BRAND:
Vinamilk
AWARD CATEGORY:
The Best Use of Content Creativity
CAMPAIGN TIME RANGE:
10/11/2023 - 30/11/2023
CREDITS:
ICON Media
CASE STUDY VIDEO
STRATEGY
[ELEVATE PROBI TO A ESSENTIAL PREPARATION FOR EVERY CHILD’S SCHOOL DAY]
In 2023, PROBI capitalized on Vietnam's growing health concerns, witnessing a surge in demand for fermented probiotic milk. However, the competitive landscape was intense with minimal differentiation as other major players like TH True Milk, Yakult, and Betagen aggressively pushed promotion programs, larger SKU sizes, and inundated the market with generic functional benefits of immunity, particularly focusing on gut health through social media fan page content.
Despite the communication saturation, PROBI noted that the market penetration of fermented probiotic milk remained low: 42% in urban areas and 15% in rural areas. This prompted PROBI to differentiate itself by revamping its brand imagery and messaging, strongly aligning its product line's core benefit—immunity—with its core users: young children aged 2-9 who are vulnerable to illnesses and seasonal sickness.
To launch the PROBI campaign on social media, we honed in on mothers, recognizing them as the primary decision-makers concerned about their children's immunity. Through an in-depth analysis of conversations and search trends, we identified a surge in demand for quick-fix products like cough syrup during seasonal changes, particularly in October. Interestingly, interest in immunity-boosting methods was lower during this period, suggesting a preference among mothers for reactive instant treatment over proactive daily immunity reinforcement for their children. Armed with these insights, our strategy aimed to shift this behavior and position PROBI as the preferred brand in mothers' minds—a vital preparation for their children's immunity for every school day.
INSIGHT
[EXTERNAL PREPARATION CAN’T MAKE SCHOOL DAYS HAPPENS WITHOUT A STRONG INNER IMMUNITY]
PROBI targeted "progressive modern" moms, self-professed "highly-investing parents" who meticulously prepared their children for school with items, clothing, activities, and involvement in parent committees. Despite their thoroughness, immunity reinforcement wasn't a priority coming to her mind. And if the children fell ill, recovery often exceeded seven days (PROBI scientific research), leading to a full week of missed school—an outcome neither the mother nor the child desired.
CREATIVE IDEA
[CONVINCE MOMS THROUGH THE AUTHENTIC LEARNING JOURNEY ASSURED BY PROBI]
We developed the social campaign idea "EQUIP THE IMMUNITY SHIELD FOR ONGOING LEARNING". Our creative vision for this concept was to implement innovative approaches—deviating from traditional methods—by incorporating expert visuals and scientific data to present PROBI in a more motivating and genuine light, while reinforcing its connection to the advantages of immunity. We opted to highlight children's genuine "learning experiences in the outside world" as the central element of our content execution.
To transcend the conventional and educational norms associated with Moms and Baby products, Probi undertook a challenging initiative. The brand strived to infuse excitement into its approach by creating engaging activities that authentically resonate with moms and kids through a native lens. This included innovative features like a collaborative "spycam" format, seamlessly intertwining genuine KOL narratives with credible expert viewpoints. Additionally, Probi integrated day-to-day stories, providing updates on kids' school days, further embedding the product's role in the lives of its target audience. This unique strategy extended beyond the digital realm, as Probi executed a series of online-to-offline activations, propelling moms through the entire consumer journey. The impact of this approach was evident in the significant volume of social conversations generated and thousands of participation of real moms and kids transitioning from online engagement to offline.
CONNECTION PLAN
Phase 1 - PROBI RINGS THE IMMUNITY ALARM TO PROGRESSIVE MOMS
PROBI introduced "The School Performance Forecast," a news-style content series showcasing KOLs such as Trinh Pham, Xoai Fam, Gia Dinh Cam Cam, Thanh Tran, and Huynh Phung. This KOL series carefully dissected environmental factors affecting children's health across the South, Central, and North regions, aiming to capture mothers' attention regarding the impending impact on their kids' immunity and their learning day. To maximize the series' reach, we engaged mom-friendly communities to amplify the content effectively.
Phase 2 - PROBI MAKES MOMS CONVINCED VIA THE JOURNEY OF LEARNING
PROBI orchestrated a collaboration between KOLs (Thanh Tran, Cao Hoang Man, Truong My Nhan, Gia Dinh Cam Cam) and healthcare professionals (HCP) in an experiential "spy-cam" content format. This aimed to capture children's carefree learning experiences in the outside world, devoid of direct interference from KOL parents, while utilizing experts as credible brand representatives. The initiative showcased and inspired the audience through PROBI's immunity benefits organically, through the child's continuous learning journey. Additionally, we leverage PROBI content in daily contexts by having KOLs share their daily reminder about preparing for their kids with PROBI over 7 days, presented in Facebook stories format.
Phase 3 - PROBI ENCOURAGE MOMS TO PROACTIVE ACTION
Ultimately, to foster real-life engagement with moms, we launched an incentivizing UGC activity utilizing CapCut templates. This initiative yielded over 1000 submissions from users. Moms were encouraged to exhibit their children's ongoing learning journey under PROBI's safeguarding, with rewards such as VNM vouchers and invitations to Tiny World for an exciting out-of-home play day for their kids.
OBJECTIVE-BASE KPI
The innovative approach to social content proved to be a remarkable success for PROBI in the fermented probiotic milk category, propelling it to the number 4 position on the BSI chart in November 2023. With over 54 million views and 440,575 buzzes generated across platforms, it surpassed the KPI estimate by 117%. Impressively, 95% of these buzzes were relevant, exceeding the KPI estimate by 154%. Additionally, PROBI achieved an absolute positive score of 1.0 and a respectable earned proportion of 28%. Furthermore, it garnered participation from over 1000 moms, bridging online engagement to offline events.
