Our campaign effectively leveraged the popularity of boy-love series to reach a wide audience and strengthen our brand's preference and image. By providing entertainment value and a unique approach, we set ourselves apart from competitors and positioned ourselves for long-term success in the market. Maximizing the data from our professional tools to see consumer trends and seek out what angle of communication we should be providing to consumers. We used entertainment to create a strong emotional bond with consumers and deliver our core services directly to their hearts.

LINEMAN is one of the top delivery services in Thailand, and we were determined to find entertaining ways to reach consumers and stand out in a crowded market during the pandemic. As a brand, we provide happiness through our delivery service. That's why we developed an entertaining series for consumers. By creatively incorporating our messaging into the series, we were able to effectively build brand image, increase awareness, and create a positive experience for consumers. We aimed to reach potential consumers and make them understand our core product value through an entertaining series. Also contributed to the development of a strong brand preference among our target audience. In short, our entertainment led strategy was a win-win for both our business and our consumers, and we believe it will pay off in the long run.

Our creative idea was born out of the question, "What if we could use a popular trend to tell the story of our brand and its values in a unique and engaging way?" That's how we came up with the concept of an edible series featuring a boy-love story. Not only did this idea capitalize on a popular trend, but it also allowed us to go beyond the traditional medium of marketing and provide a real experience for consumers in an entertaining way. By incorporating our brand messaging into the series in a way that resonated with our target audience, we saw potential in creating a good experience between brand and consumer to portray a positive experience of using our service through a creative and entertaining series. We're getting closer to putting our brand in the hearts of our customers. also embedded our positive image into their minds.

Our strategy was centered on creating a personalized and immersive experience for consumers that would foster a strong bond between them and the brand. By using entertainment series as a medium for creating easy-to-digest series, Plus, we utilized exclusive data to gain insights into our target audience and craft a story that they could emotionally connect with. We were able to create a full funnel approach that engaged consumers from online to offline, where they could get entertained by real life experiences from interacting with the series through ordering, engaging on social media, and creating series discussions. This carefully thought-out approach allowed us to create a memorable and impactful experience for our target audience, and we believe it will pay off in terms of brand loyalty and long-term success. Overall, our strategy was a well-planned and effective way to connect with consumers and differentiate ourselves in the market.

LINEMAN's "BITE ME SERIES" is a one-of-a-kind TV show that seamlessly blends the world of Thai boy love with the delicious flavors of Thai cuisine. portraying through TV on both an online and offline platform. Along with an active menu, viewers can indulge in the show's menu while they watch, making for an immersive and personal experience. Also, we used in-app activation to promote the series, providing not only entertainment but also delicious meals along the way. The brand has also effectively promoted the show through a variety of channels and repurposed content for various platforms. To top it off, LINEMAN even hosted a FANMEET event with the actors from the show, solidifying their commitment to delivering a truly unique and memorable experience.

LINEMAN's "BITE ME SERIES" campaign was an outstanding achievement, delivering exceptional results despite its limited budget of 4.5MB. The campaign generated a total media value of 30 MB and received over 400 orders during the on-air period. Social media saw an overwhelming response, with the #LINEMANxBITEME hashtag garnering over 20,000 engagements, a staggering 100 times higher than average.

This campaign was a major contributor to LINEMAN's growth of 288% in 2021 and a 15-fold increase in orders between 2020-2022.

As a result of the campaign's success, "BITE ME" was aired in 162 countries worldwide, expanding LINEMAN's global reach and brand visibility. This comprehensive campaign was a powerful way for LINEMAN to stand out in the highly competitive food delivery market and establish itself as a top choice for consumers.