BSI Awards | Case Library | VIM VIỆT NAM | VIM BỌT TUYẾT SIÊU MẠNH MỚI - LẬT NGƯỢC TÌNH THẾ BẨN HÓA SẠCH THƠM

CASE STUDY VIDEO

STRATEGY

Business: Launch Vim Power Foam to Upgrade Current user to use this format with target + 5% penetration Y1 in NTW, strong ambition in Ecommerce platform. Strategy Fit: In line with category strategy to create more value via PremiumizationIn line with the ecommerce trend as a new buying channel of the young generation. Our consumer's pain point: For urban LSM 10+ households, conventional liquid toilet cleaners often fail to deliver a completely satisfying experience. While they are effective in removing stains, consumers still face frustration: the liquid texture makes it difficult to spread evenly across surfaces, especially under the toilet rim and other hidden corners; the harsh, chemical fragrance lingers uncomfortably during and after cleaning; and concerns about health risks further add to the sense of dissatisfaction.Communication J2BD: GET toilet bathroom cleaner users LSM 10+ (urban focus)TO choose Vim Power foam spray format BY offering them extra convenience to reach hard to reach corners and pleasant fragrance as functional benefits with “engaging emotional benefits” to convince them.BY HOW: By

(1) creating a social-to-conversion content system, the campaign moves users seamlessly from discovery to purchase

(2) Build livestreams as shoppertainment hubs transform social buzz into instant revenue. The key is to show clearly and repeatedly how our brand and product flip cleaning from hassle to ease, making the experience aspirational and inspiring consumers to join in.

INSIGHT

Consumer Insight: Our consumer feels cleaning toilets and bathrooms remains one of the most unpleasant household chores, not because people don’t care, but because the task feels awkward, uncomfortable with the harsh bleach smell, and ineffective against hidden dirt and hard-to-reach spots.Brand & Product Role: Product Benefit: VIM Power Foam is introduced with 360-degree Upside-Down Spray Technology and powerful foam that penetrates deeply to effectively remove stubborn stains. Its innovative inverted spray nozzle allows effortless use in any position and hard-to-reach spots, ensuring thorough cleaning performance.Functional Benefit: VIM Power Foam flips the way you clean by eliminating hassle and hard work, offering extra convenience and a more pleasant fragrance. It transforms bathroom cleaning into an easier, more comfortable routine, making the task less of a burden and more of a simple, satisfying part of daily life.

CREATIVE IDEA

From FUNCTION to FUN, VIM Power Foam flips cleaning into pure social entertainment. With its breakthrough upside‑down spray and powerful foam, VIM transforms the toughest toilet and bathroom chores into effortless, visible, and shareable moments. The launch campaign “Lật Ngược Tình Thế – Bẩn Hóa Sạch Thơm” dramatizes this transformation by turning a product feature into a game‑changing cleaning move and a bold social cue. Instead of bending and struggling, consumers simply flip & spray, instantly reaching hidden dirt and witnessing a satisfying clean. By making the upside‑down spray iconic, VIM inspires belief, trial, and replication, building a new cleaning habit and proving that even the most unpleasant chore can be flipped into pride, fun, and cultural buzz.

CONNECTION PLAN

PHASE 1. MASSIVELY REINFORCE AWARENESS OF NEW VIM POWER FOAM WITH UPSIDE-DOWN FORMAT AND BUILD DIVERSE USE CASES

We launched our hero TVC along with multiple cut-downs across digital channels (Facebook, YouTube, and TikTok). The assets included a mix of long and short formats, master iTVCs and dynamic cuts, contextually targeted to different consumer cohorts.

PHASE 2. INSPIRE CONSUMERS AND EMPHASIZE “CLEANING IS FUN

”By click-worthy ideas that drive high engagement “Flip the Seat-uation.”By customized content: 3x-volume creators aligned with 3 cohorts (hundreds of creators including Convenience Seekers, Hygiene Seekers, and Sensorial Seekers).By a social hashtag challenge: encouraging 3,000 joiners to flip situations upside down with VIM.

PHASE 3. CONVINCE TO CONVERT (SHOPPERTAINMENT)

By building a diversified portfolio of affiliates: not only top-tier KOLs but also KOCs and ESOLs, the new generation of e-selling opinion leaders.By creating diversified content: mixing education, entertainment, and commerce, while staying true to the brand DNA of strong efficacy.By conceptualizing a livestream series: blending entertainment with a seamless shopping experience to turn social hype into immediate revenue.

OBJECTIVE-BASE KPI

VIM BỌT TUYẾT SIÊU MẠNH MỚI - LẬT NGƯỢC TÌNH THẾ BẨN HÓA SẠCH THƠM

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