BRAND:
The Cocoon Original Vietnam
AWARD CATEGORY:
The Best Advocacy & Influencer Strategy
CAMPAIGN TIME RANGE:
01/09/2025 - 31/10/2025
CREDITS:
CASE STUDY VIDEO
STRATEGY
There are encounters that remind us that tradition and modernity are not opposing forces, but parallel currents that nurture one another. Cocoon, a vegan beauty brand born from Vietnamese soil, honors local heritage while bringing Vietnamese stories to friends around the world. Phương Mỹ Chi, a young artist whose voice carries the soul of folk music, remains rooted in authenticity while shining in a distinctly contemporary way, amplifying the beauty of Vietnamese culture and reintroducing it to a new generation.When these two stories come together, they reveal a natural harmony: the familiar spirit of Vietnam is cherished through a fresh and modern expression. In that convergence, tradition is infused with the energy of youth, while modernity finds grounding in something timeless and deeply rooted.The Cocoon x Phương Mỹ Chi collaboration is more than a partnership; it is a meaningful fusion of tradition and modernity, like a bridge connecting a gentle past with the rhythm of contemporary life. Behind it lies the message Cocoon hopes to convey: preserving the purity of skin amidst urban dust and pollution, much like Vietnamese lotus petals that remain pristine despite rising from deep mud.Inspired by that very idea, Cocoon has developed a breakthrough formula for Hau Giang Lotus Soothing Micellar Water, combining the essence of organic lotus with a new-generation cleansing technology that delivers deep makeup removal while caring for the skin.
INSIGHT
When tradition meets modernity, when gentleness blends with a spirit of breakthrough – that's how Cocoon and Phương Mỹ Chi tell the story for Hau Giang Lotus Soothing Micellar Water: simple, sincere, yet constantly innovating.Just like how young people live today. They cherish traditional values: a folk melody, a lotus pond, something distinctly Vietnamese, but at the same time, they demand everything to fit the modern pace of life: fast, efficient, and with a clear basis for trust.The same applies to skincare. Consumers are no longer making extreme choices between “gentle” and “effective”; they want both to coexist. A micellar water should be mild enough for daily use, especially when skin is sensitive or undergoing treatment, yet still effective at removing makeup, fine dust effective enough to remove makeup, fine dust particles, and impurities built up throughout the day. More than just a cleansing product, what they seek is peace of mind: a formula that cleans deeply without compromising skin safety.For Cocoon, trust comes not only from product performance, but also from the storyteller behind it. Phương Mỹ Chi, an artist committed to preserving Vietnamese cultural values in a youthful and contemporary way, becomes a natural bridge that brings the product closer to the public. Rather than merely representing the brand, her personal journey and identity genuinely align with Cocoon’s philosophy. More importantly, the fact that she has been a loyal Cocoon customer long before this collaboration makes the story feel even more authentic and credible.
CREATIVE IDEA
The intersection of seemingly opposite forces - tradition and modernity, gentleness and boldness - serves as the creative starting point of the campaign. From this, we developed the Big Idea: “Traditional does not mean outdated, and gentle does not mean weak.” It is a new definition of cleansing, where skin no longer has to choose between comfort and efficacy.Rather than telling a story driven solely by nature or solely by technology, Cocoon places these two elements side by side, reflecting how today’s young generation balances timeless values with a modern lifestyle. As brand ambassador, Phương Mỹ Chi becomes the central embodiment of this intersection: carrying the grace of traditional culture while expressing the bold, forward-moving spirit of a modern artistic journey.Hau Giang Lotus Soothing Micellar Water itself serves as a visual metaphor for this idea: gentle on the skin, yet powerful enough to cleanse deeply. In this way, makeup removal is no longer just a basic skincare step, but a moment in which skin returns to its purest state - where purity is preserved and nourished from the very first step of cleansing.
CONNECTION PLAN
The campaign was executed using a 360-degree communication approach:- On social media, Cocoon and Phuong My Chi simultaneously announced their collaboration, beginning with a narrative that blends tradition and modernity. The TVC then served as the central touchpoint, enabling audiences to fully experience the spirit of "gentle yet bold" while engaging with the product in an emotional way.- The launch event took place over three days at Van Hanh Mall, attracting more than 10,000 visitors, offering opportunities for direct product trials and deeper connection with the brand story.- PR and media channels widely covered the collaboration, helping amplify the campaign message and reinforcing credibility.- Influencers, beauty bloggers, and skincare creators shared real experiences, especially on sensitive or treatment-affected skin, giving audiences a more relatable and authentic perspective.- At retail points, Cocoon x Phuong My Chi visuals were consistently implemented, combined with product sampling activities to drive purchase decisions.
OBJECTIVE-BASE KPI
[1] objective: Awareness | platform: Tiktok, Instagram, Facebook, Threads | metrics: Reach | kpi: 100.000.000 | result: 200.000.000 | compare_with_benchmark: 200% | source: Media
[2] objective: Sales | platform: All channel | metrics: Pcs | kpi: 50.000 | result: 100.000 | compare_with_benchmark: 200% | source: Internal
