In Vietnam, the demand for healthy living and eating "healthy" is a rising concern in recent years. In particular, a healthy diet, prioritizing the selection of healthy ingredients, derived from nature - is considered a way to maintain body shape and improve health effectively from the inside. Regarding influencer marketing, audiences don’t just like influencers, they want to be them. Therefore, KOLs choosing become the key to winning this generation. Olivoila needs to select the right KOLs with the personality, opinions, and dreams,.. that represent well the ideal image that audiences want to become. Secondly, the norm of “sexy” like “Size 0”, “56-centimeter waist”, and “hourglass body”...applying to a lady's appearance makes modern women even more stressed. They have to try really hard in the world of information overload to find ways to have a perfect body as social expectations.

Instead of booking KOL talking about our product, Olivoila brand team chose another approach that can make it viral on social media through a Music MV - GenZ’s top entertaining format. “Vẽ đường cong” tells a story of the transformation journey of "office girl", from a person who has always run by deadlines but "forgotten" herself to a confident girl with a one-of-a-kind charisma. Truc Nhan appeared as an advisor to lead the female main character through a three-step "vẽ đường cong" journey: Healthy Beauty - Healthy Body - Healthy Vibe. At each stage, the video cleverly integrates practical and familiar activities with young people such as nourishing hair, skincare, exercising to get in shape, and maintaining a healthy diet. Since then, the image of olive oil has been approached naturally and has become the "secret" of a healthy and beautiful life for women. The journey of "vẽ đường cong" ends with a Thuy Tien fresh and shiny - also the image that the brand wants to inspire the audience and target consumers. To build the “casual” usage of olive, Olivoila brand team chose “casual” influencers. Nguyen Thuc Thuy Tien is the campaign ambassador & Truc Nhan - is the hitmaker who is both friendly & casual in lifestyle. Moreover, each influencer well represents for brand’s characteristics and mood&tone Thuy Tien: Classy, feminine, knowledgeable, sophisticated, healthy-sexy - The ideal image for Olivoila’s target audiences. Truc Nhan: Dynamic, smarties & natural look & feel - A singer who is known for his “powerful” live performance, kind of “sexy” in a healthy way. MV “Vẽ đường cong” not only focuses on the talents of Thuy Tien & Truc Nhan, but Olivoila brand team also chose Khac Hung composer who has “magic” in composing successful branded music & Dinh Ha Uyen Thu - an experienced director who always know how to touch young target audiences.

To meet the highest effectiveness, we only choose most relevant and effective social channels: Phase 1: MV launching on Youtube - The most used video streaming platform in Vietnam Phase 2: Massive spreading of awareness for the MV & creating the trending effect for the MV on Youtube by the “backlink” tactic by sharing MV’s link widely on other platforms such as Facebook & TikTok through many channels, from top KOL to real users. Phase 3: More engaging & triggering content to lead to the MV by TikTok dance challenge & interesting content on Facebook community pages & groups. YouTube Trueview aimed at contextual targeting to gain massive MV views and ad relevance at scale. Based on the audience's interest and consumption habits, we shortlisted relevant YouTube content and channels that spoke to the audience's passion points and maximized the brand’s SOV there. With KOLs at the center, during the first week, we built massive hype via Facebook & TikTok to gain views for the main MV on Youtube to establish a viral product launch and nudge users to interact with the brand. Instead of purely boosting MV on Facebook which was not ideal for long-form video assets, we leveraged branded content posts & shorter mobile versions of the MV. 2 main talents promoted the MV on their Fanpage and Olivoila helped boost these posts to amplify the reach. Finally, to keep the momentum of gaining views, we involve users in the TikTok dance challenge who can help us leverage the awareness of the MV, message & product to even more audiences with absolutely matching interests.

TARGET: Maximize view for the MV & reach Top Trending on Youtube as soon as possible Spread the brand message to the right audiences Healthy is the new sexy Olivoila is a healthy product that everyone should include in their daily cooking KPI: Top 15 Youtube Trending for music 26M views in total with at least 8M organic view RESULT: In a short period of 1 month, the campaign exceeded expectations with: The first branded MV from the cooking oil industry to reach “Top Trending” on Youtube in Vietnam. MV reached the KPI of reaching the Top 15 Youtube Trending Music in the first 22 hours. In 7 days, the MV reached the Top 6 Youtube Trending for Music Video. Hashtag #veduongcong on TikTok gains 13.8M views Generated 8M organic views on Youtube Outreach channels reach more than 250K engagements & 2M organic on 3 platforms.