CHUNG

Blind Box Delivery

4 Wave Simple Line

I led the marketing campaign including brief unpacking, idea/content creation, and video filming; collaborated with the sales and operation team to promote and execute the campaign.

Information in case study is summarized at a high-level to preserve confidentiality.

Background

The company was giving away tons of coupons to increase the orders before the marketing team was established in the LA department. Once I built the team, I decided to launch a creative and impressive brand campaign to enhance customer loyalty without giving big discounts. We worked with a KOL who has 1.67M followers on Bilibili (a Chinese video platform), and 169K followers on YouTube.


The mission of this campaign is to raise brand awareness and increase orders. We notice that our target audience are mainly young females who love fun things and surprise. Therefore we finally came out with the idea that copes with the Halloween vibe-- Blind Box Delivery!


We established a limited-time offer of several blind box combos,

each combo consisted of meals from 3 restaurants. The client

just needed to place one order and they don't know what will they

receive for their dinner.


This campaign was promoted by delivering 3 blind boxes to the KOL

and had him film the unboxing video.

My Role

As the project leader and the marketing team member, I was responsible and accountable for bringing the structure of the workflow to the whole campaign. I not only needed to come up with the idea, and developed the marketing plan, but also needed to integrate 4 teams and the KOL to ensure the whole process went smooth on both filming day and the blind box launching week. 

Business Development Team

  • Coordinated with partner restaurants
  • Calculated meal cost sharing
  • Picked and combined the combo with Ally

Foodie Youtuber Meetfood

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  • Came out with the idea of the video content with Ally
  • Made a script and filmed the video
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Food Delivery app

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Project Manager - Ally

Driver's Operation Team

  • Converged and sharpened the idea
  • Integrated with the delivery app team and graphic design team
  • Interfaced the KOL to ensure the filming process and quality
  • Developed the execution plan and the promotion plan
  • Planed the time and route of pickup and delivery
  • Calculated mileage and delivery charges
  • Ensured meals are delivered correctly

Framing the Insight

Since this was a brand new product just for this limited-time offer, we had many assumptions to validate while we design the blind box combo.


  • We had to make concessions on some points, the content must exceed its purchase value,  to avoid giving clients the feeling that a blind box is the clearance of the inventory. From purchasing to unboxing, the consumer experience must be the priority, in order not to cause a stronger disappointment.


  • The selection and matching of meals and restaurants must be unexpected, to arise discussion, induce consumers to take photos and share on their socials, generate satisfaction and curiosity, and trigger them to consume again.


  • The reason behind all purchases is to meet a certain demand, so we cannot deliberately make an exaggerated combo that is unacceptable just for the surprising purpose. It is still necessary to maintain the main dish + side dish + dessert or beverage so that clients could have a full meal. We also launched  1 person/2 person/multi-person combos, corresponding to different ordering needs.

Results and next steps

By the end of this project, we had the results:


  • The video hit 200K+ views, created 100+ orders of the blind boxes and had 500+ promo codes used in 1 month.


  • Increased brand awareness and enhanced customer loyalty. The KOL loved this content idea so he posted it on other platforms which we hadn't partnered with, and covered our brand logo. However, I had the brand image in every detail of this video, for example, the menu of the blind box, so viewers still recognized and inquired about the information of the offer.


  • Other branches in the USA asked for the project details and considered launching a blind box in their region as well. Our competitor also had similar campaigns afterwards.