Being the #1 adult multivitamin in Vietnam, Berocca is a top-of-mind solution for stress and tiredness. However, people think that Berocca is the solution these occasions only, thus it’s hard to increase usage frequency

With the ambition to convert occasional users into daily users, this campaign is launched to reposition Berocca, bringing brand into a new territory – Energy, since it’s not only a health assistant but also a clinically proven daily energy booster that increases productivity.

This new territory is already a tough battlefield with energy drink giants, but the task was even more challenging given that the brand had 30% less marketing budget vs previous year and all the strict Health Authority regulations for the OTC and Food Supplement category. The brand needed to find a way to stand out and be relevant to consumers in the energy space, and to engage them in a uniquely Berocca way.

Our Job-To-Be-Done was to get occasional users (18-35 years old, ABC SEC) to take Berocca daily by owning the 2pm slump and positioning Berocca as the energy booster that can get them through it. We utilized fun and engaging content to make this message relevant with our consumers.

The creatives were activated through our Catch (Awareness), Connect (Engagement), and Convert (Trial/Purchase) framework to ensure presence in all the phases of the consumer’s digital journey. Since the focus of the campaign was Connect, we centered it around the then up-and-coming platform whose specialty was engagement – Tiktok, whose vision to inspire creativity and create joy is also aligned with the campaign. As Bayer and Berocca was a first mover in the healthcare sector to activate on this platform, we collaborated with the Tiktok Vietnam team from the planning to the production to the execution to ensure successful activation in

Catch: High penetration digital channels YouTube, Facebook, Instagram, and programmatic ads were used to ensure cost effective reach for the music video and song, leading to the 2PM dance challenge in the lower reach but high engagement platform Tiktok. Various formats of the hero asset were made to ensure we serve the right content in the right platform at the right moment.

Connect: We utilized the music and dance from the Music Video to host a hashtag dance challenge on Tiktok to drive user generated content. Influencers specific to Tiktok (identified by the Tiktok Vietnam team) invited each other to participate, helping facilitate the virality of the challenge. The link in the brand page then led to e-commerce platform Shopee.

Convert: We closed the deal on e-com/Shopee by supporting the increased traffic with in-app media buys such as search ads, mega brand days, and product promotions/bundles to drive purchase

Tiktok campaign surpassed benchmarks:

1/ 247 million+ views in 6 days (+395% vs benchmark). Total of 490 million+ views (vs 90 million Vietnam population)

2/ 70,000 participants of dance challenge (+131% vs benchmark). On personal accounts, healthcare professionals also engaged and participated.

3/ 14 million engagement (comment, like, share)

4/ Music Video ranked No.5 in Popnable Music Chart in Vietnam (organic)

5/ Reached at 91% target audience

Brand Health:

1/ Brand awareness: from 84% to 92%

2/ 67% campaign awareness (visitors to pharmacies)

3/ Trial: from 44% to 60%

4/ Berocca became #1 Brand Used Most Often in Multi-Vitamin product

Sales/Offtake: offline sales increased by 115% and online sales skyrocketed by 675% during the campaign. Made us the No.1 Best-selling Multivitamin.