BRAND:
Vinamilk Sure Prevent Gold
AWARD CATEGORY:
The Best Use of Content Creativity
CAMPAIGN TIME RANGE:
4/1/2024 - 22/2/2024
CREDITS:
- Brand: Vinamilk Sure Prevent Gold - Lead Agency: Purpose.Ant - Social Influencer Agency: Hiip - Production House: Children Of'
CASE STUDY VIDEO
STRATEGY
The adult nutrition category was dominated by Vinamilk Sure Prevent Gold's major competitors. These brands had been actively educating their audience and promoting their communication platforms for years, achieving significant brand awareness and consideration from caregivers and end users.
During Tet, the most aggressive marketing period utilized by all players, how could Vinamilk Sure Prevent Gold have encouraged caregivers to purchase their brand as the perfect Tet gift for parents over the competition?
While our competitors were known for promoting "sickness recovery" and activating feelings of guilt in caregivers for not caring enough, Vinamilk Sure Prevent Gold took a different approach. We leveraged active thoughtfulness and focused on the practical needs of parents, such as maintaining their health through proper diet and sleep.
Moreover, Lunar New Year was the biggest gifting occasion of the year. To set ourselves apart from traditional gifts, we aimed to highlight a mindful and practical solution that helped parents maintain a healthy lifestyle. After all, Vinamilk Sure Prevent Gold represented the care that connected caregivers with their parents.
INSIGHT
Caregivers wished their parents a life of fairy-like quality. Therefore, during Lunar New Year, they strived to give their parents the best and most premium gifts they could afford. However, they often overlooked what mattered most to their parents - maintaining good health in everyday life, specifically through nutritious meals and restful sleep. This sentiment was captured in a Vietnamese saying:
"Sleep well, eat well, life's a fairytale" (Ăn được, ngủ được là tiên).
Vinamilk Sure Prevent Gold was committed to promoting this principle and reminding everyone of its importance.
CREATIVE IDEA
Vinamilk Sure Prevent Gold was proud to present "Tet gift as good as fairies (Quà Tết sướng như tiên)" to position ourselves as the golden gift that brought joy to meals and peaceful sleep. This product aimed to give parents the fairytale life they had always dreamed of.
CONNECTION PLAN
Our campaign aimed to reach caregivers and parents through a deep understanding of their media consumption. The goal was to consistently present our "good as fairies" gifts.
To ensure our campaign stood out yet still remained relevant during the Tet festival, we had created a campy, witty musical as our main asset.
No matter the luxury travels or impressive dining experiences, the most meaningful gift was ensuring parents could eat and sleep comfortably. With a catchy melody and over-the-top acting, our musical delivered a broad and impactful message to the audience.
This main asset was maximized through multiple tactics within a season full of campaigns:
- Recognizing that Tet was a time for gifting and expressing love, we started by sparking a conversation about the most thoughtful gift for parents.
- Our musical then presented our product as the perfect answer.
- Customized cutdowns, KOL reactions and heartfelt sharing further amplified the messages in the musical.
- Moreover, Tet is a time to reflect and recap. Given the rise of user-generated content platforms like TikTok, we had a Capcut template that encouraged users to share their health wishes for their parents. We awarded our limited gift boxes to fulfill these wishes, ensuring a joyful and healthy Tet festival.
OBJECTIVE-BASE KPI
This campaign had been a part of the Top 10 Tet Campaigns, generating more than 340 thousand discussions and a staggering 40 million views across various channels.
Despite the absence of promotion, our campaign had resulted in a substantial 10% increase in sales compared to the same period the previous year. In addition, we saw the nationwide market share that was 1.2 points higher than the pre-campaign period, the highest period since June 2023.
Brand Lift, Ad recall for caregivers and Awareness for end users all witnessed increases of +1.5 points, +1.5 points and +1 point, respectively.
Brand Association had experienced a boost of 6.2%, which was 4 times higher than the platform norm. The attribute "Well-rounded nutrition" (Dinh dưỡng toàn diện) of Sure Prevent Gold had seen an uplift of 7.4% among consumers.
Besides these impressive figures, the most significant impact that we had made was a shift in caregivers' mindset. A sentiment score of 100% positive had shown that health was viewed as the ultimate luxury. Maintaining it merely required a meaningful gift from us: to sleep well and eat well.
