BRAND:
The Cocoon Original Vietnam
AWARD CATEGORY:
The Best CSR Campaign
CAMPAIGN TIME RANGE:
1/8/2023 - 2/10/2023
CREDITS:
CASE STUDY VIDEO
STRATEGY
A survey conducted by the Royal Society for Public Health (RSPH) in the UK found that 70% of young people aged 14 to 24 said they felt negative about their body image after following influencers on social media. Another statistic shows that 37% of respondents aged 12 to 20 have experienced body shaming online. Clearly, self-doubt - comparing yourself to others to feel "not good enough" is a problem not only for one generation, but it is becoming more and more prominent today.
As a brand that always cares about social and community values, Cocoon respects diversity and cherishes differences because the natural essence of each person is unique and precious.
Micellar water is a very competitive market with many local and global brands, and it is currently led by dermocosmetic competitors such as Bioderma, La Roche Posay... The battle of micellar water is not only about price, awareness, and effectiveness, but also about credibility, coming from leading experts in the field of skin care and makeup. In this makeup and skincare community, LGBTIQ+ people make up the majority, so the team chose Suboi - a person who has an influence on many others in the community to be able to connect them together.
INSIGHT
Each of us has our own unique essence, and the way we express it is also different. Therefore, there is no standard that dictates that you must be like someone else or follow a specific pattern to be accepted and loved. When you understand yourself, accept and love yourself, good things will naturally come to you.
And we feel that those good things are deeply expressed and spread very strongly in the LGBTQ+ community. Therefore, coming from a place of love and respect for the LGBTQ+ community, Cocoon has partnered with inspiring ambassador Suboi to launch a limited edition version of Melon Micellar Water.
CREATIVE IDEA
Coming from the love and respect for the LGBTQ+ community, Cocoon has partnered with inspiring ambassador Suboi to launch a limited edition version of Bitter Melon Cleansing Water. Cocoon & Suboi are proud to name our special project "LOVE YOUR NATURE". The word "Nature" here has two meanings:
The first meaning is the natural essence of each person, what we carry with us from birth and development. It is something that cannot or is very difficult to change, so as long as it does not affect anyone, there is nothing wrong with living true to one's nature. "Love your nature" - just be yourself, as a declaration reminding us to always love ourselves and be confident to live life on our own terms, not based on anyone else's standards.
"Nature" here also means nature, the natural ingredients - which are in all Cocoon products. Through this, the brand wants to convey a strong message that by using Cocoon products through this campaign, we will further empower ourselves to love the "naturalness" in each person.
The "LOVE YOUR NATURE" project is a beautiful and important reminder that everyone deserves to be loved and accepted for who they are. Cocoon and Suboi are proud to be a part of this important message, and they hope that it will inspire others to live true to themselves.
CONNECTION PLAN
Cocoon connected with members of the LGBTIQ+ community through Suboi to create a viral clip with the message: Love Your Nature - Just Be Yourself. In the video, characters from all flags within LGBTIQ+ express a very clear point of view: just be yourself, good things will naturally come.
Winter Melon Cleansing Water - the representative product of this campaign - also launched a limited edition version with a rainbow flag and a rainbow box containing a tote bag and "love your nature" t-shirt as a symbol of pride for those who own it. Not only promoting on social networks, Cocoon brings the image of "love your nature" to all shelves, billboards and double-decker buses throughout the city, and also donates a part of the revenue to the Vietpride scholarship fund. All of this seems to say that Cocoon publicly supports the naturalness of each person, especially the allies of LGBTIQ+ so that they do not feel alone in this fight.
OBJECTIVE-BASE KPI
More than 1000 Love Your Nature gift boxes were sold out within 7 days of the campaign launch. With a meaningful message and brand love being pushed up in August and thanks to the key KOL, Ms. Suboi, the brand also had the opportunity to cooperate with big KOLs in the community such as Dustin Nguyen, Phap Kieu, Valentine... the KOLs also posted in support of the brand, the amount of earned media is estimated to be double the value of paid media.
The campaign also pushed the cleansing industry's revenue in September up 56% compared to August, with the number of cleansing waters increasing by 113%. From there, Cocoon maintains its position in the cleansing water industry in particular and Vietnamese cosmetics in general.
