The campaign strategically targets the vibrant demographic of domestic youth, with a powerful surge of national pride. The objective is to actively engage this audience, fostering progress through enriching experiences. However, the challenge lies in effectively conveying the meaningful concept of “đế #BÀO” to them in a way that is both impressive and instills a deep sense of pride.  

The brand delves into Vietnamese culture, recognizing certain elements that locals find irksome, such as the hustle and bustle, incessant pace, and rapid changes. Paradoxically, these very aspects, which might be deemed as nuisances, forges iconic traits in the bright side of Vietnamese youth - embodying uniqueness, whole-heartedness, and flexibility. Unfortunately, not many youngsters readily perceive the inherent beauty in these traits. The campaign thus aims to spotlight and celebrate these qualities, presenting them as distinctive facets that contribute to the essence of Vietnamese pride, making them stand out in a remarkable and prideful way.

Introducing the đế #BÀO Launching social campaign, meticulously crafted to embody the essence of three aspirational aspects: #BÀO_Cho_Gắt, #BÀO_Cháy_Máy, and #BÀO_Táo_Bạo. Each hashtag encapsulates the spirits forged by the youth, shaping them into the dynamic individuals they are today.  

To make these aspects palpable and relatable to the broader youth demographic, the brand embraces the challenge of finding influencers whose profiles seamlessly align with the campaign's ethos. Recognizing that the pulse of street culture beats not through a singular figure but within the community, Biti’s ambitiously collaborates with diverse street communities, spanning Fashion, Graffiti, Street Photography, Rap, Dance, Freeline Skate, Freestyle Football, Skateboarding, Parkour, Biking, and Tricking. This collaboration seeks to authentically deliver the campaign's spirit by tapping into the unique perspectives and expressions of these communities. By intertwining the brand with these dynamic influencers and communities, Biti’s aims to create a resonant connection, amplifying the aspirational aspects of #Bào and inspiring the youth to embrace their own vibrant spirits.

Rather than following conventional campaign phases, the brand has challenged itself to create a resounding impact consistently over a condensed period of two weeks. This ambitious goal hinges on immersing the campaign in the rich tapestry of street culture within various sub-communities, seamlessly integrating products through visually striking street photoshoots.  

In the initial phase, the brand strategically collaborates with esteemed sneakerhead influencers such as Fabo and AE Sneaker. These influencers conduct comprehensive reviews, highlighting the collection's exceptional features ranging from the sole and shoe cushion to the overall design. The reviews are meticulously anchored in the active performance of street culture activities, emphasizing harsh exposure and high energy, staying true to the collection's name.  

Following this, the campaign unfolds with the participation of prominent influencers profiles and communities representing diverse cultures. These influencers stage bold photoshoots, each showcasing their distinctive spirit, signature moves, and gestures synonymous with their beloved street culture aspects. By amplifying the dynamic energy and authenticity of these influencers and communities, Biti’s aims to create a lasting impression and generate a significant buzz within the tight time frame of two weeks.

In a mere two weeks in humble budget, the campaign successfully inundated social media feeds with a staggering total of 32 meticulously crafted and compelling photoshoot outcomes. These high-quality visuals, seamlessly blending products within the vibrant street culture narrative, strike a chord with the audience. The results are nothing short of extraordinary, as the campaign garners an impressive 68,918 engagements and captures the attention of a vast audience, amassing a remarkable 611,561 views. This resounding success not only reflects the strategic prowess of the campaign but also underscores its ability to captivate and resonate with the dynamic pulse of the target audience within a remarkably short timeframe.