Food & Beverage / QSR · Vietnam · 2023
Lotteria: Scaling Lotteria's Brand Reach Through Precision KOL Marketing
AKA Digital managed a large-scale influencer marketing programme for Lotteria Vietnam — orchestrating KOL campaigns across Instagram, TikTok, and YouTube to drive brand love and in-store footfall among Gen Z consumers.
The Challenge
Lotteria faced fierce competition from McDonald's and KFC for Gen Z mindshare. Traditional OOH and TV advertising had declining effectiveness with their core 16–25 demographic. They needed an influencer strategy that felt authentic — not just awareness-driven — and could translate online engagement into in-store visits.
Our Approach
Powered by SocialMind — AKA Digital's proprietary AI social management platform — the team identified and contracted a tiered influencer roster — from macro food bloggers to micro lifestyle creators — each selected for their genuine engagement rates and audience demographics. Campaign briefs were designed around product moments (new menu launches, seasonal specials, combo deals) that gave influencers authentic content opportunities. Performance tracking linked online content to offline store promo redemptions.
The Outcome
The Lotteria KOL programme delivered sustained earned media reach across multiple campaigns, with promo code tracking demonstrating direct attribution from influencer content to in-store transactions — a first for the brand in Vietnam.
Technologies Used
AKA Digital Solutions Deployed
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