BRAND:
TCP - Nước tăng lực Warrior
AWARD CATEGORY:
The Best Social Media Campaign
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. Through the past years, Warrior's ambition has always focused on driving mass awareness & trial among GenZ.
Gen Z devotes significant amounts of their time to working/studying hard every day, which may cause them fatigue but they do not want to compromise on enjoying fun time with their friends. GenZ is an ambitious generation but also self-aware & has their own way of solving their daily problems. All Gen Z needs is the motivation & energy to keep their fun going. Understanding this mindset, Warrior’s approach is to endorse GenZ Fun spirit & offer the energy to enjoy the UNSTOPPABLE FUN with friends.
In addition, according to Warrior’s consumer report, their consumption of ED is greatly influenced by their peers. Just like the feeling of FOMO, they are more likely to try an ED if they see their friends/peers drinking it. With this, social media is the most suitable leading platform to gain massive waves of awareness for Warrior Grape flavour & trigger trials from FOMO effect.
Warrior headed for 2023 with the ambition to make itself popular & meaningful among Gen Z through local insight & relevant passion points.
For short-mid term focus:
- Drive awareness for Warrior & brand platform “Unstoppable Fun” by highlighting product RTBs of mental refreshment ED that not only helps GenZ overcome (life-obstacles) but also enjoy joyful life with homies top relevant passion point - sport, music, game.
- Trigger trial by highlighting how the fruity taste of Grape flavour of WR could satisfy TA in drinking contexts/consumptions.
INSIGHT
Warrior has a unique Grape flavour & purple colour that brings a refreshing taste & mental energy. However, in Vietnamese culture, the colour purple is often associated with negative emotions. In literature, purple means sorrow, longing or worries; and on social media, the young generation even used purple to describe extreme anger - “Giận Tím Người”.
Therefore, Warrior leveraged the contrast in Warrior’s Fun Purple versus consumer association of purple with sorrow & local social slang “Giận Tím Người” to position Warrior as the only Purple Energy Drink that turns GenZ’s Purple Sorrow into Purple Fun - just like how GenZ has their unique way of turning the boring situation into something fun.
CREATIVE IDEA
Music Marketing is familiar with Beverage and Energy Drink Brands for years and becomes useful device to deliver brand messages. A suitable melody & lyric suitable with brand message, combined with fame from a KOL singer is the formula to help brand closer to the target audience and build up the brand attitude in Target Audience’s mind.
Understanding the unique way GenZ twisting daily obstacles into something fun, Warrior chose to work with singer MONO - a GenZ rising star with Warrior-like spirit, to be a Brand Ambassador that bridges between brand and TA via a music video.
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.
CONNECTION PLAN
Warrior aimed to dye 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 - creating a strong impression on consumer mind with Purple Lightning & campaign message.
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 from Online Ads (Facebook, Youtube, TikTok) to through offline channels (Billboard & LCD). 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 then 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)
