BRAND:
VINAMILK SỮA ÔNG THỌ
AWARD CATEGORY:
The Best Social Media Campaign
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 subconscious 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]
As our campaigns aimed towards a wide demographic groups:
Vietnamese housewives: aged between 25 and 45, who typically handle most of the cooking duties at home, keen on discovering new recipes, often through word-of-mouth recommendations shared on social media platforms.
Vietnamese GenZ individuals, aged between 18 and 24, are adventurous when it comes to cooking, often seeking out "flavorful" and "colorful" recipes shared on social media platforms. They are particularly interested in trying out various dishes, drinks, sweets, and sauces.
With the above demographic groups, three ad hoc campaigns were launched:
➔ Campaign 1: Targeted at Vietnamese housewives (25-45 years old) - spreading recipes with Ông Thọ sweetened condensed milk to refresh traditional dishes in new ways and enhance the flavor of Vietnamese delicacies.
➔ Campaign 2: Launching new flavored Ông Thọ tubes (strawberry, chocolate) targeting GenZ and young Vietnamese housewives.
➔ Campaign 3: Insisting Ông Thọ as essential ingredients to enhancing Tet traditional cuisine and creating new delectable recipes for both old-young Vietnamese housewives audiences.
Our task was to define a common ground to lay in our strategy that could be adaptable across campaigns and impact both groups of Vietnamese consumers. During our exploration of social food trends, social media platforms were flooded with inquiries about trendy food recipes, none of which seemed to sustain interest for more than 10 days (according to the Social Lift Tool Tracking). However, we noticed that Vietnamese consumers were actively digging "social secrets" to elevate traditional dishes, such as rich caramelized roasted ribs in the southern style, restaurant-quality green pepper sauces, and simple colorful smoothie drinks… to recreate at home. This indicated a distinct demand from our consumers for unexpected twists that enhance the traditional flavors without losing authenticity.
With this insight, our long-term social strategy was to make our brand's core strength: the legacy rich condensed milk, become a trend-setting ingredient to give Vietnamese flavors customized twists attracting both groups of consumers.
CREATIVE IDEA
ÔNG THỌ - "NEW AND INSPIRING SEASONING," CREATIVE COOKING RECIPES & TRENDY
This is the main direction in all campaigns. The goal is to make Ông Thọ the key ingredient behind social culinary trends.
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.
CAMPAIGN 1: COOKING WITH ÔNG THỌ - BBQ/BRAISE/STIR-FRY, EVERY DISH IS "Yummy" (dính)
NẤU ĂN CÙNG SỮA ÔNG THỌ - NƯỚNG/KHO/RIM, MÓN NÀO CŨNG “DÍNH"
Unique idea: Most consumers has only used Ông Thọ for sweet dishes or as a bread dip; few know that Ông Thọ can be used in savory dishes (especially in grilling, braising...) instead of sugar or honey.
How to viral and drive social media:
(1) Content strategy by riding social language trends: Using the term "yummy" (dính) to name dishes and create content around the word "yummy" (dính) to describe the deliciousness of savory dishes marinated with Ông Thọ condensed milk, both trending and social.
(2) Social media strategy using an influencer mix endorsed by chefs and spread by KOLs, social communities, and user-generated content to create SOCIAL FOOD TRENDS.
CAMPAIGN 2: COOKING WITH ÔNG THỌ - "THOUSAND DISHES IMPROVED, NEW YEAR ELEVATED"
NẤU ĂN VỚI ÔNG THỌ - “VẠN MÓN LÊN VỊ, NĂM MỚI LÊN HƯƠNG”
Unique idea: The idea is developed based on the understanding of Eastern culture, the belief that "The beginning of the year must always go 'up' (lên) to wish for a more fortunate, prosperous new year." Therefore, with the campaign "Thousand Dishes Improved, New Year Elevated," Ông Thọ cleverly plays with the word "UP" (lên) meaning to elevate the flavor of dishes while also implying spiritual elevation in life. Additionally, skillfully incorporating Ông Thọ's role to enhance traditional and creative dishes for the Tet holiday. This is a creative approach not exploited by any other brands, while other brands focus only on rich, flavorful cooking stories/family gatherings or simply on wishing for luck.
How to viral and drive social media:
(1) Content strategy using wordplay: Utilizing wordplay with "UP" (lên) to signify taste elevation: Ông Thọ condensed milk enhances the flavor of dishes. Adding a small twist to create surprises or novelty for Tet, symbolizing spiritual elevation: fortune, luck, love, health...
(2) Clever social media strategy using influencers, including 2 MACRO KOLs representing 2 generations: (1) Huynh Anh Tuan - representing genX, conveying messages of preserving values with traditional Tet dishes but prepared in a more attractive way, and Chau Muoi inspiring cooking for Gen MZ with creative Tet recipes.
CAMPAIGN 3: NEW STRAWBERRY & CHOCOLATE FLAVORS FROM ÔNG THỌ - "TOPPING WITH ÔNG THỌ ON TOP, THE PINNACLE OF DELICIOUSNESS"
(ÔNG THỌ VỊ DÂU & SOCOLA MỚI – “XỐT RƯỚI ÔNG THỌ ON TOP, MÓN NGON ĐỈNH CỦA CHÓP”)
Unique idea: Traditionally, Ông Thọ has a white flavor, but now with the new strawberry and chocolate flavors, Ông Thọ has opened up many new ways to enjoy desserts and drinks; providing users with a creative experience, making many snack dishes more interesting and appealing.
How to viral and drive social media:
(1) Content strategy: By leveraging & applying social review trends such as eating according to Emojis, "sweeping delicious street food for only 50k," "challenging a day at the convenience store for only 100k," "exploring regional cuisine" with just a tube of Ông Thọ strawberry/chocolate, aiming to attract interaction and engagement from the Community. At the same time, using trending language "the pinnacle" to describe the deliciousness of every dish when elevated to a new level with Ông Thọ Topping.
(2) Social media strategy using an influencer mix spread by KOLs, social communities, and user-generated content to create SOCIAL FOOD TRENDS.
CONNECTION PLAN
CAMPAIGN 1: COOKING WITH ÔNG THỌ, EVERY DISH IS "YUMMY"
NẤU ĂN CÙNG SỮA ÔNG THỌ, MÓN NÀO CŨNG “DÍNH"
Phase 1.1: Renowned chefs reveal the secret to creating super "YUMMY" (dính) 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"
NẤU ĂN VỚI ÔNG THỌ - VẠN MÓN LÊN VỊ, NĂM MỚI LÊN HƯƠNG
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"
ÔNG THỌ VỊ DÂU & SOCOLA MỚI – “XỐT RƯỚI ÔNG THỌ ON TOP, MÓN NGON ĐỈNH CỦA CHÓP”
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%.
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
