[CHALLENGE FOR HANDS YET SATISFACTION FOR EYES]    

As the main target audience of this campaign is house prouds and Gen MZ who have inclination for exploration and challenge, we observed their limited perception of white milk's potentiality, often considering it for only a few bland applications. Therefore, we aimed to create a collection of recipes that not only delivered visually appealing results but also incorporated simple yet interesting techniques to engage their attention on social media.

“TƯƠI MỚI MÙA LỄ HỘI CÙNG FM100%”  

The core message was clear from the outset: capturing the "fresh" spirit of fresh milk taste, fresh packaging, and fresh holiday festivities. However, the essence lay in the recipes we crafted with our food expert during ideation, ensuring they were visually captivating to attract users on social media. The standout recipes that earned our vote were: "Secret Santa Chocolate Bomb" and "Golden Milked Koi Fish."  

The campaign ingeniously surprised users by flipping their perception of such a fundamental product as FM100%. It transformed the conventional perception that fresh milk is not relevant during festive season into the unsung hero of marvelous festive dishes, skillfully tapping into the motivations of youngsters who revel in decorating food with creativity during festive occasions. As such, the campaign not only elevated the product's significance but also resonated with the desire for elevated culinary experiences to celebrate the year-end season among house prouds and Gen MZ.

Within limited resources amid the most competitive time of the year in terms of media consumption, the campaign’s strategy defined content platform & influencer approach as the two winning points. In terms of contents, the potentiality of video platform in the modern era of food related topics was utilized to the ultimate level. At the same time, the campaign’s budget was used wisely by targeting a big pool of content creators, from Macro, Micro and Nano level rather than using big Celebrities, during a short period of time to create halo effects.    

Phase 1: CHRISTMAS x FM100%.  

During the Christmas period, FM100% introduced "Secret Santa Chocolate Bomb", a thrilling yet simple creation involving molding chocolate, using milk and gelatin to craft mini "secrets" inside, and melting the bauble with warm fresh milk. This delectable recipe gained widespread attention, making “Secret Santa Chocolate Bomb” become one of the most talked about food trends on social media. Top high-performing KOLs from young food content creators with million-viewed videos such as Thanh Tuyen Daily, Châu Muối to hot family-oriented KOLs such as Hai Em Bé Lai enthusiastically joined their hands to create videos on TikTok and Facebook. The campaign gathered millions of views, engaging audiences across platforms.   Phase 2: TET x FM100%  

Transitioning into the Tet period, FM100% continued to aim high by taking customers on a unique culinary journey with a diverse set of recipes that convey wishes for a joyful New Year.    

According to statistics by Crowdtangle, more than 130 million discussions recorded on social media during Tet celebration are to convey wishes and blessings for the new year, which can be divided into three territories: Wishing for health, prosperity, and love. Taking into consideration this incredible insight, FM100% introduced 4 creative recipes, among which the "Golden Milked Koi Fish” became another standout recipe. Not only did it deliver striking look and feel, the recipe also successfully conveyed wishes for prosperity, tapping into right occasion and tradition of Vietnamese generations before Tet.

Executed with finesse by KOLs like Trần Hà Minh Châu, Thanh Tuyền Daily, this recipe resonated positively across social media, further enhancing FM100% 's visibility and engagement during the festive season.

During the campaign period, consumer discussions on social media skyrocketed by an astonishing +7992.8% compared to before.  

With over 22 million views on TikTok, nearly 5 million views on Facebook, and a total buzz exceeding 407k, the campaign generated significant traction. Notably, the relevant buzz surpassed the benchmark by more than 13%, while the recommendation buzz exceeded it by over 15%.  

Moreover, Sales volume of FM 100% 1-liter product line recorded a significant double-digit increase (>10% vs 2022 in the same period). Remarkably, FM 100% 1L also became the product of the highest growth in the total 1-liter milk pack category of the market.