BRAND:
Vinamilk Nutritious Milk
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
15/11/2023 - 31/12/2023
CREDITS:
Climax Creatology
CASE STUDY VIDEO
STRATEGY
HOW VINAMILK NUTRITIOUS MILK CRACKED THE CODE OF LOCAL CONNECTION?
1. Business Challenge:
● Vinamilk Nutritious Milk (abbreviated as “VM”), the heritage brand of Vinamilk, is the leading player in the Liquid Milk market with a solid value-for-money, candid, witty image. However, having an age-old presence comes with a challenge: stagnant sales and share growth.
● When Vinamilk introduced their comprehensive rebranding, VM being one of Vinamilk’s flagship brands, shall be the first to follow this evolution. However, this rebranding is two sides of the coin as their change-sensitive core users have long been familiar with Vinamilk corporate’s historically signature identity and packaging. How can VM use this to its advantage
2. Objective:
● Triggering VM’s sales and share growth, focusing on the Less Sugar product.
● Protecting core users (fun-loving moms 25-40 Y.O. in Southern Vietnam, concentrated in the Mekong Delta) from switching brands.
● Building a stepping-stone for VM’s “value-for-money” attribute and increasing brand love and loyalty.
3. Strategy Summary:
To tackle this multifaceted challenge, VM realizes the biggest bottleneck is choosing the right social mix to speak directly & precisely to core users. This strategy aims to simultaneously:
● Carry on Vinamilk corporate’s bold & youthful spirit while maintaining VM’s outspoken humor.
● Demonstrating VM’s relevance post-rebranding to deepen user loyalty.
● Enhance VM value-for-money attribute in an everyday association.
Our hyper-localized strategy focuses on the "3 Rights": RIGHT MESSAGE, RIGHT INFLUENCER, and RIGHT MOMENT. VM finds out that: "value-for-money" resonates as offering multiple benefits in one pouch. This concept was turned into a catchy rap by Le Duong Bao Lam, a comedian adored by Southern families for his wit and humorous rap style. With over 5.6 million followers, his endorsement significantly boosted the campaign's reach. Additionally, the rap was reimagined in various short formats and supported by collaborations with influencers, driving engagement, and fostering brand love and loyalty.
INSIGHT
Meet VM core users: Fun-loving moms 25 – 40 years old, living in Southern Vietnam – especially in Mekong Delta. She’s a juggler by day, busy handling multitasks while wearing a positive, casually fun attitude on her sleeve. She enjoys spending time for bitesize entertainment. After a long day, she craves a well-deserved dose of light-hearted humor, finding escape in short & hilarious TikTok, Facebook videos and relatable reality shows such as Rap Viet, 2 days 1 night,…
On top of that, she remains the main shopper in the house, familiar with bargaining and casual purchasing terms. She takes care of her kids’ well-being while managing her family’s budget. To her, efficiency comes as a priority: maximizing each purchase – including her kids’ nutritional drink – for as many values as it can.
Key finding: To make VM’s an everyday association, the brand must ride on these moms’ daily “languages”: TikTok videos, reality-show materials and purchasing terms that highlight good bargains and efficiency.
CREATIVE IDEA
Inspired by the Southern Vietnamese proverb "1 vốn 4 lời" (1 investment, 4 profits), VM infuses their “value for money” proposition (nutritious, tasty, versatile, good price) into a catchy “all in one” message: "1 chốt 4 hời" (1 shot, 4 benefits). This strategic use of local purchasing language resonates deeply with the target audience.
The word "chốt" (shot) implies a decisive purchase fueled by confidence in the product's value. Meanwhile, "hời" (benefit) is a popular term in the South, tapping into savvy spending habits.
To enhance sales, brand loyalty, and love within its new identity, VM integrated audience journey leverages 3 “Rights”: Right Message, Right Influencer, and Right Moments:
● RIGHT MESSAGE: The local-fit message “1 chốt 4 hời” (1 shot, 4 benefits) is woven into all creative assets and user-generated content. This message is also translated into a hooked rap song – a rising format in the South thanks to the heat of Rap Viet, a top-rated reality show in Vietnam. This fun and catchy approach helps instill the message into the audience’s mind, boosting purchasing intent, brand love, and loyalty.
● RIGHT INFLUENCER: A-class comedian Le Duong Bao Lam, embodying dynamism, humor, and influential Southerners is the perfect ambassador for this campaign. Born in the South, he holds a relatable persona to VM’s audience: witty, genuine and upstaged. He’s also highly popular to Southern families thanks to his active participation in hot reality shows (2 days 1 night, Sparkling Journey,…) and viral TikTok videos. On top of that, he’s universally known for his love of rap, which is translated into a hilarious but catchy rap style. As the influencer lead in the campaign, he helps spread VM’s value-for-money attribute to the core users in the most unforgettable way. VM also utilizes this opportunity to shake hands with Le Duong Bao Lam’s famous best friends to create interactive content among them on TikTok and Facebook. Additionally, endorsements from micro-influencers and nutritionists reinforce the practical benefits of VM’s “1 chốt 4 hời” message, encouraging brand loyalty.
● RIGHT MOMENTS: The campaign aggressively convinces core users to not only love VM but also use the products more by contextual content: showcasing authentic, mouth-watering product experiences. By leveraging influencers in relevant fields (like family care and cooking), VM illustrates the product's fit for daily needs: nutritional improvement for family, culinary…; then proceed to “challenge” the audience to do-it-by-themselves.
CONNECTION PLAN
1/KICK OFF: Southern Rap Extravaganza with Le Duong Bao Lam
Introducing the vibrant and catchy beat that has captivated the Southerners. In this lively rap-comedy sketch featuring Le Duong Bao Lam, VM taps into the essence of life here, where music reigns supreme. Get ready to be hooked by the infectious "Một chốt, bốn hời" (1 shot, 4 benefits) refrain that strikes a chord in viewers' hearts. Say goodbye to dull advertisements, as Le Duong Bao Lam demonstrates why VM is the ultimate choice and ignites excitement for the campaign among everyone.
2/ EXPAND: Your Experience, Your Voice
What do YOU really want from your milk? VM wants to know! Their challenge lets users share personal stories about how VM delivers “1 chốt 4 hời” (1 shot, 4 benefits) value. Over 1,500 shares sparked a massive conversation - proof that this milk isn't just a product, it's part of their lives.
3/ DEEPEN: Hot-faces Chime In!
VM teamed up with a team of popular influencers - voices that resonate in the South. These influencers show how “1 chốt 4 hời” (1 shot, 4 benefits) plays out in real life - nutrition boosts, family favorites, you name it! They even weave in Le Duong Bao Lam's rap for extra fun and memorability.
OBJECTIVE-BASE KPI
This “1 chốt 4 hời” campaign helps VM to hit 4 targets at once: an impressive SOV on social & a bounce-back of VM in terms of sales, share & brand performance:
1. Social Buzz: Generating significant results:
● The campaign sparked widespread conversation on social media, achieving a total 6,541,545 interactions and 414,645 buzz (x19 times more than the category’s benchmark)—a remarkable 112% above our KPI, including:
+ 95% Relevant buzz, exceeding the KPI by 53% (x1.13 times higher than the category’s benchmark)
+ 62% Brand Mention, exceeding the KPI by 300% (x1.61 times higher than the category’s benchmark)
+ 43% Attribute Buzz, exceeding the KPI by 530%
+ 16% Brand Recommend, exceeding the KPI by 130% (x7.62 times higher than the category’s benchmark)
● Captivating the hearts of consumers with 1,500 submissions to the minigame, the well-executed campaign received 1,184,219 likes, 4,942,681 shares, and an impressive 28,626,160 views across Facebook and TikTok.
2. Brand Health Track: Gaining good results:
● Brand equity increased +2% thanks to brand love uplift, the highest lift in Liquid Milk category during data measurement period.
● All conversion indicators in H2.2023 witnessed growth vs. H1.2023 in Vinamilk Nutritious Milk’s targeted market in the South (HCMC, Can Tho, Southern Rural), proving positive brand loyalty during the campaign.
● Secured No.1 brand attribute "value for money" within Liquid Milk category, with a +5% growth compared to H1.2023 – the highest growth in Liquid Milk category.
3. Sales & Share: Marking positive momentum:
● Sales in H2.2023 uplift +6% vs. H1.2023 and keep positive momentum up to now (2024).
● Especially, VM Less Sugar (key hero product in VM’s campaign) increase sales by +29% and market share gain of +0.5% in H2.2023 compared to H1.2023
