Social Campaign – Case Study | Bien Hoa Sugar x Phuong My Chi

Objectives:

• Raise brand awareness and affection for Bien Hoa Sugar during the Tet holiday
• Convey the message of a joyful and sweet Tet closely associated with the product
• Increase sales and market share of Bien Hoa Sugar during the Tet season

Strategy:

• Collaborate with beloved young singer Phuong My Chi to attract attention and create influence
• Produce the music video “Tet Ngot Sot” with a catchy melody and warm visuals to spread the Tet atmosphere
• Create a viral effect on social media, especially on TikTok, with a challenge to cover the song and dance
• Organize a cooking contest on the fanpage to encourage participation and interaction from the community

Implementation:

• Launch the “Tet Ngot Sot” music video on YouTube and Facebook, along with behind-the-scenes photos and clips of Phuong My Chi
• Initiate the “Tet Ngot Sot” challenge on TikTok, collaborating with hundreds of KOCs and KOLs to create cover videos
• Run the “Show Your Sweet Tet Dish” contest on the fanpage with attractive prizes
• Continuously promote the campaign across multiple media channels to increase reach and frequency

Results:

• “Tet Ngot Sot” music video reached 18 million views after 2 weeks on all social media platforms, trending on YouTube
• Bien Hoa Sugar’s sales increased by 25% in the month before Tet
• The Hashtag contest attracted over 10,000 entries with hundreds of thousands of interactions
• 65% of consumers chose Bien Hoa Sugar for their Tet sweet treats
• The campaign won the Top 1 Tet TVC award by Reputa Research
• Generated significant buzz, becoming a classic case study of creative digital marketing during Tet

With a deep understanding of consumer insights, staying on top of trends, and maximizing the power of artists and digital platforms, Masthead Digital and Bien Hoa Sugar created an outstanding campaign. “Tet Ngot Sot” not only exceeded its objectives but also became an inspiration for brands in developing breakthrough and effective marketing strategies for the Tet season. The campaign’s success affirms Masthead Digital’s pioneering position in the promising digital advertising market in Vietnam.