The Challenge

Celebrating 100 years, The laughing cow cheese (TLCC) wants to give back to the community via awareness campaign using CSR as leverage.

The Solution

Strategy & Idea

“MỘT TIẾNG CƯỜI, MỘT HI VỌNG”

(Save Your Laughter For Those In Need)

The laughter of each person can do many meaningful things for others. Spread positivity and love through laughter.

• We call people to share laughter and contribute to the fund to give to Operation Smile.
• A minigame on social to draw thousands of stories told by consumers
• Incentives: extremely cute nostalgic miniature
• Press event to announce the partnership between TLCC and Operation Smile VN
• Kick off the campaign key activity ‘1 laughter – 1 hope’ to collect 100.000 laughers
• Using KOLs to ignite the ‘1 laughter – 1 hope’ and leverage the earned KOLs to amplify the activity to turn it into a social trend – a talk of the town activity…

Touchpoint

Press Conference, KOLs, Social, PR/News

The Results

#1tiengcuoi #1hivong 128,000+ posted photos/videos on Facebook

#1tiengcuoi #1hivong finishes with ½ time planned

67 paid posts v.s 128.251 earned posts

Video URL/location:

1. BSI awards: https://bsiawards.buzzmetrics.com/winners-gallery/winners-2022
2. Collaboration with H’Henie: https://www.youtube.com/watch?v=h5nqu-D2ttE
3. Collboration with H’Henie: https://phongcachdoisong.vn/hhen-nie-tieng-cuoi-la-mon-qua-quy-nhat-de-trao-nhau/
4. https://zingnews.vn/hanh-trinh-1-tieng-cuoi-1-hi-vong-ve-dich-sau-2-tuan-post1209634.html
5. https://vietnamnet.vn/con-bo-cuoi-gop-suc-giup-tre-di-tat-ham-mat-tim-lai-nu-cuoi-721936.html
6. https://tuoitre.vn/con-bo-cuoi-ky-ket-hop-tac-3-nam-cung-operation-smile-20210327092937621.htm
7. https://afamily.vn/con-bo-cuoi-hop-tac-cung-operation-smile-chung-tay-mang-den-tieng-cuoi-tron-ven-cho-tre-ho-moi-ham-ech-20210326165020158.chn

Categories: F&B, CSR, Influencer Relations