ABOUT THETHE DAILYDAILY
SUPERMARKET FOR THE BUSY
The Daily was an idea of modern supermarket for millennials founded by 2 millennials in Ho Chi Minh City. The original business concept of The Daily was that it would focus on online platforms, making the grocery shopping for busy millennials more convenient & less time-consuming.
MIND. has involved as a strategic partner of The Daily from early stages.
CHALLENGE
The market when they enter was extremely crowded and in order to generate buzz, they need a high budget for marketing plans. However, the initial budget they had was limited and the pressure from the market and rivals were huge. How can they overcome these problems and still be able to raise strong brand awareness?
PROACTIVE THOUGHTS
The idea of a more digitized supermarket for busy people, especially Millennials, is interesting. So how can we highlight this philosophy and their brand name? To quickly gain market share with a small budget, MIND. needs to come up with something that has an immediate and strong impression so the brand’s target customer won’t misremember.
SOLUTIONS
We designed a branding strategy for The Daily following the modern mood, creatively symbolizing the brand’s speciality – seafood to embrace the brand’s image to differentiate The Daily from other traditional supermarkets in the region. Besides, we developed a 360° social media strategy that’s tailored to them, creating a brand voice that speaks to Millennials, makes them feel relevant, and ultimately uses the content to sell the brand & win the market.
SOLUTION APPROACHES
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Branding
Mind. developed branding strategies that align with The Daily's modern mood and creatively symbolize the brand's speciality - seafood.
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SOCIAL MEDIA MANAGEMENT
We’re focusing on creating impressive and consistent brand voice & image to attract old and new audience.
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OCCASIONAL CAMPAIGNS
Mind. set out exclusive campaigns throughout the year to help increase brand awareness and differentiate The Daily amongst its competitors.
RESULTS
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ONLINE REACH
↘ Reach 300,000 potential consumers in the first month of launching
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↘ Maintain organic 150,000 reach every month
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BRAND AWARENESS
↘ Increase brand awareness x3 after each occasional campaigns (Tết, Mid-autumn Festival, Christmas, etc)
