15M Views and Increasing Google Trends: DRIM’s Hyperlocal Influencer Marketing Strategy driving store visits for Chinese Wok

Chinese Wok: Bringing Authentic Chinese Flavors to Every Corner

Chinese Wok reigns supreme as one of India's foremost quick-service restaurant chains, beloved for its authentic Chinese delicacies tailored to Indian taste buds. Renowned for intense flavors, fresh produce, and swift service, the brand enjoys widespread popularity. From zesty stir-fries and savory rice bowls to juicy dumplings and flavorful sauces, every plate carries a balance of authenticity and convenience. Whether savoring a quick bite or enjoying a relaxing meal, Chinese Wok encapsulates the heartwarming charm of Chinese cooking within India's busy urban landscapes.

Spanning prominent locations, Chinese Wok remains steadfast in its mission to make exquisite Chinese cuisine accessible, budget-friendly, and delightful for all.

Driving Chinese Wok’s Hyperlocal Growth with DRIM

Committed to strengthening ties with local audiences and escalating footfall, Chinese Wok collaborated with DRIM, a leading performance-driven influencer marketing platform famed for its data-driven insights and extensive network of over 250,000 influencers. DRIM supported Chinese Wok in designing marketing campaigns that did more than just raise awareness — they prompted tangible offline engagement.

Combining hyperlocal targeting with contagious viral content, the alliance between Chinese Wok and DRIM transformed digital noise into in-store visits. Armed with DRIM's expertise, the brand extended its digital reach, stoked enthusiasm, and ensured countless customers discovered the pleasure awaiting them at their closest Chinese Wok outlet. This triumph marks the fusion of great social media strategy, hyperlocal outreach, and high quality influencer marketing — a potent combination that enchanted hearts and filled stomachs alike.

Reel with 32K+ Likes and 1.4M+ Views

Challenges Chinese Wok Set Out to Solve with DRIM

Chinese Wok entered this marketing campaign with clear goals designed to strengthen its market standing and drive meaningful results. The key challenges were:

1. Boost brand awareness and store footfalls across 232 outlets
   With a growing network of stores, Chinese Wok needed to ensure higher visibility and consistent foot traffic at every location.
2. Establish high street outlets as the go-to dining destination
   The focus was on creating strong local engagement and positioning Chinese Wok’s high street outlets as the top choice for customers in those areas.
3. Promote the Super Bowl Combo as the hero product
   Although the ₹99 Super Bowl Combo held immense potential to stimulate customer interest and footfall, targeted promotions were necessary to elevate it as the main attraction.

These challenges set the stage for a campaign that combined hyperlocal strategies with digital influence to drive both awareness and action.

The Strategy Behind Chinese Wok’s Campaign Success

To meet the brand’s objectives, DRIM designed a data-rich influencer marketing strategy focused on hyperlocal engagement and measurable impact. The approach combined data-driven influencer selection with compelling content and direct audience interaction to drive both online buzz and in-store visits.

1. Leveraging DRIM’s ML-powered influencer database
   Using its AI-driven network of over 250,000 influencers, DRIM identified top-performing food influencers with proven conversion rates. This ensured the right influencers—those with robust local ties—were picked to spotlight Chinese Wok's outlets effectively.
2. Aligning viral content with the ₹99 price point
   Centering the campaign around the ₹99 Super Bowl Combo, DRIM conceived viral content hooks, collaborating with food influencers in high-traffic zones. These creatives were engaging, shareable, and perfectly attuned to capturing audience attention.
3. Driving store visits with targeted CTAs and DRIM’s reply bot
   To convert engagement into action, DRIM promoted Chinese Wok’s prime locations by directing audiences to their nearest outlets. The DRIM reply bot played a key role in sharing store addresses, ensuring customers knew exactly where to redeem the offer.

This strategy blended influencer reach, local relevance, and seamless audience interaction, making the campaign both engaging and result-driven.

The Campaign Plan: Turning Strategy into Action

To bring Chinese Wok’s campaign vision to life, DRIM executed a detailed, multi-phase plan that combined team coordination, influencer selection, and content creation. Every step was crafted to ensure local engagement and measurable outcomes.

Step 1: Building a High-Performance Team

A specialized team of 60+ professionals, comprising content strategists, project managers, and influencer scouts, was recruited. This elite team oversaw the campaign's lifecycle, vetting 142 influencers from 4181 applicants and narrowing down to 76 hyperlocal stars. Beyond mere organization, they ensured influencers mirrored the brand's voice and objectives, laying the bedrock for a curated social media campaign.

Step 2: Strategic Content Creation

Contrary to conventional influencer marketing campaigns, each chosen influencer underwent rigorous training on Chinese Wok's brand tone, product highlights, and key messaging. This ensured that every piece of content was not only engaging but also on-brand.

• Positioning the ₹99 Super Bowl Combo as the Hero Product
  The ₹99 Super Bowl Combo was at the heart of the campaign’s content strategy. Influencers were trained to highlight this value-driven offering, creating engaging narratives around taste, affordability, and excitement. This approach helped the combo stand out, becoming the key driver for audience engagement.
  
  

Reel switch 31K+ Likes and 1.1M+ Views

• Coordinating Store-Level Shoots Across 70+ Prime Locations
  

Additionally, store-level shoots were coordinated across 70+ prime locations, making sure that content felt local, authentic, and visually appealing. This step played a major role in making the Super Bowl Combo the centerpiece of the narrative.

One standout moment came from a top-performing influencer in Thane, whose content went viral, driving Google searches for that store to skyrocket—eventually making it the second most trending location on Google Trends. This demonstrated the power of well-crafted content in driving real-world attention

Reel with 13K+ Likes and 1M+ Views

Step 3: Leveraging DRIM’s Reply Bot for Direct Engagement

The campaign integrated DRIM’s proprietary reply bot, a direct messaging tool between influencers and their followers. This allowed influencers to instantly share store addresses with interested audiences, making it easy for them to locate the nearest Chinese Wok outlet. This step ensured that digital engagement translated into real-world visits, adding measurable value beyond just views and likes.

The Results

The Chinese Wok marketing campaign ran from 27th January 2025 to 13th February 2025, covering 15 days of targeted hyperlocal engagement. Focused on driving both digital visibility and in-store footfalls, the social media campaign delivered exceptional results within a short span.

• Publications: 102 influencer posts
• Views: 15.5 million
• Reach: 16.9 million
• Likes: 350,000+
• Engagement Rate: Over 2%
• Google Trends: The Thane outlet reached the #2 trending spots on Google Trends, fueled by viral influencer content.

Beyond these core KPIs, the influencer campaign achieved notable wins:

• A customised client dashboard provided real-time performance tracking, helping Chinese Wok with monitoring campaign progress and map brand upliftment across key outlets.
• The weekly campaign budget grew 3X during the campaign, leveraging early success to scale impact further.

This combination of strategic planning and execution ensured the campaign not only met but exceeded its goals.

The Project Maestros Behind the Success

• Project Head: Ksenia Korneva
• Head of Growth: Anwesha Sarker
• Senior: Sheetal Upadhyay
• Key Account Manager: Parv
• Head of Affiliates: Anna Morozova

Turning Footfalls into a Movement

This marketing campaign proved that with the right strategy, local engagement can scale into millions of views and real-world results. Chinese Wok didn’t just capture attention, they turned it into action, driving customers straight to their outlets and creating buzz that trended on Google.

Want to make a real impact for your brand?

Partner with DRIM and turn your marketing into measurable success. Connect Today!