Campaign Overview
In an effort to strengthen its brand positioning as “The Most Admired Food Brand” (MAFB), C.P. Vietnam launched the “Yêu cơm mẹ nấu – Nấu cơm mẹ yêu” campaign. The campaign was designed to create positive buzz and conversation around the brand through an engaging social media campaign and offline event. With a focus on family and the emotional connection to homemade food, C.P. Vietnam aimed to deepen its relationship with its audience by tapping into the universal love and nostalgia surrounding home-cooked meals.
Campaign Objectives
The core objective of the “Yêu cơm mẹ nấu – Nấu cơm mẹ yêu” campaign was to create emotional resonance with the target audience by associating the brand with family values and the heartfelt nature of home-cooked meals. Specifically, the campaign sought to:
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Position C.P. Vietnam as the “Most Admired Food Brand” (MAFB).
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Generate widespread positive buzz through social media and an offline branded event.
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Engage the local community by promoting the brand through authentic and emotional storytelling.
Campaign Challenges
While the campaign had a clear focus, it faced several challenges:
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Attracting Public Attention: The biggest challenge was driving attendance at the event in Ho Chi Minh City. The goal was to engage as many people as possible, ensuring a well-attended public event while maintaining the brand’s values of authenticity and emotional connection.
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Effective Promotion: With the competitive nature of social media and offline events, the challenge was to make the campaign stand out and get people talking, both online and offline.
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Building Brand Awareness: The event needed to be promoted in a way that would make C.P. Vietnam stand out as a brand not just about selling food, but also about connecting with family values and building a sense of community.
Execution: How the Campaign Was Carried Out
To overcome these challenges and meet the campaign objectives, C.P. Vietnam executed several strategic actions:
Designing Exclusive Event Containers
In a move to creatively engage with the audience, C.P. Vietnam designed two custom containers for the event. These containers served as eye-catching installations that both promoted the brand and provided a unique, interactive experience for attendees.
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Visual Appeal: The containers were designed in line with C.P. Vietnam’s branding, using vibrant colors and clear messaging that resonated with the theme of the campaign: family, home-cooked meals, and love.
Organizing an Offline Event in Ho Chi Minh City
The campaign culminated in an offline event held in Ho Chi Minh City, marking the first public branded event organized by C.P. Vietnam. The event was designed to connect directly with consumers and create a memorable, emotional experience.
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Event Activities: Attendees could engage in various activities, interact with the custom-designed containers, and take part in contests or challenges related to food and family values.
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Engagement: More than 400 participants joined the event, engaging with the brand through both physical and digital touchpoints. The event served as a focal point for the brand to deepen its relationship with the local community.
Developing a Content Plan and Media Strategy
A strong content plan was developed to ensure the campaign’s reach across multiple platforms. The strategy included:
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Promotional Content: Content was designed to promote the event before and after its occurrence, focusing on engaging the audience with relatable stories about food and family.
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Owned Media Channels: Content was also shared across C.P. Vietnam’s social media channels, reinforcing the emotional connection to the campaign and building anticipation for the event.
Collaborating with Influencers
To further boost the campaign’s visibility, C.P. Vietnam collaborated with over 5 influencers who promoted the campaign both before and during the event. These influencers helped to spread the campaign’s message, increasing its reach and engagement across social media.
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Influencer Impact: By leveraging influencers with relevant followings, the campaign was able to target the right demographic, generating buzz and anticipation in the lead-up to the event.
Paid and Earned Media Strategy
In addition to the organic promotion, C.P. Vietnam also used paid media to amplify the campaign’s reach and engagement. The brand utilized Facebook and TikTok ads to reach a larger audience and drive traffic to the event.
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Paid Media: Targeted ads on both platforms helped to generate awareness about the event and encouraged attendees to participate.
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Earned Media: The campaign also relied on earned media, as the influencer-generated content and organic social shares contributed significantly to its success.
Results: Campaign Achievements
The “Yêu cơm mẹ nấu – Nấu cơm mẹ yêu” campaign was a resounding success, delivering impressive results across both offline and online channels.
Event Participation:
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400+ participants attended the event, exceeding expectations for the first branded offline activation by C.P. Vietnam in Ho Chi Minh City.
Social Media Reach and Engagement:
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The campaign generated 2.86M reach and 3.1M views on TikTok, with participants sharing the content widely across the platform.
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On Facebook, the campaign reached 4.1M people and gained 380K views, showing strong engagement across both platforms.
Brand Visibility and Impact:
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The custom containers and engaging event content were widely shared, reinforcing C.P. Vietnam’s position as a brand that values family, love, and homemade food. The campaign generated a positive buzz across social media and successfully fostered organic conversations about the brand.
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