Downy Comfort maintains a strong lead especially during Tet, the busiest occasion for Vietnamese. Additionally, lapsed users from the fabric cleaning category are particularly active in this period.
Comfort aimed to promote fragrance as the key attribute to gain traction in the sensorial segment while emphasizing care as its differentiator. This dual focus was designed to reinforce the message: "Clothes washing needs to go with Comfort Detergent," ensuring it is both educational and propositional, and remains relevant during Tet.
Tet, a time for joyous family gatherings for Vietnamese people, often places invisible pressure on family members, especially women. Women face the challenge of ensuring the entire family, as well as themselves, look perfect for the first day of the new year.
The target demographic for the campaign focused on the modern family woman who is confident of herself and her own style. She wants herself and family to look good in their suitable fashion and prioritizes beauty care and shopping. Further, this demographic's age was between 18 to 50 years old, living across Vietnam but especially in urban areas with a stable high income.
The campaign was designed to win competition and gain back lapsed users by maximizing awareness through media channels and ensuring brand coverage. By associating the brand with modern Tet celebrations in Vietnamese families, Comfort drove relevancy using premium imagery and built strong brand associations through consumers' passion points.
To achieve this, Comfort developed a strategy that combined a bold, fun, and easy-to-join concept with an effective media mix, impactful partnerships and highly relevant selection of influencers. This approach ensured the brand message was delivered powerfully. Interactive and engaging content fostered deeper connections with the audience, guaranteeing comprehensive brand exposure and consumer engagement.
The campaign brilliantly leverages key opinion leaders (KOL) to convey the brand's narrative, effectively winning over consumers through content collaborations and a substantial presence on the leading reality TV show for women and on social media platforms.
The campaign began with a video featuring Phuong My Chi, a beloved Vietnamese singer. This video quickly captured consumer attention with its fashion runway theme. Building on this buzz, Comfort released a branded long-form video titled "The Family Fashion Runway." This initiative transformed each Vietnamese living room into a runway, turning traditional outfits into vibrant, sensorial fashion statements, and each family member into a model, making family gatherings on the first day of the new year even more festive.
Comfort also partnered with the popular music reality TV show "Sisters Who Make Waves," implementing a 100 percent share of voice (SOV) on YouTube with 15-second iTVCs and six-second bumper videos. Viewers were exposed to Comfort's message through branded ads, stage setups, and fashion elements, making the brand more relatable in an entertainment context.
Finally, the campaign extended to social media with a challenge encouraging consumers to mix and match their old clothes and become runway models in their living rooms. This challenge, implemented across social media platforms, quickly went viral, resulting in numerous creative videos from both consumers and content creators. Influencers, selected based on profile relevancy, helped spread the campaign message, ensuring mass awareness and generating relevant conversations and buzz.
Despite the tough competition against Downy in the fabric conditioner category, Comfort successfully not only gained in business result, but also generate massive results in both media and social performance.
After 12 weeks of running, Comfort's "The Family Fashion Runway" was quickly well-received by Vietnamese women, resulting in:
Most importantly, the campaign helped Comfort gain 20 basis points of share in Tet versus pre-Tet despite the tough competition. Online sales of Comfort showed a significant uplift. Q1 Comfort GMV uplift increased 258 percent versus last year and ROAs showed an uplift of 200 percent.
