IN-APP ENGAGEMENT
OBJECTIVE
Make user engage with BAEMIN more frequently, without promotion.
STRATEGY
Every month, BAEMIN hosts an in-app event for user to entertain themselves
TACTIC
In-app event concept is based on monthly theme:
- June: Children Day - Phiếu Bé Ngoan
- October: Women's Day - Nàng Thơ
- November: Teacher's Day - Sổ Đầu Bài
HIGHLIGHTS
- Nàng Thơ: 50,881 poems exported by users in 6 days
- Sổ Đầu Bài: 52,616 forms exported by users in 6 days
In the Month of Death, we create an online "Giật Cô Hồn" experience, using paper offerings (giấy cúng) as key visual hook.
In Vietnam, poem is a very special gift for very special one. On Vietnamese Women's Day 20-10, we wrote 20 poems to gift women as a way to treasure our beautiful half. Women can receive 1 or more poem with their name on, based on their habit or personality.
