SuSu, the leading brand in providing sterilized yogurt drinks for kids from Vinamilk, has established a user-friendly entertainment content platform for moms and kids. However, maintaining a consistently fresh, innovative brand narrative and sustaining consumer love pose ongoing challenges for the brand's leadership.  

In response, SuSu has astutely recognized the desire of moms to integrate entertainment with education for their kids. Consequently, SuSu has introduced a novel edutainment approach as a breath of fresh air in its brand communication strategy, seamlessly blending education with entertainment in a captivating manner. SuSu now transcends its role as merely a preferred choice for kids' yogurt drinks; it also functions as a supportive companion brand for moms, assisting them on their journey of educating their kids and providing highly beneficial real-life experiences for kids.

FROM PRECISE EDU-TAINMENT THAT IGNITE REAL “HERO-IN-LIFE” ACTIONS  

To address the aforementioned issue, SuSu leveraged and deployed the "Nạp Năng Lượng Giữ Trái Đất Xanh Cùng SuSu Hero" platform on social in a remarkably astute and refined approach, enabling moms to impart positive values to their kids. This idea introduced a unique approach to environmental education. SuSu transcended traditional activism by seamlessly integrating the message of environmental responsibility into engaging activities, featuring catchy tunes, lively dances, and vibrant visuals through the MV, alongside beloved influencers such as Jun Pham and the SuSu Hero Team. By conveying precise messages through highly entertaining means, SuSu successfully sparked enthusiasm among kids and inspired them to take concrete actions alongside SuSu to protect the planet.  

Furthermore, we intricately intertwined environmental insights into every small action, skillfully blending them into educational entertainment series that elucidated the importance and practical steps of environmental protection. This effort was amplified with valuable assistance from many favorite TikTokers and Mom-creators who are familiar to both moms and kids. Consequently, both moms and kids found these initiatives highly engaging, exciting and actively participated in the activity. Ultimately, this idea from SuSu addressed moms’ concerns while introducing entirely new social dynamics to inject excitement into kids' education.

To truly leverage the idea for "Nạp Năng Lượng Giữ Trái Đất Xanh Cùng SuSu Hero" platform, SuSu cleverly rolled out its social activities in two main phases to achieve maximum effectiveness:  

PHASE 1: TEASE FOR CURIOSITY & SOCIAL DISCUSSIONS.  

During this phase, the main goal was to grab attention and spark discussions among moms and kids. SuSu collaborated with Jun Pham, an influencer well-known to both moms and kids, and some other favorite Tiktokers to release teasing about SuSu's dance moves and subtle hints about the meaningful message SuSu aimed to convey to both moms and kids.  

PHASE 2: DRIVE FOR ENGAGEMENT THROUGH EDU-TAINMENT.  

In this phase, following the release of the MV "VŨ ĐIỆU GIỮ TRÁI ĐẤT XANH," SuSu collaborated with influencer moms to propagate edu-tainment content inspired by the MV, spreading the impactful message of environmental protection. Numerous popular TikTokers, familiar to kids, also covered the dance moves from the MV, amplifying SuSu's "keep the earth green" message. Subsequently, SuSu partnered with various influencer moms to create and share moments of their children dancing to the music and engaging in real environmental conservation activities, such as tree planting, waste sorting, and recycling… in the most authentic way possible.  

From here, SuSu, along with TikTokers and influencer moms, sparked enthusiasm among moms and kids to participate in the trend. SuSu then provided an opportunity for moms and kids to join the trend together through a UGC contest. Leveraging pre-existing MV music, special brand effect and CapCut templates, this activity facilitated easy participation for moms and kids in creating beautiful actions to protect the environment.  

All these initiatives achieved remarkable effectiveness due to the integration of familiar messages into a uniquely innovative and meaningful edu-tainment format, thereby instilling an excitement for action among both moms and kids.

Through the campaign "Nạp Năng Lượng Giữ Trái Đất Xanh Cùng SuSu Hero", SuSu has achieved some extremely positive results for the brand.  

The campaign achieved a total of 502K discussions on social media, with TikTok recording 4K discussions and a perfect sentiment score of 1.0. Facebook, being the primary platform driving social discussions, contributed 99% of the overall campaign engagement.  

Specifically, the UGC contest garnered 927 CapCut usages, with over 156 valid contest entries from moms and kids. The campaign hashtag #GiữTráiĐấtXanh received over 34.5 million views, demonstrating significant interest and engagement from mothers and children. Moreover, these metrics underscore the effectiveness of the edu-tainment approach in conveying useful messages to moms and kids when the UGC Contest secured the 10th position in the BSI rankings for September 2023.