BRAND:
TCP - Nước tăng lực Warrior
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
1/3/2023 - 31/5/2023
CREDITS:
Mango Digital
CASE STUDY VIDEO
STRATEGY
Warrior is a young player within the Energy Drink category, the awareness & brand image has not well-established in consumer mind. In 2023, Warrior aimed to focused on driving mass awareness & trial among GenZ with the brand platform “UNSTOPABLE FUN”.
GenZ is a hardworking and ambitious generation who do not want to compromise their fun time with friends, and Warrior wants to endorse their fun spirit and offer energy to enjoy the UNSTOPPABLE FUN.
However, Soft drink & ED categories, one of the key trigger for Warrior’s TA to try would be seeing their friend/peers drinking it. Therefore, the challenge for Warrior would be to present itself as an ED for GenZ. To do that, Warrior structured the campaign around influencer to build relevant awareness & trigger trial Warrior.
The influencer strategy first started with Gen Z representative with viral factor - Brand Ambassador MONO (a energetic, self-confident and optimistic in face of challenges) to help Warrior build GenZ association. Then, using large amount of passion point influencers, KOC & content creators to amplify the awareness to every GenZ community corners & ultimately strengthen MONO x Warrior association in diverse drinking context (game, music, sport, food) for Unstoppable fun with friends.
Ultimately, with support from media, MONO image & lyrics audio to all online/offline channel & GenZ communities to make sure consumers will immediately think of Warrior when they see or hear of MONO.
The campaign will focus on:
1. Creating relevant awareness by highlighting product RTBs of mental refreshment ED that not only help GenZ overcome (life-obstacles) but also enjoy joyful life with homies top relevant passion point - sport, music, game.
2. Trigger trial by highlighting how the fruity taste of Grape flavour of WR could satisfy TA in drinking contexts/consumptions.
INSIGHT
At the time of the campaign, MONO was making his debut as singer & received lot of love from young audience. After throrough consideration, in addition to his viral factor, Warrior also saw many qualities in MONO that completely align with brand’s attitude.
1. Reach mass audience:
His influence continue to grow months after his debutMono is considered a rising GenZ star with impactful social influence (social growth of ++113% within 4th months after debuting) & nationwide awareness (Google Trend H1 2023).
2. Resonance with TA:
He is an aspiring GenZ with good look, self-confident and optimistic in face of challenges. Being a debut singer, he can easily connect with TA’s daily tension. Although he does not share his daily activities & hobbies on social, MONO still made known to the public about his passion for sport & gaming - which is also top passion point for Warrior’s TA.
3. Relevant with brand:
His characteristic also aligns with the image that Warrior aims for - Young, optimistic, self-confident & energetic with no scandal with interest for sport, music & gaming.
Additionally, Genz is more inspired by real voices & skeptical of brand voice. Just like the feeling of FOMO, they are more likely to try an ED if they see their friends/peers drinking it.
From that Warrior recruit a massive amount of 440+ mid/micro peer-like KOL & community who has known for their passion in either, game, sport, music or dancing & food to join the campaign to trigger consumer for trial.
CREATIVE IDEA
Music Marketing is familiar with Beverage and ED Brands for years and becomes a useful device to deliver brand messages. A suitable melody & lyric with brand message, combined with fame from a KOL singer link MONO prove to help brand closer to the target audience and build up the brand attitude in Target Audience’s mind.
Putting MONO in the main character to present the authentic life of GenZ life, Warrior presents itself as the Purple Lighting Energy that gives GenZ mental refreshment (from taurine, vitamin & Purple grape flavour) to transform all their Purple Sorrow into Unstoppable Purple Fun with friends - showing Warrior understands the unique way GenZ twisting daily obstacles into something fun.
Then the hero assets were amplifed through all social channel & community corner using passion point influencers & content creators to make sure consumer will immediately think of Warrior when they see or hear of MONO. Each group of influencers & content creator will focus on different angles to help amplify the lyrics audio carrying GenZ spirit & Warrior x MONO image.
CONNECTION PLAN
With MOMOx Warrior as the centre of the campaign, Warrior aim to create strong impression between the brand & MOMO by dying every Gen Z playground purple by launching all assets like TVC, Key Visual, Lyric Video in a short time & aggressively promoting from online to offline - created a strong associate between Warrior x MONO x GenZ-like on consumer mind.
At awareness level, TVC focus on delivering end-benefit of Warrior as the Fun Purple Energy Drinking with association to Passion points of Gen Z - reaching mass audience through offline channels (Billboard & LCD) and Online Ads (Facebook, Youtube, TikTok)
While the Lyric video shows how Warrior truly understands GenZ’s tensions, by giving a deeper explanation for GenZ's daily “purple sorrow” such as deadlines, and other pressure…and how Warrior could help them overcome them to have fun with homies. The hero social asset was customised & leverage via TikTok Ads, SO content to reach deeper into GenZ online playground.
With 440+ TikTok video in diverse angle (Remake VDO, Lyric VDO spread out, Cheap Moment, & Gathering moment) SO contents were using catchy tune of Purple Lightning song to delivering the Unstoppable fun & fruity taste of Grape flavour to trigger trial from young audiences in diverse passion points & drinking moments.
OBJECTIVE-BASE KPI
Social effectiveness
148,935,665 Views
18,411,182 Engagements
(Exceeding all social KPI, 192% KPI for view & 152% KPI for engagement)
