#News: Pocket “Tips” to catch Trend without “Skipping a beat” – Food Delivery Applications

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The year 2023 is passing with more than 3 thousand hot topics on social networks, creating more than 208.5 million discussions and 1.69 billion interactions, according to data from YouNet Media’s SocialTrend. Facing the constant challenge of changing “hot trends” every day, food delivery brands are making special efforts to not only keep up with the trend but also maintain their brand positioning and deep connections. identity with Gen Z.

In this competitive race, Baemin, Gojek, and Grab have been very proactive in “seizing the opportunity” to make an impression on their customers. “Catching the trend” is not just a simple matter of keeping up with the trend, but also a process of finding a story that accurately reflects the brand positioning and finding deep customer insight. Aurora also asks the question: “How to catch the “brand standard” trend and the right insight?” or “What is the effect of catching a trend like that on purpose?”

Let’s explore with Aurora how to apply the trend of food delivery applications and find out what is the most effective formula!

1. Formula “Combining people’s words – New our words”

A not-unfamiliar way to catch trends for brands is to pair trending words with the brand’s existing content. Gojek had a “trend” when combining two slangs that are popular with netizens, “flex” and “moi” with the brand name Gofood to promote hot deals. With the use of familiar words, “trendy” and carefully invested images, the article subsequently received nearly 1.2 thousand discussions and more than 10 thousand interactions.

Using the same formula of “Combining people’s words – new our words” with Gojek, Grab was inspired by a song popular with young people recently – the song “baby slowly” in the singer’s album LOI CHOI WRENS EVAN (ft Itsnk). The message is quite catchy as a reminder, a gentle call to its customers to “Just take it slow” because GrabMart has everything they need.

With the image of the driver wearing a Grab hat “with reindeer horns” and the surrounding Christmas atmosphere, Grab has received a response from the online community for having an extremely smooth “flex” screen that is suitable for the upcoming Christmas holiday. come close.

2. Formula “Catch hot trends – Homophones”

Recently, in the last days before leaving the Vietnamese market, Baemin reviewed the characters that have appeared in all of its creative social media posts. An “arranged” coincidence by Baemin made the article unbelievably interesting and reasonable.

Why is it an “arranged coincidence”?

“Dai Star” is a hot hit song at the end of 2023 by singer Van Mai Huong about the life story of a famous female star. Baemin cleverly named the song a tribute to his characters in the “Mint Green Wave” award. The award is like a farewell to honor the lovable characters and the most popular dishes of the past time, closing a long journey of Baemin in Vietnam with times when catching trends “without trying” and creating very Lots of discussion on social networks.

Some of Baemin’s “Great Stars” can be mentioned as:

• Female singer “Taylor Sweet” on the world tour “The E Tooth Tassel” (Taylor Swift – The Eras Tour)
• Actress Song Hye Kilo in the movie The Calory (Song Hye Kyo – The Glory)
• “Malefi-act” in the movie “Maleficent” (Maleficent – Maleficent)
• Host Thuy Rain – Have A Bite (Thuy Minh – Have A Sip)

It can be said that Baemin is considered the “King in the trend-catching village” – with the combination of trends with thoughtful messages and images that bring relaxing laughter as well as creative ideas to enrich the emotional treasure. inspiration for marketers in Vietnam.

But, a big question mark has been raised after Baemin’s departure from the Vietnamese market, that “Is being creative and trending effective?”. Aurora firmly believes that this is also a controversial issue, and has even become a “hot” topic of discussion for a long time. Don’t “scrunch the leaves to find the problem” – find out what is the reason for Baemin’s “stop” in Vietnam, let’s join Aurora to find the right direction to “catch the trend”, so that it is both creative and effective in The last part of the article!

3. How to catch trends that are “brand standard” and have the right insight?

When consulting for brands, I always mention two important criteria: Relevance & Timing to help brands catch the most timely and effective trends:

With compatibility:

• Marketers need to evaluate whether trending content is suitable for the brand or not; Then you need to set a specific direction before implementing any trending activities.
• The widespread use of trending content, no matter how good, without a goal, without targeting a specific audience, and not consistent with the brand’s Brand Image & Brand Personality will only cause the brand to lose its way. effectiveness, like Baemin’s Case Study.

With timing:

Timing not only comes from catching trends quickly but also comes from creating the right trend yourself. The most prominent thing in 2022 is the love story between Momo & Starbuck, which has created a phenomenon on social networks that makes all brands “catch the trend”. The main difference is the Highlands brand. Instead of catching the usual trend, Highlands posted a broken heart to rumor the love triangle Momo x Starbuck x Highlands to help the brand “stand out” from all other brands. different and attracted a lot of attention as well as “making waves” in the online community discussing this topic.

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This is also an extremely useful sharing by Ms. Nguyen Huong – Senior Account at Aurora Vietnam in the “Contemplation Case” session – a series of industry talks at Aurora – an interesting regular activity to dissect, analyze and Improve understanding of the creative advertising industry.

Thus, delivery applications alone have typical names, proving themselves to be a “trendy” and creative name in the race to catch up with trends on social networks in 2023. However, Creativity alone is not enough, brands need to deepen the topic and make efforts in integrating trends with positioning and brand image to create impact and change customer behavior so that marketing is not only is about a story of creativity, but also a story about “effectiveness”.

If you have any opinions on the topic “Effectively catching trends”, do not hesitate to send an email to the email address: hello@auroravietnam.co!