BRAND:
STRONGBOW
AWARD CATEGORY:
The Best Event with Social Media Strategy
CAMPAIGN TIME RANGE:
20/08/2023 - 30/09/2023
CREDITS:
ICON Media, Creative: Golden / Media: Dentsu Redstar / Event: P2P
CASE STUDY VIDEO
STRATEGY
Strongbow, as the leading alcohol brand for youngsters, has successfully established itself within the "chill" platform, dominating the communal relaxation space among Gen Z and millennial females since 2019. However, emerging competitors such as Saigon Chill and Chill Cocktail pose a growing threat by making a movement towards the same "chill" demand. Facing this increasing competition, Strongbow's challenge is twofold: not only to differentiate itself in a crowded market but also to foster genuine connections with Gen Z and Female drinkers.
Recognizing a truth about youngsters, they may come together in moments of unwinding, but they don't always feel a sense of belonging since they all have a diverse spectrum in the interpretation of "chill", with each individual holding unique perspectives on unwinding demands. Therefore, they need a sense of community that embraces their true selves so they can fully relax, be authentic, and live in the moment. Recognizing this gap, Strongbow, as a brand that always endorses chill demand, takes action to cater to every style and identity of chill by launching the groundbreaking Chill Festival—a summer destination exclusively tailored for youngsters. Positioned as a must-visit sanctuary for all chill fans, the Chill Festival aims to fulfill all conceivable chill desires, providing a space for young individuals to indulge in their unique relaxation preferences.
INSIGHT
Day by day, youngsters feel the pressure to indulge expectations from various aspects of their lives - whether it's their romantic partner, supervisor, clients, colleagues, or family - but the key question is - where is the opportunity for them to truly unwind and indulge? In these moments, youngsters often choose to "travel". To them, “travel” now plays as an escape for them from the headache of daily life. This desire is evident in the growing trend of seeking and engaging with topics related to "chilling," "travel," and "self-indulgence" on social platforms, as indicated by the significant interactions of 233 million, according to Crowdtangle.
Their need is simple: a chance to indulge themselves, embracing their true nature, totally loosen up, and live in the moment in a place where they feel belongings, despite whoever they are. From here, Strongbow emerges to clearly demonstrate its role as the companion that always supports and indulges youngsters in their authenticity.
Day by day, youngsters feel the pressure to indulge expectations from various aspects of their lives - whether it's their romantic partner, supervisor, clients, colleagues, or family - but the key question is - where is the opportunity for them to truly unwind and indulge? In these moments, youngsters often choose to "travel". To them, “travel” now plays as an escape for them from the headache of daily life. This desire is evident in the growing trend of seeking and engaging with topics related to "chilling," "travel," and "self-indulgence" on social platforms, as indicated by the significant interactions of 233 million, according to Crowdtangle.
Their need is simple: a chance to indulge themselves, embracing their true nature, totally loosen up, and live in the moment in a place where they feel belongings, despite whoever they are. From here, Strongbow emerges to clearly demonstrate its role as the companion that always supports and indulges youngsters in their authenticity.
CREATIVE IDEA
Strongbow introduce the campaign: “CHILL OUT YOUR NATURE - CHIỀU MỌI NẾT CHILL”, with the most indulging and satisfying gift to all youngster fans via CHILLTOPIA - THE MOST EMBRACING FEST IN VIETNAM.
This event aims to tap into and ignite the interest and curiosity of young individuals who are constantly struggling to satisfy all others, including those who desire to chill but are hesitant because they haven't found a matching place that aligns with their interests and personality to fully relax. Together, we shine a spotlight on Chilltopia as the inaugural and distinctive destination for all chill fans, where diverse authenticities converge into unified chill desires, fostering a sense of belonging and celebrating individual uniqueness. As travel serves as a favorite method for youngsters to temporarily escape reality while satisfying their desire for new experiences, CHILLTOPIA emerges as a destination offering a myriad of unique experiences while ensuring inclusivity and enjoyment for all.
CONNECTION PLAN
To effectively deliver the narrative for the CHILLTOPIA to all youngsters, we divided the campaign into 2 main phases:
Phase 1 (21/8/23 - 18/9/23) Drive awareness and excitement to trigger a hunting ticket.
Initially, Strongbow sparked enthusiasm among youngsters, portraying Chilltopia Festival as the ultimate chill-out destination. Many KOLs and influencers collaborated to tantalize and heighten the “chill” desire with Strongbow, or even challenge Strongbow to indulge and “chill” them, subsequently urging all youngsters to hunt for tickets on MoMo. Simultaneously, many official community pages like MoMo and Strongbow fostered interest through social discussions about their partnership by commenting and replying about the collaboration between Strongbow and MoMo. Additionally, Strongbow teamed up with influencers to announce and provide testimonials for the Ticket Hunt Challenge on MoMo, guiding youngsters on how to participate in the ticket hunt process at CVS. This not only piqued curiosity but also spurred youngsters to follow the trend and procure tickets themselves. It was a mutually beneficial collaboration between Strongbow and MoMo to promote product sales and encourage cashless payments among youngsters. Strongbow also began to introduce Chilltopia, emphasizing its unique activities, which cater to all chill vibes through four key pillars: “chill vibe”, “chill sound”, “chill style” và “chill drinks”.
Phase 2 (22/9/23 - 23/9/23) Make noise & amplification to Chilltopia
During this phase, Strongbow authentically aroused curiosity by partnering with various influencers, and content creators to share diverse & exclusive insights into Chilltopia, such as stage preparations and rehearsal performances…, generating buzz about the event. Additionally, these creators shared diverse and personalized experiences at Chilltopia, highlighting unique chill zones tailored to individual personalities. All content was delivered in real-time and authenticity, offering multidimensional perspectives to maximize the impact of Chilltopia and encourage all youngster to participate.
The winning point of the entire social storytelling was Strongbow's skillful narration of Chilltopia's story, presenting a diverse range of unique experiences in the most realistic way, making something branded become truly authentic, thereby impressing and attracting youngsters.
OBJECTIVE-BASE KPI
The campaign's success speaks volumes through its impressive metrics. From August to September, it sparked a total buzz of 200,000, captivating audiences across various social platforms. Moreover, the campaign achieved 11M views on TikTok, along with a healthy score boasting 100% Sentiment, 95% Virality, and 82% Diversity.
Strongbow achieved Top 13 in FnB Trend on Tiktok, Top 43 Tiktok Trend for total campaign, Top 72 Tiktok Trend for “CHILLTOPIA”, Rank #4 in Top 10 Hot Topics in week 18-24Sep (Kompa), Rank #6 in Social Trend in week 19-25 Sep (YouNet), Rank #6 in Top Topic And Trending Keywords in week 23-29 Sep (Socialite)..an astounding result as Strongbow was the only brand name to appear on the trend chart during this period. And particularly on the day of the event, Social media practically exploded with all contents and discussions focused on Chilltopia.
This outstanding performance propelled Strongbow to the Top 1 BSI for the Event category (CHILLTOPIA FESTIVAL), and secured the Top 7 ranking in the BSI Campaigns (CHIỀU MỌI NẾT CHILL) in September.
