BRAND:
Fami
AWARD CATEGORY:
The Best Social & Commerce Integration
CAMPAIGN TIME RANGE:
6/1/2024 - 28/2/2024
CREDITS:
MaxX Communication
CASE STUDY VIDEO
STRATEGY
For Tet, Fami launched a limited edition with mixing Fami flavor. This exclusive Fami variant was available for purchase on e-commerce platforms such as Shopee, Lazada, and TikTok shop. Our target audiences were young women who are dramatic, take care of their families. Even Tet, they want to gather at a party, decide to buy gifts or products for Tet and want to balance nutrition, keep better health for the new year. By leveraging e-commerce distribution channels, Fami conveyed a key message for the new year, encouraging consumers to prioritize balanced nutrition and good health with the slogan "Trao dinh dưỡng cân bằng, gửi khoẻ mạnh cả năm" (Providing balanced nutrition, sending good health for the whole year).
Our communication challenge: For year-end time, people want to party more after a busy year. How to encourage people to take care of their health & nutrition, and prepare for good health in the new year. How to encourage people to study life balance through giving The Limited Edition Fami before Tet.
Communication objectives:
Introduce the Limited Edition Fami along with the message “Trao dinh dưỡng cân bằng, gửi khoẻ mạnh cả năm" (Giving balanced nutrition, sending good health for the whole year).
Make a meaningful impact on the target audiences, emphasizing the importance of life balance by gifting nutritious products that contribute to good health, in a manner unique to Fami.
Encourage to engage and connect to consumers via social platform.
INSIGHT
Observations reveal that during Tet, a cherished Vietnamese tradition involves the exchange of gifts. Adults commonly present gifts to their parents, while friends and colleagues exchange tokens of goodwill. In times of economic decline, practical and thoughtful gifts, particularly those promoting nutrition and well-being, hold greater significance.
Additionally, a pertinent Vietnamese idiom, "lời chào cao hơn mâm cỗ," underscores the importance of heartfelt greetings over extravagant feasts. Despite this cultural emphasis on sincerity, many struggle to convey unique and meaningful wishes, often resorting to generic phrases during the New Year.
Moreover, the Tet season brings a unique challenge for women who juggle busy schedules with preparations for the festivities. Seeking cost-effective solutions, they are increasingly turning to e-commerce platforms for convenient and budget-friendly shopping experiences, taking advantage of promotional deals to maximize their purchases.
CREATIVE IDEA
BIG IDEA: TRAO DINH DƯỠNG CÂN BẰNG, GỬI KHOẺ MẠNH CẢ NĂM
This Tet, Fami not only offered a thoughtful and cost-effective gift but also assisted in crafting a personalized and polite wish for their loved ones.
First time ever, Fami brings the limited edition to e-commerce. By connecting to consumers, Fami organized many minigames on social media (Facebook, Tiktok, Zalo), along with giving away hundreds of e-voucher. Fami organized a big contest “Trao ngàn lời chúc", customized wishes for each other, inspired people by Fami's postcard and encouraged them to buy nutrition gifts - The limited edition Fami through e-voucher on e-commerce.
Fami’s soy milk products, 100% rich in plant protein, offer balanced nutrition for better health. By promoting plant-based protein sources, Fami not only contributes to individual wellness but also underscores its commitment to a healthier society.
CONNECTION PLAN
To optimize communication across various social media channels, Fami devised a comprehensive connection plan that ensured maximum engagement and outreach.
Firstly, the campaign commenced with a captivating key visual on Zalo, accompanied by a minigame prompting users to reach out and send early wishes to distant relatives. Participants were incentivized with e-vouchers to purchase nutrition gifts from Fami's limited edition range.
Secondly, Fami orchestrated a series of social activities, with five community pages sharing Fami boxes adorned with the brand hashtag. Additionally, on the "Điều nhỏ xíu xiu" page, 50 e-vouchers were awarded to the top 50 comments featuring the best wishes. The highlight was the "Trao lời chúc Tết, nhận quà sức khoẻ" activity, where Fami personalized every comment with custom-designed postcards, fostering a sense of modernity and freshness. This initiative reached over 7 million people, generating 18.6K engagements and eliciting more than 5K heartfelt wishes.
Throughout Tet, the "Take Photo with Fami" contest sustained momentum, reaching an audience of over 7 million. Meanwhile, on Facebook, Fami strategically interspersed posts highlighting product features with emotional appeals, emphasizing the functional and emotional benefits of their products. Each product flavor was associated with a distinct color to aid consumer understanding, coupled with a call-to-action to purchase Fami via e-commerce. Over 100 e-vouchers were distributed throughout the campaign to incentivize increased purchases.
Finally, on Tet holiday, Fami released three videos featuring catchy music and social posts with product features, reminding viewers of the importance of consuming two servings of soy milk daily for balanced nutrition and improved health.
OBJECTIVE-BASE KPI
Business winning:
After Tet 1 weeks, Fami totally clear stock limited edition Tet on Shopee, Lazada, Tiktokshop
Through Tet, via minigame, Fami received more than 500 images of Fami.
Even with our plan from Jan to Mar 2024, we finished Fami stocks on 50% lead time via e-commerce.
Communication winning:
Reach: 29,6M via Facebook, Tiktok, Zalo from 5 Jan 2024 - 24 Feb 2024, included 65% young women profile.
Players through our contest: more 6,5K players, included more 500 images with Fami product. Get 806% KPI for players.
Besides the limited edition Fami was sold out, but also other products were sold on e-commerce.
