BRAND:
SVR Laboratoire Dermatologique
AWARD CATEGORY:
The Best Event with Social Media Strategy
CAMPAIGN TIME RANGE:
01/03/2025 - 31/05/2025
CREDITS:
PMAX, UNO Media, RMT, PHD Media
CASE STUDY VIDEO
STRATEGY
The strategy of SVR focuses on officially launching the brand in Vietnam by introducing a new mindset - “The New Generation of Derma” (Thế Hệ Chuyên Da). Instead of just promoting products, SVR positions itself as a brand that educates and empowers consumers to better understand their skin and make smarter choices. At the core is the “Beyond” philosophy: Beyond Efficient, Beyond Safe, Beyond Pleasant. SVR goes beyond typical skincare claims by delivering high performance, while also leading conversations around safety - especially through education on Endocrine Disruptors (ED), a key point of differentiation. The launch event acts as the starting point, where consumers can directly experience the brand through product trials, expert guidance, and interactive activities. By combining science, education, and emotion, SVR builds trust and makes complex skincare knowledge easier to understand. Overall, the strategy is not just to sell products, but to build a new generation of consumers who are more informed, more confident, and more connected to their skincare journey.
INSIGHT
In Vietnam’s increasingly crowded dermocosmetics market, consumers are faced with too many choices and often feel confused about what to trust and what to choose. While many brands claim high performance, the lack of clear differentiation and consistent education makes decision-making overwhelming. Today’s consumers want skincare that works - but not at the cost of their skin or long-term health. They are looking for products that are highly effective, yet still safe and gentle, minimizing risks like irritation or overuse. At the same time, skincare is no longer just about results. Consumers also want the experience to feel good - simple, enjoyable, and part of their self-care routine. This creates a clear expectation: 👉 “I want skincare that is effective, safe for my skin and health, and enjoyable when using.” SVR responds directly to this need by delivering all three - performance, safety, and pleasure - forming the foundation of the “Thế Hệ Chuyên Da.”
CREATIVE IDEA
The creative idea brings “Thế Hệ Chuyên Da” to life in a way that is easy to understand and fun to experience. Instead of using complicated scientific language, SVR translates its key strengths into three simple and relatable ideas: Beyond Efficient, Beyond Safe, Beyond Pleasant. At the launch event, each pillar becomes a real experience. Consumers can try products and see results firsthand (Beyond Efficient), learn about safety and Endocrine Disruptors (ED) through interactive education (Beyond Safe), and enjoy games, music, and dance with the SVR song (Beyond Pleasant). This approach turns learning into something engaging and memorable. Consumers don’t just hear about the brand - they experience it, understand it, and connect with it. In the end, SVR makes dermatological skincare more friendly, accessible, and relevant, helping consumers feel like they are part of a new generation that truly understands their skin.
CONNECTION PLAN
The connection plan of SVR is designed to amplify “Thế Hệ Chuyên Da” across offline, social, and e-commerce - creating a seamless journey from awareness to conversion. The launch event is the starting point, delivering real experiences through product trials, ED education, and engaging activities like games and dancing with the SVR song - generating strong initial buzz. On social, SVR scales awareness through CGI content, a CapCut challenge with the SVR song, and the hashtag #thehechuyenda. KOLs/DOLs drive credibility through reviews, while marketing advocacy ensures consistent messaging. This ecosystem achieved 112 million views in 3 months. On e-commerce, conversion is driven through marathon livestreams and affiliate programs on TikTok Shop and Shopee, where creators and experts educate, review, and sell products in real time - bridging trust to purchase. This resulted in strong GMV growth, with +76% on Shopee and +326% on TikTok Shop. By combining experience, education, social engagement, and e-commerce activation, SVR creates a fully connected system that drives both brand love and business results.
OBJECTIVE-BASE KPI
[1] objective: Raise Awareness about Concept Thế Hệ Chuyên Da | platform: TikTok | metrics: View, Engagement | kpi: 50M views, 2M engagement for video under hashtag #thehechuyenda | result: 112M views, 7.37M engagement for video under hashtag #thehechuyenda | compare_with_benchmark: No | source: TikTok Performance Analysis
[2] objective: GMV Growth | platform: TikTokShop, Shopee | metrics: GMV Growth | kpi: 50% | result: TikTokShop 326%, Shopee 76% | compare_with_benchmark: No | source: TikTokShop, Shopee
[3] objective: Sales Growth (%) of Serum Sebiaclear | platform: None | metrics: Sales Growth | kpi: 20% | result: 37% | compare_with_benchmark: No | source: Sell Out Information SVR
