top of page
LiHO: Social media audit and digital marketing research
I was tasked with conducting a thorough research of LiHO's online digital marketing efforts, social media auditing, user journey mapping and digital conversions. In my research, I also provide key recommendations to address areas for improvement.
TEAM | SEAN TAN
PROJECT DATE | 2 JUNE 2021
SOURCES CITED | SEE SLIDE DECK
SCROLL DOWN
FirstObj
What is LiHO?
LiHO is a Singaporean bubble tea brand established in 2017 by Royal T Group after their agreement to operate the Taiwanese Gong Cha franchise in Singapore had ended.
LiHO, meaning “How are you?” in Hokkien dialect, is positioned as a uniquely Singaporean brand of beverages, curated specially to appeal to the preferences of locals.
SWOT Analysis
STEEP Analysis
S
Being positioned as a beverage brand made for Singaporeans, LiHO has to adopt a branding style that’s prominently Singaporean and adopt a marketing strategy that attracts locals. This includes appealing to local cultures or norms, such as the dialect greeting “Li Ho?”
T
The rise of smartphone-based food delivery services such as foodpanda has provided LiHO a technological leverage amid the recent COVID-19 lockdown, which prohibits dining-in. These services have ensured LiHO stores can still draw profits from sales delivery.
E
LiHO, like other companies, have been affected by the slowdown of the Singapore economy. The COVID-19 lockdown has affected customers who don’t use food delivery services. Outlets still had to close down due to profit losses and employees’ safety.
E
Ingredients grown overseas (agriculture) from suppliers can be delayed due to slowdown in shipments incurred from COVID-19. LiHO has to carefully manage supply and demand of its beverages in order to adapt to this.
P
Bubble tea is considered a national symbol by the Taiwanese; the country of origin. Creating bubble tea with appeal to Singaporean preferences and marketing it as Singaporean beverages may be culturally sacrilegious in this regard.
High accessibility
Good taste
Brand
Perceptual
Map
66 stores
53 stores
37 stores
25 stores
Digital Media Ecosystem
Marketing Touchpoints
Social Media Audit
*Telegram profile photo does not contain LiHO brand logo
**Telegram description contains no mention of LiHO, only channel rules
***Based on Hootsuite’s Social Media Audit template, the Branding Check makes sure all accounts have consistent brand in profile photo, cover photo, description and icons. The LiHO telegram does not meet the Branding Check.
Let's look at their Instagram...
How about their Facebook?
Types of Content
Social Media Listening
Target Audience Profile
C O N T A C T
Have questions?
Let's get in touch.
Project brief
I was tasked with auditing LiHO Tea's social media platforms (IG, FB). I broke down my analysis for each platform into the brand's communication objectives, posting days (from the last 100 days), statistics (followers, etc.), and a brief content overview (highest and lowest performing types of content).
I broke down LiHO's social media content into four main categories; Community Engagement, Curated Content, Real-Time Content and Always On Content. I also mapped out LiHO's digital marketing ecosystem, and identified its various media marketing touchpoints.
I was also tasked with researching LiHO's digital marketing efforts. You can see more of that in the full slide deck below; which includes user journey mapping and the conversion funnel.
The multimedia above illustrates the findings of my social media audit, my proposed social media brand personality and four content pieces I designed, in line with the brand personality.
View the project slide deck here.
A multi-disciplined Media & Communication student from SP who's ready to create content that connects for your company's media needs
© 2022 by Sean Tan. Supported by Singapore Polytechnic. All Rights Reserved
bottom of page