Messenger
F&B Marketing Case Study: A Meta Ads strategy to increase engagement and optimize conversion costs in advertising campaigns
Thông tin doanh nghiệp
Company Information
Tên doanh nghiệp
Company Name
T
Ngành nghề
Industry
Restaurant
Nội dung hoạt động
Business Description
Serving Japanese cuisine at reasonable prices, tailored to suit the tastes and needs of Vietnamese customers.
Điểm nổi bật
Key Highlights
- Provided comprehensive marketing support for the newly opened store (Fanpage / Google Business Profile / Facebook Ads / Influencer Casting)
- Achieved a cost per message of only 23,000 VND
Thách thức
Challenge
As this was the restaurant’s first time opening a store in Vietnam, the owner had no prior knowledge of the Vietnamese market and was unfamiliar with how to implement marketing strategies or promotional activities.
In addition, key platforms essential for attracting Vietnamese customers—such as Facebook Fanpage, Google Business Profile, TikTok account, and food delivery platforms (GrabFood / ShopeeFood / Capichi)—had not yet been set up.
Lack of Market Knowledge & Marketing Strategy
Limited understanding of the Vietnamese market, resulting in the absence of a clear promotional strategy and appropriate implementation methods.
Online Infrastructure (SNS & Maps) Not Yet Established
Key channels for attracting customers in Vietnam—such as Facebook Fanpage, Google Business Profile, and TikTok—had not yet been set up or developed.
Sales Channels & Brand Exposure Not Yet Leveraged
Essential activities to expand brand awareness—such as influencer marketing and establishing a presence on major food delivery platforms like GrabFood, ShopeeFood, and Capichi—had not yet been implemented.
Giải pháp
Solution
Leveraging Facebook Advertising
We developed an operational strategy centered around Facebook—the most popular platform in Vietnam.
To directly reach the target audience, Messenger was selected as the primary conversion channel, creating an environment that enables businesses to interact directly with users.
Building an Integrated Channel Flow
Created a new Facebook Fanpage as the central hub for customer acquisition, supported by tailored content and advertising strategies.
Established a TikTok account to facilitate influencer collaboration campaigns.
Set up and optimized Google Maps (Google Business Profile) to enhance visibility and drive foot traffic through map-based searches.
Maximizing Sales Channels & Brand Exposure
To strengthen credibility and expand brand awareness, we implemented influencer marketing campaigns to widely promote the store’s image and menu.
Through a multi-channel strategy, conversions significantly exceeded initial projections while maintaining strong cost efficiency (CPA optimization).
Kết quả
Results
Exceeded KPIs & Optimized Costs
Compared to the initial projections, the campaign generated a significantly higher number of messages (conversions) than expected.
Notably, the CPA was only 23,000 VND, substantially lower than the original forecast.
Rapid Brand Awareness Growth
Through a combined strategy of Facebook Ads and Influencer marketing, the brand—which initially had little to no recognition upon entering the market—was able to quickly reach a large number of potential customers within a short period of time.
Building a Strong Digital Foundation
The operation of the Facebook Fanpage and the establishment of Google Maps (Business Profile) created a solid foundation for sustainable, long-term customer acquisition in the future.
Tổng kết
Summary
Focusing resources on platforms that Vietnamese consumers use daily—such as Facebook (Messenger), Google Maps, and Influencers—was the key to success.
As a result, the strategy went beyond simply increasing brand awareness; it also established a high-quality conversion system (store visits, messages, inquiries) with low and stable costs.
This can be considered a highly positive starting point for future store expansion and the development of additional sales channels such as GrabFood.
If you are currently facing challenges in customer acquisition, feel free to contact us for a detailed consultation.
Trang "Influencer Casting Service" của DYM VIETNAM tại đây.
DYM VIETNAM’s "Influencer Casting Service" page here.
