More than 4,500 table-booking inquiries in 6 months for a Chinese restaurant brand
Integrated social marketing for a Chinese restaurant brand: a mascot, a rebuilt fanpage, paid ads, community seeding and a Google Maps review campaign, all aimed at online table booking.
- CLIENT
- Khang Điềm Sâm
- SECTOR
- F&B (restaurants)
- SERVICES
- Social media, Paid social, Community marketing, Local reviews, Brand design
- YEAR
- 2024–2025
- ROAS
- 5,100%
- December 2024 to May 2025
- Table-booking inquiries by inbox
- 4,500+
- In 6 months, December 2024 to May 2025
- Against the committed inbox KPI
- 3x
- Weekly table bookings
- +130%
- Average, from the restaurant's weekly booking reports
- Monthly revenue growth
- +17%
- Average, from the same reports
- Google Maps rating
- 4.6
- 3,500+ reviews attracted
Challenge
Founded in 2015, Khang Điềm Sâm is a restaurant brand serving refined Chinese cuisine for Vietnamese diners: a modern take on traditional Eastern elegance, with every dish adjusted to local taste while keeping the character of classic Chinese cooking. Its main offers are a Dimsum buffet with 50+ flavors at VND 248k, and an à la carte menu with banquet rooms for gatherings.
The goal was to raise the rate of online table booking by building brand awareness on social platforms, strengthening affinity among new and existing customers, and lifting restaurant sales. Three obstacles stood in the way:
- Low brand recognition, because the brand had not been a priority.
- Social platforms without a consistent image or voice.
- Sales programs that depended on the restaurant's own operations.
Approach
We built an integrated marketing program in four phases, starting in October 2024.
- Warm-up (October 2024): restart the fanpage after a long period without investment, set a social guideline, and align content and design.
- Branding (November to December 2024): build on the first month's results and push brand communication harder to lift conversion over the 2024 holiday season.
- Performance (January to March 2025): after three months of steady results, focus on converting social content and sales programs.
- Campaign (April to May 2025): with the restaurant's 10-year milestone, run short campaigns to raise conversion further.
Five workstreams ran across those phases:
- Brand mascot: a character inspired by the lion of the lion dance, with design details tied to the brand and a personality diners can relate to.
- Fanpage development: with 83% of Vietnam's population on Facebook, the fanpage became the main channel for reaching diners and turning them into bookings. The posts were rebuilt with a consistent visual style and a clear message.
- Paid ads: paid placement to extend reach among social users.
- Community connection: discussion topics in 50+ food communities and a minigame, aimed at highly relevant customers.
- Google Maps reviews: a review campaign to make the brand visible on Google Maps and raise its recognition.
Results
From December 2024 to May 2025 the program produced 4,500+ table-booking inquiries by inbox in six months, 3 times the committed inbox KPI. ROAS reached 5,100%. Weekly table bookings grew by 130% and monthly revenue by 17%, both averages from the restaurant's weekly booking reports.
Paid ads, October 2024 to May 2025 (against February to October 2024)
- Page visits: 769,064 (+704.9%).
- New inbox contacts: 5,999 (+266%).
- Reach: 3,894,649 (+720.9%).
- Engagement: 43,737 (+674.7%).
- Impressions: 8,961,466.
- Posts: 105 (+184.5%), with an average engagement rate of 26.8%.
Community and reviews
The minigame drew 15,000+ interactions. The Google Maps campaign attracted 3,500+ reviews with an average rating of 4.6 stars. Seeding across food communities produced a good word-of-mouth effect, which raised brand awareness and brought in table bookings.
