BRAND:
CON BÒ CƯỜI
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
12/03/2021 - 30/04/2021
CREDITS:
CASE STUDY VIDEO
STRATEGY
As a leading brand in the cheese category, The Laughing Cow is building the path to a purposeful social brand. With the objective to connect with people all year long, our long-term social strategy is a combination of social to engage with our consumers in their daily lives and media to create a massive social experience and amplify brand awareness.
INSIGHT
In One Laughter – One Hope campaign, to celebrate the wave of laughter, we decided to inspire, engage, and get them involved in our campaign via one of their favorite platforms, Facebook – it's where all moms and young people spend countless hours to communicate. We also knew our target audience did not only entertain on the social platform, they would like to take action and support a meaningful activity to help the others.
CREATIVE IDEA
We empowered social users to not only engage but also involve with us in simple ways for real action and result by bringing them to join the journey of 100k laughter contribution in the most popular social platform Facebook. #1Tiengcuoi #1hivong was the hashtag that let users capture their waves of laughter with friends or family, and post on Facebook as one support to help kids with cleft palate have surgery chance.
CONNECTION PLAN
Working with Operation Smile, we initiated the partnership with a donation of 1 billion which could help to bring more than 80 kids with cleft palate to have an operation and bright smile. The sign-off ceremony is our commitment to this activity and then, kicked start the campaign. Furthermore, we boosted media to create a massive social experience and amplify the awareness of campaign meaning. To succeed in the social platform, we needed a perfect ambassador, so we trusted on H’Hennie, a popular influencer for social activities to join hands with us.
To introduce social users with #1tiengcuoi #1hivong, we engaged a diversity of social influencer networks with over 200 KOLS and some of Facebook's biggest influencers shared their contents with their fans over two weeks. The campaign was supported by PR articles, news portal contents, and TV news to drive awareness and participation.
OBJECTIVE-BASE KPI
With over 23M views of key assets, the campaign successfully introduced the purpose of laughter and our partnership with Operation Smile, raising awareness for the campaign. The campaign smashed all expectations, driving over 120k laughter donated by hashtag, heaps of positive sentiment, making it the most CSR branded hashtag campaign in the first half of 2021 on Facebook in Vietnam. Our activity drove over 30% earned media on social, making The Laughing Cow a purposeful social brand for the laughter ambassador.
