BRAND:
COCOON
AWARD CATEGORY:
The Best Societal Impact Campaign
CAMPAIGN TIME RANGE:
01/11/2025 - 01/04/2026
CREDITS:
CASE STUDY VIDEO
STRATEGY
The situation regarding stray animals in each country is highly complex. In Vietnam, 5 million dogs and cats are still killed annually for the pet meat trade; these are animals that have been abandoned, live as strays, or were kidnapped. Furthermore, rabies vaccination rates remain low, with only about 58% of pets vaccinated and significant disparities existing between regions. Notably, 98% of human rabies cases originate from dogs and cats, and 100% of rabies deaths are due to a lack of vaccination.In Malaysia, over 2 million stray animals roam the streets annually. According to Islamic beliefs—the country's primary religion—touching dogs is considered "Haram" (forbidden), leading to an increasing number of abandoned dogs and very low adoption rates. While sterilization is the most humane way to reduce the stray population, the high cost (250RM ≈ 1.5 million VND) means many are unwilling to pay for stray animals.As a brand that consistently stands for animal rights, we cannot remain indifferent.
INSIGHT
According to the World Organization for Animal Health (WOAH/OIE), over 80% of rabies cases occur in rural areas, and 4 out of every 10 deaths are children. Children are often attacked in the head or face area—regions close to the central nervous system—leading to a short incubation period and increasing the risk of death if not treated promptly. In Vietnam and Malaysia, most brands focus their CSR campaigns on human-centric issues, causing the importance of rescuing stray animals to be overlooked. Many do not realise that helping strays is also a way to build compassion in children and protect humans from potential health risks.
CREATIVE IDEA
In November 2025, we launched the "Saving The Strays" campaign in both Vietnam and Malaysia. Specifically in Malaysia, we avoided the phrase "Dogs & Cats" to minimize religious barriers. For us, shower gels and body scrubs are essential products that everyone uses daily. This serves as a medium for Cocoon, along with partners AAF (Vietnam) and Guardian (Malaysia), to spread the programme's message to a wide audience. By selling limited-edition products to fundraise for future activities, we turn daily body care into a reminder of the importance of helping strays, thereby fostering awareness and compassion.
CONNECTION PLAN
In the Vietnamese market, we collaborated with AAF to launch a series of activities: Donated over 5 tonnes of food, supplies, and medical support to animal shelters across Vietnam. Donated 20,000 doses of rabies vaccine and implemented vaccination drives in localities with high rabies rates. Organized educational campaigns in schools to raise awareness about rabies and provide guidance on prevention and handling animal attacks.
Organized the "Dog & Cat Festival" to provide pet care knowledge and offer free on-site check-ups by highly qualified veterinarians from AAF.In the Malaysian market, we recognized a clear divide in the customer base: Offline (mostly Indian and native Malay) and Online (mostly Chinese).
Therefore, Cocoon implemented the following:Sold only the "Cat version" at Guardian (exclusive partner) while selling both "Dog and Cat versions" online to prevent revenue loss due to cultural prejudices.Partnered with SPCA—a long-standing animal shelter in Malaysia—to conduct animal welfare programs, leveraging the influence of the Queen of Selangor to reach all levels of society.Collaborated on World Animal Day events, inviting children to educate them on animal love and stray animal awareness.Organized the "Potong Royong" mass sterilization event, allowing owners to bring pets for free check-ups and sterilization at a 80% discount compared to standard prices.
OBJECTIVE-BASE KPI
[1] objective: Awareness | platform: Tiktok, Instagram, Facebook | metrics: Reach | kpi: 5.000.000 | result: 10.000.000 | compare_with_benchmark: 200% | source: Media
