BRAND:
VIM Block | Premium toilet cleaning format product
AWARD CATEGORY:
The Best Use of Content Creativity
CAMPAIGN TIME RANGE:
12/7/2023 - 31/7/2023
CREDITS:
Oliver Việt Nam, USTUDIO
CASE STUDY VIDEO
STRATEGY
1. Campaign summary:
“RELEASE YOUR MASKS”
Since 2022, VIM Block, a ‘little’ sub-brand of Vim toilet, has been appraised as a social buster with a witty approach – igniting a new role of the toilet beyond its natural function. Since launch, with its superior fragrance and cleaning efficacy, VIM Block has transformed the toilet into a ‘creativity trigger room’, resulting in a social boom and significantly boosting brand’s awareness and trial intent. ”Nhà xí hoá nhà thơm" has drastically altered VIM Block’s approach toilet hygiene since then.
VIM Block's 2023 challenge was to surpass itself. However, by igniting another surprising yet relevant function of a super clean, super good-smelling toilet: A completely private pleasant ME-TIME place that you’re free to RELEASE ALL MASKS & set your naked self free, the campaign succeeded one more.
It created another social buzz and helped VIM Block increase sales significantly.
2. Campaign Background:
VIM Block, a VIM toilet cleaning innovation, was designed to hang in the toilet, assuring cleanliness and a pleasant odor with every flush. However, adopting this premium toilet accessory presents a considerable challenge in markets like Vietnam, where awareness of toilet hygiene remains underdeveloped.
Instead of merely educating consumers on VIM Block's functionality, our strategy is to INSPIRE a fresh perspective on the toilet space, highlighting how this compact hygiene enhancer can turn A simple toilet into a PRIVATE ME-TIME ZONE, offering individuals complete privacy and comfort.
Our goal is to create a significant buzz on social media once more, generating shares and sparking trial intent for VIM Block. 3. Challenge:
Continuing from last year's success and establishing toilet "Me-time" as VIM Block's owned platform. We aim to ignite the idea of "me-time" in the toilet as a catalyst for creativity, to surprise our youth in a believably relevant & meaningful way that not only engage discussion, but also drive them into product trials.
INSIGHT
Despite their outward optimism, young individuals carry hidden struggles, constantly balancing multiple roles while hiding their true emotions. With many people, a toilet is not just a necessity, but also a secret sanctuary. A clean, fragrant toilet offers them a safe space to release pressure.
CREATIVE IDEA
CREATIVE IDEA: RELEASE YOUR MASKS
Communication message: Hương bung toả, xả sạch vai.
Imagine a toilet experience where a simple flush becomes a powerful symbol of shedding social mask. With a dramatic FLUSHING ritual, be ready to flush out all masks & roles you wear to release your naked self in such a clean & fragrant toilet with a VIM Block.
Our creative idea and narrative is simple: everyone struggles with societal expectations and craves moments to release their masks in a simple act of FLUSHING. This act is a powerful symbol of shedding pressure and embracing one's “naked self”. By selecting iconic moments when young people struggle to balance their multiple societal role, we ensure our message resonates deeply with our audience.
CONNECTION PLAN
1. MYTH BUSTER:
IS VIM BLOCK LAUNCHING A MIRACLE TOILET MIRROR?
"Vim Block sắp cho ra đời một chiếc gương có thể soi thấu cái nết của bạn"
We first launched a 10s Teaser video – Use the mirror in the toilet to tease about a place that can make you completely mask- off
“Ủa gì dợ???” Yes, that was exactly what we wanted to hear by launching a ‘teaser trailer’ about a coming miracle toilet mirror that can reflect your truest traits.
2. MYTH REVEAL, SOCIAL BUZZ FORMED & SPREAD
As many social pages/communities started to spread the news & people started to discuss it, we unveiled the myth:
Let the toilet mirror reflect your truest traits as the toilet is now your complete private pleasant zone to release all masks & roles with VIM block’s great smell & cleanliness.
We inspired “mask-off” moments in such a clean & fragrance toilet with VIM block hanger in a fun, delightful & light-hearted way with our Hero assets – 3 iTVC featuring popular contexts that our young consumers need to wear a mask
- An “always-need-to-stay-calm” mother
- An “always-need-to-be-the most-friendly” salesman
- An “ideally good” future daughter-in-law.
We then make it a social norm with KOL-led activity
- KOL photo series of un-masking their true self in and out their “me-time” places.
- KOL to livestream series on Toilet Fragrance Places under “Mask-off battle” theme i.e Tina Thao Thi vs Phuong My Chi, Tina Thao Thi vs. Chi Cano, etc.
Genuine and heartfelt narratives shared by Key Opinion Leaders (KOLs) have played a pivotal role in bringing the "toilet mask-off" discussion closer to consumers. Conducted in a fun, light-hearted, and engaging manner, these stories have sparked meaningful discussions and interactions. Moreover, they've enabled VIM Block to forge deeper connections with KOLs, offering insightful content that resonates with their followers.
To amplify the reach of the "toilet mask-off" conversation, we employed a multi-channel approach. This involved utilizing digital ads, social media posts (KOLs, comic creators, communities) with interactive formats (photos, comic series, rap songs).
3. ENGAGE & REWARD
We enabled real consumers' toilet mask-off moment through an AR mirror filter game on social, inviting consumers to confess their naked-shelf personalities & traits to win free VIM Block samples.
OBJECTIVE-BASE KPI
1. Objectives & KPIs:
- Get Millennial & Gen Z talk about VIM Block on social by making it a social BOOM again in 2023 ( top 10 BSI ranking)
- Gain 50% sale growth
We made it again! Just after 1 month, VIM Block achieved impressive results
2. Business Results:
- Sale Value gains 51% uplift nationwide
3. Social Media Results: Results exceeds expected KPI:
- Top 6 BSI ranking in July 2023
- 350,000+ Buzz
- 200,000+ Unique users joining
- 1/1 Sentiment score with no negative responses
- Strong balance among paid-earned-owned media, especially from organic earned media
