“Are you hungry?"

   Chinese nation has been advocating" food the first necessity of man" concept. When people don't want to eat out in China, they will order take out. Eleme is online meal ordering phone app, which is very popular in China. Most of people place their order by eleme. 2009, This company established in Shanghai. At this time, elem app had only 17 restaurants participating online. But, in 2015, there are more than 180 thousand restaurants joining in elem app, also 10 million people are suing it with satisfaction.

   Why eleme can become Top 1 in food industry at short time? This is mainly because eleme have great brand campaign. In everyone's mind, when you feel hungry at home, you will naturally call mom. eleme team perceive people's behavior habit, and come up with the creative concept: " when you feel hungry, please don't call mom but call eleme. This mode have successfully engaged consumers.

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   Eleme invited Wong Cho Lam, funny star in China, to represent Eleme. Due to the advertising commentary are very catchy, people are easily to remember. Furthermore, Wong Cho Lam shoot a series of funny commercials about eleme app to reinforce the idea that when you feel hungry, use eleme. Therefore, people subconscious feel that when you are hungry, use eleme. In the book, author said that It's whether you're accomplishing a useful business goal and, on top of that, how you'll measure that success and then prove that the groundswell effort was worth it.(p62)

   Also, Eleme uses superstar endorsement to trigger a topic. 2016, When people knows Kobe will represent for eleme, everyone talks about this. This is his first time to speak for the Internet company.  Also, after Kobe retirement, they add #kobelsback# at the end of advertising. This make lots of kobe's fans exciting. These hot spots have brought a lot of attention to eleme.

  

Share  experience online

  When you order on eleme, it will let to comment this restaurant and delivery people service. For customer, People can see the comments to evaluate which one that they want to choose. It easily to let more people to order higher point restaurant. Also, For  merchant, eleme calls restaurants to share their experience, this is mainly because it can improve their service quality. 

  The successful campaign of eleme prove social media marketing significance. Good advertising and User experience is very important for every company to build their brand.