Panda Express
Great orange chicken, better influencer strategy. Turning a Lunar New Year campaign into 1.5M organic impressions.
TL;DR
Role
Account Coordinator (via Havas Formula)
Channels
Web, Email, SMS, Social, Product, Packaging
Output
3 product launches, 100+ emails, Product descriptions, Collaboration messaging
Panda Express needed to own Lunar New Year on social without a paid media budget. The challenge: how do you compete with QSR giants spending millions when you have zero dollars for promotion?
As an Account Coordinator, I built a campaign that generated 1.5MM impressions, 767K+ video views, and 60K+ engagements purely through organic creator content. The strategy mixed micro, macro, and mega influencers—maximizing reach while keeping content authentic to each creator's voice.
The breakout post from Grey and Mama pulled 200K+ impressions and 18K+ engagements by nailing the sweet spot between cultural celebration and craveable food content. The campaign proved that smart creator selection beats big budgets when you understand both your brand story and your creators' audiences.