Cracking the code on Vietnamese moms (25-40) is key. By leveraging four core insights, we can move them beyond reactive immunity buys and position Vinamilk yogurt as a proactive daily wellness essential. This translates to a significant increase in Vinamilk yogurt purchases and fosters a culture of healthy family habits – a win-win for moms and their families.    

➤ Truth #1: "Out of Sight, Out of Mind":  

We understand the human tendency to forget what we don't see. Our strategy? Make it a fridge staple alongside milk and eggs. Constant visibility fuels familiarity, routine and ultimately, increased consumption and lasting loyalty.    

➤ Truth #2: Love Wins:  

People, especially moms, often prioritize their loved ones’ health over their own. Vinamilk taps into this strong emotions, positioning yogurt as a simple, delicious way to show care. This elevates yogurt from a self-focused choice to a meaningful daily gesture.    

➤ Truth #3: ‘No Yogurt in Cold Weather' Misconception:  

Cooler weather fuels a misconception that cold foods like yogurt are harmful. We'll combat this by emphasizing yogurt's immune-boosting properties, positioning it as a proactive wellness solution for colder months.    

➤ Truth #4: ‘Influencers x Technology’ - Winning combo for Audience Engagement:  

To successfully reach today's savvy audience, strategically leverage influencers and cutting-edge technology. Influencers with genuine appeal capture attention and build trust, especially among moms who seek relatable advice and recommendations. They connect with users through shared interests, offering a sense of community and authenticity. This potent force, well-known for its ability to increase consumer consideration and ultimately drive purchase action, can be amplified by AI/AR tools. AI/AR delivers personalized messages, tailored content, and interactive elements that excite users, maximizing campaign impact.

Transforming the #ThóiQuen1170 (1170 Habit) From Single Yogurt to a World of Care:  

Vinamilk's content strategy centers on a powerful shift – transforming a single cup of yogurt from a reactive health choice into a cornerstone of daily well-being and a symbol of care. "Care" resonates deeply, connecting with our desire to nurture ourselves and our loved ones. It also has habit formation power. The "world of care" encompasses everything from self-care to sharing with loved ones, providing flexibility for messaging all year.    

➤ Phase 1: May 2023 - To prevent "Out of Sight, Out of Mind"  

Execution Idea - "Trữ Sữa Chua Đầy Tủ/Stock Yogurt Like Celebrities"  

This phase was critical in establishing yogurt as both desirable and familiar:  

• Leveraging Social Proof: Featuring well-loved comedians like Dương Lâm, Cris Phan, Diệu Nhi and Puka stocking their fridges shows our audience that daily yogurt consumption is fun and accessible. This drives social proof and aspiration.  

• Community Building: Encouraging users to share photos of their own yogurt-filled fridges creates a sense of community and ignites a viral movement, amplifying campaign reach.    

➤ Phase 2: October 2023 - To make Yogurt the Language of Care  

Execution Idea - "Thay Lời Quan Tâm/Yogurt As a Message of Care"  

Subtle care in a reserved culture. This phase positions yogurt as a simple way to show love, tapping into the Vietnamese focus on loved ones' health. This fueled this phase's success.  

• Diverse Influencers: Partnering with couples KOLs who represent different demographics broadened the message's appeal, demonstrating how yogurt could be a meaningful way to show care.  

• Personalization: Generic messages of care lose impact. Vinamilk enabled users to connect with diverse passions, encouraging them to replicate acts of care for a ripple effect of sharing and well-being.  

• Tech Empowerment: AI-powered digital tools and minigames added excitement and a modern twist to UGCs, amplifying campaign impact.    

➤ Phase 3: December 2023 - To debunk the Cold Weather Misconception  

Execution Idea - "Don't Forget Yogurt in Colder Times"  

This phase counters the myth of avoiding yogurt in cold weather. Vinamilk combines scientific backing with proven-success tips to debunk concerns about sore throats, colds, upset stomachs, et cetera; offering clear and credible guidance.  

• Respected expert Voices: explain the year-round benefits of yogurt's bacteria, debunking the myth.  

• Geographical Relevance: A fun, interactive TikTok AR filter allow users to select their location, receiving a personalized care message from Vinamilk emphasizing why yogurt is important regardless of climate.

➤ Phase 1 - May 2023 - "Trữ Sữa Chua Đầy Tủ/Stock Yogurt Like Celebrities"  

• "What's Inside Celebrities' Fridges?': Short, comedic clips of Lê Dương Bảo Lâm and Puka "raiding" Chris Phan and Diệu Nhi's yogurt-filled fridges kick off the campaign on Facebook for immediate mass reach. A follow-up YouTube asset featuring Diệu Nhi reinforces the yogurt-stocking habit. Nearly 40 community pages amplify the trend.  

• Why Yogurt-Filled Fridge Makes Sense: 210+ lifestyle, family care, entertainment, and food-focused micro/nano influencers on TikTok and Facebook share their positive experiences with the trend. This targeted influencer outreach ensures authentic engagement within key demographics.  

• ‘Flaunt Your Fridge’ Contest: Consumers share photos/videos of their well-stocked fridges for rewards, sparking inspiration across social media..    

➤ Phase 2: October 2023 - “Thay Lời Quan Tâm/Yogurt As a Message of Care”  

• KOLs Lead with Their Unique Love Language: Vinamilk partners with 4 top influencers (Big Daddy & Emily, Amandine, Trí Thịt Boà, and Tú Vy) on Facebook to showcase yogurt as a heartfelt expression of care, kicking off the movement.  

• Macro & Micro KOLs Embrace the Movement: 60+ influencers amplify the message, demonstrating the widespread appeal of yogurt as a symbol of care. Nearly 10 community pages further boost the trend.  

• ‘Message Of Care’ Capcut TikTok Minigame: Vinamilk launches a trending Capcut challenge, empowering consumers to express care creatively. 15 KOLs from diverse Facebook and TikTok communities demonstrate the concept.  

• Facebook ‘Message of Care’ AI game: Vinamilk harnesses AI for personalized "care video" messages. This allows users to send deeply meaningful messages to loved ones, ending the campaign on a high note of connection and emotional depth.

➤ Phase 3: December 2023 – ‘Giao Mùa Nhớ Ăn Sữa Chua Nha/ Don't Forget Yogurt in Colder Times'  

• Experts Debunk Myths: 2 respected health experts use accessible language to dispel misconceptions about yogurt's negative health effects in cold weather. This builds trust and underscores the benefits of yogurt consumption during colder months. 3+ media outlets and communities amplify the message, creating headlines and inspiring discussion among 15 additional KOLs.  

• Winter Healthcare Hacks: 50+ micro/nano influencers with diverse backgrounds and locations share tips for incorporating yogurt into winter routines, promoting both personal and family well-being.  

• "Changing Season Care Message" AR Filter: This interactive TikTok AR filter delivers personalized, yogurt-focused care messages based on the user's location and weather. The edutainment approach sparks excitement among KOLs and consumers alike.

Building a daily yogurt habit is a marathon, not a sprint fueled by fear. Unlike the temporary surge during COVID-19, where people turned to yogurt in a reactive health panic, the campaign successfully formed a new habit with a gentler, more sustainable approach. This was achieved by strategically leveraging the power of influencers in every phase throughout the three phases of the campaign.    

➤ We successfully generated significant Social Buzz:  

We surpassed 1 million in total reach, demonstrating the campaign's widespread impact. The substantial audience participation, with 400,000 active user engagements and nearly 6,000 pieces of user-generated content (UGC), highlights the high levels of interest and involvement we fostered. Our consistent placement within the BSI Top 10 Chart – even reaching the top ranks three times in 2023 alone – further underscores our campaign's exceptional performance.    

➤ We drove immediate Business Growth:  

Our sales campaign delivered outstanding results, solidifying our market dominance. We successfully boosted market share by an impressive +1.7% and increased sales volume by a remarkable +10%. This growth extended across markets, with urban areas seeing a +0.3% rise in penetration and rural regions experiencing an even greater +1.6% increase. Additionally, we drove higher usage frequency, evidenced by a +0.9x increase in urban areas and a commendable +0.4x increase in rural regions.    

➤ We solidified our Brand Strengths:  

The brand has experienced positive shifts in consumer sentiment, as evidenced by the Brand Lift metrics. "Delicious" has increased +2.9% indicating a positive perception among consumers towards the Vinamilk Yogurt brand. "Good for digestion" has grown by +2%, and "Premium product" has seen a significant increase of +8%.  

We witnessed an increase in brand love +3%, BUMO +1%, and TOM +1%, indicating strengthened brand affinity and top-of-mind awareness. These metrics collectively underscore the effectiveness of Vinamilk's strategies in not only capturing market share but also enhancing brand perception and driving consumer engagement and purchase behavior.