In a crowded festive landscape, standing out during Lunar New Year (LNY) requires more than just increased ad spend—it demands strategic precision across timing, platform, and audience. To capitalise on this high-intent period, foodpanda partnered with LoopMe to launch a Connected TV (CTV) campaign focused on driving visibility for its groceries vertical.
The Challenge
LNY is a peak consumption period, but also one of the most cluttered. The goal was clear: maximise reach and ensure foodpanda groceries stayed top-of-mind as households prepared for celebrations.
The Strategy: Right Time, Right Place, Right People
- Right Time – foodpanda identified LNY as a key occasion where demand for groceries spikes—from spring cleaning essentials to reunion dinner necessities—making it a natural moment to amplify its grocery offerings.
- Right Place – With CTV consumption on the rise, especially in Southeast Asia, the channel presented an opportunity to engage audiences in a premium, lean-back environment beyond traditional mobile and desktop touchpoints.
- Right People – LNY is inherently social. Families and friends gather, often consuming content together on the big screen. This shift from individual to group viewing meant that CTV could unlock incremental reach, extending beyond foodpanda’s baseline media channels.
The Approach
By leveraging LoopMe’s CTV capabilities, foodpanda delivered targeted, high-impact creative into living rooms—placing its grocery deals directly at the center of festive planning moments.
The Outcome
The campaign successfully expanded reach during a highly competitive period, tapping into new audience segments and enhancing visibility for foodpanda groceries when it mattered most.
- 716,335 unique users reached
- 1.55M total impressions delivered
- 98.91% CTV VCR, strong video completion
Key Takeaway
CTV is no longer an experimental channel—it’s a strategic lever for incremental reach, especially during culturally significant, high-engagement moments like LNY.
