Every year during the Spring Festival, the idea of respecting and caring for your parents, also known as “filial piety”, is popular. coocaa successfully conveyed this concept in Vietnam during the Spring Festival, making Vietnamese people remember the brand as “Buy coocaa TV for the Lunar New Year, showing filial piety to parents.” We achieved this by using marketing strategies that are appropriate to the manners and communication of Vietnamese people. We spoke frankly with a large audience, built strong relationships, and shared New Year wishes.
Our campaign, “Buy coocaa for the Lunar New Year, showing filial piety to parents” attracted a lot of attention. It reached a total of 28 million people. We also incorporated social media and partnered with KOLs and KOCs to spark dialogue. Additionally, more than 161 Vietnamese media outlets covered our campaign, which helped us increase brand awareness and popularity in Vietnam to more than 9.8 million.