GHTK, a local last-mile delivery brand, deployed a music video empathizing with the pain points of smaller online retailers to position itself as the best delivery option for small-to-medium sized e-commerce companies.
Objective
With the explosion of e-commerce, GHTK, a local last-mile delivery brand, faced fierce competition from delivery brands and super apps. The brand had been struggling for nine years to make a difference in a cluster of brands fiercely chasing un-ownable drivers: fast and cost-effective delivery. The biggest task for the brand was to grow awareness and win the hearts of its target audiences through a new proposition.
Target Audience
Unlike other markets where big brands lead the game, the driving force of Vietnam's e-commerce is self-made online businesses. They are not only driven by speed, price, and profit, but the hope and optimism to earn a little more every day for their home.
Yet in an e-commerce landscape set up for big brands, these businesses must handle not only closing orders, but also the battle that comes afterwards without any expertise of operations, cash-flow, advertising, and more.
Creative and Media Strategy
GHTK's campaign strategy was to leverage an online to offline integration approach.
The campaign structure was designed to embrace the consumer journey, starting with showing empathy via a music video, featuring icons My Tam and Suboi singing real stories of GHTK users, encouraging them to keep going.
The campaign was amplified via three videos aired on Facebook, YouTube, and TikTok, empathizing with the target's day-to-day battle for shipping, operations, and cash flow. This set GHTK apart from delivery competitors who only focused on speed and price, carving a future path to compete against super-apps with an ecosystem, insightfully built for self-made shop owners.
The campaign significantly sky-rocketed GHTK's top of mind awareness among small and medium online sellers from 66 percent to 92 percent, driving 55 percent sales growth during and two months after the campaign to grow the business by 25 percent compared to the most recent quarter.
The campaign music video became an instant hit with 10 million views generating hundreds of reactions from shop owners. Additional results included:
