For Tet 2023, Ensure Gold married a film with a social/user-generated content-driven campaign, inspiring Asian caregivers to care for their parents amid an unusually hectic holiday season.
Objective
Ensure Gold needed an impactful campaign that would inspire caregivers to purchase the beverage as a gift for their parents during Tet. The brand wanted to create a strong emotional urge for them to take care of their parents' health, especially given COVID-19's long-term side effects among older people. Ultimately, the brand's efforts should continue to strengthen Ensure Gold as the top-of-mind brand for caregivers during the Tet season.
Context
Ensure Gold has always capitalized on the family-centric nature of the Tet occasion and its gifting culture to drive business volume. The goal for the 2023 Tet campaign was even more crucial than the previous one, as the brand needed to sustain the business growth and brand penetration while fortifying its brand purpose of enriching family bonds and conserving the family value of "filial piety" — an attitude of respect for parents and ancestors.
Target Audience
The decision makers who purchase Ensure Gold are male and female caregivers aged 35 years and older. In Vietnam's traditional extended family structures, caregivers are typically responsible for providing care and defining the right nutritional solutions for their parents' health.
In order to cope with the heavy impacts of COVID-19 pandemic, caregivers had to work harder than ever to resolve financial distress and stabilize work and life routines. Hence, Tet 2023 was one of the most hectic festive seasons for them, inadvertently causing them to lose focus on the deteriorating health of their parents.
Creative and Media Strategy
The creative idea was brought to life through "Chuyen nhà bé thôi" — an insightful, thought-provoking film that would spur the social conversations about the importance of staying with and taking care of parents' health this Tet. To complete the full funnel approach, Ensure Gold maximized the impact of its influencer network to diversify the story in different perspectives across Tiktok and Facebook. The brand also leveraged the power of personalization at scale to spread the call-to-action (CTA) message in a much more relevant way.
Ensure Gold's 2023 Tet campaign was designed to inspire caregivers to take care of their parents amid the hassle of a hectic Tet season, especially when they beckon them not to worry. These moments would become the trigger to inspire them to gift Ensure Gold to their parents to empower them to fully enjoy Tet with their families. Innovative mobile and digital practices were comprehensively leveraged:
The entire 2023 Tet campaign was launched in three key stages:
As the market leader in the adult milk category (approximately 90 percent market share), the major source of business growth of Ensure Gold comes from category penetration expansion and new user recruitment. However, competitors are taking advantage of Ensure Gold's penetration expansion efforts by trying to steal its market share, especially in the Central region. The value share of Ensure in the Central region of Vietnam dropped by 6 percent at the end of 2022. Hence, Tet 2023 was the most crucial season of the year for Ensure Gold to not only uplift sales and brand penetration but also to defend its leading position.
To achieve this business objective, nearly 70 percent of the total campaign budget was allocated for digital communications to diversely increase both incremental reach and actively engage with the audiences by delivering wider variations of personalized messaging in different contexts.
Ensure Gold's 2023 Tet campaign achieved remarkable results in social impact, brand building and business performance:
Social Impact
Brand Building
Business Performance
