BRAND:
Vinamilk
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
22/11/2023 - 31/12/2023
CREDITS:
ICON Media
CASE STUDY VIDEO
STRATEGY
Ngoi Sao Phuong Nam (NSPN) stands as a venerable condensed milk brand recognized as the top choice in its category from 2019 to 2022 by Kantar research, NSPN has also carved its niche as the preferred brand in coffee shops and earning the admiration of baristas. Despite its widespread consumer appeal, NSPN has discerned a critical oversight from the reality that NSPN's pricing is higher than its competitors, posing a potential risk to its market standing. In the realm of small and medium-sized coffee shops, where profit margins wield substantial influence over procurement decisions, aggressive competitors proceeding promotional offers and attentive customer care can sway NSPN's loyalties.
Recognizing this vulnerability, NSPN has embarked on a strategic initiative to fortify its product's intrinsic value and deepen its connection with small and medium-sized coffee shops. Delving into the core pain points of these establishments, NSPN acknowledges the tumultuous nature of the industry, with 140 new shops opening daily in HCM and HN. Alarmingly, 80% of these ventures fold within the first year, often due to product quality issues and a lack of business acumen (according to Tuoi Tre news). Sensing that these establishments are susceptible to the fear of missing out on evolving trends, especially in the dynamic coffee recipe landscape. NSPN positions itself as the authoritative voice to be the first condensed milk brand to actively engage with these struggling, NSPN endeavors to forge enduring relationships, becoming a mentor in the process. NSPN aims not only to sway them towards its product but also to instill a sense of loyalty, minimizing the likelihood of them switching allegiances to rival brands.
INSIGHT
THE TINY CHANGE LEADS TO THE MIGHTY CONSEQUENCES
Barista insight: The competition of coffee shops becomes more fierce, which requires the barista to scour for online recipes and trendy inspirations to diversify the offerings while honing professional expertise to keep the fresh attraction to consumers.
Coffee-shop owner: Furthermore, the economic downturn has put significant pressure on small and medium-sized coffee shop owners, prompting many new entrants in the restaurant scene to prioritize “quantity over quality”. In their quest to cut costs, these owners often switch to lower-priced brands. Unfortunately, this shift goes unnoticed, leading to the gradual erosion of the once-delicious cups of coffee they served.
Ngoi Sao Phuong Nam (NSPN) stands as the unrivaled choice for quality in Vietnam's top coffee shop channels. NSPN emphasizes that the success lies in the ability to maintain consistently high-quality offerings to strengthen the philosophy in coffee makings as quality is the king, and also offers inspiring new recipes and successful stories to help them overcome challenges of time.
CREATIVE IDEA
NSPN unveils its groundbreaking campaign: QUALITY WINS - "Vị chất giữ vị thế," a bold initiative to strengthen the philosophy that good quality cup of coffee with NSPN helps to keep the good grounding for coffee shop and prolong its success and customers.
The campaign's uniqueness lies in NSPN's pioneering move as the first to embrace the B2B model, forging relationships with barista and shop owners within the bustling social sphere. This demands a dedicated effort from the brand to comprehend their distinct social behaviors and unmet needs, facilitating genuine connections. Therefore, at the core of this campaign lies NSPN's meticulous approach to success, characterized by three essential elements:
RIGHT CONTENT: The focus extends beyond mere brand promotion to a comprehensive values that meets their needs from providing trendy inspirations/ tips on crafting coffee recipes to successful business acumen knowledge from successful cases.
RIGHT TOUCHPOINT: Recognizing the scattered online presence of shop owners on social media, NSPN acknowledges the impracticality of executing the campaign through conventional mass channels used in consumer campaigns. Consequently, the brand has carefully selected specific channels to ensure relevance and scalability. The strategy involves building collaborations with key stakeholders, Baristas and Successful Shop Owners influencers, coffee shop/barista communities and the brand's fan page, leveraging targeted paid ads and SEO. Moreover, understanding the active engagement of the target audience in forums and organizations related to coffee, NSPN has partnered with F&B Vietnam to facilitate educational initiatives and competitions, creating additional touchpoints for interaction.
RIGHT SEASON: Festive is the high season of any business, including coffeeshop, understanding that opportunity, NSPN collaboratively devise its activities relevantly to high-profile festive occasions.
CONNECTION PLAN
Phase 1: INSPIRE (15/11 - 30/11) - The series of success
In this initial phase, NSPN aims to solidify its role in the industry by unveiling a series of two compelling and inspirational real stories. Recognized that not many successful owners/ barista are known. The brand decides to collaborate with Tùng PT, the successful coffee shop owner KOL, as narrator to embark on a journey to interview and share a sip with esteemed shops: S-more and Bản Coffee by delving into the lives of these unsung heroes in the profession. These heartfelt stories will be strategically disseminated through relevant communities and NSPN's brand fan page, establishing a meaningful connection with the audience.
Phase 2: CONNECT (1/12 - 20/12) - Foster Conversations and Offer Rich Tips
Transitioning into the engagement phase, NSPN engages with its target via both closed and open groups to open discussions related to coffee recipes and success factors to understand their challenges. Then, leverage the impactful voice from the big barista/ coffee shop owner community and KOLs to inspire new recipe trends and give guidance and recommendation to address common challenges faced by shop owners, especially in festive seasons.
Phase 3: ENGAGE (20/12 - 10/1) -Engage via the most dynamic festive season
At last, NSPN will continue to captivate the audience by partnering with F&B Vietnam organization to host the "Flex Your Cup of Coffee in Festive" competition, working as the playground for barista/ coffee shop owners to creatively create and showcase their own coffee recipe. This collaborative endeavor will leverage the creativity of participants, guided by influential baristas that drew nearly 300 participants, including baristas and bartenders.
This multifaceted approach ensures that NSPN remains at the forefront of industry conversations, stimulating creativity and excitement within the coffee community.
OBJECTIVE-BASE KPI
The campaign's resounding success is evident in the remarkable metrics it has achieved. With over 184,000 discussions generated with 37% organic conversation, boasting an impressive 98.64% relevant buzz, a staggering 81% product attribute buzz and substantial achievement of 42% product recommendation. Furthermore, the contest has drawn more than 300 participants.
The culmination of these efforts is reflected in NSPN's noteworthy achievement of entering the top 10 BSI ranking in December, the most fiercely competitive period of the year. This recognition is a testament to the campaign's impact on brand perception and its ability to navigate the challenging landscape, establishing NSPN as a prominent player in the industry.
