Title | SLIM BUT STRONG |
Brand | LAURIER |
Product / Service | LAURIER SUPER SLIMGUARD |
Category | A03. Online: Fiction |
Entrant | DINOSAUR VIETNAM Ho Chi Minh City, VIETNAM |
Idea Creation | DINOSAUR VIETNAM Ho Chi Minh City, VIETNAM |
Production | DINOSAUR VIETNAM Ho Chi Minh City, VIETNAM |
Name | Company | Position |
---|---|---|
Trong Nguyen | Dinosaur Vietnam | Creative Director |
Linda Pham | Dinosaur Vietnam | Creative Director |
Hong Nguyen | Dinosaur Vietnam | Art Director |
Dat Nguyen | Dinosaur Vietnam | Art Director |
Tien Le | Dinosaur Vietnam | Copy writer |
Quoc Le | Dinosaur Vietnam | 3D Designer |
Thy Lam Nguyen | Dinosaur Vietnam | Senior Account Manager |
Tram Nguyen | Dinosaur Vietnam | Account Manager |
Lam Nguyen | Dinosaur Vietnam | Producer |
Thanh Nguyen | Dinosaur Vietnam | Account Manager |
Sumesh Peringeth | Dinosaur Vietnam | Partners |
Thanh Ngo | Dinosaur Vietnam | Copy writer |
Xuan Tho Tran | Dinosaur Vietnam | General Manager |
Brandy Vu | Dinosaur Vietnam | Partners |
Phuong Nguyen Nguyen | Dinosaur Vietnam | Community manager |
My Hanh Nguyen | Dinosaur Vietnam | Account Executive |
“SLIM BUT STRONG” is not everyone’s everyday average sanitary pad commercial. As the sanitary pad category has been flooded with boring ads that features cheesy clichés and generic product demonstrations, we decided to go against the flow by adapting the style of Hollywood spy thrillers. The result was an amusing ‘Slim But Strong’ short film whose plot revolves around an elegant female spy protagonist. She may look fragile like every other Vietnamese woman at first but very soon in the film, the audience could witness her brave actions, using Laurier’s Super Slimguard pads as her secret gadget and weapon to save the day. This way, we successfully highlighted the superior features of the product with unexpected and entertaining actions, brought to life by a very different kind of female talent.
By using Facebook as the key campaign platform, we launched the brand clip and key visual in brand’s fanpage then promoted by Facebook ad and social seeding (via KOL/ influencer and Hot fanpage sharing). In order to catch our consumers everywhere, everytime even when they are watching video or updating information, we used mobile in-page ad format which can be injected video and brand message when they’re reading in news sites. In YouTube platform, true view and skip-able 6s format were used to promote and spread out our impactful video to consumers when they are watching videos. Besides brand clip, we created social content to educate consumers about product’s functions, engage and maintain brand’s voice during 6 weeks of the campaign. Moreover, to leverage and emphasize the buzz of campaign, sampling activities (online and offline) was executed to convert consumer’s awareness in digital to trial and interactions on-ground.
The video clip gains amazing results: 10,017,318 reach, 222,384 interactions and 10,716,030 views in total. Especially, around 90% of those results is organic. Facebook: Within 24 hours after airing, the clip has 19,332 organic shares. Within 3 days it has 1.5M organic views. Totally, the clip has 2,128,161 video views, 130,367 reactions/ shares/ comments. Most of the comments is about how they're impressed by the "Hollywood movie" in the form of a sanitary napkin ad. The clip was organically shared on some PR articles, and re-up by 16 famous hot Fanpages and earn 6,446,053 views, 112,070 reactions, 25,174 comments, 41,765 shares. A marketing school even makes it a case study in their lesson. YouTube: 2,112,916 views in Laurier Vietnam YouTube Channel Online sampling: 2,981 registrations, far beyond expectation (1,000 registrations). 98.4% confirmed they're very impressed with Laurier’s viral clips and branded message. Sales: 20% Increase in Sales within one month
Standing out from other advertisements for sanitary pads, ‘Slim But Strong’ features a thrilling and engaging plotline of spy movie genre, delivered by one surprise after another. Not only the product’s superior functions were clearly demonstrated in a bizarre way, the entire film also gives the viewers an entertainment ride with full of laughs.
For a long time, consumer perception on Laurier is still blurred and belongs to a safe zone comparing to the continuous renewal on image of Diana and Kotex. Communicating product function only is not enough anymore. Meanwhile, Vietnamese women have always been seen as a weak gender but in a modern time she has evolves to be more independent and appeals to be smarter, cleverer. On the other hand, for most of products that look thin like Laurier Super Slim Guard, it’s also perceived that it’s not strong in term of power or performance as well. We decide to combine the image of our target audience with the superior features of our product and inject these duo insight in one communication message. The term ‘SLIM BUT STRONG’ was born with the ambition to connect deeper with our target audience with Laurier and change people mindset on sanitary napkin advertisement.