BRAND:
STRONGBOW
AWARD CATEGORY:
The Best Innovative Social Media Campaign
CAMPAIGN TIME RANGE:
20/08/2022 - 30/9/2023
CREDITS:
ICON Media, Media: Dentsu Redstar
CASE STUDY VIDEO
STRATEGY
For years, Strongbow has reigned as the go-to brand for youngsters seeking a laid-back atmosphere to unwind together. However, facing a growing challenge from imitative "chill" concepts like Saigon Chill and Chill Cocktail, Strongbow must now find a way to distinguish itself and foster genuine connections, especially among the youngsters and female demographic
Acknowledging the Gen-Z seek for unique, personalized experiences in chill time that align with their individualistic personalities, and their preference for authentic, on-trend content over traditional branding, Strongbow has identified TikTok the potential platform, with a staggering 7 billion views on chill-related content in 2022, which represents as an unexplored space for any beer players.
In a bold move, Strongbow has decided to big bet its investment in TikTok, establishing an unbranded hub to position itself as the authentic "guru" for all Gen Z users in trendy and customized chill inspirations in the long-run. This hub serves as a dynamic playground where Strongbow actively listens to the needs of youngsters, and collaboratively offers unique and meaningful experiences.
Through this strategic approach, Strongbow not only aims to differentiate itself from competitors but also strives to become a trusted and integral part of the Gen Z community, fostering lasting loyalty and sustained engagement.
INSIGHT
For today's youngsters, each individual has their own unique preferences, personality, and authenticity, making their "chill" tastes extremely diverse. Moreover, youngsters are a generation keen on having new and unique chill experiences together. However, due to the diversity of authenticity, this occasionally leads to tension during chill sessions with their friends, which not everyone may feel entirely comfortable or included in the chill atmosphere, or find the ideal chill approach that aligns with their authentic preferences, especially within specific occasions that they truly desire.
CREATIVE IDEA
Recognizing the evolving preferences of young individuals in the realm of "chill," Strongbow is committed to embracing their authentic selves and fostering a sense of togetherness. In response, we are unveiling an exclusive TikTok playground positioning as "CHILL MATE” for all youngsters, with the name “ĐÀI TIẾNG NÓI D N CHILL”. This platform serves as a vibrant space where youngsters not only connect with their chill inspirations alongside Strongbow but also empowers Gen Z to vocalize their perspectives as the trailblazers of future chill cultures.
As the "CHILL MATE", Strongbow platform guides Gen Z through various chill values, aligning them with exciting chill angles that fitting with their enthusiasm and demand:
Chill Drink/Chill Innovation: Strongbow introduces an impressive array of 10 ritual serves, meticulously mapped to address 5 distinct chill desires.
Chill Vibes: Tap into relevant passion points of youngsters such as Music, Chill at home, Chill Styles …to uplift and natively translate their Chill desires
Chill Places: Deliver popular interests of youngsters on social such as Travel, Review, Tips, Places…to dial up the role of Strongbow & Strongbow Ritual Serves into their chill contexts.
Chill Lifes: Strengthen the chill cultures & extend into youngster relevant drinking occasions that could dial-up for Strongbow & Ritual Serves.
By leveraging the creativity and preferences of curyoungsters, Strongbow aspires to build a dynamic and inclusive platform where all chill styles are not only celebrated but also catered to. This initiative not only fortifies the brand's connection with its audience but also positions Strongbow as a pivotal player in shaping and influencing the ever-evolving landscape of chill culture on TikTok.
CONNECTION PLAN
Embarking on the journey of the "ĐÀI TIẾNG NÓI D N CHILL" platform as authentic creators following Strongbow ad-hoc activities, guiding consumers from one delightful surprise to another.
Phase 1 (Jun-Jul 2023): Introduce with Ritual Serve to “Chill out your nature”
In this initial phase, Strongbow captured the excitement of youngsters by introducing the new "Ritual Serves" with Strongbow flavors, including "Strongbow A95, Strongbow Tự Giác, Strongbow Lưới Tình Đào Hoa" in a very unique and trendy style inspired by the famous creator "Tiệm Tạp Hóa." From here, Strongbow introduced both the hub as a "go-to" place that can help youngsters chill out and embrace their true nature.
Phase 2 (Aug-Sep 2023): Hype up into multiple relevant “chill” occasions
Following the successful introduction of the hub with exciting Ritual Serves, Strongbow heightened excitement toward the hub through multiple deep dives into the current chill demands of youngsters. Continuing to focus on understanding the inherent needs and nature of youngsters, Strongbow reconstructed familiar unwinding scenarios from daily life. In all content offerings, the Strongbow Hub primarily emphasized four core pillars: Chill Drink, Chill Vibes, Chill Life, and Chill Places. Each pillar seamlessly incorporated the latest trending contexts among youngsters or introduced entirely new topics based on these pillars.
Throughout, Strongbow assumed the role of a solution provider, offering unique experiences unmatched elsewhere, facilitating youngsters to unwind comfortably without any concerns. Throughout both phases, the hub ensured the delivery of meaningful chill experiences through four content pillars. By actively listening to the needs of the youth and skillfully integrating product-related content with a trendy touch, the platform maintained a balance, avoiding an excessively branded feel and cementing its status as a trusted guide to authentic chill culture.
OBJECTIVE-BASE KPI
In just four months, the "ĐÀI TIẾNG NÓI D N CHILL" TikTok platform has achieved remarkable success, accumulating an impressive 99 million views and amassing a devoted following of 17.7K Tiktok users, with over 233K like over the hub. This achievement has solidified the platform's presence on TikTok and established it as a notable player in the digital landscape.
