling guilty. Azure discovers the latest snack shops, cafes, unique hidden gems to introduce a trendy snack for office workers to enjoy a quick, delicious afternoon delight. 4) Good Food Tour: This column is a monthly event recap where influencers, readers and press are invited to go on a food hop for an evening. 3 restaurants are picked based on a theme of the month. It's all about getting together, feel good, and eating great food!
Content Curation / Professional Photography
When it comes to content, we know best! As the Think-tank of Foodpanda, Azure was the one behind the concept of each column and came up with content that are all original, fun, relevant and insightful. The important factor for this digital magazine is to utilize keyword friendly articles which helps boost awareness and exposure for Foodpanda HK, through SEO. Azure set the standards for the magazine, and built strong foundation with vendors and restauranteurs. She was responsible for handpicking all the featuring restaurants, conducting interviews and photoshoots with them, as well as writing the articles you read in the magazine. Top of The Town remains as the most popular column to this date.
Event & Sponsor Management
For each Good Food Tour, we made sure everything went as planned and every sponsored restaurant was happy. We worked with the in-house production team both pre-shoot and on the day of event. We made sure each video edit met the quality and standards prior to launch. Azure also managed guest relations and communication with participating business owners, executive chefs and corporate sponsors, to achieve a successful event in the smoothest manner.