BRAND:
Knorr
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
4/1/2024 - 09/02/2024
CREDITS:
Oliver Việt Nam, USTUDIO, Alien production house
CASE STUDY VIDEO
STRATEGY
1. THE CONTEXT
Tet is reflective of Vietnam’s rich cultural heritage & culinary. As a humble Vietnamese food lover to acknowledge the beauty of Tet culture & cuisine, Knorr has always been embracing Tet's richness through our long-standing platform of “The richness secret that encapsulates Tet soul”
(Bí quyết hương vị làm nên Hồn Tết). Over the years, we’ve been the secret for moms to preserve Tet dish’s soulful taste, also preserving Vietnamese core family tradition - magnetizing family across generations.
“Across generations?” This year, we acknowledge a challenge: “The richness that encapsulates Tet soul” is only passed down to previous generations of grandmas (Mẹ xưa) & moms (Mẹ nay), not yet to the Kid's generation. To kids, the taste of Tet is just simply the taste, ăn Tết là ăn cái vị. Since they've never truly been involved in Tet cooking to truly understand the richness of meanings behind it.
As a result, Tet & its taste got lost in children’s memories (Tết đi lạc). No more excitement or magical memories surrounding the kitchen like what was passing down from their grandmas to mothers' time. The children don’t get to taste Tết the way their grandmas and mothers do.
So, how can “Knorr’s richness” carry on its mission to preserve Tet soul & truly “magnetize family across generations”, including kids in Tết’s kitchen errand & together recreating Tet flavorful memories for them & the whole family?
2. THIS YEAR’S AMBITION:
Bring back the RICH JOYFUL Tet taste & experience for kids & families by involving kids in making Tet, starting in the kitchen first. Via that, Knorr demonstrates our “superior richness” differentiation to stand out from Tet’s X10 noisy clutter, not only through product superiority but also Knorr's differentiated & meaningful purpose of “The true richness that magnetizes family”.
3. OUR STRATEGIC INTENT: Delivering a meaningful POV & message that strongly relate to insight of Vietnamese moms & kids, making them join hands to together prepare Tet dishes & rituals.
4. OUR OBJECTIVE-BASED KPI:
- Increase market share by 40bps after Tet campaign.
- Strengthen brand power by increasing by 2% Brand Lift during Tet.
- Make "Richness" superiority of Knorr distinctive & "unmissable" for top Tết dishes with more than 300K buzzes on social media.
- Involve 1,000 families with kids to cook Tet dishes.
INSIGHT
Tet must be rich & joyful. But in order for Tet to be rich (Đậm), it has to be fun (Vui), especially to our kids. However, Tet taste & Tet traditions become more & more boring to kids (nhạt) since their parents, especially moms, limit their participation by thinking that they cannot prepare properly but mess up. Tet means so sacred & ceremonious to moms, if anything goes wrong, it may spoil the luck of the whole family for the new coming year.
Therefore, kids are not allowed a proper significant role in the kitchen but mostly doing “side” tasks - SAI VẶT. Even if they're allowed to, they need to strictly follow “the guidance” without liberty & creativity.
Knorr’s message: Where there is joy, there is luck.
"To bring back a joyful and magical Tet, just let your children join you in preparing for Tet, like the way you joyfully joined with grandma in your childhood. Though errors may happen, those unexpected things will bring luck & magnetize the whole family”
(Tuy vụng về nhưng cỗ Tết có "bàn tay nhỏ" và tiếng cười con trẻ mới mang lại may mắn và niềm vui cho cả nhà.)
CREATIVE IDEA
“Để vị Tết nay của con đậm đà như vị xưa của mẹ thì con phải bắt đầu nêm nếm. Tết nay con có chỗ trong bếp thì Tết mai này bếp mới có chỗ trong lòng con”
BIG IDEA: MISSION TO BRING BACK THE “LOST” TET
(ĐIỆP VỤ TÌM LẠI TẾT ĐI “LẠC”)
What was it? A mission for children across Vietnam joining hand with parents to bring back the lost "magical childhood" Tet under moms’ close guidance & assistance. By allowing kids’s freedom & creativity in making Tet dishes, kids could have proper room to discover all the richness & magic in home kitchens.
The idea & message was encapsulated into the core Thematic film called “Tết đã lạc đi đâu?”. The story opened with three siblings, Ty, Teo, and Ti who were experiencing a dull Tet, only gluing to their tablets. But their mom had a surprise, a secret mission! She secretly led them through a "Find the lost Tet" adventure. Fully equipped with mom's secret guidance, the kids embarked on a discovery journey inside the kitchen, making a unique delicious Tet food tray with mom’s secret cooking tips . This “gang” has turned the family's Tet meal into a burst of laughter and joy where everyone from grandparents to parents were so moved & delighted. Along the scenes, mom was also touched & recalled her childhood flavorful memories with grandma in the old days.
Surprisingly, the film layed a question at the end: "Has Tet truly returned yet?". This sparked a nationwide mission: "Find childhood Tet with your children, in the kitchen this Tet.
CONNECTION PLAN
Our big idea - MISSION TO BRING BACK THE LOST TET was a neutral-medium idea that poured into different IMC’s formats & touchpoints. The IMC did not just stop at engaging millions of views & engagements but also facilitated real action change across Vietnam.
1. PROVOKE & INSPIRE
First, we kicked off the campaign with a THRILLING TRAILER “What happened to Tet? Why did 3 little kids invade the Tet kitchen?” triggering the curiosity as well as the anxiety of moms seeing the children COOKING in the kitchen.
Two days later, we officially launched the thematic film “Tết đã lạc đi đâu?”. Knorr’s provoking message & kid’s special mission have hooked a huge amount of conversations. Right after, many communities have dialed up discussions about the film's point off view, making it the hottest talk-of-the-days in food category with more than 4,000 user's discussions.
The end-scene question "Has Tet truly returned yet?" has kick-offed a nationwide mission across social: "Find childhood Tet with your children, in the kitchen this Tet."
2. SEE & DO
In the meantime, to demonstrate how feasible & inspiring it is to let kid involve in preparing Tet dishes, we sent out a number of Tet advent Calendar box in partnership with a series of content creators, most of them are mom-&-family influencers to demo the Challenge of #Nemtetdieuky first.
Gia Đình Cam Cam made the first move to aspire, demo & CTA all kids & families to join the challenge. After that, we sent out the magical box to other families across the nation: Gia đình Pamyeuoi, Gia đình Giang ơi, Xoài Dừa fam, Nhà Đậu, Nhà Ca Nương Kiều Anh, Nhà Em Tệu, etc. and challenged them to accept our mission. The first wave created a series of cute, witty & meaningful contents of families with kids that disrupted social during Tet’s heavy contents.
Right after that, we launched a Hashtag challenge with a Tiktok easy-to-play Capcut template, to facilitate families to truly TAKE ACTION. The #Nemtetdieuky challenge on Tiktok surprisingly attracted more than 3,400 users with a total over 3,900 videos created and more than 209 Million views.
3. CELEBRATE
We celebrated the whole journey of “Finding the lost Tet - Making Tet rich again" with a Collage video capturing the best moments of moms & kids across the whole nation. Starting from the Ty, Teo & Ti family in the main film, more than 2,500 families with kids have adopted Knorr’s POV and joined the mission.
We hope that whoever joined hands making Tet dishes this Tet truly found the magical, joyful experience and rich meanings of Tet, so that our "Tet friend" would no longer be lost across generations.
OBJECTIVE-BASE KPI
We successfully exceed the prior campaign expectation in bringing the RICHNESS of Tet back to the family through both online social spreading out and offline advent calendar
1. Business & Brand Results:
- Knorr’s market Share gains up to 70bps during Tet period versus. before Tet.
- Absolute Brand Lift: Up to 3.3% lift (vs FMCG Norm: 1.4%) in association with the campaign message vs. those who did not see Knorr ads.
2. Social Media Results:
Knorr landed in the top 10 monthly BSI top campaigns at 7th position and became the highest-ranking brand in the seasoning category with over KPIs expected results:
- 528,000+ Buzz, more than 2,9 Million engagements with brands.
- 160,000+ Unique users joined to discuss.
- 3,400 users joined the TikTok challenge #NemTetDieuKy.
- More than 2,500 families across 3 regions in Vietnam bring kids to the kitchen and cook Tet dishes.
- 1/1 Sentiment score with no negative discussion for the campaign.
- More than 200M Views with 3,900 total video creations on Tiktok Challenge.
