Crystal Jade
Brand Pitch
Food and Beverage
*Account won under Meet Isaac Pte Ltd.
Category
Brand Retainer Pitch
Campaign Strategy
Copywriting
Year
2020
Challenge
For 2020, Crystal Jade set out 3 new objectives to be accomplished:
1) Strengthen engagement with a younger target audience (25-40 years old)
2) Improve brand recall
3) Translate social efforts into store sales by 15%.
Approach
As the lead social agency for Crystal Jade's socials in 2019, we relooked at our past social strategy and conducted a dipstick survey to understand how we can better engage with our target audience in 2020. ​
We discovered 3 key insights...
Key Insight 01
Most of Crystal Jade's target audience viewed Crystal Jade restaurants as a place for family gatherings, especially during special occasions.
Key Insight 02
The type of social content that Crystal Jade's audience are interested to engage with are food reviews, enticing food photos, and recipes.
Key Insight 03
Crystal Jade's social media accounts are the target audience's go-to place for new information.
This led to our development of the big idea:
"Create The Crave,
Beyond The Plate"
"More than just a dish that lies in front of us, it serves as a spark that creates special bonding moments with friends and family over a warm, hearty meal.
These experiences are the social condiments that brings life to one’s meal at Crystal Jade, and is what makes meals at Crystal Jade so special.
In other words: It is Crystal Jade’s ultimate secret recipe."
We recognised that our target audience crave not only a meal, but the social experiences that come along with it.
Our social content strategy was therefore crafted specifically to invoke these experiences, in order to promote top-of-mind brand recall.