Carlsberg's content strategy for the Shark Tank Vietnam partnership wasn't just about delivering a message; it was about crafting content that became the hero of the campaign. By prioritizing in-depth consumer insights, the campaign aimed to create content so compelling and authentic that it transcended traditional advertising:  

1. Real Content, Real Inspiration: Leveraging Biz KOLs for Trust and Engagement  

- Insight: Aspiring entrepreneurs are overwhelmed by idealized success stories on social media. They crave real stories of struggle and progress.  

- Content Hero: Partnering with established "Biz KOLs" like Sharks and successful Startups provided a wellspring of authentic content. Carlsberg showcased real journeys, featuring the challenges, triumphs, and celebratory moments (with Carlsberg) of these inspiring figures. This resonated deeply with the target audience, fostering trust and a sense of relatability.  

2. Organic Celebration, Bypassing Ad Fatigue  

- Insight: Modern consumers actively avoid traditional advertising, increasingly fatigued by in-your-face brand sponsorships.

- Content Hero: Carlsberg transcended mere logo placement and hashtags. The focus was on creating organic celebratory moments that seamlessly featured the Carlsberg brand. This approach wasn't about interrupting the audience; it was about becoming part of their celebratory journey. For example, the "Cheer To Progress" Bar hosted by Miss Universe Vietnam wasn't just a branded element, it was a platform for genuine celebration within the program.  

Building on these insights, Carlsberg crafted content that served as the centerpiece of the campaign:  

- Elevating Storytelling: Content became captivating narratives that captured the essence of the entrepreneurial spirit. Showcasing the startups' challenges and victories resonated with the target audience by offering relatable stories, not just commercials.  

- Platform-Specific Content: Content was tailored to the unique characteristics of each social media platform, ensuring a seamless and engaging experience for viewers across platforms.  

- Natural Brand Integration: The Carlsberg brand was woven into celebratory moments in a natural and non-intrusive way, fostering a positive brand association without feeling forced.

Drawing from the strategic insights provided, Carlsberg's campaign was underpinned by a Content-Centric Approach, embodying two distinct pillars:  

1. Immersive Brand Storytelling:  

- Strategic Brand Integration: Carlsberg's brand presence transcended mere logos and hashtags, delivering meaningful messages aligned with the startup journey. Each appearance, whether during pivotal investment moments or celebratory milestones, reinforced the brand's ethos of resilience and success.  

- Tailored Socially Relevant Content: Customized content crafted specifically for Carlsberg seamlessly integrated the brand into key moments of the Shark Tank journey. By aligning with the show's peak moments, such as deals struck or entrepreneurial stories shared, Carlsberg effectively celebrated the triumphs of startups.  

- Nationwide Engagement: Through the setup of progress bars and dedicated Carlsberg bars at events across major cities, Carlsberg engaged entrepreneurs nationwide, fostering a sense of community and celebration. This approach ensured that every success, big or small, was acknowledged and cherished along the entrepreneurial journey.  

- Social Media Amplification: Encouraging startups to share their experiences on social media bolstered brand visibility and engagement. Additionally, leveraging Shark Tank's vast social media following enabled Carlsberg to spread positivity and celebrate entrepreneurial achievements to a wide audience, further driving brand resonance and e-commerce sales.  

2. Influential KOL Collaboration:  

- Elite KOL Partnerships: Carlsberg strategically aligned with renowned entrepreneurs such as Shark Hung and Shark Minh Beta, along with Miss Universe Vietnam's runner-up, Huynh Pham Thuy Tien. These influential figures served as authentic ambassadors, embodying Carlsberg's forward-thinking brand persona.  

- Visual Impact: Powerful visuals depicting sharks raising a toast with Carlsberg encapsulated the brand's message of celebration and success succinctly, resonating with audiences on an emotional level.  

- Partnership Buzz: Partner with Celebrity Start-ups (Long Chun, Thuy Lieu, Mai Quoc Binh), the key pitches of the season, for episodes 3, 6, and 13. Co-creating strategic marketing activities with them generated significant buzz for both the show and the Carlsberg brand. (Source: Social Listening, YouNet Media, 25/09-19/01/2023).  

- UGC: Leveraging both established KOLs and startup influencers, Carlsberg fostered a culture of advocacy and brand love. By incentivizing startups with gifts and gratitude, Carlsberg empowered them to organically amplify the brand's message, fostering authentic connections and advocacy within their communities. Moreover, Carlsberg used the influence from Startups to their fan and customers to viral for the campaign.

Phase 1: Building Anticipation with Compelling Content (July - September 2023):  

- Interactive Press Conference: This wasn't just an announcement; it was a content experience. By inviting not only media but also startups, the press conference fostered a sense of community and inclusivity. Furthermore, the selection of younger Shark Tank investors generated additional interest from the target audience. This created worth.  

Phase 2: Deepening Engagement with Integrated Content Experiences (October - December 2023):  

- Integrated Branding with Context: Carlsberg's presence went beyond mere logo placement. The iconic hop-leaf logo was strategically placed within the Shark Tank set design, and the brand seamlessly integrated into celebratory moments when deals were finalized, creating a natural and positive brand association.  

- "Cheer To Progress" Bar - A Content First: This innovative on-air content, hosted by the Miss Universe Vietnam runner-up, wasn't just a bar; it was a platform for storytelling. Celebrating startup milestones, both successes and defeats, this content injected a fresh vibe and resonated with the audience.  

- Social Media Activation - Tailored Content for Each Platform: Customized native content, specifically developed for each social media platform (Facebook, Instagram, etc.), promoted the partnership. This targeted approach ensured engagement and maximized reach.  

Phase 3: Amplification with Content-Driven Influencer Collaborations (January - February 2024):  

- Targeted Influencer Collaborations: Influencer marketing wasn't just about endorsements. Collaborations focused on co-creating content that leveraged the influencers' established audiences and further promoted Carlsberg's association with successful entrepreneurs from Shark Tank Vietnam. The Influencers showcased their achievements over the past year, inviting everyone to flex and celebrate these successes together with Carlsberg. This content-driven approach ensured authenticity and resonated deeply with viewers.

1. Enhance Brand Image:  

- Imagery KPIs: The campaign significantly surpassed targets for brand image perception (Source: YouNet Media, Online Survey, Feb 2024):  

Over 95% agreed Carlsberg is a premium brand. and a brand for impressing others, celebrating, and successful people.  

93% of respondents expressed a desire to purchase Carlsberg.  

2. Drive Positive Brand Sentiment and Organic Reach:  

- YMI Ranking: Carlsberg climbed 8 positions in the YMI ranking to become a Top 10 Beer Brand. The brand boasted the highest positive sentiment score within the ranking, indicating strong consumer favorability.  

- Organic Performance:  

Average Rating: Content associated with the campaign received an average rating of 7.7. Media Coverage: Over 722 online articles were published by 73 PR outlets.  

Social Media Reach and Engagement:  

Facebook: 180 million reach and 15 million engagements.  

Total Platform Views: 158.8 million views across YouTube, Facebook, and TikTok.