According to Buzzmetrics, during Lunar New Year 2022, at least 70 major campaigns were launched by various brands. In the context of fierce social media competition, the New Year campaign “Clothes Like New, Mix & Match to Welcome Spring” managed to make a timely and positive impression on consumers. Specifically, in December 2021, the campaign—a collaboration between Comfort and ZEE Agency—ranked #1 in the FMCG industry chart and #7 in the BSI Top10 Campaigns.

What factors contributed to these impressive results for the “Clothes Like New, Mix & Match to Welcome Spring” campaign?

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Message that resonates with users’ mindset during Tet 

During Tet 2021, discussions about Tet spending increasingly focused on financial difficulties and intentions to save. Financial hardship became the top topic within financial-related discussions, marking a significant shift from 2020, when the main topic was spending to enjoy Tet. This change impacted most Tet activities, particularly consumer purchasing decisions. Specifically, an analysis of consumer shopping barriers showed that financial capability was the largest barrier, accounting for 58.2% of discussions, while the second barrier—intent to save—accounted for 15.4%. 

Facing the financial difficulties of Tet 2021, consumers tended to embrace a simple yet fulfilling Tet. Instead of splurging, they would:

1. Be more careful with spending. For example, if they bought a large plant last year, this year they would opt for a smaller one to save money. However, the smaller plant still had to meet the “golden ratio of four seasons” standard: it should have flowers, buds, new shoots, small green fruits, medium-sized green fruits, and main fruits.
2. Make use of what they already have and DIY necessary items. For instance, wrapping their own cakes, brewing their own wine, picking fruits from their own trees, wearing clothes from previous years, or using gifts from friends and family instead of buying new items.

Overall, consumers still want to shop for Tet and at least have something new to wear, a fresh look. However, this year, they are facing financial concerns, as the pandemic continues to affect jobs and income.

In general, Tet 2022 is a back-to-basics Tet. To make a simple Tet still feel complete, the brand helps consumers refresh their clothes and inspires them to mix-and-match for a more stylish Tet. This is the role the brand aims to play for consumers: bringing fullness to a simple Tet.

Mixing old pieces into a new outfit is also a way for people to welcome Tet with a fresh appearance. Comfort cleverly integrates its product into the campaign message: Comfort laundry detergent keeps clothes colorfast over time, so they always look like new.

By addressing consumer insights and showcasing the brand’s role, Comfort achieved a Relevance Score of 0.78 (a measure of relevance to the campaign topic, with a maximum of 1). Moreover, Comfort demonstrated subtlety in messaging. The campaign does not mention financial difficulties, as this could imply that consumers have to wear old clothes because they cannot afford better options. Instead, the campaign focuses on inspiring consumers to confidently mix old pieces into stylish, fresh new outfits.

Diverse storytelling formats and tactics to amplify the message

Comfort’s success comes not only from crafting a message that aligns with consumer insights and trends but also from flexibly delivering that message. In other words, Comfort consistently knows how to choose the right format and the right tactics for each campaign objective.

Grabbing Attention on Social Media with a Parody MV

At the early stage of the campaign, Comfort introduced a Parody MV by Hậu Hoàng. The Parody MV served to set the context for the story, presenting the challenges consumers face while cleverly integrating Comfort’s branded solution: Nhọ Nhem mixes and matches old clothes into fashionable outfits for events, and Nhọ Nhem’s wardrobe, though filled with older clothes, still looks vibrant and durable.

With this creative storytelling approach, the MV initially captured user attention. Achieving 10 million views and ranking #2 on Trending within a week of release, the numbers reflect the impressive reach of the MV.

Combining Social Media Challenge and MiniGame to Drive User Engagement

Following the MV that highlighted re-wearing old clothes, Comfort launched a social media challenge via a post to encourage co-creation from users.

The challenge asked participants to take photos or record short videos (depending on personal preference) showcasing different outfits mixed and matched from one or two specific items. In addition, Comfort organized a mini-game in short-clip format, also following the mix-and-match theme. The mini-game required users to capture any outfit featured in the clip. In total, 1,267 people participated in the activities proposed by Comfort.

Leveraging KOLs to Amplify the Message and User Engagement 

Simultaneously with the Social Media Challenge, the brand leveraged KOLs to reinforce the message of re-wearing old clothes. KOLs shared comparison images showing outfits they wore last year and how those same items were mixed and matched into new looks this year. Comfort also organized dual livestream sessions featuring KOLs. During these livestreams, KOLs used each other’s wardrobes to create new outfits according to their own styles.

By leveraging KOLs, the brand successfully amplified its message, achieving a Virality Score of 0.78.