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.

Our creative concept revolves around introducing the concept of "health is the new luxury" in an elegant and witty manner. Thus, we decided to enlist individuals with such influence to carry out the task, namely the trio: Diệu Nhi, MLee, and Huyền Baby - three beautiful, beloved personalities from the renowned reality show "Chị Đẹp Đạp Gió Rẽ Sóng," to narrate the conversation positively. To innovate our execution during Tet season, we adhered to two fundamental principles in creating our IMC assets - mass personalization and O2O2O engagement:    

For mass personalization, we began our strategy by launching a short film featuring Diệu Nhi, MLee, and Huyền Baby, drawing attention to the new trend: "A Fridge Full Of Vinamilk Yogurt" with various scenarios customized to Tet demands. Subsequently, we employed CGI billboard social assets with region-specific messages: North, South, Central, featuring Diệu Nhi & Huyền Baby along with the Cap Cut template to boost engagement. Additionally, we curated a set of Tet menus for each region delivered by renowned local KOLs to enhance consideration.    

Finally, we adopted an O2O2O approach with Tet reminders through online banner ads to prompt consumers' purchasing intent and effectively capture their purchases at the store through offline check-in activation activities.

[Make The Wealth Of Health Be Flexed Nationally]    

Step 1: Vinamilk Eating Yogurt - Dieu Nhi's Graceful Flex.  

Initially, to generate substantial attention about the new Tet flex, we produced a YouTube short film featuring Huyen Baby and her friend visiting Dieu Nhi's home. They brought traditional Tet foods like red sticky rice and sticky rice cakes and were impressed by Dieu Nhi's well-prepared treats, including Vinamilk Eating Yogurt. Dieu Nhi explained her desire to refresh Tet with healthier options, inspiring her guests to stock up and create their own recipes.  

To increase the story's reach and appeal to a wider audience, we created various shortened versions, including a 6-second version focusing on three aspects of Tet preparation: shopping, food, and beauty, optimized for the YouTube platform.    

Step 2: Vinamilk Eating Yogurt - Encouraging the Tet Flexing Movement.  

To ensure that the message resonated with consumers and generated positive consideration among them during the pre-Tet period, we launched a captivating CGI video asset featuring Dieu Nhi, with regionally customized call-to-action messages two weeks before Tet. After capturing our users' attention, we invited them to showcase their own preparations with Vinamilk Eating Yogurt on billboards using dynamic and joyful CapCut videos employing CGI frames with Dieu Nhi customized reminders. Additionally, we leveraged creative content from TikTok creators to spread the "flexing" movement with epic transformation effects to further engage users. This initiative successfully engaged a significant number of users, spreading the movement.  

To convert the movement into genuine consumer consideration, we developed digitally innovative 3D BILLBOARD content customized for three specific regions: North, Central, and South, establishing closer connections with consumers.    

Step 3: Vinamilk Eating Yogurt - transitioning from Tet flexing to real healthy Tet eating.  

To ensure that our digitally engaged consumers took action by purchasing Vinamilk Eating Yogurt during Tet, we created a series of dynamic display ads featuring Tet countdowns and a call-to-action message from Dieu Nhi. We also organized engaging offline check-in activities in major supermarkets to ensure that consumers who interacted with us on social media followed through with their purchases in stores. This O2O approach not only achieved the desired sales outcome but also generated additional authentic user-generated content on social media.

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.