BRAND:
VINAMILK SỮA ÔNG THỌ
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
18/8/2023 - 14/9/2023
CREDITS:
ICON MEDIA
CASE STUDY VIDEO
STRATEGY
Ông Thọ, a condensed milk brand recognized as a "national heritage" with a 48-year history, is renowned for its superior quality: rich and premium milk flavor. However, the usage purpose of Ông Thọ's consumers remains relatively basic. In the subconsciousness of Vietnamese consumers, Ông Thọ milk is only perceived suitable for sweet dishes, revolving around dipping bread, making hot milk, or creating flan, while many other potential uses remain undiscovered. Simultaneously, the younger customer segment lacks the same level of brand attachment to Ông Thọ as previous generations (parents and grandparents).
Brand mission: As a leading brand, Ông Thọ aims to lead and "drive growth" in the industry by expanding its range of uses to stimulate increased frequency and volume of consumption. Additionally, to appeal closer to the younger demographic, a selection of youthful approaches and content relevant to this audience is necessary.
Strategy:
(1) Ông Thọ decides to take the lead in expanding usage purposes and consumption volume by delving deeper into the "Cooking" field to establish a stronger relationship with housewives by introducing cooking recipes using Ông Thọ milk - a special ingredient to "revitalize" traditional savory dishes, making them fresher and more delicious.
(2) Introducing new strawberry and chocolate-flavored products to connect more with the younger audience.
Strategy: TRANSFORMING VIETNAM'S LEGACY CONDENSED MILK BRAND, ÔNG THỌ, INTO A NEW SOCIAL FOOD TRENDSETTER.
INSIGHT
[UNEXPECTED TWISTS ON VIETNAMESE FOOD CULTURE]
We propose a range of adjacent strategies for the Ông Thọ condensed milk product line, leveraging the advantages of amplification.
With specific customer groups and distinguishing features:
Vietnamese housewives, aged 25 to 45, who typically take on the primary cooking responsibilities at home, passionate about exploring new recipes.
Vietnamese GenZ individuals, aged 18 to 24, enthusiastic about cooking, often seeking out "delicious" and "colorful" recipes shared on social media platforms. They are particularly interested in trying out various dishes, drinks, cosmetics, and diverse sauces.
Commonalities:
All passionate about cooking, enjoying the search for new recipes, restaurant-quality standards, and replicating them at home.
Enjoy cooking and view it as a daily activity.
Prefer to explore and try new cooking ingredients.
Frequently engaged individuals or active listeners in the community, KOLs, and experts in the cooking field.
Based on this understanding, we also propose various levels of influencers with different degrees of influence and impact on purchasing behavior.
CREATIVE IDEA
Especially throughout these stages, we initiated numerous UGC activities, turning each consumer into a "mini influencer". Where they themselves create new cooking recipes, share them on their personal social media, and inspire their friends and colleagues.
Alongside a content strategy understanding consumer insights, customized for each target audience, the campaign also employs a social media strategy utilizing influencers, including chefs,KOLs, social communities, and UGC to create SOCIAL FOOD TRENDS on both Tiktok and Facebook platforms - suitable for consuming instructional cooking videos.
With ultimate goal: Ông Thọ aims to transform consumers' perception of how to use Ông Thọ for daily cooking activities, not just limited to familiar desserts but also extendable to savory dishes and unique toppings, convenient for everyday use.
To achieve success in creating UGC activities, we need to identify leaders with knowledge, credibility, and most importantly, trust from consumers. These culinary experts collaborate with us to create cooking recipes that align with their expertise. Ông Thọ plays a crucial role as the main ingredient combined with various dishes such as grilled meats, braised dishes, hotpots, etc.
Instead of using sugar or honey as seasoning, we devised activities for 2 phases closely associated with using Ông Thọ with savory dishes. The terms "Yummy" (Dính) and "UP" (Lên) were cleverly integrated into these activities. Lần lượt tương ứng với 2 giai đoạn COOKING WITH ÔNG THỌ - BBQ/BRAISE/STIR-FRY, EVERY DISH IS "Yummy" (dính) and COOKING WITH ÔNG THỌ - "THOUSAND DISHES IMPROVED, NEW YEAR ELEVATED"
This creative concept is combined and customized for each KOL, influencer, creating content that resonates with the KOL's user base while strongly connecting with Ông Thọ.
In particular, for the Gen Z group, we introduce NEW STRAWBERRY & CHOCOLATE FLAVORS FROM ÔNG THỌ - "TOPPING WITH ÔNG THỌ ON TOP, THE PINNACLE OF DELICIOUSNESS" With a passion for exploring new flavors, especially with a sense of adventure, we decided to invite KOLs to present content strategies with unique combinations such as: makeup using food, or collaborations in humorous content. The unique combination of seemingly unfamiliar themes but related to food has helped expand the campaign's topics without too many constraints.
CONNECTION PLAN
CAMPAIGN 1: COOKING WITH ÔNG THỌ, EVERY DISH IS "YUMMY"
Phase 1.1: Renowned chefs reveal the secret to creating super "YUMMY" grilled ribs using Ông Thọ Condensed Milk
Simply saying "these grilled ribs are so DÍNH" wouldn't be enough to convince consumers that Ông Thọ condensed milk can be used in savory dishes. Therefore, the campaign aims to capture the attention of consumers by presenting real-life activities – actual cooking demonstrations by chefs and famous rice paper stall owners. This will solidify the claim that grilled ribs marinated with Ông Thọ condensed milk are indeed irresistibly sticky. The introductory video quickly garnered over 3.5 million views on TikTok, sparking a buzz on social media with over xxx discussions on Facebook.
Phase 1.2: KOLs & community spread verified delicious recipes from chefs
To affirm the high applicability of Ông Thọ Condensed Milk as a daily cooking ingredient, phase 2 expands to family dishes, from grilling to sauces, to braising/stir-frying, spread by over 100 content creators and the "Love Cooking" community, generating over 7800 shared posts. This serves as evidence that Ông Thọ's 48-year-old legacy still has its own vitality to become part of Vietnamese life.
Phase 1.3: Online community collectively tries out recipes with Ông Thọ Condensed Milk
To increase the viral effect and create a trend of using Ông Thọ condensed milk in savory dishes, the campaign invited users to participate in a creative cooking contest using Ông Thọ condensed milk. This generated over 700 submissions in three weeks, creating a social media frenzy about the brand's culinary innovations.
CAMPAIGN 2: COOKING WITH ÔNG THỌ - "THOUSAND DISHES IMPROVED, NEW YEAR ELEVATED"
Phase 3.1: Kick-off the campaign with 2 Macro KOLs representing 2 target groups, introducing traditional & creative Tet dishes
Starting from the idea that every delicious dish carries good meaning during Tet, two Macro KOLs representing two generations are chosen to inspire consumers to use Ông Thọ to elevate their Tet feast and spread the belief in a prosperous New Year brought by Ông Thọ.
• Huỳnh Anh Tuấn – a famous actor representing GenX, who loves classic styles, will promote traditional dishes with Ông Thọ such as Braised Duck Eggs, Pork Sausages, Multi-colored Coconut Candies.
• Châu Muối – a renowned content creator representing Gen MZ, will share innovative and creative Tet meals, instilling confidence in a spiritually elevated Tet brought by Ông Thọ, through dishes like Assorted Hotpot, Original Bao Cake.
Phase 3.2: KOLs participate in cooking Tet dishes under two hashtags #traditionalTetdishes & #creativeTetdishes
The fusion of "improved taste" recipes combining traditional and creative dishes has garnered significant attention, accumulating millions of views and creating a buzz on TikTok and Facebook. Influential figures like Sammy and Vanskitchen actively contributed, sparking engaging discussions around this trend.
Phase 3.3: Inviting the community to create New Year's dishes with Ông Thọ
To spread the trend of using Ông Thọ for delicious Tet dishes as a lucky charm for the New Year, Ông Thọ organized an exciting Tet cooking contest, attracting housewives and young people to cook delicious dishes with Ông Thọ and send Tet wishes to their loved ones. The contest attracted over 800 user-generated content with positive and natural discussions.
CAMPAIGN 3: NEW STRAWBERRY & CHOCOLATE FLAVORS FROM ÔNG THỌ - "TOPPING WITH ÔNG THỌ ON TOP, THE PINNACLE OF DELICIOUSNESS"
Phase 2.1: Creating curiosity about the new flavored OT product
Ông Thọ introduced new flavored tube products targeting the GenZ audience through fresh, cheerful content from Gon Pink, Toha, and Hy Khi Duong. Their unique content based on beliefs about horoscopes and food-based makeup garnered over 8 million views in 5 days and 1 million organic views thereafter.
Phase 2.2: Creating a trend of dishes with flavored SOT
The "Eat everything with flavored Ông Thọ tube" challenge challenged the participation of entertainment content creators, showcasing flexible combinations in convenience stores, street snacks, and regional cuisine, creating echoes on Facebook & TikTok and spreading through the GenZ community.
Phase 2.3: Community responds together to the challenge of cooking delicious dishes with flavored SOT
Encouraging creative GenM to create their own light dishes with flavored Ông Thọ, we organized baking-drinking challenges and received 868 unique recipe submissions, promoting home creativity and brand engagement.
OBJECTIVE-BASE KPI
Ông Thọ's debut campaigns consistently yielded impressive results on social media, marked by consistency in planning and execution. This success solidified its position as a pioneering force in the FMCG sector, shaping its ownable path of social food trends. Its appeal extended to a diverse audience, ranging from culinary-minded Millennials to adventurous GenZ enthusiasts, deeply rooted in local food culture:
The social metrics growth of Ông Thọ in 2023 compared to 2022: Buzz volume increased by 176%, and audience scale increased by 84%. Ông Thọ's Tet campaign reached the top 4 of the BSI rankings for February 24
The market share in value increased by nearly ~ 1 point compared to 2022.
The revenue of Ông Thọ in 2023 increased by nearly 40% compared to 2022.
STAGE 1;
Top 3 BSI in competitive period - August / 2023
Buzz volume: 389,458 (+123% vs committed KPI)
Relevant buzz: 377,549 (+149% vs committed KPI)
Attribute buzz: 227,097 (+251% vs committed KPI) - 62.5% contributed to “application" (taste enhance, soften meat, coating)
UGC: 567 submission
Sentiment: 0.99
Virality: 0.93
STAGE 2:
Top 6 BSI in Oct / 2023: Buzz volume: 442,409 (+122% vs committed KPI)
Relevant buzz: 440,196 (+161% vs committed KPI)
Attribute buzz: 413,736 (+490% vs committed KPI)- 88% contributed to “new flavor / taste"
UGC: 897 submission
Sentiment: 1
Virality: 0.84
STAGE 3
Top 4 BSI tháng 2/2024
Buzz volume: 368,967 (+112% vs committed KPI)
Relevant buzz: 330,033 (+118% vs committed KPI)
Attribute buzz: 245,267 (+289% vs committed KPI)- 78% contributed to “product name in recipe"
UGC: 916 submission
Sentiment: 1
Virality: 0.84
