Bobby

Bobby

Increasing product recall among Vietnamese mothers for a leading brand of diapers.

The Objective

Bobby, a leading diaper brand in Vietnam, keeps baby bottoms fresh with their first-in-Vietnam breakthrough sweat-absorbent elastic cushion diapers. Developing highly-functional diapers and keeping babies comfortable all day is a science that the brand invests in to build their trust reputation with customers. Bobby felt it was time to strengthen brand awareness and show mothers with babies exactly what makes Bobby the go-to choice. That way, when they swing by the grocery store to pick up diapers, they immediately recall why they can rely on Bobby. Bobby wanted to launch a fresh and creative campaign to achieve their goals and turned to TikTok to do so.

The Solution

TikTok is a quick and efficient way to drive instant awareness at scale. But its short video format also doubles as a great tool to educate audiences. For Bobby, it was a shot at educating audiences about the functional benefits of its diapers - not only does it provide a comfortable fit, it offers 360 degree protection with its absorbent breathable fabric that keeps babies bottoms fresh and their backs always dry and smooth. To make its strengths stand out, Bobby launched the #LungXinhLiLac TikTok Branded Hashtag Challenge.

The goal was to encourage both mothers and their children to participate, so the Hashtag Challenge had to be engaging. It also had to be simple enough for mothers and their children between the ages of three months and three years to participate. That's where the Branded Effect and Branded Music came in. #LungXinhLiLac's Branded Effect, set to a catchy tune, could be easily triggered by a simple hand gesture. Just make a peace sign and take a trip through space. Or an "OK" gesture would take mothers and their kids through a playful jungle. In both situations, heat will start to increase and the Bobby Chan mascot will appear and deliver a gust of cool wind, which represents the key function of Bobby diapers: helping babies keep a cool and fresh bottom while enjoying their daily activity in comfy.

Encouraged by the initial excitement from the community, Bobby sought to boost visibility for the challenge. The brand launched In-Feed Ads and Brand Takeovers, and snagged feature spots on the Banner and # In List within TikTok's Discover tab to further increase the reach and virality of the challenge.

The Results

Mothers and their children embraced the challenge. They participated in a total of 78,000 videos on a reach of 17.6 million TikTok users. And the videos collectively generated a total of 229 million video views. Initially, Bobby wanted to excite mothers with a trusted brand that would keep their babies' bottoms fresh, but the brand ended up offering something more - a great way for mothers to create cherished new memories with their children, together through TikTok.

"Thanks to the TikTok For Business team, we were able to reach a large amount of users and generated many user videos even though it was our first time advertising on the platform. We also truly appreciate the post-campaign service that the team has provided. We look forward to working with TikTok For Business again in the future." said Luong Thuy Linh, Brand Executive, Consumer Marketing Team, Diana Unicharm JSC.

Products Used
TikTok For Business

TikTok

The leading destination for short-form mobile video.

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TikTok For Business

In-Feed Ads

Integrate video content into users' "For You" feed.

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TikTok For Business

Branded Effects

Tailor-made sharable stickers, filters, and special effects.

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TikTok For Business

Brand Takeover

Immediately hook user attention with full-screen display.

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