Project Description

In this project, I collaborated with Meituan to enhance the market awareness of their Instant Rider Service. The primary goal was to connect the convenience and reliability of the service with a deeply emotional, relatable cultural moment. The campaign ideation strategically linked the newly released Slam Dunk (2023) movie with the service, leveraging nostalgia and shared cultural touchpoints to create a highly engaging narrative. The content was designed to be easily digestible for the TikTok platform while telling a story that resonated with a specific demographic.

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Client’s Request

Meituan approached with a clear goal for their Instant Rider Service:

• Boost brand awareness and recognition, particularly among a slightly older, established demographic.
• Establish a strong emotional connection between the service and the feeling of reliable, timely delivery.
• Create highly shareable and engaging content for the TikTok platform that capitalised on a current cultural phenomenon (the Slam Dunk movie release).
• Target the 30-40 year-old demographic by tapping into their shared memories of youth and popular culture.

Ideas

• Concept Development: I devised a concept built on a customer persona: a 40-year-old man who, after watching the Slam Dunk movie, felt a surge of youthful energy. The core idea was to show him using the Instant Rider Service not for an urgent delivery, but to fulfil a spontaneous emotional need: calling a rider to play an impromptu game of basketball together. This highlighted the service's immediacy and its role in connecting people.
• Scriptwriting & Storyboarding: The script focused on a short, emotionally impactful story arc: the man’s melancholic reflection on his youth, the spontaneous decision, calling the Meituan rider, the quick arrival, and the shared, joyful moment on the court. The storyboard ensured the focus remained on the ease of using the app and the instant arrival of the rider, clearly demonstrating the "Instant" aspect of the service.
• Production:
  1. Filmed a cinematic scene showing the 40-year-old protagonist using the Meituan app.
  2. Captured the rider’s quick arrival, showcasing the speed and reliability of the service.
  3. Shot the climactic scene of the man and the rider playing basketball, using dynamic, quick-cut editing to mirror the energy of a sports movie and evoke nostalgia.
  4. Emphasised key visual elements, such as the distinct Meituan uniform, to maintain a strong brand presence.
• Post-Production:
  1. Edited the footage into a concise, 60-second TikTok video, optimising for vertical viewing and immediate impact.
  2. Used trending background music and sound effects that resonated with the Slam Dunk theme to drive cultural relevance.
  3. Added simple, punchy on-screen text overlays to summarise the emotional message and the service's benefit (e.g., "Instant Delivery for Instant Fun").

Solutions

• TikTok Organic Post:
  1. The video was posted at a prime time for the target demographic (7 pm).
  2. Used a mix of relevant hashtags (#SlamDunkMovie #MeituanRider #Nostalgia #InstantService) to maximise discoverability beyond general followers.
  3. The caption encouraged users to share their own "youthful" memories, directly inviting audience interaction.
• Targeted Engagement:
  1. The video was cross-promoted on other relevant social platforms to drive initial traffic to the TikTok post.
  2. Monitored the comments section and actively replied, keeping the conversation about youth, basketball, and instant service going.