Biti's Kid shared how it developed a mobile app that allowed parents to track their children's activity levels to promote healthy lifestyles.
Objective and Context:
Most Vietnamese parents emphasize the importance of studying to their children. They have their kids sitting on the school bench, on after-school class chairs, and back at home in chairs finishing their homework. Just like that, most of Vietnamese kids' childhood is spent sitting, despite the fact that physical activity has been recommended for holistic development. Most Vietnamese parents still are slow to let their children partake in physical activity.
As a result of this situation, more than 90 percent of students are reported to have suffered from mental disorder because of study pressure. In this context, Biti's Kids had the opportunity to affirm its position as market leader and enhance brand love as a brand with the purpose of promoting Vietnamese kids' happy childhood.
By helping Vietnamese kids to pursue more active lifestyles, the national footwear brand could deliver on its promise of cultivating kids' happy childhood.
The target audience was Vietnamese parents who have kids five- to 12-years-old and who care about children's development. They know physical activities are good for their kids' thorough development, but they prioritize studying.
Scientists worldwide have proven that physical activity is positive for our brains, leading to faster information processing, better memory, and more creative potential.
With this in mind, Biti’s:
Overall Campaign Execution:
Biti’s used its research to develop Biti’s Smart, an ecosystem of footwear for kids and a mobile app for their parents. Then the brand launched a nationwide campaign to get all Vietnamese parents on board with the Biti’s mission.
This campaign used:
The mobile app gathers and processes kids' data, then shows parents how active their kids are and should be.
Since the contents of the brand's strategic communication, including social media, were mostly on mobile, Biti's followed every step of consumers' journey on mobile to optimize engagements. In addition, PR was distributed on mobile through social media using key opinion leaders, micro-influencers, and parenting forums on Facebook. Mobile contents and live-streaming were maximized to cover parents' news feed on peak mobile timeframes of the day.
The campaign was responsible for: