| Title | BUILDING STRONG FAMILIES SINCE 1871 |
| Brand | FRIESLANDCAMPINA VIETNAM |
| Product / Service | DUTCH LADY READY TO DRINK MILK |
| Category | A03. Storytelling |
| Entrant | MINDSHARE VIETNAM Ho Chi Minh City, VIETNAM |
| Advertising Agency | LEO BURNETT VIETNAM Ho Chi Minh City, VIETNAM |
| Entrant Company | MINDSHARE VIETNAM Ho Chi Minh City, VIETNAM |
| Name | Company | Position |
|---|---|---|
| Nguyen Giang Xuan | Mindshare Vietnam | Client leadership |
| Animesh Kumar | Mindshare Vietnam | Senior Digital Director |
| Chu Thi Diem Thuy | Mindshare Vietnam | Associate Digital Director |
| Do Thi Hanh Dung | Mindshare Vietnam | Digital Manager |
| Luong Thi Xuan Mai | Mindshare Vietnam | Senior Media Manager |
| Kate Bayona Garcia | Leo Burnett Vietnam | Head of Digital & Innovation |
| Jeremy Southern | Leo Burnett Vietnam | Executive Creative Director |
| Paolo Garcia | Leo Burnett Vietnam | Digital Creative Director |
| Tran Giang Phuoc Hanh | Leo Burnett Vietnam | Digital Account Lead |
| Nguyen Ha Giang | FrieslandCampina Vietnam | Brand Manager |
| Thu Pham | Mindshare Vietnam | Media executive |
| Do Ngoc Minh | Mindshare Vietnam | Digital Executive |
| Ngoc Dang | Mindshare Vietnam | Digital Assistant |
| Tran Le Minh Bao | Leo Burnett Vietnam | Digital Content Writer |
| Ngo Nguyen Phuong | Leo Burnett Vietnam | Digital Designer Lead |
| Vuong The Dat | Leo Burnett Vietnam | Social Media Manager |
| Raw Picture | Raw Picture | Production House |
| Sai Meng | Leo Burnett Vietnam | Director |
| Doan Thi Diem Chi | FrieslandCampina Vietnam | Digital Manager |
PUSH: We embrace Popular and Trusted channels to viral the social video (Ex: Youtube True View) PULL: We pull consumers attention and discussion to create excitement about the launch of new DL 20+ for strong families via KOLs Posts on FB to influent the importance of having 20+ minutes to build strong and happy family We leverage on the leading programmatic platform for social video advertising by contagious content using Unruly Labs and using Unruly ShareRankTM to maximize potential earned media. And we ensure guaranteed brand uplift using the smartest video player across relevant channels.
CAMPAIGN IMPACT Bring the meaningful brand message of “Building Strong Families since 1871” to Vietnamese consumers. 7 million online views 87% Total views from Youtube 13% Total views from Unruly 100,000 Social interactions 73% Brand recall 70% Enjoy-ability +22% In Favorability +9PTS In total unaided awareness +5PTS In brand imagery “Helps me build strong families”
INSIGHT FAMILY is among THE MOST IMPORTANT values for Vietnamese people. Yet, Only 13% of Vietnamese families spend quality time together every day. Grasping this connection gap among Vietnamese families, Dutch Lady would like to awaken up this social issue in the community. CAMPAIGN IDEA Dutch Lady conducts a SOCIAL EXPERIMENT to awaken the connection gap within even perfectly happy KOL families and the experiment results surprise them. The experiment encourages families to BUILD A STRONG, HAPPY AND HEALTHY FAMILY. Next, Dutch Lady goes further to provide actionable solutions to help families spend 20+ MINUTES TOGETHER EVERY DAY
Website URL | Additional URL 1