BRAND BACKGROUND 

BUSINESS OBJECTIVE: Increase NESCAFÉ Café Viet penetration in Mekong region by recruiting back lapsers and recruiting new from RTS

COMMUNICATION TASK: Remind & drive consideration to win back consumers in Mekong region through:

- Reinforcing brand RTBs: The tastiest strong, rich & authentic Vietnamese black soluble coffee

- Strengthening brand heritage: Loved by Vietnamese black coffee drinkers over the past 16 years by continuing building up on “strong-minded men" positioning that has been successful since 2023

ROLES OF KOLS 

- Connect Nescafé Café Viet with famous KOLs who are influential to Western customers

- Accompanying Lead KOLs Vo Tan Phat and Supporting KOLs: Le Tuan Khang, Non Khanh Ran, Binh and Heo... to carry out Interesting video series with the brand. Macro Influencers - with good reputations, suitable portraits & a large audience - have played an important role in helping brands maximize their reach, thereby increasing consumer awareness of the brand. 

- Combine with many Micro Influencers to optimize the brand's TikTok Series

RESULTS

- 24M++ views on TikTok, of which KOLs Le Tuan Khang's video reached 10.4M views, Lead KOLs Vo Tan Phat's video reached 2.5M views 

- 200 videos to participate in the brand's Mini Contest