Interactive Campaign – Case Study | Ranee Cooking Oil

Objective:

• Increase brand awareness and attractiveness of Ranee in the cooking oil market.
• Assert Ranee as the top choice of Vietnamese housewives, accompanying them in preparing delicious meals for the family.
• Drive sales and expand Ranee’s market share.

Strategy:

• Develop the communication message “Hunt for the Golden Ranee Fish – A Tet Full of Lucky Money”, introducing the biggest promotional program of the year featuring a golden fish symbol made from gold.
• Launch a series of touching video and photo ads about family affection and the joy of gathering around delicious meals cooked with Ranee oil.
• Organize the “Ranee Loving Kitchen” online cooking contest on social media, encouraging consumers to be creative and share their family recipes.
• Collaborate with renowned chefs and food bloggers to spread engaging content and cooking recipes with Ranee oil.
• Implement the “Buy Ranee Oil, Receive Tet Gifts” promotion, bringing practical benefits and joy to customers during the Tet holiday.

Implementation:

• Produce a series of touching ad videos about family affection and happiness at meals with Ranee, broadcast on television, YouTube, and social media.
• Design promotional materials, POSM, and standout product packaging with the message “Vietnamese Flavors, Complete Joy”.
• Launch the “Ranee Loving Kitchen” online cooking contest, calling for community participation and rewarding the most creative and inspiring dishes.
• Coordinate with reputable chefs and food bloggers to share unique recipes, naturally incorporating Ranee products in an attractive way.
• Roll out promotional programs in supermarkets and stores, offering meaningful Tet gifts to customers purchasing Ranee products.

Results:

• Brand awareness and emotional connection of consumers with Ranee significantly increased, marking an impression of a brand that is close, understanding, and supportive of Vietnamese cuisine.
• The “Ranee Loving Kitchen” contest attracted over 10,000 entries, creating a community of more than 100,000 people who love the brand and cooking with Ranee oil.
• Content shared by chefs and food bloggers reached over 5 million views and interactions, strongly encouraging trial and use of Ranee products.
• Ranee’s sales increased by 40% during and after the campaign, far exceeding the set plans. Ranee’s market share also saw impressive growth, rising to the top 3 in the cooking oil market.
• The promotional program attracted over 50,000 participants, creating meaningful shopping experiences and Tet gifts for loyal customers of Ranee.

The campaign “Hunt for the Golden Ranee Fish – A Tet Full of Lucky Money” is a testament to Masthead’s ability to build effective overall marketing campaigns, harmoniously combining emotional communication and creating practical experiences for consumers, thereby delivering superior business results for clients.