Brand Manager for a Thai restaurant brand

On Thai is a Thai restaurant located in Dong Nai, Vietnam, offering affordable Thai cuisine to the local community.

In Dong Nai, Thai food was often perceived as expensive and inaccessible to the local community. Additionally, when people thought of Thai cuisine, they often envisioned traditional architecture like the Golden Pagoda or other religious structures.

On Thai challenged these perceptions by offering affordable prices, a modern and casual atmosphere, and a focus on making Thai food accessible to everyone.

However, On Thai also faced several challenges:

Increased competition: A new Thai restaurant entered the Dong Nai market, adding to the competition.

Competing with established brands: On Thai had to compete with well-known Thai restaurants in the area.

Lack of marketing: On Thai did not have a comprehensive marketing plan to promote itself and attract customers.

As a Brand Manager, I provided tailored services, including branding development and social media management, to assist the business in creating a comprehensive marketing strategy. 

The goal was to establish a consistent brand identity and increase brand awareness through both online and offline channels.

I developed a comprehensive marketing plan that covered everything from strategy to execution. We began by creating a brand visual guideline for social media that emphasized a youthful, humorous, and friendly tone to align with the brand's personality.

Once the branding elements were established on social media, we prioritized audience engagement. We expanded our reach by creating content for Instagram and TikTok and implemented offline promotions like free desserts, memberships, and point-of-sale materials to drive more sales at the restaurant.

Content creation across various platforms, such as Instagram, Facebook, and TikTok, was a key component of our strategy

Implemented offline promotions to reach a wider audience.

Social Media Growth: The restaurant's Facebook page grew from zero to over 1,000 followers within two months.

Engagement: Average views on Facebook video reached 200k

High Occupancy: All tables were fully booked within the first two weeks of operation.

Within just two weeks, we launched a full branding presence on social media. We began by implementing a content strategy that focused on promoting the restaurant's core offerings.

By showcasing their signature dishes on social media, we aimed to increase brand awareness and drive sales.

In addition to static content, we also focused on video content such as Facebook Reels and TikTok videos. This helped us reach a wider audience and promote the brand more effectively.