Mala Panda. Connecting strategy with execution.

Mala Panda is a Malatang F&B brand offering a customizable dining experience across its locations. The challenge goes beyond appealing food imagery: customers need to understand the product, find a nearby store and have a clear reason to try it. Opening campaigns need a consistent story across social, the website and the store experience.

MERA connects strategy, the IMC plan, photography and video, website content, advertising and operational coordination into a shared execution rhythm. Content is organized around attention, experience, offers and finding the store, rather than isolated posts. The Phan Huy Ich campaign is one example of this approach.

From visibility to discoverability

Website topics around products, dining, locations and franchising give customers more ways to explore the brand. Reported traffic moves from 305 in March to 1,096 in June, a 259.3% increase. This is a discoverability signal, showing the website playing a stronger role in brand exploration.

Connecting communication with visit intent

In July, the Phan Huy Ich Maps profile records 6,178 views, 520 interactions and 231 direction requests, alongside 257 menu views and 11 calls. These show how people move from exploration toward action. They indicate intent, not confirmed store visits, and the increase also reflects a new store opening.

Broader reach, a connected story

The opening report records 184,379 KOC views across four platforms and 1,959 shares. Experience led perspectives complement brand content and extend the Mala Panda story across more touchpoints. Personnel coordination, collaboration across departments and regular reporting connect the plan with execution and inform the next priorities.