BRAND:
Comfort
AWARD CATEGORY:
The Best Use of Content Creativity
CAMPAIGN TIME RANGE:
1/1/2024 - 31/1/2024
CREDITS:
Creativehunts, The A List, Vmas, Mindshare, Buzzmetrics
CASE STUDY VIDEO
STRATEGY
Undeniably, 2023 is a year that is hard to forget! The economy underwent significant shifts that made people hesitant when purchasing any items. A clear proof was the fading tradition of buying new outfits before Tet, leaving individuals losing the enthusiasm to welcome the Lunar New Year.
As a brand that has been caring for family fashion for years, Comfort had to jump in to bring a touch of positivity into the current gloomy state of New Year fashion.
INSIGHT
The moment of family gathering in Tet is very iconic in terms of fashion. Because at that time, everyone will dress with their best outfit. When someone steps in the grandparents house, they are all welcomed and complimented on their outfit, just like a fabulous model on a fashion runway.
But it might not be the case for 2023, as everyone is tightening their budget due to economy recession. They were not buying new clothes, hence, they were not very excited to show off their fashion in 2023 Tet.
Comfort wanted to gradually alter everyone's perspective and helped them recognize that missing brand-new clothes should not be worry in Tet. The moment of family gathering is still like a fashion runway, everyone is still fabulous fashion models, without the need of new clothes!
CREATIVE IDEA
Comfort can help to keep your clothes new & blooming in fragrance. So even their clothes are not brand-new, every family members can still be confident and shining in their fashion, just like the MODELS ON THE FASHION RUNWAY.
Introducing the Family Fashion Runway from Comfort.
CONNECTION PLAN
To capture consumers' attention with the family runway icon, we partnered with Phuong My Chi to announce a breaking news: Phuong My Chi is registering for Miss Grand International!
This quickly grabbed everyone attention and sparked huge discussions on social media, as Phuong My Chi is known as a singer with a traditional Vietnamese style and a relevant image with Vietnamese family, but with zero catwalking or modelling experience.
After getting a lot of attention for the Modelling topic of Phuong My Chi, we published our main MV to reveal our whole campaign idea.
It's still the familiar living room, it's still the warm family gathering, it's still the old & traditional clothes, but everyone has become the fabulous model with fashion that is vibrant in color and blooming in fragrance, enabled by Comfort.
The living room has now turned into a runway and every family members take their turn to confidently stride on that catwalk, even the grandparents and the kids!
To make it more relevant to consumers across Vietnam regions, Comfort collaborated with creators from all regions of Vietnam, to create UNIQUE FASHION RUNWAYS IN THEIR HOMETOWNS:
- From walking in the ancient town of Hanoi in the North
- To walking on dragon fruit garden in Binh Thuan in the Central
- And confidently striding on the famous Ben Thanh Market of the South
- Then to the famous floating marketing in Can Tho of Mekong Delta
Consumers from the North to the South were all excited with the ideas and recreated their own catwalks in their own hometowns, vibrant and confident with no need of newly-bought clothes!
OBJECTIVE-BASE KPI
The family fashion runway has brought to Comfort many positive results!
- We attracted 190k consumers discussed our campaign
- Lots of earned media in big channels like Kenh14, Zing, Saostar, which leads to 52.6% earned media ratio!
- We got the rank of #29 Youtube Trending and #8 in BSI January!
- 8.5% uplift in Consideration and 7% uplift in purchase intent in Youtube Survey, that's is 9 times and 11 times versus normal benchmark of Youtube!
