THE UNBOXED CHILDHOOD IN EVERYONEIn the modern life filled with tempting newness and trends, almost every youngster unfortunately forgets childhood memories and closes their heart for the good old days. However, recently, the nostalgia trend is rising in modern life, which awakens the thrill of recalling childhood times on social media to show their excitement through old images with old friends and activities. Capturing that driver, and leveraging the advantage of deeply accompanying childhood of many generations which not many brands can own, Ong Tho is the perfect uncle to retell the good-old-days stories with the most authenticity and awaken the beautiful childhood in everyone.

MAKE A GOOD OLD DAYS RELIVE ONCE AGAINProudly introduce the campaign “Childhood Museum" (Bảo Tàng Tuổi Ther), in which the word “Ther" is played with trendy social slang of “Thơ" to create excitement and bring relevance to the young.There exist many conventional ways to deliver childhood memories, but Ong Tho initiated the different way by capturing the tendency to visit the museum in recent times to learn about the culture of GenMZ. Ong Tho created an ear-catchy and eye-catchy music and engaging activities as the holistic online space where everyone will be able to recall and relive the childhood food and games with Ong Tho.To easily access and transmit the message to GenMZ, Ong Tho, known as the heritage and traditional brand but step up its way to connection with youngsters via the lense of modernity and youthfulness, released the viral MV "Childhood Museum", covered from the hit version of Jun Pham with the participation of the famous social comedian Ms. Cano. Ong Tho has turned the MV communication campaign into a journey of multi-sensory experiences to help all generations relive their childhood.Childhood Music: represented via auditory by MV sharing, short-cuts and Dance challenge contestChildhood Food: represented via taste by MV reaction series interspersed with experiences of dishes made by Ong Tho condensed milkChildhood Game: represented via visual that distributing through the discovery and experience of the Childhood Gift Box (playing with social slang as “Hộp quà tuổi ther")The campaign has successfully transformed the mindset of people about the Ong Tho as a heritage & traditional brand associated with Vietnamese childhood, yet an extremely inspirational brand with an innovative, young and trendy social approach to young people. Which creatively accelerates different content and activities to trigger engagement massively on social media.

ACTIVATE THE CAMPAIGN VIA THE STUNT: TICKET BACK TO CHILDHOODLaverage childhood and GenMZ communities to evoke the full of laughter and pure childhood memories, through the series videos about childhood dishes and games in daily life of the 8x and 9x generations. At the same time, Ong Tho aroused curiosity with KOL's teasing series about the “Ticket back to childhood". Each ticket is personalized to the recipient's name, along with a Facebook Event tab called "Childhood Museum" to boost the attention.HYPE UP THE MV “CHILDHOOD MUSEUM"Knowing that youngsters are very active on social media, Ong Tho strongly spreads the MV through a series of KOL posts interweaving personal childhood memories to trigger the hype and discussion among youngsters. Nevertheless, leveraging the impressive elements from melodies, costumes and childhood scenes, Ong Tho implements the Reaction MV series with reputed Youtubers in the review community namely ViruSs, MisThy, Content Creator team, and especially Schannel. In addition, grasping the rising short-video consumption behavior, Ong Tho creates the shortcuts to convey the message as well as recall the message to more users through montages or drawings with humorous copy in different styles to strongly impress users.ENGAGE VIA DANCE CHALLENGE “ĐIỆU NHẢY CHẤM SỮA”Leveraging the song from MV - one of the tools to help spreading emotions and touch the hearts of users, Ong Tho ignited an activity with a unique and funny milk-dipping choreography, hosted and spreaded across social media platforms (Facebook and Tiktok). The contest received more than 100 UGC organically.MELT MILLIONS VIETNAMESE HEARTS VIA EMOTIONAL PR CAMPAIGNDo not stop there, the campaign reaches the momentum by the lever of the PR campaign. With the nostalgic and aspirational words in every piece of editorials, memories that Ong Tho delivered in the campaign has melted millions hearts of Vietnamese people and reminded them of Ong Tho usage. The success was made by generating more than 192 articles on big sites for millennials especially (naming Thanhnien, Tuoitre, kenh14, Zingnews...) with 84% being organic.REWARD THE CHILDHOOD GIFT BOXFinally, Ong Tho launched the Childhood gift box as a device to honor the childhood journey and closed the campaign. The gift box is used as the reward for the contest and as a promotion hook to trigger purchases.

The campaign “Childhood Museum” impressively won youngsters' minds and hearts with the considerable achievement by winning Top 8 BSI in December 2022, dominating any FMCG brands except to beer brands (who aggressively invest in year-end), furthermore, achieve 8.5 million complete views on YouTube, Facebook, Tiktok. Especially, the MV hit the record on YouTube by achieving 30 million views within just 3 weeks.On top of that, the campaign resulted in a value growth of more than 30% in Dec'22 versus the previous month, and helped maintain healthy sales increases in following months.  Noteworthily, Ông Thọ’s market share continuously increased during 3 months from Dec'22 to Feb'23, making with a significant positive gap of 3 percentage share points between Feb’23 and Nov'22.