In Vietnamese tradition, the dawn of Tet is marked by the custom of 'Hái Lộc', the picking of young buds to invite fortune for the year ahead. These vibrant green shoots serve as a symbol of a bright and flourishing year to come. People also believe that doing good at the beginning of the year brings good fortune throughout the year. As a result, they engage in meaningful traditions such as planting trees, donating to charity, or performing acts of kindness to start the year right. By tapping into consumer insights and aligning them with OMO’s journey of planting one million trees, we believe that taking meaningful action today creates a ripple effect of good fortune benefiting not only ourselves and nature but also generations to come.

Five years into our commitment to sustainability, OMO’s '1 Million Trees' mission continues to thrive. This journey has been a collective one. Alongside our consumers, we share a unified goal: securing a sustainable green legacy for the future. We are deeply grateful to Vietnam for walking this path with us. Your continued trust has allowed OMO to play a vital role in preserving the heartbeat of our forests.

This Tet, we are launching the campaign 'Cùng OMO Gieo Triệu Mầm Xanh, Phủ Vạn Cánh Rừng' to celebrate our five-year journey of planting 1 million trees, sharing appreciation to Vietnamese together with OMO created this amazing milestone, while inviting them to join us in planting the next 1 million.OMO is amplifying this message of gratitude across all touchpoints from long-form cinematic storytelling to nationwide OOH presence for massive reach. We have built a platform for action through an activation series across MT & DT channels, where consumers can 'pick a bud' to sow at home or make seedballs to donate to the forest. This reinterprets Tet traditions: by doing good for themselves and the community, they will receive good fortune for the new year.

Furthermore, we are leveraging KOL voices to deliver our message with authenticity. This culminates in an immersive experiential event at Nui Chua, featuring live-streamed interactions and environmental education supported – all recognised by the government and official media partners. This showcase event will bring together officials, PR partners, and KOLs to experience making and deploying seedballs via drones in the heart of the forest – to make our purpose become very authentic & high-credential.

Finally, we are tapping into pop culture to ignite a social movement. OMO biggest concert featured forest-lover celebrities and singers, alongside an exhibition showcasing OMO’s five-year legacy, inviting consumers to participate in a hands-on attempt to set a new Guinness World Record with OMO. Combined with the integration of the “Gia Đình Haha” show, the message moves beyond individual participation to become part of everyday content and shared experiences.

Teasing

The campaign launched with interactive activation booths at supermarkets and malls, inviting users to join simple green activities such as seed‐ball making, red‐envelope giveaways, and plant adoption. These hands‐on moments were intentionally designed for easy sharing, generating early UGC.The OMO Tet pack served as a seamless offline–online bridge. Carrying the message “Cùng OMO gieo triệu mầm xanh, phủ vạn cánh rừng” and a QR code, each pack turned every purchase into an entry point to the campaign ecosystem. Scanning the code led users directly to online missions, helping scale participation at speed. KOLs acted as early adopters—visiting booths, engaging with the Tet pack, and sharing their experiences. Their content sparked the first wave of social buzz, which owned media quickly amplified to build momentum for

Phase 2. Announce & Engage

The campaign expanded through a coordinated multi‐channel rollout. The TVC appeared across TV, OOH, LED screens, and digital to drive mass awareness, while social platforms concentrated on interaction.A highlight was the KOL event at Nui Chua National Park—the core content engine of the phase. Real planting activities were documented and livestreamed on owned media, enabling users to follow the journey in real time, comment, and interact. This transformed the event from one‐way content into an engaging two‐way social experience.

Sustain & Amplify

Momentum peaked with the 2‐day Forest Concert, designed to merge offline participation with real‐time digital amplification.

Day 1 centered on user involvement—seed‐ball making, exhibitions, and large installations—all visually rich and highly shareable. UGC surged and was amplified instantly on TikTok and Facebook.

Day 2 delivered large‐scale reach through music and entertainment. The concert was livestreamed widely, allowing audiences everywhere to join and share the experience. Owned media remained the central hub throughout, curating highlights, reposting UGC, and sustaining conversation beyond the event—ensuring continuous engagement and extended reach.

[1] Objective: Buzz Volume | Platform: All platforms | metrics: Buzz | kpi: 190000 | result: 406900 | compare_with_benchmark: This outstanding performance highlights the campaign’s strong ability to capture public attention and stimulate large-scale social conversations.

[2] objective: Drive talkability | platform: All platforms | metrics: Numbers of Earned/Owned/Paid posts | result: Paid Media served as the primary driver with approximately 303.5K buzz (74.6%), followed by Owned Media contributing 67.9K buzz (16.7%), and Earned Media generating 35.4K buzz (8.7%) | compare_with_benchmark: reflecting meaningful organic amplification from communities and users.

[3] objective: Engagement | platform: All platforms | result: 1K posts, 396.2K comments, and 8.6K shares | compare_with_benchmark: demonstrating active audience participation and strong resonance with the campaign’s sustainability message