BSI Awards | Case Library | Bosch | RULE LIKE A BOSCH | The Best Advocacy & Influencer Strategy

CASE STUDY VIDEO

STRATEGY

Vietnam’s home appliance market is highly competitive, with brands differentiating through features, innovation, and convenience — often promising to help people do less at home.But for Vietnam’s growing middle class, the home holds deeper meaning. Cooking, cleaning, and caring for family are not chores to escape, but expressions of pride and precision.Bosch, a heritage brand known for German engineering, already held strong equity, driven by performance (35%), smooth operation (21%), and build quality (13%). However, its social presence remained conservative, limiting cultural relevance.Rule Like a Bosch set out to change that.To shift perception, Bosch needed to enter social conversations authentically. Influencers — particularly those sharing home life — became the bridge between brand and audience.The strategy was to partner with a creator who naturally embodied Bosch’s values, turning influencer content into advocacy for a new view of homemaking: one rooted in pride and personal standards.In a category where homemaking is typically portrayed through women, Bosch deliberately cast against convention. Using Vero’s Influent Platform and TrueVibe methodology, we identified Vietnamese-German chef and lifestyle creator Huy Trần — known for his gentle, family-oriented persona — representing modern Vietnamese men who take pride in the home.The campaign introduced a strategic twist: reimagining Huy as the “boss” of the home through a more confident, authoritative tone. This contrast sparked intrigue and talkability, reinforcing that true standards come from care, precision, and doing things right for family.A curated network of 20 KOLs and KOCs amplified this message across relevant communities, transforming Bosch from a product-led brand into a cultural force in modern Vietnamese homemaking.

INSIGHT

For Vietnamese families, the home is where care becomes visible: Meals cooked from scratch, floors kept spotless, and routines done with intention are everyday expressions of love and responsibility. Particularly among Vietnam’s rising middle class and young families, running a home well i sa source of personal pride. Yet within the home appliance category, messaging is crowded with promises of effortlessness and convenience. Campaigns position technology as a way to eliminate effort and escape housework. Our research revealed the opposite mindset: Home tasks are not chores to avoid, but crafts to perfect. Cooking, cleaning, and caring for family are ways people express their personal standards. Technology is welcome — but only when it supports the homeowner instead of replacing them. As conversations about modern homemaking increasingly take place on social media, lifestyle influencers are sharing more and more real moments from their daily lives. Many of these creators have become trusted role models for young homeowners navigating modern family life, and for Bosch, the opportunity was clear: Instead of telling audiences what smart appliances can do, the brand can instead champion those who use them, and the pride they feel when doing things well. By partnering with influencers who authentically embodies this mindset, Bosch could turn everyday homemaking into a cultural statement — and position the brand as the trusted partner behind it.

CREATIVE IDEA

Given the key insight and influencer-led strategy, we launched Rule Like a Bosch, a Vietnamese interpretation of the global #LikeABosch platform. The campaign taps into a playful linguistic insight: Bosch sounds like “boss,” and those who use the brand’s high-quality products are the boss of their own home. At the center of this idea was lifestyle influencer and chef Huy Trần, whose content already celebrates the craft of homemaking. From cooking for his wife and reviewing baby products, to sharing everyday routines with his young family — Huy Trần’s online presence reflects the pride and care Vietnamese audiences associate with building a home. His refreshing, charismatic voice was central in introducing the campaign’s manifesto for modern Vietnamese homeowners: “Run Your Home With Your Standards” (#NhaNayPhaiCoBosch). Delivered through witty Vietnamese wordplay and confident, stylish storytelling, the message transformed everyday homemaking into something aspirational and fun. It made everyday tasks like cooking, cleaning, organizing, and repairing a form of mastery. Meanwhile, Vero’s proprietary influencer selection tool TrueVibe™ helped identify an additional 20 key opinion leaders (KOLs) and key opinion consumers (KOCs) that could amplify the campaign message in natural and relatable ways. The team onboarded KOLs and KOCs that have deep alignment with each product category, authentic storytelling ability, and strong engagement performance to maximize reach quality. Through content that showcased their everyday home lives and the ways Bosch empowered them, KOL and KOC content supported the core message and helped boost reach and engagement. Through these efforts, Bosch shifted the narrative around home technology: appliances are not there to replace effort, but to help people do things better, their way.

CONNECTION PLAN

To translate Bosch’s narrative into cultural impact, we deployed a social-first, earned-led channel mix anchored on Facebook, TikTok, and PR — each playing a distinct role across reach, engagement, and credibility.Facebook served as the primary reach driver. With 94% penetration across age groups (Statista, 2025), it enabled Bosch to achieve immediate mass visibility among a broad, cross-generational audience. Brand-owned channels, alongside influencer and creator content, ensured consistent storytelling at scale.TikTok drove cultural relevance. With the household living category growing 247% YoY on TikTok Shop (Younet ECI), it provided the ideal environment to translate Bosch’s message into social-native behaviors and content.PR reinforced credibility. While social expanded reach, PR connected Bosch with existing users, grounding the campaign in authority through editorial storytelling — both humanizing the brand through Huy Trần’s family life and unpacking the campaign’s strategic thinking.Instead of traditional OOH, Bosch leveraged virtual OOH as a social-native alternative — transforming static visibility into participatory content and enabling community-driven amplification.The campaign unfolded in three phases across November–December 2025:Trigger (“Every Home Has a ‘Bosch’”) introduced the idea through teaser films and virtual OOH;Unveil reframed authority as care;Appreciate encouraged audiences to celebrate their home “Bosch.”Through Huy Trần’s fun and authoritative voice across 3 TVCs, 7 virtual OOH placements, over 100 digital ads and social content, and 50 PR articles, the campaign spoke to modern Vietnamese homeowners through a powerful emotional lens: joy and pride in homemaking. Moreover, 20 KOLs and KOCs selected through Vero’s proprietary influencer selection tool TrueVibe™ amplified the message, extending reach while reinforcing credibility within home and lifestyle conversations.

OBJECTIVE-BASE KPI

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RULE LIKE A BOSCH

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