But how can people realize Oishi Siêu Snack Party is for everyone, not just kids?  

As we grow up, our social content preferences evolve with us. Some crave humor, others seek adventure, while many just want a dose of light-hearted or uplifting content to escape the gloomy reality.  

Fortunately, no matter which tastes, Oishi has it all.  

All we have to do is associate our unique tastes with the emotional needs of social content.

We adopted the social idea of “All taste, All emotions, Oishi takes it all”. Each of our flavors is linked with relevant emotions, which became the guideline for social media content, Influencer selection, and event activities.  

- Oishi Prawn Cracker: bold and hype emotion, suitable for adventurous, high adrenaline audiences  

- Oishi INDO Chips: real and "keooo” emotion, is the key hook to attract groups of best friends who always stay true.  

- Oishi Pumpkin: chill & easy-going, for fragile introverted souls.  

- Oishi Onion Ring: uplifting & positive, to pass the vibe check after hard times.    

There were 4 play zones matched with these emotions. A maze for adventure enthusiasts, a dance floor for a group of friends, a relaxing chill-out spot, and a hardcore game for those who like “onion”.  

Partycomers also competed to see who could collect the most Oishi snacks in the biggest Claw Machine ever seen. Later on, everyone was pulled together at a large stage, vibing to top trending singers, like Anh Tú, LyLy, Phương Mỹ Chi, Phúc Du, Kay Trần, Grey D, and Pháo.    

By combining 4 different emotions, we made our Oishi Siêu Snack Party much more colorful and inclusive. Everyone felt relatable to party at the event, either they were attracted by social media, or just passed by. The idea also helped us communicate effectively through our channel mix.

Before the Oishi Siêu Snack Party, we warmed it up with an emotion-led Influencers campaign. We chose the faces that embody the 4 emotions and asked them to share their training to conquer the highly challenging games at the Oishi Siêu Snack Party. Like Chixe, a female singer with a grumpy face, practiced jumping to overcome the Onion Ring challenge. Or Binyet & his best friends practiced dancing for the INDO Chips dance floor. These teasing & practicing contents were shared on TikTok and received extremely huge views & engagement. Some videos even surpassed 250% KPI.    

Moreover, we brought the mini version of the Oishi Siêu Snack Party on a tour, from high-traffic areas like Nguyễn Huệ walking street, Bitexco, to GenZ touch points like Đầm Sen park and 5 busiest universities in HCM city. In addition, the real 3D model of each play zone of the event was shared via brand channels, getting everyone hyped with the upcoming hottest fun in town.    

Finally, the event starts on Friday, a working day. However, the party still attracted a lot of people, thanks to the emotion-led influencers. They led everyone to their play zones and had fun with every party comers. Though they might have failed a lot, they still won the laughter of millions of teenagers on social media, organically. Those playful moments went viral and attracted thousands more people to the Oishi Siêu Snack Party over the next 2 days. The video of Binyet even surpassed 1000% KPI.  

Later on, we utilized PR news to recap the Oishi Siêu Snack Party and evoke the fun, ensuring a lasting impression on attendees and those who couldn't attend.

Let’s talk numbers.  

In the Pre-event phase, the Always-on content alone displayed 26.679.257 impressions on Facebook, with 18.727.849 reach. While our emotion-led influencers created 1.619.600 views & 84.412 reactions more.  

During the event, the contribution of Influencers was even more tremendous, with 4.094.500 views & 200.117 engagements. IRL, we cried tears of joy, having seen more than 20.000 visitors party with all their emotions at the Oishi Siêu Snack Party. Everyone lined up in a long queue starting from the entrance of AEON Mall, until 10 p.m. on weekends.  

Thanks to the campaign, we successfully revitalized our emotional connection with our consumers, to prove that we could always stay trendy & relevant then, now, and forever.