Background

Vietnamese culture imprints these beautiful words in mind of girls: be soft, step back, sacrifice – which will then become stereotyped-burdens she carries with her destiny: a girl taught to be soft would struggle to raise her voice for what she believes; a girl taught to step back would struggle to step up fighting for what she deserves; a girl taught to sacrifice would put others’ happiness against her own. And those daughters would grow up, earning respect through loving, caring for others – instead of herself. Campaign objectives 1- Relaunch Biti’s for women product lines for women from childhood to adulthood. 2- Enhance the brand meaningfulness through a movement Embracing Vietnamese Girls’ destiny changing steps

Describe the creative idea

The culture tension: The brand finds out the very inconvenient cause of the social issue: mothers who love their daughters the most, are the first to give their girls such burden-carrying lessons for her whole lifetime (be soft, step back, sacrifice and many more) CHANGE VIETNAMESE GIRLS DESTINY THROUGH CHANGING MOTHERS’ 1ST LESSON TO DAUGHTER (AND EMOTIONALLY CONNECTING TO MOMS' HEARTS) Introducing #CHANGE YOUR GIRL’S DESTINY The social movement in Vietnam to unstereotype Vietnamese women’s destiny by changing the 1st lesson mothers to daughters, facilitated by Biti’s

Describe the strategy

Key target consumer: Vietnamese women, mothers and daughters The cultural inconvenient cause was found: mothers who love their daughters the most, are the first to give their girls such burden-carrying lessons for her whole lifetime Our strategies: (1) Draw nation’s attention, reveal the tension by the most admired, influential woman as campaign ambassador: H’Hen Nie (2) Reveal the tension by music video - digital most favoured kind of video, offering empowering lessons that mothers should have taught their girls, nurturing their self-esteem, facilitated by Biti’s shoes: - To step forward and show their beauty - To pridefully pursue their intellect - To confidently make their moves - To step up with bravery - To stand resiliently against the odds - And most importantly to love herself first (3) Engage Vietnamese influential moms in raising their voice about the importance of nurturing girls’ self-esteem & make a social impact.

Describe the execution

#CHANGE YOUR GIRL’S DESTINY The social movement to unstereotype Vietnamese women destiny by changing the 1st lesson mothers to daughters. EMBEDDED THE MEANINGFUL MESSAGE INTO A MUSIC VIDEO Bitis ignited the movement 2 days before International Woman’s day with a music video featuring H’Hen Nie – Vietnam’s first ever representative in top 5 Miss Universe, also the first minority Miss in Vietnam. The music video featured little girls taking their prideful, destiny-changing steps, facilitated by Biti’s women’s products. WENT VIRAL THROUGH SOCIAL & DIGITAL Launching the video, Biti’s ignited a social trend for mom KOLs and influencers to have a national debate on the importance of nurturing their daughters’ self-esteem, thenchanging and taking actions to change girls’ destiny. Digital video channels & mobile-social tactics are maximized, leveraging Youtube video, live Facebook Watch, Facebook & Instagram Story (through KOLs & Brand ambassador), getting more attention & appreciation for the brand.

List the results

• The video becomes top 3 most shared videos on social media on Women's Day this year, engaging 500,000+ of moms. • The number of shares tripled the number of comments in every KOLs' social post. • The heart-winning movement earned more than 300 national news coverage • The #ChangeYourGirlsDestiny movement ignited a trend among moms about nurturing their daughters’ self-esteem and influenced Moms to change and take actions Increase sales of Biti’s total women footwear • Our hero product Gosto by Biti’s Klara achieved a whooping +500% sales growth within only 1 month • The campaign brought Biti’s for women the incremental value growth 56% by Mar 2019 , far exceeding category growth (6.8%) For the media ROI, the ratio is 500% earned. For the business ROI, the ratio is more than 600% earned.