BRAND:
NUTIFOOD GROWPLUS+
AWARD CATEGORY:
The Best Innovative Social Media Campaign
CAMPAIGN TIME RANGE:
12/10/2022 - 13/11/2022
CREDITS:
CASE STUDY VIDEO
STRATEGY
The long established & nutrition expert brand with strong awareness about functional offering, especially with the 10-years long journey of the Nutifood GrowPLUS+.However, family values are solidifying significantly in the current years, heavily influenced by the pandemic periods, while within the category, there has yet to be outstanding in delivering meaningful support to moms catering to children’s special needs. Merging to a special milestone in 2022, Nutifood introduced the Nutifood GrowPLUS+ Colostrum as the “golden piece to complete the puzzle” to the optimal nutrition solution for special-need children in Vietnam.It is clear that Nutifood GrowPLUS+ to capture such time to have a meaningful campaign that establishes the emotional story that is connected and celebrated by moms & her children.Nutifood GrowPLUS+ is one of the positive active brands in recent years. The brand is not hesitant to try new forms, technologies and creative innovations to better fit consumers. One notable form is requesting premium packages for the brand to keep up with the latest news, hot events with the presence of GP+ and leveraging online data sources to optimize offline platforms on technology platforms
INSIGHT
Understanding that “Being Moms is the hardest job in the world”, facing a bunch of shortcomings and threats. Therefore, every mom needs a thoughtful companion in every moment of care. As the nutrition expert for children, Nutifood GrowPLUS+ wants to be an insightful guru to help moms in the growth journey of their kids, yet wants to step out of the serious convention of the traditional communication to reposition with an enjoyable and approachable expert. That’s why the brand uses Lam Vy Da for hosting & interactive video series for this campaign.Hence, Nutifood GrowPLUS+ twists it's lenses to meet mom’s insight that “Every mom wishes to be her best version bringing all the best care to her child, confidently step on challenges of shortcomings and unwanted sickness to enable them the freedom to do whatever they love, even making dream of being superman, doing the wonder in their universe” with the CTA from Mom & Baby communities from the brand on social touchpoint.In recent years, moms are always active in finding the suitable products for their kids and prefer hunting for attractive deals or promotions from the brand. This is a great opportunity for GrowPLUS+ to reach the customer group of its competitors for converting.To do this, it is necessary to maintain always-on campaigns and continuously expand customer databases, deliver meaningful communication & create demand for them by attractive offers. The brand needs to understand the customer journey and leverage the strengths of each media platform to play a role in this journey.In addition to awareness forms, the social plan will help spread messages, interact with moms more, especially potential customer databases through KOLs. Then, the combination between media, CDP and Zalo OA platform helps to deliver smooth communication and retarget these customers.
CREATIVE IDEA
Carry the ambition to be the super choice and inspire the super moms & kids generation, Nutifood GrowPLUS+ introduce the campaign: “Super moms, super kids”Nutifood GrowsPLUS+ has transformed the way of its communication via breaking the conventional way in IFM category to engage moms by greatly enabling its innovative experience from online to offline – integrating the user database to the CDP system to follow the customer journey.Pioneered to create the first-ever interactive video series with the famous comedian actress Lam Vy Da to provide insightful and catchy edutainment content to relevant demands, which successfully trigger the engagement from users.Furthermore, leveraging the spending wave in year-end, Nutifood GrowPLUS+, for the first time, leverages the microsite, Zalo OA & CDP to collect moms data and effectively convert the purchase via attractive promotion & user flow tactics.
CONNECTION PLAN
TEASING Preparing for the launch of key series with innovative format, Nutifood first needs to create the hype within the target audience so that the hook is much awaited and well-received with the curious message “Are you ready for joining Super Mom, Super Kid universe?”Within the first week, Lam Vy Da & series of Micro KOLs, initiate to post on their social pages teasing the upcoming series, highlighting the innovative format being pioneered in Vietnam. GrowPLUS+ also uses WOM channel & media tactics to create mass awareness.
LAUNCH & ENGAGEIn this stage, the brand focuses on introducing its new customer database system, interactive video series & boosting engagements.Nutifood GrowPLUS+ to be the first IMP brand in Vietnam to launch the interactive video series “Super Mom & Super Kids universe”, leveraging the raging global trends as well as seeing its potential to understand moms' insight and collect user databases. It included a main video showcasing different physical shortcomings of children respectively to each product functional offering then drived moms to explore the subsequent videos of relevant physical problems. The brand still keeps the strategy of using KOL, WOM combined with media to boost views & buzz on social.From online activities to offline POSM at stores, moms are driven to brand microsite an all-in-one hub to explore about the GrowPLUS+ communication story, participate minigame, then make the purchase with attractive gifts by register at Brand’s Zalo OA, integrated with CPD, to build its database system. The combination between digital, Zalo OA & CDP system generate arround 20.000 leads boosting sale performance instantly within the first week & building a customer database for the long term.
AMPLIFYDuring the remaining period, Nutifood GrowPLUS+ seeks to maintain the heat of the campaign by further amplifying its emotional story to its target audience on both online & on ground activities. Especially, an offline event in Hanoi continues to deliver the “Super Mom & Super Kid” experience to users with the inspired playground combine with BMI examination activities with nutrition experts attracted over 90% new usersThis online to offline strategy created a foundation to continue the “Super Mom & Super Kid universe” idea for next phases
OBJECTIVE-BASE KPI
Being the first-ever campaign of Nutifood to integrate the consumer database system CPD & the first IMP brand in Vietnam to launch the interactive video series, the brand garner significant achievements:SOCIAL SUPER NUMBER- Generated 130.000+ buzz on social media within the first week & 40.000+ engagement on Grow PLUS+ Page.- An increase in search volume grew 12% during the campaign that more people are actively searching for the brand, indicating a growing interest and familiarity with the brand's products or services, maintaining the upward trend of GrowPLUS+ and over key competitor Pediasure- Campaign successfully proven by consecutively achieved Top BSI in October and November 2022 & 1st place in Younet's ranking of powdered milk products- Achieve for the first-time Interactive Video Format VTR 37% (compared to norm 22%)- Impressive Engagement with AR that creates 58% lead to Microsite (compared to norm 38%)- Over 1,500 organic leads generated by invitations from Minigame participants on microsite – leverage the spread out in the Mom & Baby communities.DATABASE SYSTEM SUPER INITIATIVE- Combination between Digital Platform, Zalo OA and CDP system integration garnering near 20.000 user datas- Retargeting data user on media for enhance the chance of recruit new user- Reducing CRM workload to 90% for calling users and Instantly boost sales performance within 1st week & throughtout campaign in Q4.- Real-time & Systematic database system for immediate actions.SUPER SALES PERFORMANCE- Sales performance increased 13% in Q4.- Especial Direct to Customer channel: RR Q4 grow 49% compared to the previous quarter- Convert over 64% new users
