In Thailand, competition in the delivery market is fierce. It is imperative for brands to stand out and provide the best possible experience to their customers. For LINEMAN, it is critical for us to not only provide quality service and food, but to also engage and ultimately connect meaningfully with our customers. We needed to redefine quality service and to be the best delivery app that provides top-notch quality in both our service and our food.

To do so, we needed to focus on raising brand awareness and emphasize the importance of quality. We needed to use purposive mediums to get closer to our consumers, with the purpose of building a strong connection with them and bring them even closer to the brand.

By focusing on quality and building engagement, we hope to not only stand out, but also create a loyal customer base that trusts and values our brand.

As a delivery service, LINEMAN knows how important it is to get closer to customers to be the top-of-mind brand in a competitive market.

Research showed that locked down Thai consumers were spending more hours consuming content series, and that the Thai boy-love genre was one of the most talked about genres in social discussions, along with cooking.

That is the challenge: how do we integrate a typical series while highlighting the distinct quality of service provided by LINEMAN to all of our locked-down customers?

That's how the first edible series—the "BITE ME SERIES"—was born.

combined with creativity, where we can integrate ideas with the core value of the brand. Bring out a meaningful boy-love story to portray the quality of our brand to build awareness and engagement among our target audience.

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.

The "BITE ME SERIES" campaign by LINEMAN was a huge success. By blending online and offline strategies, LINEMAN created a truly immersive and engaging experience for consumers. Despite a limited budget, the campaign generated a total media value of 30 MB (895,000 USD), far surpassing the initial goal of 4.5 MB (134,260 USD). This success was reflected in social media, where LINEMAN's share of voice (brand mentions) increased 40% month over month, the highest ever from any campaign activity.

The campaign also generated over 20,000 engagements on social media using the #LINEMANxBITEME hashtag, an incredible 100 times higher than the average. This level of engagement helped to increase LINEMAN's brand visibility and reach, attracting a high number of earned influencers.

As a result, LINEMAN's growth was 15 times greater over the 2020–2022 period, and in 2021 alone, the brand's total business revenue increased by 288%.