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 the 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.

In Vietnam, there’s a universally dreaded time of the day – the 2PM energy slump. Leveraging such a relevant local insight no other brand was tapping into, Berocca was determined to own the 2PM moment, given its clinically proven energy benefits.

Given the budget challenges, an all-digital approach was determined as the best course of action, using an upbeat music video and dance challenge to maneuver against the regulatory restrictions to successfully communicate our key message: “Get Supercharged With Berocca At 2PM”. We balanced fun and engaging content while ensuring the brand message cut through with our target consumers (18-35 years old, ABC SEC).

The creatives were then amplified through our Catch (Awareness), Connect (Engagement), and Convert (Trial/Purchase) framework to ensure we are present in all the phases of the consumer’s digital journey.

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.