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LONG HAI SEAWEED DRINK

Written by Lê Phương on . Posted in FMCG, Our Work.

Campaign

Launching Long Hai Seaweed Drink

Brand

Long Hai Jelly

Background & Objectives

The previous version of LONG HAI Seaweed Drink did not achieve success in reaching its target audience. To boost sales, the brand launched a new version with 4 different flavors, strategically for the summer time (from June to August 2024). The new product features a more youthful and eye-catching packaging, along with a unique “shake to drink” feature to appeal to a younger demographic.

Campaign Objectives:

  • Business: Increase overall sales across all channels. Lead the market in the North and expand market share in the South
  • Marketing: Attract new customers to the new product line.
  • Communication: Enhance brand awareness and emphasize the product’s delicious and nutritious flavors.

Novaon Digital’s Implementations

Understanding consumer needs, Novaon Digital proposed an approach that promotes a healthier and more energetic lifestyle. Kicked off with the TVC “SHAKE STRONGLY – LEVEL UP YOURSELF”. The campaign is ongoing with other initiatives.

MONTE

Written by duy on . Posted in F&B, FMCG, Our Work.

Campaign

Leading Nutrition, Spreading Love

Brand

Monte

Success Story

  • 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.

  • Creative Mascot The Monte Fat Shipper
  • TVC & MV
  • Social Media
  • Minigame
  • PR Article

VINAMILK

Written by duy on . Posted in F&B, FMCG, Our Work.

Campaign

Nurturing Dreams Journey

Brand

Vinamilk

Success Story

  • 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

BAO NGOC BAKERY

Written by duy on . Posted in F&B, FMCG, Our Work.

Campaign

Spirit of Humanity, Sharing Love

Brand

Bao Ngoc Bakery

Background & Objectives

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.

LONG HAI JELLY

Written by duy on . Posted in F&B, FMCG, Our Work.

Campaign

Why So Delicious?

Brand

Long Hai Jelly

Success Story

  • 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

HABECO

Written by duy on . Posted in F&B, FMCG, Our Work.

Campaign

Bridging The O2O Gap

Brand

Habeco

Success Story

  • 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.

HBC Foods

Written by duy on . Posted in F&B, FMCG, Our Work.

Campaign

Catchy Taste, Catchy Chill

Brand

HBC Food

Success Story

  • Achieved high engagement rate on Facebook page.
  • 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.

BIBICA

Written by duy on . Posted in F&B, FMCG, Our Work.

Campaign

Zoo Chewy Candy, Mischievous Funny Monster

Brand

BIBICA

Success Story

  • Increased media exposure for the Zoo brand.
  • 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.

BAO NGOC MOONCAKE

Written by duy on . Posted in F&B, FMCG, Our Work.

Campaign

Preserving Quintessence – Modern Connection

Brand

Bao Ngoc Mooncake

Success Story

  • 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.
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Brand Experience
Solution Agency

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.

© 2024 NOVAON DIGITAL. All rights reserved.

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Ho Chi Minh Office

MB AMC Tower, 538 CMT8 street, Ward 11, District 3, Ho Chi Minh.

Singapore Office

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