Full-cycle social media campaign for Fantuan — Canada's largest Chinese food delivery platform. Built platform-native content systems across three channels, activated real-world brand events, and executed coordinated product photography to drive community growth and restaurant partner engagement.
In a crowded food-tech space, Fantuan needed social content that went beyond promotions — content that genuinely reflected the communities its restaurant partners serve. The goal was to build a consistent visual identity across Instagram, WeChat, and Little Red Book while driving measurable engagement among Chinese-Canadian audiences.
Developed platform-specific content systems for each channel — adapting tone, format, and cadence to audience behavior on each platform. Layered in coordinated product photography to elevate restaurant partner content, and activated live brand events to build offline community touchpoints that fed back into digital storytelling.
Consistent brand growth across all three platforms, with a 32% average engagement lift driven by high-quality visual content. The Fantuan × Little Red Book event activation created significant organic reach and brand-community association, demonstrating that experiential moments amplify digital performance.
Built platform-specific content calendars for Instagram, WeChat, and Little Red Book — adapting visual format, copy tone, and posting cadence to match distinct audience behaviors on each platform while maintaining cohesive brand identity.
Directed and produced coordinated product photography sessions for restaurant partners, created campaign posters and promotional graphics, and designed scroll-stopping social assets optimized for each platform's native format.
Planned and executed the Fantuan × Little Red Book brand activation event — from concept and logistics to on-site content capture and post-event digital distribution that extended the campaign's reach across social channels.
Tracked engagement, reach, and follower growth weekly across all platforms — using performance data to identify top-performing content formats and iteratively refine the creative mix throughout the campaign period.
Each post was engineered for its platform — short-form video for Instagram Reels, lifestyle photography for Little Red Book, and community-focused content for WeChat. The visual language stayed consistent (warm, food-forward, community-anchored) while the format shifted to match where the audience was spending attention.
Platforms
Coordinated editorial photography showcasing Fantuan's restaurant partner dishes — produced for use across platform feeds, promotions, and partner marketing materials.
Brand activation photography from the Fantuan × Little Red Book live event — documenting on-site community moments repurposed across all social channels to extend the campaign's organic reach.
Photography · Fantuan × Little Red Book Event Activation · 2024