Vietnamese Urbanite Millennials always have a desire to experience the European style. They discover and enjoy “Extrasensory” that is more refreshed, modern & enjoyable. Beer enjoyment is no longer about quantity. And the beer cup is not to be fast chugged down. “Drink more” is no more. “Enjoy more” is now the new spirit.And Christmas Holiday in their mind sparks the most European feeling and connection, yet for long, Christmas is just “another" day of Vietnamese culture, when they haven't had a chance to enjoy it to the fullest.

BRING THE ONE-OF-THE-KIND EXPERIENCE FOR THE CHRISTMASHaving attributes such as modern, fun, and unexpected, Edelweiss strives to create something different for people to truly celebrate the spirit of Christmas from making people epically exciting with credential story from Edelweiss as SNOW BEER EDELWEISS – DISCOVER SNOW BEER FOR THE TASTE OF THE ALPS to drive them to the epic excitement with the-first-time-ever Lighting show for people to enjoy the holiday with relevant European taste

WARM UP VIA THE INVITATION TO THE EUROPEAN PARTYThe brand firstly hype up the social space with a message from secret Santa, sent to hot KOLs to have them prepare for the upcoming Edelweiss party. From that, the community spread out the KOLs video and encouraged users to await for the upcoming Santa party.The main KOLs then share their vlog showing the Chalet Party at Dino Vu’s house as well as CTA by sharing tips on how others can enjoy their own Chalet Party with a social challenge. The Vlog is also amplified on TikTok channel & Instagram story & community pages. From that, other supporting KOLs join to activate the challenge with their own vlogs & story, celebrating their personal Chalet Party with Edelweiss.LIVE THE MOMENTS TO EPICEdelweiss created a spectacular and European-vibe Lighting show to once again elevate the authentic European experience given by the innovative taste of the snow beer.Before the event, Edelweiss generated anticipation about the upcoming show with a countdown event & livestream banner. Community also accelerates the buzz around the show to drive curiosity about the first-time show in Vietnam, CTA to await the exciting new activity for the festive occasion.At the event, users are attracted to join the Livestream on Edelweiss fanpage by leveraging on media performance as well as cross-post the livestream on many popular communities (Kenh 14). Photographers also hunt for the hero, highlighted moments and spread on social media to further garner attention.The event is then recap and spread-out with photos of highlighted moments as well as the number of participants from the show.

As the new yet niche brand, requiring a smart strategy with a humble budget, Edelweiss experienced Total Brand Awareness go up by 33% after the campaign, with more than 36% earned outcomes (112 outcomes), valued by 970M VND. Unexpectedly, Brand Trial Rate went up by 21% in Jan 2023. The campaign outstandingly gained 519K social discussion, with more than 328K unique audience joined discussion about brand and campaign. Last but not least, Edelweiss proudly participated in the Top BSI campaign in June and October 2022 at Top 5 and Top 6, and also Top 2 BSI Event in December 2022 for the exciting Lighting Show. The Show created and maintained heat up to the second half of December mainly because of heavy spread across social media pages and users’ share with more than 92.8% total buzz came from earned media due to organic PR posts on local/ social pages and users actively sharing about the event.