BRAND:
EDELWEISS
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
16/07/2022 - 26/12/2022
CREDITS:
CREATIVE AGENCY: HAKUHODO, SOCIAL AGENCY: ICON MEDIA, MEDIA AGENCY: REDSTAR
CASE STUDY VIDEO
STRATEGY
RULE IN YOUR OWN LANEIn the fierce competitions from alcoholic brands, Edelweiss has yet to strongly establish its presence and impact on consumers, thus Edelweiss is in the need to launch a campaign to position itself significantly through three strategic pillars:Modern: The authentic & innovative snow beer from the Alps range, offering purity, freshness & distinctive taste from conventional options.Extrasensory: Awake five senses, enabling the taste to be enjoyed to the fullest & multi-dimensional in every sip ( even sniff, look & feel) in comparison to other bland, no-depth flavor.Unexpectedness: Even the very first sip can bring surprising joy, meaningfulness & quality.To successfully launch the campaign, Edelweiss needs a proper season, rather than battle in Tet - the most leveraged occasion of beer drinking culture - is already heavily occupied by many players. Edelweiss sees the perfect opportunity in Christmas, as the holiday is hardly celebrated in Vietnam yet ideally matches the brand’s DNA (The first-ever authentic European snow beer). The brand challenges itself to own and make memorable moments for Christmas to create a high top-of-mind association within consumers as the hero drinking product.
INSIGHT
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 fastly 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.
CREATIVE IDEA
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
CONNECTION PLAN
In order to successfully lead into the Lighting show and showcase the strong Christmas association of Edelweiss, the brand first established the credibility & visibility of the snow beer from social space.ESTABLISH THE CREDENTIAL THROUGH EUROPEAN EXPERIENCEIndividuals dream of emerging in the European experience with cool yet refreshing beauty, yet not everyone can easily afford the possibility. Why not use Edelweiss, the genuine snow beer brand from the Alps, to bring a taste of Europe into everyone's home?To elevate the European experience even further, Edelweiss sent gift boxes to highly influential KOLs those have strong credibility in their own professionals (Ly Thanh Co, Quang Dat,...). Community pages further amplify the awareness & understanding about Edelweiss.Then TVC of Edelweiss is launched as the great storytelling for the richful story of heritage, following that the key KOLs create viral TikTok vlogs - the best experimental format, showing how they enjoy the fullest authentic European experience that is elevated by sips of Edelweiss. From the viral sound of the key vlog, other supporting KOLs & content creators will adapt and share their own angles of enjoying European anywhere, even in their own home, thanks to the refreshing and vivid flavor from the first to the last sip of Edelweiss.LIVE THE EPIC MOMENTS OF A MEMORABLE CHRISTMAS WITH LIGHTING SHOWAlready establishing credential & mass awareness, Edelweiss moved on to the main occasion - Christmas to offer the well-rounded European experience.Edelweiss created a spectacular and first-time ever European-vibe lighting show to elevate the authentic European experience given by the innovative taste of the snow beer as the anticipated signature activity for Christmas.Using a countdown event and a broadcast banner prior to the event, Edelweiss raised interest in the performance. Community also increases the excitement about the show, attracting viewers' interest in the first-ever show in Vietnam and making them eager to see the thrilling new activity for the holiday.By utilizing media performance and cross-posting the livestream on many popular communities, viewers are encouraged to participate in the livestream on the Edelweiss fanpage throughout the event. To further attract attention, photographers look for the hero and highlight key moments to post on social media.After the event to amplify, they released a recap of the show, published together with pictures of the highlights and the number of audiences to the event.
OBJECTIVE-BASE KPI
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.
