Leading the milk scrum market with over 70% market share.
Attracted over 6.3 million views on YouTube.
Had over 25 million interactions in just one month.
126 million impressions on social media.
Background & Objectives
In the minds of Vietnamese consumers, Monte is a product for weight gain and increased nutrition. This is both an opportunity and a barrier for consumers (hesitant to use it due to fear of excessive weight gain). Monte wants to change mothers’ preconceptions about fat: Fat is not bad, and raise awareness about the benefits of fat.
Novaon Digital’s Implementations
The “Leading Nutrition, Spreading Love” communication strategy was implemented targeting insights from mothers. Novaon used the Onfluencer Platform to select nationwide KOLs with young children matching the target customers.
Vinamilk Baby Care’s Facebook page achieved an average discussion rate 80% higher than the total discussions, surpassing industry averages.
Content strategies and format adaptations resonated well with the group of mothers, resulting in high engagement rates.
Good engagement across influencer channels, product discovery, and usage.
Background & Objectives
Vinamilk has 5 baby formula brands under Vinamilk Baby Care: OPTIMUM GOLD, OPTIMUM MAMA, YOKO GOLD, COLOSGOLD, DIELAC GROW PLUS. As a newly launched product range from 2022, their market share was relatively modest compared to the active efforts of some competitors. Hence, the brand aimed to increase brand awareness in the Vietnamese market and reach the target customer group to ensure they understand the products’ humanistic message and benefits for mothers and babies.
Novaon Digital’s Implementations
Implemented a comprehensive Social Marketing strategy to generate buzz (Buzz, Relevant Buzz, Recommendation Buzz) for the 5 product brands across 2 main channels: Facebook Page & Influencers.
Developed direction & integrated social plan based on the 5 brands’ marketing activities on the Facebook Page & Influencer channels, including – Creative content & format strategy for pages & influencers – Social media strategy
Executed an Influencer Marketing campaign leveraging Onfluencer – an AI platform to ensure consistent messaging across products, manage the campaign, and provide real-time reporting
The moon season is always a special time, when people feel the warmth and family affection. This is also when everyone wants to express their love and appreciation for their loved ones. In 2022, Bao Ngoc set an important goal to increase brand awareness and affection for their brand and mooncake products. At the same time, they wanted to support sales activities as well as enhance awareness of their online sales channels.
Novaon Digital’s Implementations
In the context of the reunification holiday, Novaon Digital accompanied Bao Ngoc with an influencer marketing campaign, particularly maximizing the power of micro-influencers to increase awareness for the new mooncake collection products; along with a series of meaningful hashtags throughout the campaign: #baongocmooncakes, #sharinglove, #communitysupport.
Achieved over 1M engagements across social media channels
Over 95% reach to the target audience
Over 600K views from KOLs and influencers
Background & Objectives
To meet the large consumption demand as well as the ever-increasing needs of consumers, the jelly product category has become more abundant and diverse than ever. This signaled an intensely competitive jelly production market. When it comes to famous jelly brands in Vietnam, Long Hai is a long-standing name. However, recognizing that the brand was staying in its comfort zone and not daring to be different, Long Hai Jelly partnered with Novaon Digital to launch a marketing campaign that would showcase the brand’s ambition to reinvent itself as the leading jelly producer in Vietnam with 10 years of experience.
Brand Experience Implementations
Conceptualized and produced the “Why So Delicious” TVC
Executed an integrated marketing communications campaign with multiple touchpoints like key visuals, TVC, social posts, mini-games…
Implemented a strong social media marketing push on Facebook and Google
Leveraged Onfluencer – an AI tool for booking relevant KOLs for the campaign
Achieved high interaction rates across social media channels.
Strong growth in online sales channels.
Background & Objectives
In the context of gradually shifting to digital marketing and an economic market still facing difficulties due to the impact of the Covid-19 pandemic, this posed a challenge for HABECO in terms of how to leverage social media channels to encourage customers to shift from offline to online purchases.
Brand Experience Implementations
Proposed an offline-to-online bridging solution using QR code tracking.
Developed a multi-channel content plan with various formats.
Executed a plan spanning offline and online to attract a large potential customer base.
Content strategies attracted widespread reach and discussion.
Background & Objectives
In the increasingly competitive FMCG market landscape, HBC Foods with its Juchi – Rice Crackers with Meat Floss product needed a brand re-identification strategy to adapt and meet rapidly changing consumer demands.
Brand Experience Implementations
Deployed content focused on Facebook and TikTok channels.
Produced TVCs to convey the “Chill” spirit of Juchi Rice Crackers linked to the image of young people with upbeat music.
Widely amplified Juchi Rice Crackers reviews through food bloggers/travelers, seeded in hot groups/pages as well as booked PR articles for easy access to the target audience.
High engagement rates and discussions around Bibica’s new chewy candy product line.
Boosted revenue and optimized conversions across digital channels.
Background & Objectives
The Zoo Chewy Candy product was facing competition in terms of origin, design, and flavors compared to other candy products on the market. 2022 marked a major milestone for the Zoo Chewy Candy with the launch of 2 new flavors (cola & energy drink) for its lollipop and chewy candy lines, catering to the trend of imported chewy candies. With this, Bibica aimed to develop a brand revitalization strategy and introduce new products to drive sales growth for the Zoo brand portfolio.
Brand Experience Implementations
Executed an integrated marketing communications plan with multiple touchpoints: TVCs, social posts, mini-games, live streams – all revolving around the new Zoo Mischievous Funny Monster Monster Chewy Candy product.
Implemented a strong social marketing push on Facebook and TikTok platforms.
Conceptualized and launched the TVC campaign “Hứng kẹo thần thái Zoo Zai Zui”.
Deployed an AR mini-game “Hứng kẹo, chọn thần thái”.
Leveraged Onfluencer – an AI tool for booking relevant influencers for the campaign.
Increased brand awareness and Mid-Autumn mooncake product line.
Drove more visits and order purchases on the landing page.
Achieved high engagement rates across social media channels.
Background & Objectives
For the launch of its 2023 mooncake collection, Bao Ngoc needed a communications strategy with a differentiated message in the market to boost revenue and reinforce its brand position. The diverse range from traditional to modern mooncakes aimed to cater to various customer segments.
Novaon Digital’s Implementations
Deployed across multiple channels: Facebook, Google, YouTube, TikTok, PR, Seeding.
Increased brand recognition and affinity for Bao Ngoc’s 2022 mooncake products.
Developed a media strategy to support sales activities, raise awareness on e-commerce channels, and drive sales with order commitments.
Crafted a communications strategy centered on the campaign message: “Gifting Heartfelt Love” (Conveying the care from the bakers, like a gift sharing love with family, partners and friends…).
The highlight of Bao Ngoc’s 2022 Mid-Autumn campaign: Purchases on the landing page offered big discounts; the page allowed customizing greeting cards which Bao Ngoc would print and include with the product box.
Dai Phat aimed to enhance recognition for the Phoenix Box 2021 during the Mid-Autumn Festival. To achieve this goal, Novaon Digital collaborated with the brand to implement a comprehensive communication strategy, encouraging customers to shop at branches nationwide and boosting website traffic.
Novaon Digital’s Implementations
The campaign was conducted on 2 platforms: Google and Facebook with the following categories: GDN, Google Search, Google Shopping & Discovery, YouTube Instream, Facebook Page Post, Facebook Video View, Click to web, achieving specific results, meeting campaign objectives as follows:
Generated significant conversions during critical stages of the campaign: Notably with Google Search: Concluded the campaign with a conversion rate of 9.52% (showing growth over time), including 220 successful orders placed on the website. The Dai Phat Mooncake Brand Advertising Group achieved the highest conversion rate of over 25%, demonstrating the brand’s strong influence on user actions in the digital environment.
High brand recognition, attracting target customers interested in learning about the brand and products: Highlighted with GDN, Youtube Instream: GDN recorded a campaign CTR of 0.31% – a good CTR compared to FMCG industry averages. Youtube Instream, with a total of 3 Videos, achieved a total VTR of over 50% – a good VTR compared to the average of the Instream category.
Campaign messages effectively reached the target audience, attracting positive engagement and interest: Highlighted with Facebook categories: Utilizing diverse image content to serve various goals (engagement, increased video views, and website traffic), contributing to conveying the message to the right target audience during the Mid-Autumn Festival. Results included over 145,000 interactions, including 243 comments, nearly 7,300 page views, and almost 126,000 3-second views.
Novaon Digital harnesses the power of Strategy, Technology, and Creativity to drive brand growth. Drawing inspiration from crafting transformative experiences, we aim to enhance customer understanding and appreciation of your brand.
