BRAND:
Kotex
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
01/01/2023 - 31/01/2023
CREDITS:
Kotex Brand Team, The Friday, Mindshare - WPP
CASE STUDY VIDEO
STRATEGY
KOTEX: MOVE PAST STIGMA & ENJOY THE BLOOMING TET WITH KOTEX X TLINH X MONO. Vietnamese believes that hitting period on Tết may bring bad luck to not only the girls themselves but also the people around them. These stigmas vary from getting filth to temples to bringing bad luck when opening stores or bringing bad luck for the whole year. But is that true? Different from previous generations, Gen Z wonders whether these stigmas are true or not. Meanwhile, they think bad or good luck depends on their perceptions. No matter whether girls hit their period on Tet or not, it cannot hold them back from enjoying a blooming holiday. And Kotex will be there with GenZ to raise a bold and direct point of view towards the stigmas, shout out: Good or bad luck depends on yourself! - Xui hay vui là do mình thui!!! Hence, Kotex launched a brand campaign during Tet Holiday to: (1) become the talk of the town with strong awareness during Tet occasion (2) build brand love by creating a message that supports women to change the social perception about women’s periods (3) increase business results through the special Giftbox. In order to move on from outdated period perceptions, we pioneer in creating many “first-time-ever” records in creating branded assets: - First-time-ever of a branded MV from a sanitary napkin brand launched during Tet holiday. - First-time-ever of MONO’s collaboration with a female artist - tlinh - the top female Gen Z artist at the time. Moreover, MONO & tlinh also has an opposite style. With the companion of producer onionn. This collaboration is considered a key hook that triggers the audience’s curiosity & catches their attention for the campaign. - First-time-ever of a male singer participating in the MV of the Brand exclusively for women as a co-main artist - First-time-ever of Kotex’s gift boxes in Tet holiday collaborated with Artist
INSIGHT
“Music is the main entertainment for Vietnamese” - Q&Me, 2021, and most Vietnamese audiences listen to music from Youtube & top local music distributors (Zing, Nhaccuatui). Their favorite genres of music are pop, dance & rap. Moreover, the audience’s demand for music was even higher during Tet. That why Kotex decide to launch the music video of “Xui hay Vui” on Youtube & massively distributed it on other music streaming platforms and a full social amplification plan with the companion from MMusic. The MV's main genres are pop & melodic rap. Choosing the right talent to perform in the MV is also an important aspect of winning. Even though there are many rising talented Gen Z artists who perform Gen Z’s favorite genre of music, we also have to consider about artist’s capabilities to make sure the quality of deliverables. Surprising collaboration between rising artists is also a key hook to impress audiences. In addition, according to surveys, short, simple, receptive, easy-to-understand, truthful communication messages with popular and common words also play an important role in campaign effectiveness. Accordingly, the transmission of messages in the form of rhyming lyrics helps to easily "flows" into the minds of consumers.
CREATIVE IDEA
The old stigma of “unfortunate periods” should be changed, not only in women’s minds but also for the whole of society. It needs a huge effort, not only from women but also from, men, from society, and from Kotex. With the characteristic of a limitless woman, we dare to emphasize the topic of women’s periods in the Tet Holiday with the voice from: tlinh - A must-have piece: The best suitable representation of Kotex’s girl in both appearance and personality. Vietnamese women are always ready to start their limitless path. MONO: - The unexpected supposition: As MONO was being the Top 1 rising star at that time, he also a warm young guy, the ideal image of a modern guy with a progressive mind, gentle, understanding, and caring for ladies. tlinh x onionn. x MONO - onionn. the catalyst: In order to smoothly blend 2 different types of music: tlinh - modern, trendy, bold, edgy, norm-breaking and MONO - soft, gentle, romantic, producer onionn. is the best choice, not only for his experiences working directly with both tlinh & MONO but also for his credibility making many top trending hits before. About the music, “Xui hay Vui” is the mixing of traditional music material with modern instruments that show our POV of respecting traditional values and also up-to-date with new values that are suitable and have the potential for development. Kotex believed that the brand message triggers enough inspiration for artists so that we let them freely make their own music & lyrics without any forcing about branded elements. Thank that, the message is delivered in a natural way by the artist that makes the MV performs well on all platforms. Producer onionn. also used “queen of the folk instrument” - “Đàn tỳ bà” sound to show his warm respect to our ladies Also for the first time, Kotex - a sanitary napkin product is considered a kind of gift during Tet Holiday. We take advantage of the “idol culture” among Gen Z while collaborating with tlinh & MONO for the design of the gift box and also photo cards of talent, including signature as an additional gift.
CONNECTION PLAN
THE TRUE FULL-FUNNEL MV & Audio DISTRIBUTION: Music streaming platform: Besides the top-of-mind platform of Youtube & TikTok, music distribution plays an important role. The audio is distributed on many music streaming platforms (available for offline listening - an important factor that users always consider) & radio so that users can listen to our message anywhere, anytime. UGC content-creating platform: Right after the MV launching, the audio is available on Facebook & Instagram story. Later on, the remix version by Kriss Ngo becomes popular. Besides, CapCut filters are developed for both the original and remix audio versions that users can apply to create their own videos. TRIGGER THE CURIOSITY WITH MONO & tlinh IN THE SAME FRAME In order not to be too commercial & costly trigger, we surprisingly buzz our audiences on social media with photos of tlinh & MONO in the filming set RIGHT ON THE DAY of MV's releasing. ON SOCIAL MEDIA Facebook: Everyone talks about women’s periods from a positive point of view: Never ever on social media when everyone, from women to men, single and married, to community pages & groups in many professional (entertainment, music, advertising,...) together share their voice about women’s periods in Tet Holiday TikTok: Where the trend comes from: Featuring 2 hot Gen Z artists of tlinh & MONO in a catchy set of music, it’s not surprising that the MV is strongly loved and become a huge source of inspiration for Gen Z audiences to join our challenge of Duet and creating UGC in a natural way that really helps to spread the brand message effectively. PR: Audiences can see Kotex messages everywhere, even when they are on their favorite site of online news, like Kenh14, Saostar, and ZingNews,... The main content implementation is to introduce the release of the MV "Xui hay Vui", the collaboration between the two artists, the meaning of the campaign message, some achievements, and the limited edition gift box information. Commerce: The Masterpiece of “Idol culture” among Gen Z: A proper process of creating merchandise collaborating with artists is well planned from the beginning with MONO & tlinh’s images on the packaging of the gift box. There are also photo cards with the artist’s signature in the package. The gift box is profoundly introduced by artists and much other content creators in a meaningful way. The selling channel of live streaming is also used effectively with the “God of live streaming” Le Duong Bao Lam live-selling section and many other talents from Melive network to distribute the gift box on 2 top e-commerce platforms: Shopee & TikTokShop. Every available selling channel will be supported including the MT. We have some KOL/KOC spreading information about the promotion of Kotex at the megamarket by “hunting” & reviewing the gift box at POS.
OBJECTIVE-BASE KPI
Media results Buzz: #1 BSI TOP 10 CAMPAIGN (Buzzmetrics) From January 3 to January 31, 2023, the total number of Buzz (posts, comments, and shares) is 265,926 MV: #29 Youtube trending music ~12.6M views, 32,000 likes, 7,799 comments, 4,179 shares CTR ~14% (Benchmark: 8-11%) Average view duration: 2:30 (MV almost keeps the user watching all key content that needs to be conveyed) Audio - Apple Itunes: #2 in the first 3 hours - Làn Sóng Xanh chart: #7 - ZingMP3: Cover Banner & Notification to audience - Youtube Vietnam Chart: #1 daily & #5 weekly - Spotify: 210,000 streams in Jan 5,847 Playlist added Banner Spotify & cover playlist Capcut related to #xuihayvui: 72 templates, 810.000 uses Tiktok: Original sound: 998 videos Remix sound: 4,473 videos Hashtag #xuihayvui: 51.4M views Tiktok trending: MONO ngâu hứng hát bài mới gây thích mê (#51 Titkok Trending Chart) Trend Tết này cậu vui chứ Hot Trend Xui Hay Vui Lên Ngôi Xui Hay Vui - tlinh MONO Business results Total: 3,000 boxes sold out. Outstanding results of the livestream conducted by Le Duong Bao Lam within the framework of the campaign (149,000 views, and 24,000 interactions) helped sell 600 gift boxes. It is noteworthy that the limited edition gift of 1,000 boxes was "sold out" on the first day of sale on Shopee.
