In modern society, motherhood no longer exists in a single form. It has evolved into many realities: single Mums, Mums of twins, LGBTQ+ parents, single fathers, and diverse family structures. Despite their differences, they all share one common desire — to give their children the best possible care from the very first days of life. Yet across these varied forms of parenthood, a shared concern persists: insufficient breast milk and the emotional stress of not being able to breastfeed.

Unlike many competitors, Optimum does not focus on the familiar functional narratives — complex nutritional mechanisms, medicalized benefits for milk insufficiency, or conditional definitions of what makes a “good Mum.” Instead, Optimum takes a more human-centered approach in two key ways. First, it acknowledges the reality that many caregivers today are unable to provide breast milk, regardless of their love or effort. Second, it addresses the deeper emotional struggle — the feeling of not being a “real Mum” — positioning Optimum as a source of reassurance and emotional support rather than judgment. By validating these experiences, Optimum builds trust with caregivers who have long felt overlooked, allowing them to engage more openly and confidently with the brand and its nutritional solutions. Brand Role: With its advanced 6HMO formula, designed to be closest to breast milk, Optimum helps relieve caregivers of the pressure and guilt associated with breastfeeding. In doing so, it affirms that across every form of family and caregiving, everyone who loves and nurtures a child deserves to be recognized as a “real Mum.”

“CÓ OPTIMUM - NHÀ NÀO CŨNG CÓ MẸ” is brought to life through a brand-led initiative titled “Hội Hậu Phương của Mẹ”, using the creative device “Tủ Hậu Phương” as its central symbol. With the belief “even mom has her own mum to support”, the idea positions Optimum not merely as a nutritional brand, but as a reliable support system that stands behind Mums in all their forms, helping to relieve the physical and emotional pressures of early parenthood. The “Hội Hậu Phương của Mẹ” represents a collective of allies — healthcare professionals, nutritionists, communities, and fellow parents — who come together to support Mums beyond traditional expectations. The “Tủ Hậu Phương” functions as both a storytelling and activation platform, symbolizing the unseen yet essential sources of reassurance that help Mums move forward with confidence. Through a phased rollout, the campaign first establishes awareness around Optimum’s upgraded 6HMO formula, then gradually shifts the narrative toward emotional empowerment — reframing Optimum as a brand that lightens the journey of motherhood. Optimum empowered Mums to become the heart of the storytelling, transforming real moms into authentic UGC creators who naturally amplified the campaign imagery and the symbolic “Tủ Hậu Phương". The KOL strategy was intentionally inclusive, engaging hot moms, single moms, and single dads to honor everyone striving to fulfill the role of motherhood. Beyond communication, the idea fostered a strong sense of community by building support groups where parents could connect, exchange experiences, and uplift one another throughout their parenting journeys. The idea is consistently delivered at both the masterbrand and variant levels, allowing Optimum Gold and Optimum Colos to play distinct but complementary roles. Together, they reinforce a single belief: when Optimum is present, every caregiver is supported — and every home truly has a Mum.

The campaign was built on a highly efficient connection plan prioritizing earned media and community-driven amplification, with nearly 80% of total media value generated from owned and shared channels. This approach maximized both credibility and scale while naturally encouraging participation and user-generated content. To achieve our two core objectives — (1) driving awareness of a refreshed, more dynamic Vinamilk Optimum, and (2) stimulating authentic engagement through real conversations — we concentrated our efforts on a three-phase campaign:

Phase 1 – Trigger attention by reshaping the “Mum standard”

The campaign began by challenging traditional expectations of motherhood. Through a thematic video series, it sparked discussion around the idea that Mums come in many forms, yet share the same desire to give their children the very best. Each video subtly hinted at the upcoming “Chiếc Tủ Hậu Phương,” building curiosity and anticipation.

Phase 2 – Position Optimum as the “hậu phương” of Mums, both functionally and emotionally

While Mums are often seen as the family’s backbone, they too need a support system. Inspired by this belief, Optimum launched a powerful A80 photo series honoring Mums who are not only hậu phương for their families, but also for the nationBuilding on the momentum generated by the A80 photo series, Optimum released stunt videos hinting at the upcoming debut of the Tủ Hậu Phương. This was followed by a wave of Mum-led UGC, where Mums interacted with the symbolic cabinet, driving attention and curiosity toward the forthcoming physical activation.

Phase 3 – Amplify and sustain Optimum’s impact

The Tủ Hậu Phương was brought to life as a physical installation, offering both emotional reassurance and functional support for Mums facing milk insufficiency. The social content series “Behavior Conduct” further educated society on empathy toward diverse motherhood journeys, while parent communities sustained authentic, long-term engagement without relying on paid amplification.

[1] objective: 4. Strengthen competitive position | platform: Facebook + TikTok | metrics: Buzz | kpi: N/A | result: Pre-campaign SOV: 6% - Post-campaign: #1 in qualified-user SOV (Oct 2025), Achieved over 50% growth in infant formula powder.

Overall, the campaign surpassed KPIs across scale, attribute association, advocacy, and competitive impact.