Sydney Vietnamese tuckshop chain MissChu is using social to drive foot traffic to the business and keep it from heading into liquidation.
The business moved into voluntary administration at the close of last year and had noticed the news had dampened the flow of customers into its store. It is now turning to social to reinvigorate nostalgia toward its brand.
The campaign, by digital agency Cypha, is hinged around the social call to action “nothing's changed, we're still here”, to remind customers the chain is still open for business. It is also using the hashtag #weneedchu to encourage customers to share their love of MissChu's delicious Vietnamese treats.
In order to push its local, human message, the campaign will be featuring several of MissChu's staff behind the scenes through video, with the first launching today.
The campaign will run for two weeks on MissChu's social channels and its campaign website.
Cypha partner and technical director Daniel Christos said the campaign was designed to resonate strongly with the restaurant’s audience
“Brands need to start embracing content marketing as an alternative to more traditional PPC types of campaigns” Christos said. “The #weneedchu campaign is a great example of branded storytelling which we feel will resonate strongly with new and existing MissChu fans.”
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