BRAND BACKGROUND:

With the desire to enrich consumers' health, support resistance, and be a comprehensive nutritional solution for all parents' needs, Ensure has cleverly placed a campaign to touch people's hearts right on the occasion of Tet 2022 - the reunion season - with the message "This New Year gives health, let's be together for the next New Year". This powdered milk brand wants to encourage people to show their love and fulfill the promises they have made to their parents by sending Ensure Gold as a gift so that the family can be together for years to come.

In implementing this campaign, Ensure hopes to be able to increase awareness and generate a large amount of buzzes through engaging content shown in hero video asset - the short film "Unforgettable Promise", and creating cohesive activities to encourage user-generated content (UGC) and product use consideration.

ROLES OF KOLS:

This campaign, a variety of famous KOLs accepted to participate as the core campaign message was so impressive and hit the insight of many audiences during Tet also, such as:

- Phan To Ny: Key KOL participated in all of the brand's assets, to be a representative for the message of the Ensure brand this Tet season.

- Quyen Linh, Van Dung, Chi Trung: representing the end-users using Ensure Gold. Thanks to this group of KOLs, the brand can approach and draw the attention with confidence and the high ability to convert brand’s potentital users.

- Hong Dang, Bao Thanh, Oc Thanh Van, Jun Pham, Kha Nhu, Le Tu Vi: representing the care-giver group - the person who cares for his parents. This is a group of KOLs to help brands optimally reach a large group of customers, creating minigames to encourage everyone to participate and share.

In addition, the campaign also gained the support of micro influencers, Tiktoker when actively sharing touching stories about family affection from the brand, and reunion moments of the 3-generations family during the Tet holiday through videos/photo posts. The campaign also excellently received positive feedbacks shared on Facebook fanpages/groups such as Chuyện Của Hà Nội, Advertising Vietnam, Tôi là người Sài Gòn, Brand Việt Nam, Về ăn cơm, Lai Thượng Hưng. This is the way to increase campaign buzz volume, create the interest in a large number of people about the meaning message resulting in a hot topic to be shared during Tet.

RESULT:

This is one of the campaigns that The A List is always proud to be a part of because of its humanity in message and enthusiastic support from many KOLs. Only over a week from the ideation to the implementation phase, we have really worked hard and prepared every single step to still ensure the aligned project timeline.

In the process of working with KOLs, The A List tried to convey the rounded angles of message meaning with hope that KOLs can leverage their ability to become a 2-way interaction touch point with their followers.

Last but not least, The A List solves the big challenge to focus on the end-user audience while maximizing the buzz volume through livestream tactics and minigames. With a result of total 1.7M engagements on social platforms, this is the campaign that brings Ensure Gold a large loyal customer base, especially the number of customers who love and respect for the brand's message.