BRAND:
Vinamilk
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
01/12/2023 - 25/02/2024
CREDITS:
ICON Media
CASE STUDY VIDEO
STRATEGY
As the dominant leader in the growing yogurt market, Vinamilk Eating Yogurt consistently aimed to redefine norms with innovative approaches, changing the conventional view of yogurt from a basic dessert after a meal to a crucial element for maintaining daily gut health and immunity. With strong determination, Vinamilk Eating Yogurt once again pushed boundaries, seizing the opportunity to make a significant impact during Tet, which was the most competitive moment of the year.
However, the challenge lay in the fact that Vinamilk Eating Yogurt had not been traditionally associated with Tet customs, unlike other FMCG, fashion, and technology categories that dominated during this time. It was crucial for Vinamilk to carve out its niche and disrupt the communication market. Our analysis of Tet revealed that modern urban consumers were starting to shift towards a simpler and more health-focused Tet, prioritizing healthy options in their choices. Yet, the demand for improving gut health after Tet was still on the rise (as indicated by Google Trends).
Faced with this complex reality, we realized that Vinamilk Eating Yogurt needed to take a different approach to introduce the new behavior of consuming Vinamilk Eating Yogurt yet stay relevant towards Tet festive spirit.
We identified a social media trend known as "flexing," where individuals showcased their achievements such as completing a 10Km marathon, earning multiple degrees, advancing in their careers, and improving their BMI. This aligned well with Vietnamese culture as they often "flex" their accomplishments during Tet. Leveraging this insight, our creative strategy for promoting Vinamilk Eating Yogurt during Tet was to position it as a "new but recognizable" healthy choice that people would proudly feature, thus creating a new pattern of healthy eating habits among Vietnamese consumers during Tet.
INSIGHT
To create our own trend during Tet, we often see Vietnamese people showcasing their material abundance, but this may not be favorably viewed by the public, especially in 2023 - a year of economic downturn. Therefore, we explored that the definition of "wealth" is also reflected in "health" and it aligns with the behavior of our consumers when they stock Vinamilk Eating Yogurt in their refrigerators for daily consumption. This introspection led us to a profound realization: the most esteemed form of wealth that everyone can appreciate is "health wealth." This perspective is not only inspiring and meaningful but also easily accessible to everyone.
At the same time, Vietnamese consumers particularly enjoy entertainment content during Tet. This festive period is marked by joy and optimism, and laughter plays a crucial role in creating this atmosphere. The more diverse, cheerful, and festive the communication message, the more attention it receives. These customers have diverse views on yogurt and prioritize health concerns for themselves and their families, especially during Tet. Based on all this understanding, we chose the Continuous - Direct - Consistent strategy to reach them. The goal is to change the perception that yogurt is merely a simple dessert. Moreover, it is also a product that helps improve digestive health.
CREATIVE IDEA
Our creative idea focused on introducing the - wealth of health flex in a graceful, witty manner.Leveraging the power of influencer marketing, we collaborated with three beloved personalities from the popular reality show "Chị Đẹp Đạp Gió Rẽ Sóng" - Dieu Nhi, MLee, and Huyen Baby - to narrate the conversation in a positive light. By engaging these influential figures, we were able to tap into their extensive reach and credibility, effectively resonating with the target audience and driving brand awareness.
Along with the localized content strategy, we use KOLs with significant influence in the local community to promote the campaign.
CONNECTION PLAN
Our creative idea focused on introducing the - wealth of health flex in a graceful, witty manner.Leveraging the power of influencer marketing, we collaborated with three beloved personalities from the popular reality show "Chị Đẹp Đạp Gió Rẽ Sóng" - Dieu Nhi, MLee, and Huyen Baby - to narrate the conversation in a positive light. By engaging these influential figures, we were able to tap into their extensive reach and credibility, effectively resonating with the target audience and driving brand awareness.
Along with the localized content strategy, we use KOLs with significant influence in the local community to promote the campaign.
OBJECTIVE-BASE KPI
The Yogurt line of Vinamilk has made significant strides in the market, capturing approximately 2 percentage points of market share based on data from the Retail Audit T1.24, making it a dominant player in Vietnam. Moreover, the sales volume has seen a remarkable increase of over 15% compared to the previous period nationwide, as per the internal financial results of Vinamilk. This surge in performance coincides with impressive digital engagement, with nearly 15 million views and approximately 80 million impressions garnered across various platforms.
Furthermore, the brand has experienced positive shifts in consumer sentiment, as evidenced by the Brand Lift metrics. Favorability has increased by 2.9%, indicating a stronger positive perception among consumers towards the Vinamilk Yogurt brand. Additionally, there has been a notable uptick of 0.7% in Purchase Intent, suggesting an increased willingness among consumers to purchase Vinamilk Yogurt products. These metrics collectively underscore the effectiveness of Vinamilk's strategies in not only capturing market share but also in enhancing brand perception and driving consumer engagement and purchase behavior.
