Campaign Summary

Vietnamese detergent Comfort used an appeal to fashion-conscious Vietnamese women for a successful campaign.





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Strategy

Objective

Unilever's campaign aimed to:

• Strengthen its brand proposition and solidify Comfort as the leading multi-benefit detergent in Vietnam.
• Increase brand awareness and engagement, driving awareness for Comfort's "multi-care" technology and its benefits.
• Drive sales and market share, achieving market leadership in the upper mass detergent segment.

Key performance indicators included brand lift, social media engagement, website traffic, e-commerce sales, and market share growth.

Context

Building on a successful two-year relaunch, detergent brand Comfort sought to further differentiate itself in a competitive market. Unilever's campaign on behalf of the brand leveraged previous successes while adapting to the evolving digital landscape and consumer preference for emotionally resonant fashion content.

Target Audience

The campaign targeted fashion-conscious Vietnamese women aged 25 to 45 who were active on social media, particularly TikTok. These women value convenience, seek inspiration for expressing their personal style, and are receptive to innovative product solutions.

Creative and Media Strategy

The "Dep Moi Look" ("Beautiful New Look") campaign strategically combined a fashion-forward creative concept with a TikTok-centric media approach to resonate with style-conscious Vietnamese woman. TikTok, a platform popular for fashion inspiration and self-expression, provided the perfect stage to engage users with Comfort's branded video template and influencer-driven content. This approach fostered a sense of community and encouraged organic adoption of the "Dep Moi Look" message. Simultaneously, TV, OV, and OOH advertising ensured broad reach and reinforced brand awareness among a wider audience. This multi-channel strategy, with its digital core, effectively amplified the campaign message and drove impressive results.

Execution/Use of Media

The campaign strategically allocated a significant portion of its budget to digital and mobile channels, recognizing their influence on the target audience. This approach allowed for personalized messaging, interactive experiences, and real-time optimization based on performance data.

TikTok played a pivotal role, hosting a branded video template that users could customize, fostering creativity and organic content creation. This approach, combined with influencer collaborations and Comfort's "Miss Multilook" contest, amplified reach and engagement. TV, online video, and out-of-home advertising ensured broad awareness and reinforced the campaign message.

Business Impact

Prior to the campaign, Comfort was a re-emerging player in a competitive detergent market. While gaining traction, the brand needed to solidify its positioning and capture a larger market share.

Comfort's campaign exceeded objectives, achieving:

• A +5.9 percent brand lift, demonstrating increased brand perception and purchase intent
• A reach of over 10 million across various platforms, showcasing the campaign's widespread appeal
• A 78 percent increase in value share, solidifying Comfort's leadership in the upper mass segment
• A 100 percent increase in penetration, significantly expanding the brand's customer base