UNLOCK THE FREEDOM TO CHILLGenZ is struggling to find a refreshing way to have the unwinding experience in the festive occasions filled with traditional drinking celebrations, overcrowded & overwhelming feasts filled with beer. Strongbow takes the opportunity to deliver the refreshing taste via unlocking the unknown tricks to chill with Strongbow.

Seeing GenZ struggle to have a good chill in their celebration. For the year of the Cat aka. “Mẹo” year in Vietnam that stands for the year with full of tips (means “mẹo" in Vietnamese), Strongbow innovatively creates a whole space with “chill tips” uniquely for GenZ to experience the unwinding moments with the key message “Mẹo Chill, Phiêu Lễ Đã"The breakthrough creative approach is viral thanks to the leverage of social slang and the utility of influencers with superb talkable and native creativity to create the unexpectedly humorous atmosphere to the youngsters to discuss about “Mẹo Chill"” on social media and go down town to celebrate in the festival moment.

CREATE TALK OF THE TOWN FOR “MẸO CHILL”To create the native bond with consumers and enhance campaign identity, Strongbow, for the first time, asked users to contribute their ideas for the campaign slogan in the form of chasing letters. It successfully goes viral by utilizing the tactic of letting iconic influencers and communities proactively comment and show their excitement of joining and brainstorming, discussing, which triggers massive users involved.After social brainstorming activity to trigger social noise, the brand excites users about “Chill tips'' by a unique influencer strategy approach.Firstly, we leverage the “Cat-aged Rapper” who is a top rising Influencer in 2022, named Hieuthuhai. Together with top hilarious vibe KOL Le Duong Bao Lam who is success proven for any social content and Nguyen Thao to neutralize the story. All these KOLs role is to build a chill atmosphere to audiences on social media talking about the social braíntorming and then unveiling the brand message officially. The brand uses the trio team-up with their friends to create viral content on TikTok, unexpectedly going viral then.DIAL UP CHILL TIPS TO TET CULTUREKnowing that GenZ avoids  boredom in traditional Tet unwinding time, Strongbow keeps the momentum to level up Chill tips to the Four Chill Tarot as a “too fun to miss” ritual to drive shareability. The Tarot is conceptualized by Tet traditional food with individual fortunate meanings, namely The Gathering of Wealth, Gathering career and fortune, Happy Gathering, Praying for love. Kickstart the conversation through a livestream of iconic influencers about the Four Chill Tarot with funny conversation and discussion about the Tarot message, where users can engage directly with the influencers to join the discussion.To keep the hype, the brand maximizes the authenticity and creativity of TikTokers, content creators & macro influencers by letting them freely and truly enjoy the new chilling drinking context and ritual, showcasing via a series of videos. Unexpectedly, the result goes beyond the imagination with more than 35 KOLs organically joining the Tarot & igniting the conversation with their fans and boosting it to be trending on TikTok.

Thanks to the creative idea that tapping into the right GenZ social slang and insight, creatively playing with the culture of Tet “Year of the Cat" with a smart use of Influencers customized by social platforms, Strongbow successfully lands the differentiation in a high cluttering festive season with relevance to GenZ. Another success celebration for Strongbow proven by the records of being top 5 BSI campaign in December 2022 with more than 700K discussion on Social. The campaign also brings positive impact to Brand performance in terms of Sale volume with +6% vs. last year, Brand campaign awareness & Brand Spontaneous awareness also increased by +43% and +50% vs. last year. With the insightful approach, Strongbow impressively achieved:Brand love +8% vs. LYBrand meet needs +17% vs. LYBrand share my interest +39% vs. LYLast but not least, Strongbow gained a trial rate by +7% vs. last year, which was driven by a relevant strategy to build drinking occasions during the Festive season.