BRAND:
Oishi
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
3/4/2023 - 26/11/2023
CREDITS:
Carnival, C Mazor Entertainment & Media, VAIB
CASE STUDY VIDEO
STRATEGY
Oishi - “Keo” (Stick) with Teen’s emotions
Hi pals, it’s Oishi! If you're a Millennial, you probably had a delicious childhood with our four iconic snacks: Prawn Cracker, Pumpkin, INDO Chips, and Onion Ring.
However, we've been playing catch-up with teens while Orion and Poca are the ones teens set their eyes on. To regain popularity and win back the spotlight among younger generations, we need to take significant action.
But all snacking moments—such as break time, after school, or playtime—were highly competitive battlefields. Yet, there is a silver lining. Instead of associating all with a single occasion, we decided to leverage our unique flavors and link them to specific snacking emotions experienced by teenagers.
And who better to convey emotions than Influencers? Introducing Oishi's first campaign to select Influencers based on their dominant vibes.
INSIGHT
You might be wondering, "What are Snacking Emotions?"
Teenagers didn't limit their snacking moments to predefined occasions like break time or after school. Instead, they snacked whenever they felt a particular emotion, whether it was a chillin’ moment, joyful bonding with friends, a down mood, or a high-adrenaline state during physical activities.
The concept applies to their Influencers' selection. Teens choose their ‘bias' based on the emotion that the influencer brings. They watch comedians in the mood for fun, or a Travel blogger when they are in the adventurous mood. That’s why choosing the right emotional-led Influencers is vital.
CREATIVE IDEA
We adopted the creative idea of “All taste, All emotions, Oishi takes it all”.
Each of our sub-brands was matched with a specific emotion, and so was our choice of influencers. They were not generic commercial influencers; instead, they were known for embodying and spreading specific emotions.
- Oishi Prawn Cracker: For the bold and hype emotion, energetic influencers who engaged in high-adrenaline activities were chosen like Én Fitness, who played the Cardio challenge while overcoming the spicy taste of Oishi, and Trí Phan, who spiced up his adrenaline with Oishi to face upcoming challenges.
- Oishi INDO Chips: To reflect the real and "keooo” emotion, influencers who have their authentic groups of best friends were selected, much like Orange, Hoàng Anh Panda,... and their friends.
- Oishi Pumpkin: The delightful and easy-to-eat flavor of Oishi Pumpkin aligned with the feeling of chill and comfort, and who better to represent this vibe than the light-hearted and joyful Xuan Manh, a soft yet funny TikTok singer.
- Oishi Onion Ring: The snack represents an uplifting mood to leave the troubles behind. Influencers who could make people burst their laughter naturally, like Tina Thảo Thi, were the ideal choice.
To deliver true emotion, the influencers have one thing to do: being their truest selves and expressing their most real emotions with authentic content.
CONNECTION PLAN
Our emotion-building journey has 2 phases.
The first phase focused on building strong emotional bonds via Influencer content. Seventeen influencers matched with specific emotions and conveyed their true emotion while enjoying Oishi. The content varied, covering real snacking occasions such as sports challenges, beach trips, city hangouts, playful tricks with friends, chit-chatting, and humming to melodies.
The second phase involved a three-day Oishi Siêu Snack Party at AEON Mall Tan Phu, serving as an emotional climax. The event featured 4 separate playgrounds, each representing a specific emotion, which were led by relevant influencers. Our emotion-led influencers, again, played an important role in attracting teens to this event and spreading the fun experiences on social media during event days.
Before D-Day, our influencers filmed themselves practicing for the games at the Oishi Siêu Snack Party, which pulled a lot of curiosity about the party.
During the event, they flexed their skills at game zones, competing with their friends. Though they failed a lot, they won the laughter of millions of teenagers on social media, organically. Their playful moments went viral and attracted thousands more people to the Oishi Siêu Snack Party over the next few days. The video of Binyet even surpassed 1000% KPI.
Besides, the Oishi Siêu Snack Party invited popular teenagers’ sweethearts like Anh Tú, LyLy, Phương Mỹ Chi, Phúc Du, Kay Trần, Grey D, and Pháo, who boost the emotions of the attendants to the max.
OBJECTIVE-BASE KPI
The campaign's success was measured using several key performance indicators.
The total influencers' content view and engagement were crucial metrics.
The content generated by influencers received 6.771.500 views and 197.912 engagements during the first phase.
The second phase, with the three-day Oishi Siêu Snack Party at AEON Mall Tan Phu, generated 5,714,100 views and 284,529 engagements.
Thanks to the campaign, we successfully revitalized our emotional connection with teenagers. Updating our perception, staying trendy & relevant with teenagers now, then, forever.
