By leveraging the robust connection between The Masked Singer Vietnam and 1664 Blanc's creative platform, this partnership harnesses the show's unique format of celebrity unmasking, embodying the brand's inherent unexpectedness. This collaboration seamlessly guides audiences from intrigue to product immersion through a range of communication activities, enriching experiences with its French heritage, exquisite taste, and playful sophistication.    

The strategic fusion of the Influencer channel with The Masked Singer Vietnam epitomizes a perfect synergy in this campaign, vividly showcasing the brand's core values of Gatherings, Playful Surprise, and Fun Moments. Moreover, prioritizing Influencer channels can significantly amplify Conversations and trial rates, maximizing campaign effectiveness.    

The combined allure of the show's excitement and the unpredictability of Influencer engagement ensures that the social impact remains consistently vibrant, sustaining the campaign's momentum and enhancing brand visibility.

In our innovative approach to the collaboration between 1664 Blanc and TMS 2, we focus on elevating brand awareness and narrative storytelling through influencer engagement by:    

Firstly, meticulously handpicking influencer representatives who embody the essential elements required by the brand and resonate with diverse target audiences. These influencers, serving as ambassadors of 1664 Blanc, span various roles, styles, passions, and professions, effectively showcasing the brand's multifaceted nature and establishing genuine connections with users.    

Secondly, we employ a strategic approach to content placement, ensuring that brand stories are seamlessly integrated into events and gatherings without feeling forced. By allowing consumers to naturally engage with the brand in these settings, we enable them to enjoy firsthand experiences and form authentic opinions.    

Thirdly, we meticulously balance and allocate influencer tiers across different stages of the campaign to create a diverse and impactful combination of voices. Culminating in a grand concert uniting all ambassadors, this approach ensures a cohesive 5-month campaign that resonates with audiences.    

Empowering influencers with creative freedom, we encourage them to infuse their unique twists and surprises while staying true to the brand's ethos of "Good Taste with a Twist" This allows for a dynamic storytelling process that effectively bridges the gap between online and offline experiences, accurately conveying the essence of the brand to consumers.

Throughout the campaign, influencers have played a pivotal role in bridging the Creative Idea with amplification, crafting and disseminating playful and surprising narratives centered around Mr. 1664 Gentleman and the renowned French beer brand.    

Pre-show activities aimed at igniting social media discussions about the 1664 brand and building anticipation for the collaboration with The Masked Singer. The introduction of Mr. 1664 Gentleman officially announces the partnership to entertainment communities.    

During the show, a series of engaging activities unfolded:    

Brand Melody Challenge: In August, a TikTok viral sensation reshaped brand association by encouraging users to interact with favorite influencers through duets, dances, and remixes. Starting with Quang Dang's video dancing with Mr. 1664, the challenge went viral with participation from KOLs like Ung Hoang Phuc, Song Luan, and ST Son Thach, creating a trending jingle on TikTok.    

Mini-games Series "What Surprise Inside": In September and October, leveraging The Masked Singer Vietnam's popularity, mini-games engaged users by guessing surprises hidden beneath the "magic hat" of 1664 Gentleman. Interactions with diverse communities and influencers such as Bich Phuong, Duy Khanh, and Micro KOLs/TikTokers amplified engagement and fueled debates.    

Offline and Online Integration - "Surprise Open Events": The campaign seamlessly fused online and offline realms through "Surprise Open Events," featuring unmask performances with The Masked Singer Vietnam mascots. Partnering with mascots like Jelly Fish/Unicorn/Lady Fox/Unicorn/Hippo Happy,..., influencers online & offline and communities amplified the excitement, promoting brand activations and sales promotions compellingly.    

Meeting Mr. 1664 Gentleman at TMS Concert night: The campaign climaxed at the concert with Mr. 1664 Gentleman's identity reveal, sparking explosive discussions. Through exchange activities and beer enjoyment at the 1664 Blanc booth, the event ignited social media conversations.    

Over 300 artists/KOLs/KOCs/TikTokers served as ambassadors throughout the campaign, inspiring and conveying captivating stories.

In a period of 5 months, the result was transformative as bellowed:    

1/ Quality Buzz Generated  

For Brand awareness after campaign, we went viral on Social media  

The campaign was carried out with more than 300 Celebs/KOLs/Tiktok/KOCs  

More than 3 million engagements, more than 500 outcomes, more than 37 million views    

- August 2023: 17,507,000 million views on Tiktok  

- September 2023 - BSI TOP 3 Campaign  

With 535,430 discussion buzz, 1,653,339 engagement, 5,835,900 million views  

- October 2023 - BSI TOP 7 Campaign  

With 328,535 discussion buzz, 1,064,481 engagement, 11,581,500 million views, 200,000 CCU  

- October 2023 - BSI TOP 2 Events  

With 281,218 discussions buzz  

- December 2023 - BSI TOP 4 Events  

With 134,872 discussion buzz, 522,102 engagement, 4,105,100 million views, 150,000 CCU    

6 times in the TOP 5 YMI Brand of the Month in the months of April, May, June, September, October, and December.    

2/ Sales result uplift  

Revenue saw an impressive near-triple increase compared to the prior year  

The brand's offline outlet stores experienced a doubling in growth, soaring by 200% from the previous year.    

3/ Strengthen the brand awareness in the beer market