BRAND BACKGROUND:

In 09/2021, Wake-up Cafe decided to launch 02 new instant coffee products called Wake-up Ice Black and Wake-up Ice Brown Vietnam with a special feature in the strong flavor produced from high-quality coffee beans. In the competition versus Nescafe and Cafe Viet, Wake-up targets high-end segment, focusing on office workers mainly in the age range between 20 - 35.

Launching new products in the high peak of COVID-19 is brand’s intention. At a time of social distancing, when the demand for instant coffee products increased because all coffee shop closed, Wake-up Cafe's campaign was born to hit customer insights aiming to win consumer’s mind along with the ingenuity of choosing the appropriate influencers which helped Wake-up's 2 new products become more popular and widely used in Vietnam.

ROLES OF KOLS:

With the new USP needs to highlight throughout the campaign, KOLs for this campaign are also required to have style and personality matching with products personality. They are strongly bold in both physical appearance and style and be the hot names to attract buzzes at this time. Based on our understanding, we proposed singer Truong The Vinh at that time was participating in the reality show Running Man, Bui Tien Dung was a player from National Team,...

Notably, besides key influencers who helped draw huge attention on social media, we also considered to co-operates with other 72 micro influencers (KOCs, community pages). The purpose of using high-volume influencers is to create a large-scale communication effect, we believe. On top of the effect from key influencers, middle and micro ones would deliver product experience reviews and build trust for Wake Up new products. The total number of KOLs reached number of 90 - a large number for a campaign lasting less than a month.

RESULT:

This is a campaign deployed at the peak of the epidemic, so there are many difficulties at the same time that both The A List and Wake-up Cafe have to carefully manage and monitor at details such as post timing management for total 90 influencers, door-to-door shipping products to influencers, on-air asset preparation in rush,... We tried to complete all tasks in a systematic and technical manner, and the results also paid off when exceeding KPI 212% with more than 390k engagements on social media.

By using the formats which are available on Facebook such as Livestream, Video/Photo posts, we caught the opportunity when many people stayed up late to watch the World Cup match against Australia in this period of time. Immediately, the posts of journalists Truong Anh Ngoc and Bui Tien Dung sharing about Wake-up cafe both achieved a spike in interactions when all targeted audience showed the spirit of supporting football by using Wake-up coffee to stay awake in that night.