For this campaign, we decided to talk mainly to Ever-ready Moms (20s-40s). They are the key decision makers of family meals, who - despite their busyness - always seek the best food products (with food safety/ quality and cost of food among the most significant concerns – Research from Kantar Vietnam 2023) to give their family the best wellness via dishes. They want to make an intelligent choice that stimulates & protects their loved one’s health & performance. Food is among those choices, helping to showcase their love towards other members.  

However, that motherly love does not stop at ‘moms' only. In real life, motherly love comes in so many different shapes and forms:    

+ A dad still in work uniform trying to feed his little kid;  

+ A staff who cooks for her friends/ colleagues  

+ A daughter who comes home on the weekend cooks for her parents  

That’s why we want C.P. Vietnam to become the ambassador of real-life motherly love, celebrating the love only food can express.

Most of the Vietnamese media portraits mothers in a cliche manner, where mom joyfully prepares food for the whole family while dad and children frantically clapping hands or nodding in appreciation of the ready meals and the deliciousness.    

But we know that this isn’t true in today’s modern families. Real life motherly love comes in many shapes and forms: a work-from-home mom trying to take care of her children while managing her work tasks; a dad still in work uniform trying to feed his little kid; a staff who cooks for her friends/ colleagues; a daughter who comes home on the weekend cooks for her parents;...    

So we introduced ‘Love Like a Mother’ (“Như Cách Mẹ Yêu Thương”) campaign, where CP Vietnam champions the unexpected forms of real motherly love.    

We chose social media as the core platform of this campaign thanks to its huge reach and engagement potential. Social media boasts a massive user base in Vietnam, with powerful targeting options to reach specific targets, ranging from our ever-ready mothers to others that also ‘love like a mother'. Besides, social media allows for emotional storytelling through videos and user-generated content, which helps C.P. Food & C.P. Vietnam, in the first direct-to-consumers communication effort, easily connect with mothers on an emotional level.    

Simultaneously, we also observed that Vietnamese social users are highly engaged with emotional content and content that fosters a sense of community. They are active and love to share their life moments publicly.    

All things considered, we decided to first kick off the campaign with our hero asset, where we feature how a dad can also love like a mother. Then we took an iconic Vietnamese recipe (Canh Mây/ Canh Trứng cà chua) and let people put their twist on it, further encouraging engagement and conversation on social.

The campaign was divided into 02 main phases:    

PHASE 1: ‘Love Like a Mother’ with a twist & C.P. Food as the inseparable part of the story    

This phase was kicked off with a thematic TVC - ‘Love Like a Mother’ (“Như Cách Mẹ Yêu Thương”), featuring how a dad can also love like a mother. Even though Dad is not as good at cooking as Mom, with his care shown in choosing ingredients for cooking, Dad can still make delicious and nutritious dishes for the family, showing his love like a mother to loved ones. This thematic video highlights that with quality products created from love, C.P. Vietnam is proud to bring the seeds of mother's love to every family so that everyone can love the way mother loves.    

We also drove continuity by holding the recipe card social challenge ‘Yêu Thương Như Cách Của Mẹ", encouraging participants to share their ways of loving like a mother with pictures of egg-related dishes and hashtags #cpvietnam #nhucachmeyeuthuong on their Facebook page.    

We especially collaborated with the KOLs/Communities/PR to spread their motherly love with our foods and also push participation in the social challenge. We did not necessarily choose famous KOLs but had clear criteria for selecting KOLs that helped value authenticity.    

PHASE 2: How C.P. Vietnam & her people be the ambassador of ‘real-life’ motherly love?    

After all the hero assets of the thematic video and social challenge driven by C.P. Food were published, we continue telling the story on how C.P. Vietnam has the foundation of the journey being the ambassador of ‘real-life’ motherly love, via the tactics of factory tours and the 3F video series.    

3F+ video series: We aired a 3F video series with internal CP staff telling the story of ‘motherly love' and showing their devotion to manufacturing and providing food products to consumers. These video series are re-targeted on those who has seen the hero video, highlighted the sustainable business model 3F+ yet consistently followed the message of ‘Love Like A Mother.'    

Factory Tour with Press and KOLs: as the story continued, to demonstrate corporate commitment to the ‘Love Like a Mother’ message, we invited the press to visit our factory in Binh Phuoc to experience our production line and the journey of how C.P. Vietnam brings high-quality products to tables via the 3F plus model (Feed—Farm—Food Plus).

After the campaign, we achieved some striking KPIs:    

Our target audience received the thematic video well, striking an impressive uplift across awareness/ memorability and consideration/ advocacy metrics. Specifically, 9.8M people were reached by the Master VDO within the target audience pool, leading to a 173% average reaction rate compared to the benchmark.    

KOL, Community & PR Activities proved their effectiveness by exceeding the targeted engagement benchmark, with overwhelmingly positive brand buzz & 120% Earned PR Value ROI. Beyond our bullseye audience (Ever-ready Moms), the campaign reached the broader community with Est. 6.8M+ reach. As a follow-up, the audience responds positively, with 19,000+ organic buzz talking about our campaign message & recipe video reminding them of their family at home.    

Our social challenge performed outstandingly. Thanks to the influence of KOL’s content, 500+ joiners with high-quality submissions were present at the end of the campaign. Some diverse participants resonated well with our message and were eager to show their family meals made with love, further showcasing direct advocacy for the C.P. Vietnam brand.    

The 02 following tactics also achieved excellent results. The factory tour was a success, with 48+ news publications sharing our stories and bringing a total of 196%+ in Earned PR Value, further proving how our campaign resonates well with end consumers and the press. Meanwhile, the 3F videos reached 6M people within the audience pool, leading to a 288% average reaction rate compared to the benchmark.    

All KPIs set out at the beginning were impressively recorded:    

Awareness & Memorability: 13.6 MM+ Reach; 214 MM+ Impression; 31.6 MM+ 15s Completed Views and +5.6% Awareness Lift.    

Consideration & Advocacy: 74K+ PR Views; 48+ Earned Articles; 6,5M+ KOL Video Views; 300K+ KOL Post Engagements; 84% Positive Sentiment.    

These all resulted in a significant uplift in brand awareness, 28 times higher than the benchmark, contributing to +148% growth in consumer buzz and +52% growth in brand share of voice.    

In summary, as we set social as our main focus of this campaign, it contributed hugely to our ultimate goals, with social contributing more than 70% of overall campaign impression and significantly 100% of all other metrics & KPIs.