First, we look into the world of Gen Z, where they use a very interesting style of communication language with many slang words, many newly created words, puns, or variations to express their personality. Their personalities and perspectives are stronger and more distinct. Therefore, we immerse ourselves in this fascinating linguistic world to effectively communicate with Gen Z.    

Second, Gen Z loves TikTok and Music more and more. There are so many popular Gen Z artists in Vietnam now who receive great support and love from the Gen Z audience, especially some young talented artists known from the Rap Viet contest. Besides, TikTok is an amazing world for Gen Z to share their thoughts, talents, and points of view, as well as entertain and get helpful information in many different ways.    

Finally, Gen Z is also a generation that dares to think, do, and be different and is full of talent and potential to develop themselves in the strongest and most freeway. Even though they are busy with their dreams and plans, they don't forget to take care of themselves, their physical and mental health, and their body and appearance. They know what they need to do and will take action if they see it as proper and effective.

When talking about a highly confident girl who shines in her way, Gen Z will call her a "Slay girl". The word "Slay" is commonly used worldwide (more than 29B #slay on TikTok) and is now widely used by Gen Z in Vietnam. We came up with the idea of creating a phrase that would highlight its character and nuance, making it more widely used and inspiring people. "Slay hết sảy" - a phrase that plays on words to create emphasis and rhythm and is easy to remember for both the listener and the speaker.    

But how can everyone be Slay, especially during the busy year-end period? "Slay" is not just about dressing up and completing the look. Dear, Klairs believes that taking care of oneself from the inside will help each person shine brightly, and skincare is essential. All year, your skin has endured many things, including the environment, weather, stress, testing of treatment products, etc. It's time for your skin to be pampered and cherished ("Chìll Ý Da"); use the simple products that are proper and effective with your skin in the long term. “Chìll” is also an exciting wordplay, meaning both “pamper” ("chiều") and "chill".    

So Dear, Klairs wants to "Chìll Ý Da" (pamper your skin) with gentle, benign products that keep your skin balanced and healthy, ready to "Slay hết sảy" and Cheer up at year-end parties. "Chìll Ý Da—Slay Hết Sảy"—It's time to love and cherish your skin. You will shine and slay in your way.  

To make this message work in both branding and sales-driven aspects, we planned to use Music as a campaign foundation to deliver the message memorably and interestingly. Then, Digital Ads and KOLs on TikTok would spread it in many different creative angles and formats to raise awareness and drive conversion on E-commerce channels.    

- For branding on social media, we deployed Ads on Facebook, TikTok, and Youtube (reach/ view/ engagements) on owned media channels and TikTok Ads on top-viewed, top-GMV, or key contents of KOLs to leverage the awareness and engagements.    

- For sales-driven, we applied Facebook CPAS, Facebook Click-to-web, and even Facebook Reach run on the ads samples already having CTA buttons, which lead to the Shopee Mall page. We did not have to run only conversion ads for sales-driven. With TikTok, we deployed ads on top-GMV, top-viewed videos of KOLs, and functional videos with products attached to the shopping cart on our owned channel. Besides, LSA (Live Shopping Ads) & PSA (Product Shopping Ads) accounted for a large part of our budget for TikTok to promote sales cost-effectively. We also spent the budget on Visibility banners, Search ads, and Shopee Live Ads to optimize the impressions and sales.

Dear, Klairs shared the message "Chìll Ý Da - Slay Hết Sảy" in this campaign, so Klairs first needed to "slay" in the way we communicated with the audiences and the images we presented.    

Firstly, we did not choose to launch this campaign with a single thematic video at the outset. We first created another perfect visible touchpoint to introduce the new Dear, Klairs campaign message - one big activation at the GENfest Music Festival in Vietnam during the year-end period. All of the vibrant, colorful, funny moments of this 2-day activation were captured and shared on TikTok, Facebook, and Instagram by multiple KOLs (Blingbaby, Hoc Xinh,...) and booth visitors. Besides, Dear, Klairs went with GENfest in a TikTok Challenge #DiFestSaoChoBest #GENslay that the KOLs and youngsters do their skincare with the gentle products of Klairs to get ready for the GENfest festival.    

Secondly, after generating curiosity and partially revealing our "Slay" concept, we proceeded with a series of photos featuring Slay Girls and Slay Boys, collaborating with top young KOLs in beauty, entertainment, and fashion. Especially we chose our muse in this campaign - Liu Grace, the talented female rapper in Top 3 Rap Viet. Liu Grace and four featured KOLs (Mai Ky Han, Yul Daily, Huynh Hung, Yum) were amazing representatives of the "Slay Hết Sảy" spirit that Klairs wanted to inspire Vietnamese young people in particular and people in general. Multiple short-form branding video ads with their appearances gain a lot of engagement, discussion, and conversion.    

And the peak moment had been coming. The new music video of Liu Grace "Chìll Ý Em" was released on YouTube as an animation video featuring Liu Grace's "slay" and cute appearance, which makes everyone extremely excited, especially Gen Z. With the special appearances of two Klairs's key products and brand placement cleverly throughout this video, we increased the awareness of the brand and key products as well. To amplify the message through the song, we utilized TikTok as a primary channel for KOLs and audiences to create diverse content. Liu Grace created a TikTok challenge based on this song so that all her fans and customers could create relevant content freely. Not only did they dance, but they also did their skincare, dressed up Y2K, and did their body training,...Liu Grace and her song inspired over 180+ KOLs and customers with the "Chìll Ý Da, Slay Hết Sảy'' spirit to be a better version, a "Slay" version.    

Besides, we still had functional ads, KOL contents, and live streams to persuade customers about the USP and the product's effectiveness. Our Big Livestream in Klairs Korean Tour, in collaboration with Call Me Duy, Diep Le, Chanh Beauty, and Be Duy, achieved a significant sales result: over 3 billion VND in revenue within only 7 hours.

After 3 months of campaign, we made outstanding results of both branding and sales:  

1. Sales result in uplift: Revenue increased by 25% compared to the previous 3 months and by 51% compared to the same period last year.  

The revenue on Shopee, TikTok Shop, and Lazada increased by 26% compared to the previous 3 months.    

The National Toner "Supple Preparation Unscented Toner" maintains the position of the Top 1 best-selling Toner Product on TikTokShop, Shopee, and Lazada, with the number of sales increased by 28.3% compared to the previous 3 months before the campaign. It was also the Top 1 most repurchased Toner on Lazada at the end of 2023.    

2. Quality Buzz Generated with #CheersKlairs, #ChillYDa #SlayHetSay  

- Overall, the campaign generated over 150 million impressions and 60 million views, reached over 30 million people, and received over 4 million engagements.  

- Nearly 200 pieces of content were created during the campaign.    

3. Brand Achievements:  

Dear, Klairs became one of the Top 5 Best Skincare Brands in Watson HWB Award Winners 2023.