Why is this work relevant for Brand Experience & Activation ?

Generating and delivering successfully engaged & personalized content across multiple touchpoints with TikTok users as well as encouraging users to generate content & utilise by TikTok 1. Engaged and personalised with users : The key hook of the campaign is customised sticker "wipe off verbal karma sticker" as interactive elements to provide fun exploration. Thanks to this, TikTok can give users a comprehensive product (app) experience product with 500 videos generating on TikTok platform within 1 week. 2. Campaign Ecosystem: Campaign is executed run brand across ATL channels (PR articles), TTL (digital & social platforms) and BTL (activation).

Background

1. TikTok is known as the most social platform in Asia, however at the end of 2018, Tiktok just entered VN market and they wanted to attract more new and active daily users. At the same time, Tet (Lunar New Year) is the biggest occasion in Vietnam. 2. The problem is how can a brand like TikTok build on top of the traditional Tết holiday theme whilst maintaining the existing Tết spirit. 3. To participate in "communication race" in the 2019 Tet season, the objectives of TikTok are in standing out amongst a playing field of large and more established brands, and not only attract the hearts and minds of target users (18- to 25-year-olds in Vietnam) but also encourages young people to use their platform.

Describe the creative idea (20% of vote)

The challenge for TikTok to build on top of the traditional Tết holiday theme whilst maintaining the existing Tết spirit. 1. “Karma” trend: Vietnamese young people always joke about verbal karma remains on one’s lips (khẩu nghiệp) when they say/ comment bad things about others behind their back. It has been viral on social media and TV shows but nobody illustrated it yet. And Tet (year end) has always been a habit for people to clean up their living space, end away the bad karma and pray for good luck, brighter year. 2. “Ế”( Forever Alone “FA") has been a tremendous source of inspiration for many MV and social content Understand (1) & (2) this Tet, TikTok wanted to give them some inspiration and a tool to help people send away “verbal karma” and receive love charms/ signal. So the big idea“WIPE OFF KARMA FOR NOT BEING FA" is born.

Describe the strategy (20% of vote)

1. Target audience: 18- 25 years old, especially in Southern Vietnam. They are students or employees. They are trendy and youthful. 2. Approach: The slang usage of Karma & Ế (Forever Alone) has spread across social networks and television programs. “Don nha truoc Tet” (Cleaning the house to celebrate Tet): A saying for spring cleaning before Tet, a tradition for Vietnamese people. Cleaning before Tet signifies moving on from the previous year, and welcoming a smooth new year. The strategy was to break away from the traditional and bring a fresh perspective to the Tết theme. Tet holiday provided an opportunity for online communities to share videos and Tet wishes through the TikTok application. It was also the opportunity for TikTok to build connections with users by new ideas for Tết greetings - celebrating the New Year through TikTok stickers & hashtag #wipeoffKarmafornotbeingForeverAlone, which encouraged people convey new year greetings

Describe the execution (30% of vote)

1. Implementation: The campaign was carried out across several stages: Identity: TikTok leveraged on a single “hero-influencer” with the participation of Dieu Nhi, best known as a talented comedian in Vietnam. TikTok also worked with influencers in various fields to maximize coverage for the campaign. Approach: Using various social media influencers, including the presence of TikTok content creators, users were invited to join the hashtag challenge to create short video clips showcasing diversity and "cleaning up" to escape singlehood. Conquest: Target audience can both access to social media and KOLs and online news or social networks. With widespread coverage from the top KOLs in Vietnam to the TikTok top feed, the campaign has succeeded in driving user-generated content and contributing to this viral movement. 2. Timeline: 1/2/2019-10/2/2019 3. Placement: PR articles, paid boost post on Influencers, social media, event activation 4. Scale: 70% Southern Vietnam + 30% other cities

List the results (30% of vote)

Business impact: Campaign has an impressive result with 7.332 app downloads in 1 week Change in behaviour: "WIPE OFF KARMA FOR NOT BEING FOREVER AlONE" trend went go viral. Many users not only took part in hashtag challenge but also followed trend as a fun activity while they cleaned the house to celebrate new year. Therefore, there were 500 videos generated by users on TikTok app and meme account Consumer awareness: 19,129 people took part in the campaign Over 1.7 million views on Facebook and over 25 million views on TikTok 30,367 UGC videos under the hashtag #donnghiepthoate ("WIPE OFF KARMA FOR NOT BEING FOREVER ALONE") The campaign went viral on social media with more than 500,000 likes, comments & 4,212 post shares