BRAND:
Omachi
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
11/11/2023 - 16/01/2024
CREDITS:
T&A Ogilvy
CASE STUDY VIDEO
STRATEGY
In Vietnam, the instant noodle category is typically seen as a quick and convenient solution for busy people. Omachi, a leading brand in the market, aims to redefine this by introducing the Omachi self-heating hotpot, offering a delicious and indulgent hotpot experience that can be enjoyed anytime, anywhere.
However, launching such a product in an overly-crowded industry faces challenges, especially when self-heating hotpot is not a familiar concept to consumers. Additionally, the emergence of trendy self-heating pot brands from China, like Haidilao, adds to the competitive landscape.
Therefore, our goal is to establish self-heating hotpot as a cultural sensation among Gen Z.
In short, we have two objectives:
1/ Redefine the instant noodle category: from convenient solution to indulgent treat.
2/ Establish Omachi self-heating hotpot as a Gen Z’s cultural sensation to gain more competitive edge and create motivation for massive trials
INSIGHT
To achieve the above objectives, the insight that we choose must be rooted in the product truth itself. The self-heating hotpot can be easily carried around, and gives you a nutritious and delicious meal without any additional tools (such as water heater, pot, or stove etc.). Basically you can enjoy Omachi self-heating hotpot any time, anywhere. That’s why we chose travel, as a unique consumption context that can bring out the beauty of our product. Plus, it’s also the #1 passion point among Gen Z.
The core insight: Although Gen Z travelers are a diverse bunch, each with unique identities and self-expression styles on social media. However, they share a common thread: a vibrant, enthusiastic spirit (“sôi”) that fuels their travel adventures. This “sôi” spirit presents a powerful opportunity for Omachi self-heating hotpot to connect with Gen Z on a deeper level.
Therefore, our strategy is to launch Omachi self-heating hotpot via creating a unique travel community on social media that highlights travelers’ “sôi” spirit.
This strategy is one stone hitting two birds as it helps to educate the innovative format of self heating hotpot, while turning the brand into a cultural sensation among Gen Z.
CREATIVE IDEA
We ignites the “sôi” spirit through the “Đi tới đâu, sôi tới đó” journey - where Omachi play a role as a social community that embrace Gen Z’s diverse travel identities. Our community served as:
A launchpad for micro-influencers: we empower members to become micro-influencers, express their unique “sôi” travel styles through engaging content.
A hub for inspiration: curated journeys led by travel influencers that inspire members to explore new destinations and embrace their "sôi" spirit on the go.
A space for connection: Interactive features like contests foster connection and build a supportive network. Members share experiences, celebrate individuality, and embrace the "sôi" spirit together.
CONNECTION PLAN
Phase 1: The “Sôi” Epic Series that spark the adventure flame
Our social media journey kicks off with epic adventures led by 3 key travel influencers:
Tran Dang Dang Khoa: the fearless explorer, pushing boundaries and seeking thrills.
Khoai Lang Thang: the down-to-earth adventurer, uncovering hidden gems and local experiences.
Kop Dinh: the cultural storyteller, weaving narratives through captivating destinations.
These influencers will share their extraordinary experiences in remote locations and elevate their journeys with the Omachi self-heating hotpot. An exciting aspect involves influencers planting Omachi flags at their destinations, inviting people to join the fun and ignite their own sense of adventure.
Phase 2: "Đi tới đâu, Sôi tới đó" Social Contest encourages participants to showcase their unique travel styles.
The “Đi tới đâu, Sôi tới đó” contest takes center stage on Facebook and Tiktok, the most common social media platforms among Gen Z. Participants are encouraged to embark on their own unique journeys and document their “sôi” moments enjoying Omachi hot pot on the go, and share their journey using hashtag #ditoidausoitoido to connect with our vibrant community.
With a diverse range of rewards including luxury resort stays, Marshall headphones, Airpods, and an exhilarating Extreme Northern Lights Hunting Tour, the competition promises a dynamic experience for all participants.
Phase 3: KOLs that amplify the “sôi” spirit.
Throughout the contest, lifestyle influencers will join the movement, adding their unique voices and experiences to the vibrant atmosphere.
The "Đi tới đâu, sôi tới đó" journey concludes in a video wrap-up set to the theme song "Sôi lên Việt Nam”, showcasing a diverse collection of participants and marking the end of this grand expedition.
OBJECTIVE-BASE KPI
Our campaign successfully ignited a travel frenzy among Gen Z, generating impressive results:
Massive Engagement: over 1,253 participants contributed, sparking 2 million interactions and 1.2 million discussions, with a staggering 97% of all content being organic and came directly from participants.
Widespread Reach: over 2.1M views on Facebook, 2.3M views on YouTube, and 62.5M views on TikTok. Total viewership is 67M views across channels.
Nationwide Influence (reaching global): participants from all 63 Vietnamese provinces and cities joined, with participation even extending to Singapore, America, and Hong Kong.
Beyond impressive engagement, the campaign significantly improved brand health:
Brand Awareness: soared to 62%, with 55% driven by social media, highlighting the community's impact.
Product Usage (P3M): increased to 22%, showing effective product integration.
Repurchase Rate: jumped to a remarkable 52%.
This translates to real business impact:
Omachi Sales Growth: achieved an 8% increase.
Brand Image: remained youthful and relevant, fostering a stronger connection with Gen Z.
