BRAND:
L'Oreal Paris Viet Nam
AWARD CATEGORY:
The Best Use of Content Creativity
CAMPAIGN TIME RANGE:
1/6/2023 - 31/7/2023
CREDITS:
Starcom Media Agency
CASE STUDY VIDEO
STRATEGY
CHÍNH NỮ 2.0 - BUILDING A PURPOSE PLATFORM TO EMPOWER MILLIONS OF VIETNAMESE WOMEN
As a brand standing for Women Empowerment, in 2021, L’Oréal Paris successfully brought our global purpose platform “Women of Worth” to Vietnam, changing the way Vietnamese call women – “Phụ Nữ” with “Chính Nữ” – “Main Female” – confident, accomplished, and courageous to step into the spotlight. The campaign set a pedestal for brand purpose with promising results, including audience’s perception and brand power uplift. In 2023, we exploit a new angle of the story: Women’s success statement.
As women show more and more significance in the society and thrive in all sectors, it lingers our attention that, in Vietnam, on talking about their achievements, while men often make a statement of capability and leadership, women usually humbly attribute to luck with common phrases “cũng may” (lucky), “trộm vía” (god bless),… This modest statement is a result from social norm, where women are taught to be the supporting role and not to outshine men. Hence, till women actually shine, they inadvertently have to keep their voice down so as not to appear as “aggressive” or “blatant”. The downside is that, talk is not cheap. This statement can gradually erode women’s self confidence and discredit women’s worth when other women may believe luck is essential on their way to success.
This social dilemma, however, creates a unique opportunity for us to prolong Chính Nữ’s manifestation and set a unique standpoint for the brand. This year’s ambition is to:
1. Reprise awareness and become a talk in town
2. Accelerate brand power and increase “women empowerment”
3. Establish a long-term brand-do agenda to enable women’s entrepreneurship
INSIGHT
The genesis of L'Oréal Paris' "Chính Nữ" and its evolution into "Chính Nữ 2.0" platforms encapsulates a profound understanding of the nuanced struggles and triumphs of urban millennial women. In 2021, with the foundational insight that women often play a supportive role within the family, overshadowed by domestic responsibilities or undervalued in their professional journeys, L'Oréal Paris took a stand. Recognizing the discrepancy between the significant contributions of women and the recognition they receive, the brand initiated a movement to embolden women to own their stories, achievements, and ambitions.
The "Chính Nữ" platform was more than a campaign; it was a clarion call for women who have tirelessly dedicated themselves to their passions, whether it be through education, sports, or any field of endeavor, yet remained underappreciated or attributed their success to mere luck. L'Oréal Paris, with "Chính Nữ 2.0", aims to dismantle this diminishing narrative, spotlighting the relentless effort, dedication, and perseverance women invest in their dreams. "It’s No luck, It’s My Work!! Because you're worthy" isn't just a slogan; it's a testament to the merit and hard work of women, empowering them to claim their achievements with pride.
Ms.Ánh Viên as a promising athlete, her routine involves rigorous training, balancing a strict diet, and endless practice sessions. After 10,000 hours of sweat, tears, and undeniable perseverance, she stands on the podium, not as a woman favored by luck, but as a champion molded by her unwavering resolve.
Ms.H'hen niê entered the modeling industry at 18, facing stiff competition and stereotypes. Throughout 10 years of dedication, facing rejections, and refining her craft, she's now a role model for aspiring models, embodying resilience. Her success story is not serendipitous; it's carved out of persistent hard work and dedication.
L'Oréal Paris' "Chính Nữ 2.0" platform resonates deeply with the urban millennial female demographic, striking a chord with their aspirations and struggles. It acknowledges the duality of their existence—striving for professional success while navigating societal expectations. Moreover, by inviting the whole nation to engage in this conversation, L'Oréal Paris transcends individual narratives, advocating for a collective movement towards recognizing and celebrating the hard work and success of women as their own, not ascribed to luck. This initiative not only empowers women to own their stories but also encourages a societal shift towards genuine gender equality.
CREATIVE IDEA
With a strong advocacy for Women’s Worth in our core values, L’Oréal Paris believe behind a woman’s success is a lot of hard work, not luck. As Chính Nữ, women should be proud to acknowledge the real materials of their achievement, not only for self-worth but also a push in women’s morale in total. We want them to say “It’s No luck, It’s My Work!”
THE APPROACH
A heart-touching and down-to-earth approach was created. Instead of lecturing on what to say, we let them see it with real-life stories. Believing in women-to-women resonance, L’Oréal Paris select most successful women across sectors (beauty, business, sports, entertainments…), dissecting elements behind their success, making a worthy statement and encourage millions to do so.
CREATIVE DEVICE
THE DICE is core creative device of the campaign. Usually, dice is a symbol of gambling luck with random numbers popping from each roll. But in Chính Nữ’s universe, we transform it to “The Dice Of Efforts”, changing the numbers into keywords of women’s worth “Efforts”, “Capability”, “Talent”,… This signifies a transformation in mindset, in which women hold their worth, not luck, to win the game of life.
CONNECTION PLAN
The campaign had an end-to-end execution to twirl up social media, raise our voice and encourage women to join the movement.
1 - TRIGGER THE TALK
Believing the topic “Men’s success is capability, but women’s is just luck?” can create a controversy and stunt, we got the whole social media to make noise about it. Hence, we raised it through Vietcetera and 50 social communities, triggering 10.000 organic debates with diverse viewpoints.
2 – RAISE THE VOICE
The commando started with assets on brand’s owned channels (Youtube, Facebook and Tiktok), featuring 03 inspiring women of diverse backgrounds:
Thao Nhi – Beauty queen and businesswoman
Helly Tong – A social activist
Thuy Minh – An MC & Chef content officer.
Simultaneously, from 03 brand assets, we get the provactive voices from 50 KOLs (business, sports, fashion, activism,…) on personal Facebook and Tiktok. Also, the hype decentralized into small women’s communities, capturing women’s efforts in home-caring, child-raising, relationship- management,… to waive a grand tapestry of women’s efforts everywhere.
We also partnered with Kenh14 to have an exclusive content stream with inspiring stories about women efforts.
3 – ENABLE ACTIONS
Real women were invited to make a worthy statement with an AR Filter and Capcut contest, generating 14.000 stories. Each stories shared would donated 10k VND to our Chính Nữ Academy Foundation.
Then, we introduced Chính Nữ Academy. From stories shared along Chính Nữ 1.0 & 2.0, we saw that women still face a challenge in knowledge and skill when they want to stand independent. Hence, this program started with training course Pioneer Women Empowerment in Vietnam, cooperating with L’Oréal Foundation and Assist. The course offers trainings about E-commerce and small entrepreneurship on https://digiedu-loreal.com/. We also partnered with Women Union, NGOs and vocational colleges to organize offline training sessions. Upon completing the course, women can start their cosmetics shops or apply to be an eBA with supports from L’Oréal Paris.
The campaign emphasized 80% investment on mobile, covering cross platforms (Youtube, Facebook, Tiktok) to capture full audience journey. We also utilized Social Heat to define influencers and communities that generate sizeable women-related discussions.
1. Aiming to widespread the debate, we got Social Heat’s help to pre-define communities potential for booming discussions. The tool also analyzed netizens’ viewpoint and determine the perfect dropping-time for our brand voice.
2. We launched 03 ambassadors’ films simultaneously on Youtube, Facebook and Tiktok with respectably suited formats:
• Youtube: Horizontal films, pushed for trueview with contextual targeting to maximize reach among female 18-45.
• Facebook: Square formats on our fanpage and ambassadors’ pages, amplified by Media boost.
• Tiktok: Reach younger audience with vertical formats.
3. 50 KOLS were selected based on background variety and verification of social reach via Social Heat to share their stories on Tiktok and Facebook. We identified best performing assets to push media. This created a more diverse and authentic exposure to audience. Then, we called for a movement, getting 10.000 women’s UGC. The engagements were customized with AR Filter for Facebook and Capcut for Tiktok.
4. We leveraged influencers’ image on all assets, from onsite to offsite media CPAS. We also ran a hackathon livestream on Tiktokshop, inviting Chính Nữ celebrities to join the sessions, sharing their effort stories via interactive challenges and link to our focused product sale.
OBJECTIVE-BASE KPI
The campaign run-time (June) was not an ideal occasion for women related topic, rather, a summer hot zone with lots of vibrant campaigns from Beverages and Personal Care brands. The battle for talkability, hence, was tough.
Besides, After launching in March 2021, Chính Nữ was halted due to Covid. With over 2 years apart, pressing the restart button also poses a challenge in audience recall of the platform and its message.
Behavioral results: We successfully took over social Media, No.1 Buzz In Beauty & Personal Care (Buzz Metrics): 382k buzz, 1.8M Interaction, audience scale of 122k, sentiment score 1.0
High engagement rate of Hero assets across social platforms:
• YouTube achieved 70% completed views (x3 vs. market benchmarks)
• Facebook achieved 5M completed views, 50K post engagement, VTR of Facebook was 61% (x1.2 vs FMCG benchmark)
• Utilize thematic asset for Ecommerce with CTR at 0.55% (x1.8 vs FMCG benchmark)
The social commando also earned remarkable results with
• Organic 18M KOLs video views
• 50 top KOL
• 300 middle KOLs & communities
• 14k UGCs from AR filter & Capcut
