BRAND:
Sữa chua ăn Vinamilk Nha Đam & Lựu đỏ ít đường (Combo beauty)
AWARD CATEGORY:
The Best Use of Content Creativity
CAMPAIGN TIME RANGE:
2/10/2023 - 29/02/2024
CREDITS:
Climax Creatology
CASE STUDY VIDEO
STRATEGY
Vinamilk Combo Beauty - Our Sustainable Beauty Promise, Powered By AI
• Campaign Background - Health vs. Hype - Can Vinamilk Promote Sustainable Beauty?
In Vietnam, the beauty industry is heavily influenced by external trends and celebrity standards, particularly from South Korea, Europe, Japan, and the U.S. This fuels a strong desire among Vietnamese consumers to achieve quick beauty results, often adhering to the "no pain, no gain" philosophy. Consumers are willing to spend heavily on products, sometimes compromising health or sustainability in their pursuit of the ideal look. This presents a significant challenge for brands like Vinamilk that seek to enter the wellness space. With a 48-year legacy of sustainable brand development and the new ethos of “Determined, Bold and Original”, Vinamilk strives to empower young women to pursue sustainable beauty actively. Breaking new ground, Vinamilk introduced a new innovative product line: “Combo Beauty - Vinamilk Yogurt Red Pomegranate & Aloe Vera with low sugar”. This is a beauty-focused yogurt featuring aloe vera, pomegranate, and collagen as unique selling points; preserving the outstanding digestive features of its core yogurt product.
• Campaign Strategy - The Isaac Effect: How Personalization and AI-Powered Vinamilk's Campaign.
Backing this product launch is a sustained communication platform: 'Một bước làm đẹp từ dạ đến da/Beauty Unfolds - One step to glow from stomach to skin.’
Vinamilk's Combo Beauty launch on Vietnamese Women's Day showcased the power of creative content personalization and AI-driven strategies in a KOL-driven market. Their strategic choice of ambassador, Isaac, ensured the message of inner beauty resonated deeply. His authentic connection and focus on long-term well-being were perfectly aligned with the new aloe vera and red pomegranate flavors. Crucially, a robust AI foundation amplified KOL-led approach, creatively tailoring Isaac's message to individuals for maximum impact. This personalized, creative content delivery ensured the campaign effectively reached its ideal audience.
INSIGHT
• The Beauty Tension: Young Women Caught Between Ideals and Well-being.
Young Vietnamese women navigate a treacherous beauty landscape. They're bombarded with images of flawless skin, unattainable figures, and the promise of instant transformations. The relentless focus on external perfection fuels a desire for quick fixes, even if it means sacrificing health and authenticity.
• Vinamilk Combo Beauty's Philosophy: Beauty from Within.
Vinamilk boldly challenges these harmful norms. We believe true beauty isn't achieved through drastic measures or fleeting trends. Our focus is on sustainable beauty, rooted in nourishment, self-care, and embracing one's unique radiance. This message of empowerment resonates deeply with an audience tired of feeling inadequate.
• Strategic Ambassador vs Authenticity.
We understand that young women are savvy and crave authenticity. That's why our partnership with Isaac is so powerful. His genuine charm, healthy image, and cross-generational appeal make him the perfect ambassador for our message. Isaac embodies the idea that true beauty is timeless and effortless, aligning perfectly with Vinamilk's philosophy.
•The freshness of AI & Personalization that captivates.
Today's Vietnamese young women are social media masters. They crave fresh, engaging content that nourishes their desire for empowerment and self-care. That's where technology becomes more than just a tool – it transforms into a delightful companion. We leverage cutting-edge AI to understand the unique needs of our audience. This allows us to personalize content, creating a sense of individual connection. Imagine the impact of technology bringing your ideal ambassador directly to you, offering tailored message and inspiration – that's the power of AI in action.
CREATIVE IDEA
Today's Vietnamese women lead dynamic lives and deserve self-care that effortlessly enhances their natural radiance. Vinamilk Combo Beauty understands this need. Our big idea, "Một bước làm đẹp, cưng dạ, căng da/ Beauty unfolds - One step to glow from stomach to skin," and tagline, "Cưng dạ căng da/ Nourish the stomach, nurture the skin," highlight the power of our yogurt with aloe vera and pomegranate. This message connects internal health to radiant skin, emphasizing the self-care and pampering women deserve.
THE WINNING FORMULA: SIMPLICITY, AUTHENTICITY, AND EMPOWERMENT.
This seamless blend of philosophy, authenticity, and empowerment resonates deeply with our audience, offering an antidote to harmful beauty ideals and championing their authentic radiance.
➤ A philosophy of simplicity
Our philosophy embraces "skinimalism" and "eat your skincare," championing simplicity, sustainability, and innovation within the yogurt category while remaining cost-effective. This guides our influencer selection and strategy, ensuring a cohesive experience.
➤ Influencers That Inspire
We carefully select KOLs aligned with Vinamilk's original values and target young women (15-35) seeking sustainable beauty. Isaac, a popular artist with 1.9 million followers, was the perfect fit. As 42% of young Vietnamese women seek brands that make them feel appreciated (Source: GWI, 2023), his Women's Day message captured hearts.
We also partnered with micro-KOLs across beauty, skincare, food, fitness, and lifestyle segments to promote yogurt consumption and a healthy, sustainable lifestyle.
➤ Personalized with Technology
For maximum impact, we harness the power of AI and AR. Isaac’s nurturing messages connected directly to consumers, while interactive activities made every woman feel known, cared for, and inspired to choose the right product for their beauty journey.
CONNECTION PLAN
With heartthrob Isaac at its center, our campaign innovated with AI, AR and personalized messaging to promote sustainable beauty with the Combo Beauty yogurt, inspiring contemporary women to embrace sustainable self-love.
➤ PHASE 1 - "Be Isaac's Girlfriend": The Playful Kick-Off Captivates Young Women
The campaign sparked fan fantasies with the 'Isaac's Girlfriend for a Day' concept, cleverly linking self-care to Combo Beauty yogurt. Isaac's sweet gestures in the "Cưng Dạ, Căng Da" duet challenge created a unique fan connection. Facebook and TikTok were the perfect platforms for this catchy, youth-focused campaign. This marked the first time a male KOL directly engaged audience, with Isaac's viral Women's Day pickup line charming his fangirls."
➤ PHASE 2 - AI-Powered Gifts & Personalized Messages Create Unforgettable Women's Day
Vinamilk shattered engagement records on Vietnamese Women's Day with its AI-powered campaign. On Facebook, thousands of personalized voice wishes from Isaac captivated fans. Meanwhile, the "A Day of Self-Love" CapCut challenge on TikTok exploded with over 3.3 million views, inspiring women to prioritize self-care with Vinamilk's Combo Beauty, even during hectic days. Further amplifying the experience, Vinamilk partnered with diverse KOLs across sports, cooking, and lifestyle sectors, emphasizing the link between gut health and radiant beauty.
➤ PHASE 3 - From Social ‘Likes’ to Yogurts: Vinamilk's AR 3D Campaign Drives Sales
To bridge consideration to purchase, we strategically targeted young adults with offline convenience shops - popular youth gathering channels near universities and office buildings. Here, an educational AR experience with 3D elements showcased Combo Beauty yogurt in a novel way, encouraging social sharing on Facebook Stories. This innovative approach resulted in a wave of virtual yogurt images spreading the campaign message across social media. Vinamilk also leveraged e-voucher gifts and reviews from diverse KOLs across various sectors like sports, cooking, and lifestyle.
Throughout the campaign, Vinamilk Combo Beauty rewrites beauty philosophy - ditch the fads, embrace real care that lasts; as opposed to fleeting trends that could be detrimental in the long run.
OBJECTIVE-BASE KPI
Vinamilk's Combo Beauty Yogurt ignited social media and fueled immediate sales growth. Our strategy leveraged the star power of influencer Isaac and AI-powered insights to deliver personalized content experiences that resonated deeply with young Vietnamese women. This trifecta of content – informative, engaging, and aspirational – convinced them to adopt a new daily beauty habit, championing sustainable beauty through the 'Isaac Effect'.
➤ We dominated social media :
Vinamilk's recent campaign sparked extraordinary social buzz, exceeding our KPI by a remarkable 124% with 360,156 buzzes. The campaign resonated deeply, garnering over 3.3 million #CungdaCangda hashtag views on TikTok and inspiring substantial user-generated content (607 Capcut template uses, 1,900 dedicated posts). This activity propelled the campaign into the Top 10 Buzz Metric Charts for two consecutive months (Oct-Nov 2023), highlighting its strong consumer connection.
➤ We drove sales growth, and strengthened yogurt market dominance:
Premium yogurt line Combo Beauty launch has achieved an impressive sales growth of +84%, accompanied by a market share exceeding 1.5%. This remarkable achievement solidifies Vinamilk's position as the undisputed market leader in Vietnam's yogurt segment.
➤ We secured solid Brand Strengths:
Our brand's focus on "Skin Beauty" and "Body Beauty" has resonated strongly with consumers, with these attributes scoring an impressive 89% and 80% respectively. This positive perception directly translates into action – after the campaign, we witnessed a 2% increase in Brand Usage Metric Overall (BUMO) and a significant 7% jump in Trial. These results solidify our brand's position as a leader in beauty solutions that deliver tangible results.
