The Best Use of Social Media Creativity
CAMPAIGN TIME RANGE:
01/04/2021 - 30/06/2021
CASE STUDY VIDEO
Antibio Pro is a long-established probiotic supplement brand. However, in terms of communication, we’re still a new name. Therefore, we need a unique story to leave a significant mark in consumers' minds.
The COVID-19 pandemic changed usage behavior. Consumers spent more time on media platforms including Tiktok (96%), Facebook (96%), Youtube (88%), Instagram (67%). Especially Facebook, the platform has high penetration and affinity among Gen Millennials and the family/food community, so we sellected Facebook to become a key mobile channel for this campaign.
We officially launched this campaign in the time of COVID-19 outbreak, so we also followed with the hot topic related to eating healthy, food safety for children to tap into the right needs of Viet families.
Firstly, fast food is irresistible to both children and young parents. But, sadly, this family's favorite treat is among the most common causes of digestive problems. As Antibio Pro can help prevent and reduce digestive issues, introducing "Your Gut Saviors against food villains" - a story of an Antibio Pro superfamily whose mission is to save the peace for the intestine village against bad food.
Secondly, during COVID-19 pandemic, users tend to be attracted by the hot topic related to eating healthy, food safety for children. Therefore, Antibo Pro should be considered to go with the trend for a better impact on social media.
Last but not least, consumers are more likely to pay attention to animation rather than traditional ads because animation is often used for entertainment rather than being thought of a marketing tool; It’s different and interesting, even inspiring nostalgia for some of us thanks to its association with cartoons. So, Antibio Pro should be explored a new creative format – cartoon to approach consumers & grabs full user’s attentions.
Animation’s strength is that the form alone is deemed worthy of notice. That’s why we used cartoon as a way into the life of Viet families, but we don't just make any typical cartoon. Instead, to make it PR-worthy, we go for a clay stop-motion cartoon (Claymation), a challenging format yet disrupts within the category and the entertainment content market in Vietnam.
We created a unique behind the scene story & shout it out. To visualize a 100% clay-made world of the gut to every detail, together with the epic battle between Antibio Pro superheroes and the food villains, it takes more than 100kg of clay with weeks of model building. A total of 30 people are involved in the set production and shooting for 30 days in a row, aiming for a beyond-commercial, educational piece of work for all Vietnamese families.
We launch the campaign across the CATCH - CONNECT - CONVERT framework with a focus on mobile-friendly channels including Facebook, Youtube, E-commerce. We catch family attention with different formats on different platforms, connect with moms about product benefits on family and food communities and convert them through direct e-commerce links on every touchpoint.
The result is spectacular, with over 8 million views, 70% target audience reached, and over 50 PR articles earned on top online news. All with only a short media budget. In total, we gain 200,000 engagement & 30k buzz makes our share of voice rocket to 67.8% and champ top 4 in the category (according to the report by Buzz Metrics).
Besides communication, the claymation heroes fly our sales:
Offline sales increased 16 times
And Online sales grew 17 times versus same period last year
The PO character is so loved that our PO Doll combo gets SOLD OUT on Shopee in just 2 weeks since the movie air.
The campaign Return on Investment (ROI) is 2.5:1
Beyond numbers, Antibio Pro, from a stranger, has become all Viet family’s favorite gut hero.