It’s that time of the year again when Tet is coming close. All the people get the excitement of the Tet holiday with the festive breeze and decorations being set up around the corners.

While Moms couldn’t wait to be extra busy with cooking & shopping in preparation for Tet, Dads are looking for ways to refresh the living environment without spending a fortune on new furniture, a new car, or anything new. Folks can’t find any better occasion to dress up and travel. Basically, it’s the only occasion that makes every hard work during the year worthwhile.

After all the adversities that had cast a dark shadow on people’s lives for the last two years, especially in the first half of 2021, people have been motivated to seek a symbolic object of resilience with a positive mindset to welcome this year’s Tet holiday. Replacing old items with new ones, fashion, in particular, has always been considered a “lucky charm” for everyone to take the leap of faith in the new year’s prospect.

Deeply understanding the unspoken concerns of consumers this year, Comfort - with the mission to make clothes fresh and empowering every Tet - found a greater purpose: to bring optimism and empowerment for the consumers to keep the Tet spirit high even when they repurpose their old clothes.

Knowing most people would have a re-evaluation on spending, instead of taking an obvious stand against buying new clothes, Comfort invited them to explore the endless joy of mixing & matching their current clothes as a way to refresh themselves for the new year. This isn’t just to demonstrate that Tet can be a mindset but also how Comfort wants people to understand that Tet's cheerful spirit is meant to be found within each person.

There is a universal truth that people always look for fun and enjoyment during Tet. So, we reviewed common practices in the market during the Tet period and decided to choose none other than music - one of the special characteristics that generate fun and a Spring vibe.

After all consideration, we leveraged the classic fairy tale “Cinderella” to inspire people to seek the transformational power within themselves in the absence of real magic: instead of giving Cinderella a fairy godmother that could fashion for her a fabulous dress out of thin air, we gave her Comfort fashionista fairy godfather who is, well, equally powerful in his transformational skills.

The story is about Cinderella rushing to get a new dress for prom night, but what remained in her closet were the old clothes. In that circumstance, Comfort appeared as the savior to keep her clothes as good as new which encouraged her to try mixing & matching old clothes for a completely new look. In the end, our Cinderella successfully made it to the ball and met her dreamy prince after a few rounds of mix-and-match. Although her outfit is different from the crowd but we still saw her bright smile as she felt completely empowered, and nothing could get in her way.

Subsequently, we came up with the hero of our campaign being an old fairy tale made new by the one and only - Hau Hoang - the queen of remixed songs & folklores. With more than 7.5 million subscribers and 2.8 billion views on YouTube, Hau Hoang represents the spirit the brand wants to highlight in this Tet: any old materials could be as good as new ones if you are confident and believe in yourself because the transformational magic is within each person.

To bring the Creative idea to life as well as convey the campaign’s key message in the most impactful way, we have worked closely with Hau Hoang during the ideation process as well as injected the brand’s tone & voice delicately so that every stakeholder in the project felt happy with the final result.

It’s not just about leveraging Hau Hoang’s amusing voice and acting skills but also the choice of music used to remix, the color of set designs - wardrobes, and visual elements are too, equally important to make the whole look and feel of the Parody MV imprinted with Comfort’s brand identity.

Last but not least, we partner up with Social Listening partner Buzzmetrics to keep track of and monitor campaign deployment. Our #ComfortMixMatch campaign ran for six weeks in 3 key phases, starting with Hau Hoang’s music video launch.

TEASE:
The campaign started with a photo post on Comfort’s brand fanpage, followed by a teaser photo on the Hau Hoang fanpage to trigger curiosity about the next MV. From this point, all the content with the keyword “comfort”, “mix”, “match” were tracked and monitored.

LAUNCH:
On the airing day, we spread the news in the most active and showbiz-oriented Groups & Communities to create a halo effect for Parody MV’s “Co be Nho Nhem” officially launch on YouTube, urging people to go online to watch it.
Shortly, Comfort created a social challenge, “Comfort Mix & Match for a fashion look in Tet holiday”, followed by Macro - Micro KOLs joining in the challenge to quickly roll out and recruit consumers. At the same time, KOLs and mass Groups & Communities brought up the heat with multiple content directions & multiple formats (dual-live stream, BFF live stream, live stream with stylist) to further shout out the message of “re-wearing clothes”.
By executing these fun and engaging formats, all the posts/videos/live streams generated a hot discussion amongst social users, resulting in a huge number of Buzz and Brand mentions for Comfort.

AMPLIFY:
To further enhance the discussion as well as to make Tet more relevant to consumers, we hosted a minigame “Thử tài bắt hình - Match quà đỉnh” whilst executing the product review angle under TikTok video format as it easily catches the attention of youngsters.
Correspondingly, we continue to maintain live stream series “Xả vibe đón 5 mùng Tết” with more Fashionista/Lifestyle KOLs and Groups - Communities to maintain users’ engagement with the concept of “re-wearing clothes”.

Overall, the campaign garnered a buzz volume of nearly 680,000, ranked among the top 7 most discussed and shared campaigns during pre-Tet despite the stiff competition for share of voice. Comfort is the only FMCG brand being widely discussed during this period, based on Buzzmetrics ranking on Dec 2021and other obvious categories such as Beverage.

Our co-created music video starring Hau Hoang earned more than 17 million views, 480 thousand engagements on Hau Hoang’s YouTube channel. Meanwhile, other social renditions of the Parody MV gained over 4 million views and ranked #2 top trending music videos on social. Moreover, the campaign also harvested remarkable numbers, including 31.8 million views on TikTok composed of all videos with hashtag #cobenhonhem and a total of 5 million engagements platforms-wide. All were achieved with an audience scale of 120 thousand.

Various content topics and angles generated by KOLs also helped make a somewhat controversial idea of repurposing clothes for Tet, which seems unorthodox to the tradition, become positive and welcomed. We scored 0.78 for virality and earned 1,267 outcomes for all social challenges.

By reviving the interest in Tet clothes topics, we successfully made Comfort a Tet-relevant brand once again. Above all, Comfort has successfully proven to be a brand that goes beyond its fabric caring functions. It has empowered thousands to discover the transformation magic within themselves through their clothes.