BRAND BACKGROUND:

As one of the leading sausage food brands in Vietnam targeting young consumer from 14-18 years old, Ponnie has made a breakthrough decision in the way to build brand image closer, trendy in their audience’s perception. Therefore, Tiktok is the social network channel chosen by Ponnie to launch the next explosive campaign.

Ponnie is also a brand with their well-known Unique Selling Point "Ponnie Sausage, 88% made from meat", Ponnie has successfully built brand awareness in customers’ mind. And now, it seems the right time to promote the habit of using Ponnie sausage in the next customer stage by reminding of Ponnie whenever they feel hungry and tired. The biggest ambition from us is to reach total 25 million views in this campaign.

ROLES OF KOLS:

Since this is a campaign with the goal of creating new trend on Tiktok channel tarted to young people, The A List boldly proposed to host a typically favorite format - dance challenge - by making new sound containing key message of the campaign “Xúc xích Ponnie, 88% thịt" and spreading the song with catchy choreography often being seen on this social platform.

Based on this moving direction, groups of KOLs have been selected including music creators (Chi Xe, Le Minh Long, Xuan Manh,...), choreographers (Monstar Nicky, Mymeo,...), hot young Tiktokers (Hi, Ciin, Mao Dai Nhan), and Facebook fanpage (The Anh 28). These are all people who are often active on Tiktok with high followers and “million-view” trendy video clip.

RESULT:

This is a campaign to mark Ponnie's boom with young customers on the Tiktok platform, creating a premise for its future brand development. Thanks to a strategic approach and the outcome of 6 mixed and mastered songs uploading to Tiktok's music library, 40 dance cover clips, 2160 earned media shares, total 25 million views, The A List is proud to achieve 312% of the campaign's KPIs.