With the ambition to make C.P. Vietnam become the ambassador of real-life motherly love, celebrating the love only food can express, we are not only inviting influencers that are moms, but also dads, children, mother in laws, father in laws, LGBT couples, etc. to tell their own stories. Rather than just doing product placements or reviews as the recent trend of ‘Performance Marketing’, we are giving a very open topic to write and share, according to our planning phases and objectives. Different brand information was also embedded on each stage, to create synergized impact for the total influencer plan.

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.    

Before the kick-off the campaign with our hero asset, where we feature how a dad can also love like a mother, we remind audience with mom’s dishes and start the conversation about examples of unexpected forms of real motherly love via cooking. 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 ends with the reinforcement of C.P. Vietnam’s commitment of product quality and being the ambassador of real-life motherly love.

The influencer plan was divided into 03 main phases:    

PHASE 1: ‘Love Like a Mother’ with a twist.    

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 pre-launched with some tease discussion on the taste of Mother's Love and then kicked off with the hero video amplifying C.P. Vietnam’s role. We did not necessarily choose only famous KOLs but had clear criteria for selecting KOLs that helped value authenticity.    

Pre-launch: Tease discussion on the taste of Mother's Love    

We chose family-oriented and inspirational social KOLs/communities to let them host the discussion on topic ‘What Mother's Love tastes like?’, subtly integrating C.P. Food as a long-term part of everyone's childhood.    

Hero Video amplification: With the hero video that announced C.P. Vietnam as the voice in celebrating variety of Mothers' Love, General News/ Home-centric Social Communities were selected to re-upload the hero video, highlighting the video inspiration from all mom's stories & C.P. Vietnam's long-standing commitment.    

PHASE 2: A remind of Canh trứng (Canh mây) and Challenge amplification.    

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.    

This time we especially selected food/ home-cooking content creators (both family and single, covering diverse range of culinary background: rustic & fine dining, local & foreign cuisine) together with unconventional-looking lifestyle influencers to actively re-create the dish ‘Canh Mây’ with their own ‘Mothers' Love’ twist while using C.P. Food ingredients. They also started highlighting how C.P. Vietnam's 3F standards helps bring high-quality dish to initially promote the Masterbrand.

PHASE 3: A reinforcement from C.P. Vietnam as the ambassador of real-life motherly love.    

Factory Tour with Press and KOLs: as the story continued, to demonstrate corporate commitment to the ‘Love Like a Mother’ message, we invited KOLs and 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).    

We specifically chose family influencers that consist of a husband and a wife to visit factory tour, verifying the 3F Claim & participating in Recipe Card challenge right at the factory, confirming that ‘C.P. Vietnam 3F Claims truly helps people to love like a mother’.

After the campaign, we achieved some striking KPIs with the contribution of KOLs & communities:    

PHASE 1: 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 Video within the target audience pool, leading to a 173% average reaction rate compared to the benchmark. At this phase, KOLs and communities contributed over 50,000 engagements and 50,000 reactions to amplify the hero message.        

PHASE 2: 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. This was partly thanks to KOLs & communities spreading over 6.5M challenge video views with over 200,000 engagements and 200,000 reactions.        

PHASE 3: 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. KOLs and communities, at this final phase, generated nearly 4M video videos with about 160,000 engagements and 150,000 reactions.

After all, KOLs, Communities & PR Activities proved their effectiveness by exceeding the targeted engagement benchmark, generating over 10M video views, nearly 500,000 engagements and 500,000 reactions throughout the campaign 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.    

In summary, 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.