BSI Awards | Case Library | APTAMIL | SYNBIOTIC ĐỘC QUYỀN, PHÙ HỢP CHO TRẺ SINH MỔ, ĐỀ KHÁNG VÀ TRÍ NÃO

CASE STUDY VIDEO

STRATEGY

Aptamil entered 2025 with a credible, defensible positioning — the only infant formula with a Synbiotic formula clinically proven for C-section babies — in a market where roughly 1 in 2 urban Vietnamese babies is born via C-section. The challenge wasn't the product. It was the delivery. A C-section mom isn't simply a consumer in a funnel. She's someone who has absorbed constant social judgement about her birth choice and her baby's health. When a brand shows up and tells her in clinical language that her baby is immunologically disadvantaged, it doesn't inform her — it confirms her worst fears about herself. She closes the tab. So we made a fundamental shift: Aptamil stopped being the Speaker and became the Enabler. Instead of broadcasting a message, we built the infrastructure for mothers to find, trust, and validate each other — with Aptamil at the center. We called this the Social Proof Engine. The engine ran year-round and recalibrated quarterly using real-time social listening from Buzzmetrics' SocialHeat — doubling down on TikTok as its share of campaign buzz grew from 12.5% to 26.3% by Q4, and introducing Threads mid-year when Gen Z moms moved their most opinionated conversations there. The strategy didn't just allocate channels. It earned the right to each one.

INSIGHT

When we listened to how C-section moms actually talked online — not in surveys, but in hospital Facebook groups at 2am, in Threads posts framed as casual questions, in TikTok comment sections under parenting content — the same anxieties surfaced: "My C-section baby keeps getting sick. Is it because of how she was born?" These mothers weren't Googling product comparisons. They were asking strangers who happened to give birth at the same hospital for permission to stop worrying. Peer voice was the only voice that could move them.The second layer: the same mother shows up differently depending on where she is. In Hospital Groups, she's guarded and time-pressured, seeking a specific recommendation. On TikTok, she's passive and entertainment-seeking. On Threads, she wants to debate and be seen defending a position. One message distributed the same way everywhere would land nowhere. Content had to be channel-native — built for each platform's emotional register, not repurposed across them.

CREATIVE IDEA

The big idea was not a campaign concept. It was a system: make advocacy feel like discovery. Every creative choice was designed to make Aptamil's presence feel like something mothers found on their own.

In Hospital Groups, we didn't start with product claims — we started with giỏ đi sinh (birth package) content, the most culturally specific pre-birth ritual in Vietnamese maternity. Peer-framed tips organically surfaced Aptamil mini cans as a practical choice.

On TikTok, mid-tier family creators built multi-episode playlist series — months-long stories of raising a C-section baby — rather than isolated sponsored posts, letting the algorithm reward sustained engagement over one-off reach. Beneath this, a layer of Exclusive TikTok Advocators managed both proactive seeding and reactive conversation, converting skeptical comment threads into validation moments. Every comment followed a four-step structure: empathy → personal experience → product testimony → soft invitation. The 30–50 word cap was deliberate: anything longer reads like a script, anything shorter reads like spam.

On Threads, short trigger-captions sparked real debate among Gen Z moms — "Smart money: cắt cà phê để mua sữa xịn cho con sinh mổ — đúng không?" — making brand advocacy a form of identity expression, not sponsored content.

The AptaClub owned community (Hội mẹ tin dùng Apta), led by Admin Mom Kim Thúy (a C-section mother herself), ran 60–65% support-format content under "Apta Giúp mẹ", turning passive members into active UGC contributors through minigame campaigns and trend-led CapCut templates.

And the MBI Seller Scheme gave online resellers affiliate codes, buzz-based rankings, and real financial incentives — converting the commerce layer into the brand's most motivated advocacy force, defending Aptamil in spaces it couldn't officially enter.

CONNECTION PLAN

Each channel had one defined role, mapped to a specific emotional state in the mom's journey:

1. ChannelMom's State-Role Hospital & IVF Community Groups Pre-birth anxiety Intercept at the zero-moment-of-truth — seed into birth package conversations

2. M&B Community Groups Early parenting, peer-seeking Build sustained recommendations from experienced C-section mums.

3. TikTok Nano/Micro Moms Passive discovery: generate volume social proof through relatable, evergreen content.

4. TikTok Mid-tier/Macro KOLsTrust-buildingSustain credibility through multi-episode serialised storytelling

5. TikTok Exclusive Advocators Active consideration: convert scepticism to validation in real-time.

6. ThreadsIdentity expression Spark debate that turns advocacy into self-expression.

7. AptaClub + MBI Sellers Retention & Conversion Deepen loyalty; turn users and sellers into permanent brand defenders.

8. Channels were designed to feed each other: KOL videos were cut into community post formats that sparked new discussions; M&B group comments became Threads caption inspiration; Q4 Mega Event UGC was seeded back into communities as peer testimonials. The output of one channel became the fuel for the next.

OBJECTIVE-BASE KPI

SYNBIOTIC ĐỘC QUYỀN, PHÙ HỢP CHO TRẺ SINH MỔ, ĐỀ KHÁNG VÀ TRÍ NÃO

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