While most industries will look back on 2020 as a difficult year due to the COVID-19 pandemic, Lactacyd will remember it as a year of change. Amidst the tough times, Lactacyd wanted to stay ahead of the competition by building brand love, and did so in the way it knew best -- by empowering woman and encouraging them to love themselves completely. To drive home this message, Lactacyd partnered with short-form video platform TikTok.
Lactacyd adopted a two-prong approach to increase brand awareness and strengthen brand love. First, it grew its presence organically by launching the #NamMoiMinhTuoiMoi (translated into English as #NewYearNewYou) Branded Hashtag Challenge. By kicking off the campaign strategically in the 1st week of the Year of the Ox, 2021, the brand was able to drive higher engagement levels by leveraging on consumers' tendencies to embrace new lifestyle routines and resolutions in the coming year.
Featuring a high-octane and trendy rap song with a set of simple dance moves, the campaign encouraged users to film themselves dancing as they welcomed a fresh start for the coming year ahead. To drive engagement, the brand also created 15 official videos featuring popular Vietnamese creators taking part in the challenge. This helped boost online brand awareness by tapping into the creator's existing fan bases. It also emphasized the strong association the brand has with women.
Simple, catchy and trendy, the strategy worked. The campaign exploded in popularity and went viral. Lactacyd’s #NamMoiMinhTuoiMoi campaign garnered more than 214 million total video views. The campaign also logged 19 million engagements and 105,000 video creations. The Hashtag Challenge was a standout success, allowing the brand to incorporate this tool alongside its wider advertising campaign outside of TikTok. In fact, the Hashtag Challenge was part of a larger campaign that Lactacyd ran, which saw a +18.3% increase in overall revenue in just two months as compared to the same period of last year.
By putting a fresh spin on its brand story, Lactacyd helped its young women consumers embrace the new year while also switching up its own approach to building its brand.