In Vietnamese tradition, the dawn of Tet is marked by the custom of 'Hái Lộc'—the picking of young buds to invite fortune for the year ahead. These vibrant green shoots serve as a symbol of a bright and flourishing year to come.People also believe that doing good at the beginning of the year brings good fortune throughout the year. As a result, they engage in meaningful traditions such as planting trees, donating to charity, or performing acts of kindness to start the year right..By tapping into consumer insights and aligning them with OMO’s journey of planting one million trees, we believe that taking meaningful action today creates a ripple effect of good fortune—benefiting not only ourselves and nature but also generations to come.

Five years into our commitment to sustainability, OMO’s '1 Million Trees' mission continues to thrive.This journey has been a collective one. Alongside our consumers, we share a unified goal: securing a sustainable green legacy for the future.We are deeply grateful to Vietnam for walking this path with us. Your continued trust has allowed OMO to play a vital role in preserving the heartbeat of our forests.This Tet, we are launching the campaign 'Cùng OMO Gieo Triệu Mầm Xanh, Phủ Vạn Cánh Rừng' to celebrate our five-year journey of planting 1 million trees, sharing appreciation to Vietnamese together with OMO created this amazing milestone, while inviting them to join us in planting the next 1 million.OMO is amplifying this message of gratitude across all touchpoints—from long-form cinematic storytelling to nationwide OOH presence for massive reach.We have built a platform for action through an activation series across MT & DT channels, where consumers can 'pick a bud' to sow at home or make seedballs to donate to the forest. This reinterprets Tet traditions: by doing good for themselves and the community, they will receive good fortune for the new year.Furthermore, we are leveraging KOL voices to deliver our message with authenticity. This culminates in an immersive experiential event at Nui Chua, featuring live-streamed interactions and environmental education—supported - all recognized by the government and official media partners.This showcase event will bring together officials, PR partners, and KOLs to experience making and deploying seedballs via drones in the heart of the forest - to make our purpose became very authentic & high credential.Finally, we are tapping into pop culture to ignite a social movement. OMO biggest concert featured forest-lover celebrities and singers, alongside an exhibition showcasing OMO’s five-year legacy, inviting consumers to participate in a hands-on attempt to set a new Guinness World Record with OMO.Combined with the integration of the “Gia Đình Haha” Show, the message moves beyond individual participation to become part of everyday content and shared experiences.

Phase 1 – Teasing:

The campaign began with eye-catching activation booths in supermarkets and malls, where users joined simple green activities such as seed-ball making, red envelope giveaways, and plant adoption. These interactive, visual moments were designed for easy sharing, generating early UGC. The launch of the OMO promo pack strengthened the offline–online connection. Featuring the message “Cùng OMO gieo triệu mầm xanh, phủ vạn cánh rừng” and a QR code, each pack turned every purchase into a digital entry point. By scanning the code, users were led directly to online missions and engagement activities, helping scale participation from households nationwide. KOLs and creators acted as early adopters—visiting booths, using the promo pack, and sharing their experiences. Their content triggered the first social buzz on TikTok and Facebook, which owned media quickly amplified to build momentum for Phase 2.

Phase 2 – Announce & Engage:

The campaign expanded through a well-coordinated mix of channels, where each platform played a clear role. The TVC was launched across TV, OOH, LED, and digital platforms to drive mass awareness, while social media focused on interaction and engagement. The KOL event at Nui Chua National Park became the main content engine, where real planting activities were not only recorded but also livestreamed on owned media channels. This allowed users to follow the journey in real time, comment, and interact directly, turning the event into a two-way social experience instead of one-way content. At the same time, TikTok Shop Super Brand Day leveraged livestream to combine selling and storytelling, using interactive formats to keep users engaged while reinforcing the campaign message. Meanwhile, the “Gia Đình Haha” show brought the story into a familiar, family context, helping the message feel more natural and relatable.

Phase 3 – Sustain & Amplify:

The campaign reached its peak with the 2-day Forest Concert, where offline experiences and digital platforms were closely connected to maximise impact.

Day 1 focused on participation, as users joined activities such as seed ball making, exhibitions, and large-scale installations, creating highly visual and shareable moments. These experiences quickly turned into UGC on social media, amplified in real time through TikTok and Facebook.

On Day 2, the campaign shifted to large-scale amplification through music and entertainment. The concert was livestreamed across digital platforms, allowing a much wider audience to join, interact, and share the experience, extending the impact beyond the physical event. Throughout this phase, owned media continued to act as the central hub, curating highlights, reposting UGC, and maintaining the conversation after the event. By combining offline participation, real-time livestream, and continuous social amplification, the campaign sustained momentum and expanded its reach at scale.

[1] objective: Buzz Volume | platform: All platforms | metrics: Buzz Volume | kpi: 190000 | result: 406900 | compare_with_benchmark: . This outstanding performance highlights the campaign’s strong ability to capture public attention and stimulate large-scale social conversations.

[2] objective: Number of Earned/Owned/Paid | platform: All platforms | metrics: Number of Earned/Owned/Paid | result: Paid Media served as the primary driver with approximately 303.5K buzz (74.6%), followed by Owned Media contributing 67.9K buzz (16.7%), and Earned Media generating 35.4K buzz (8.7%) | compare_with_benchmark: reflecting meaningful organic amplification from communities and users.

[3] objective: Engagement | platform: All platforms | metrics: Engagement volume | result: with 2.1K posts, 396.2K comments, and 8.6K shares | compare_with_benchmark: demonstrating active audience participation and strong resonance with the campaign’s sustainability message