BSI Awards | Case Library | DANISA | VIẾT TIẾP CÂU CHUYỆN TRI ÂN

CASE STUDY VIDEO

STRATEGY

FROM CULTURAL SYMBOL TO SOCIAL BEHAVIOUR AT SCALE

Danisa has evolved beyond a premium butter cookie into a cultural witness of gratitude in Vietnamese families — a Tết gift passed across generations, where each act of giving becomes an example for the next. After many continuous years successfully owning the “gratitude” territory, the challenge was clear: how to sustain relevance in an increasingly cluttered Tết landscape without repeating the same story? The answer was a Social-First transformation: from storytelling to enabling participation at scale — turning gratitude from a message into a behaviour that can be seen, replicated, and passed on. A key strategic lever was the use of KOLs as cultural catalysts. The reunion of Nguyễn Văn Chung × Võ Hạ Trâm — widely known for the viral cultural phenomenon “Viết Tiếp Câu Chuyện Hoà Bình” — brought an existing “viết tiếp” (continue writing) momentum into the campaign. By reframing it, “if peace unites a nation, gratitude connects families”, Danisa didn’t introduce a new behaviour — it amplified a familiar cultural pattern, where each generation learns by example, expresses, and inspires the next to continue. Director Nguyễn Quang Dũng ensured the story remained authentic and deeply Vietnamese, allowing the campaign to feel like a collective story, not a brand message. “Pass On The Tradition of Gratitude” was built as a social movement: Gratitude becomes action. Expression becomes inspiration. Participation drives propagation. From millions of Danisa tins exchanged during Tết to millions of gratitude stories shared,Danisa turned a tradition into a self-sustaining social behavior — where gratitude is not only expressed, but continuously passed on across generations.

INSIGHT

GRATITUDE EXISTS – BUT NEEDS TO BE EXPRESSED AND PASSED ON

Gratitude is deeply rooted in Vietnamese culture, especially during Tết. Yet in modern life, it is often felt but not expressed. People don’t lack gratitude — they lack: The moment, the language, the permission to say it out loud. Within families: Parents silently appreciate their parents. Children grow up witnessing love but rarely expressing it. But culture is sustained through imitation: What is seen is what gets repeated. The key insight: Gratitude only becomes timeless when it is expressed — and more importantly, when it is passed on. Danisa, present in countless Tết gifting moments, plays a unique role: Not just a gift, but a symbolic bridge across generations A silent witness to gratitude from grandparents to parents to children If enabled correctly, people won’t just feel grateful — they will express it, share it publicly, and inspire others to do the same. Thus, gratitude transforms from a private emotion into a collective social behaviour, where each expression becomes a trigger for the next.

CREATIVE IDEA

PASS ON THE TRADITION OF GRATITUDE

From inspiration to mass participation: The campaign was designed around one simple loop: See → Feel → Do → Pass On. At its core was the MV “Viết Tiếp Câu Chuyện Tri Ân” — not as content, but as a cultural trigger for action. The casting amplified impact: Nguyễn Văn Chung × Võ Hạ Trâm carried forward the emotional equity of “Viết tiếp". Turning the MV into an instant social hook, not just a new release The story follows a life cycle: A child witnesses gratitude, grows up to express it, then inspires the next generation: Gratitude is not taught. It is seen, repeated, and passed on. Danisa appears as a timeless companion — present in every act of giving and remembering. Beyond the MV, the idea scaled through participation: CapCut templates: simplify creation, remove barriers UGC & cover wave: personalise gratitude stories OOH shout-outs: turn private messages into public inspiration Millions of Danisa tins became carriers of gratitude. Millions of people became storytellers. From one MV to a nationwide movement of expression. From inspiration to replication at scale.

CONNECTION PLAN

BRAND STARTS THE SONG. COMMUNITY WRITES THE CHORUS. VIETNAM TAKES THE STAGE

Phase 1 – Brand Starts the Song (Ignite Cultural Curiosity)

The campaign opened by leveraging the cultural resonance of the Nguyễn Văn Chung × Võ Hạ Trâm reunion. Teasing content, behind-the-scenes footage, and early KOL seeding built anticipation — not by revealing everything, but by creating a moment people were waiting for. The brand turned a campaign launch into a cultural event.

Phase 2 – Make It Heard (Trigger Social Explosion)

The MV launched simultaneously across platforms, acting as the emotional and cultural trigger. Macro KOLs released reactions within 24 hours. Micro KOLs amplified through snippets, lyrics, and reinterpretationsConversations scaled rapidly as the content moved beyond owned channels. The brand shifted from publisher to topic of conversation.

Phase 3 – Community Writes the Chorus (Enable Mass Participation)

With barriers removed, participation took over: CapCut templates enabled instant creation. UGC & cover formats allowed personal storytelling. What followed was not planned content but human behaviour at scale: Families singing together. Children and parents expressing gratitude across generations. Personal stories inspired by what others had shared. Each story became an example — triggering the next. Gratitude turned into a replicable social behaviour.

Phase 4 – Vietnam Takes the Stage (Amplify to Society)

The movement moved beyond social platforms into public space. Selected UGC stories were showcased on large-format OOH screens across key cities — from HCM City, Hanoi, and Da Nang to Can Tho — turning private expressions into shared cultural moments. By expanding nationwide, the campaign created more opportunities for people to see, feel, and be inspired to participate — amplifying gratitude from individual stories into a collective cultural expression. The brand started the song. The community wrote the chorus. And Vietnam made it a shared expression of gratitude.

OBJECTIVE-BASE KPI

VIẾT TIẾP CÂU CHUYỆN TRI ÂN

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