Unilever brand VIM promoted its bathroom cleaner to young city-dwellers in Vietnam.
VIM enjoyed strong brand recognition in Vietnam as a trusted provider of cleaning products, synonymous with hygiene and efficacy. To deepen penetration in Vietnam's young urbanite market, VIM sought to tap into the trend of self-care and a desire for authenticity, particularly as pursued by urban millennials facing increasing societal pressures.
VIM recognized the need to evolve its brand narrative and connect with consumers on a more emotional level to maintain its market leadership in a rapidly changing landscape. VIM Block was thus positioned as more than just a cleaning product, but rather as a personal sanctuary and means of authentic self-expression.
This campaign set a new benchmark for VIM by moving beyond functional benefits and connecting with consumers on an emotional level. The results demonstrated the power of combining data-driven insights, creative storytelling, and innovative technology to drive meaningful brand engagement and tangible business outcomes.
VIM's target audience was urban Vietnamese adults aged 18 to 45. This demographic represented a significant portion of the consumer base for home care products and was highly active on social media. More specifically, VIM targeted two segments: "the fragrance lover" and "the household lover."
The campaign message and creative execution were carefully tailored to resonate with Vietnamese culture and values, emphasizing the importance of family, community, and social harmony.
Firstly, VIM released branded content in which an image of a mirror evoked the revelation of each person's true personality, stimulating consumers' curiosity about the campaign.
To decode this mysterious mirror image, VIM released a series of three TV commercials with three different characters: the gentle daughter-in-law, the friendly customer service officer, and the diligent mother. When viewing him or herself in the bathroom mirror, each was able to express his or her inner frustrations as he or she struggled to become a different person. With this messaging, VIM strove to position the household bathroom as a cool and relaxing space where people could comfortably relieve pressure and enjoy me-time.
VIM also deployed interactive activities on social networks such as TikTok native ad videos, Facebook live streams, and mini games that used an AR filter. Additionally, the brand leveraged the influence of key opinion leaders to spread the message in a natural and approachable way.
Leveraging data-driven targeting on platforms like Facebook and TikTok allowed VIM to precisely reach its desired audience segments based on demographics, interests, and online behavior.
Interactive formats like AR filters and live streams created engaging and shareable experiences that resonated deeply with the digitally savvy target audience.
VIM's campaign:
