BRAND:
Ensure Gold
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
01/12/2022 - 31/01/2022
CREDITS:
Golden Stella
CASE STUDY VIDEO
STRATEGY
Tet has long been established as one of Ensure Gold’s key platforms, centralizing around “Gift for Health” & heart-touching stories about family, to inspire Caregivers entering the category. With emotion as the centerpiece, Ensure Gold all-time challenge is how to genuinely touch the heart of Caregivers and deliver brand story the most authentic yet viral way? In order to tackle the challenge, Ensure Gold placed the leading role for Influencer as the channel per se is identified with authenticity & personalized connection. Influential caregivers were recruited across regions and tiers, with rigorous requirements on the content relevance and the imagery of a true loving & caring family. Singer Tra My Idol, Jun Pham, Hoang Bach and actor Ngoc Lan, Bao Thanh, Kha Nhu, Le Be La were chosen as key influencers to kick-off and lead the campaign, followed by micro-Caregivers and family-relevant communities. Accompanying Ensure Gold’s strong belief that when story is rooted from heart shall ripple to heart, we initiated the heart-to-heart co-creation approach that changed the way of working with influencers. From common practice of using Influencer as augmented part of the campaign, that rigidly follow a framework to amplify brand message, to an unconventional heart-rooted collaboration, where Brand & Influencers share the same standpoint to co-create genuine and authentic messages that could move the hearts and inspire other influencers and caregivers. With that, we sat down with key influencers doing a wholehearted interview to evoke their emotions as caregivers, and stir up a heartful conversation with their genuine stories that have never been told.
INSIGHT
The year 2023 approached in the hustle and bustle of caregivers trying to progress back in life after a two-year lockdown. But it was not until Tet reunion did Caregivers come to realize how much their parents' health has been deteriorating. Meanwhile, their parents would not want to bother their children amidst this busy pace of life, hence, parents never admit to their falling strength. Have we ever encountered, at least for once, the signature waving-off gesture of every Vietnamese parents saying to the kids: “Don't worry, go ahead”? But on the way to progress in life, deep down, caregivers would not want to leave their parents behind but to go on together.
CREATIVE IDEA
Leveraging the signature waving-off gesture & “no worries, go ahead” sayings of Vietnamese parents, Influencers were to establish the story in the most authentic way & intrigue other caregivers to take action. The movement was initiated with Tra My sharing her hand-written letter to her mom, "reproving" yet deeply appreciating her mom's signature waving off gesture. The authenticity of the letter has inspired other influential caregivers, which included actor Ngoc Lan & Bao Thanh, to share their own stories, creating a viral wave of emotion that touched the heart of thousands of other Caregivers to trigger them to talk about their parents' unique "waving off" gesture & "Don't worry, go ahead" stories. The movement went on peak with the release of short film "Don't Worry, Go Ahead!" when the social was already being stirred up by singer Jun Pham, actor Le Be La, comedian Kha Nhu with numerous conversations generated around the topic. Hoang Bach, a renowned singer, was deeply moved by the story to the point that he made a singing duet with his mother under the theme song. With great inspiration, comes action. Hundreds of thousands of Caregivers & Creators across social media awakened by the story behind the waving off gesture and "Don't worry, go ahead" sayings, together with Ensure Gold co-created a viral "Go on Together" movement. Instead of "going ahead" they stay back, hold their parents' hands to "go on together", together prepare all the little things for TET, together cherish every bonding moment and together welcoming a stronger and healthier new year with Ensure Gold.
CONNECTION PLAN
Ensure Gold Tet 2023 is an influencer-driven campaign with 3 key roles (Provoker – Inspirer – Amplifiers) being integrated throughout 2 phases (Awake – Action): · AWAKE: Provokers (Tra My, Ngoc Lan, Bao Thanh) ignited the story centralizing around the symbol of “waving off” gesture, which was later unveiled through brand short film. The story was blown up on social with numerous conversations generated by Inspirers (Jun Pham, Kha Nhu, Le Be La, Hoang Bach) alongside media & digital efforts to widespread the film. · ACTION: Amplifiers (micro influencers, creators) pushed the movement go viral with “Go on Together” social challenge on Facebook and TikTok to trigger UGC. The conversional impact was holistically driven across all channel to drive lead and trigger purchases via iTVC, Digital Promotion, and Gifting VDO Series.
OBJECTIVE-BASE KPI
Social index - Earned #1 SOV in Tet - accounting for 92% of adult milk category - Generated: + Nearly 1.6m interactions + 185.3k conversations + Perfect sentiment score (1.00) + Over 100.3k unique audiences - UGC results: + 226.200 creators (4x higher benchmark) + 286.500 VDO creations (2.34x higher benchmark) Brand index: - Brand preference lift +2.5pts (4x vs. CPG norm) - Action intent lift +1.5pts (2.5x vs. APAC norm) - Achieved 114% sales versus planned
