BRAND BACKGROUND:

Bia Sài Gòn is a beer brand that asserts its own ego in the alcoholic beverage market in Vietnam by launching series of marketing campaigns adhering to the slogan "Stronger Together" with transmission methods exploited from different angles.

New Lunar Year 2022, this brand once again affirms that growth direction and strength when launching the Lager beer collection version of 63 provinces in Vietnam with the promotional contribution of the famous KOLs.

ROLES OF KOLS:

This is a special campaign imbued with the cultural uniqueness and identity of each region in Vietnam.

The A List decided to split the list of campaign influencers into 3 main groups including: Core group (Van Duc, Duy Manh, Trinh Thang Binh, Hua Vi Van, Sister Cano, Hai Trieu, Quynh Anh Shyn), Supporting group ( Quoc Anh, Duy Khanh, Khoai Lang Thang, Anh Tu) and Community groups (Hong Hot Showbiz, local community (Hanoi, Da Nang, Saigon,...), art community (Vietnam, Maybe This Art Should Be Known).

Each group of influencers, they have their own roles to contribute to the campaign. At first, Core group played an crucial role in placing Saigon Beer in every happy moments with friends, thereby making the product the top-of-mind of potential customers. Then, Supporting group will be the ones to help to attract more people to consider Bia Sai Gon’s product by organizing minigame activities or host challenges on social networking platforms. Last but not least is the Community group, mainly Groups/Pages on Facebook with the forte is constantly updating new interesting information related to brands, art and culture, regions.

RESULT:

The campaign ended with the result of more than 300,000 interactions on social media platforms, exceeding aligned KPI by 130%. Moreover, the campaign added-in conversion rate growth of all products. Saigon Beer Lager - key SKU in this campaign - was sold out right in the period thanks to list of outstanding KOLs and its cool topic to deploy.