Amidst the increasing competition from international brands coming to Vietnam, the brand is facing the possibility of losing market share and awareness from the rising generation of moms – Millennials & Gen Z.

Launching Version III of its Wide neck bottle, Pigeon aimed to regain its 1st position in Vietnam, especially earning the love and trust of Gen Z moms, getting them to choose Pigeon among other rising competitors.

In a crowded "baby bottle" market, where a lot of brands take up the shelf in baby care shops, and with new motherhood practices emerging, we needed to create a captivating campaign which would help reshape the image of Pigeon and capture the attention of Young Millennials and Gen Z parents.

Our creative strategy aimed to celebrate the diversity of child-growing styles and educate how Pigeon’s innovations can adhere to every baby’s nature of growth and sucking movements.

The "Bottle Up" Game concept is a combination of "bottoms up" and "bottle", bringing a well-known social ritual into the brand's product messaging. In Vietnamese, the concept was named "Cuộc Chơi Hết Bình", which similarly leverages the idea of "Hết Bình" (emptied bottle) while also providing wordplay on "Hết Mình" (to the fullest of commitment) reflecting the relationship between parents and babies.

With this campaign, parents were invited to engage in a playful challenge along with their babies and Pigeon's milk bottles, and to share a moment of enjoyment together.

The campaign was then taken over by a diverse range of influencers launching "Bottle Up" games on social media, reflecting the diversity of experiences and babies' habits which Pigeon could cater to.

Our analysis based on social listening and competitor research showed that Pigeon had a significant presence in terms of their share of voice, which suggests that their brand achieved a great deal in terms of increasing brand awareness and keeping up momentum on social media.

We identified our audience as comprising of three types of moms: first time moms, switchers (who have babies rejecting their current bottle) and second time moms.

We defined our objectives as:

- Expanding the target audience pool by gaining interest and building strong connection between brand and young, modern moms.

- Strengthening brand association, consideration and trial by increasing awareness and educating about brand's USP thanks to scientific background.

Facebook is still uniquely relevant in Vietnam among millennial families, while Tiktok sees increasing participation from Gen Z audiences. Our campaign rolled out on both platforms, where influencers are both present.

In the first phase, we triggered the conversation with 5 influencers and 18 communities.

In the second phase, we launched the "Bottle Up" challenge with 5 influencers and aimed for a minimum of 250 earned participants. We turned out to recruit 991 players across platforms.

In the third phase, we wrapped-up with content called "The Bottle Up Encyclopedia", sharing information across 11 influencers.

By the end of the campaign, Pigeon saw a 6% SOV increase, securing top position in the industry and doubling its Gen Z audience.

The campaign compiled 72 million views in total, with 9.5 million engagements, thanks in part to 21 influencer collaborations, and gained 77% positive feedback from audiences.

991 videos were created by participants to the challenge on Tiktok, while 392 participants joined the mini-game on Facebook.

Our data & analytics team compiled sentiment analysis on the campaign, showing 97% positive sentiment expressed by netizens, with main topics of conversations being the campaign's message (41% of volume) and the campaign's activities (37% of volume).

In a market often celebrating traditional values of motherhood such as dedication and caregiving, Pigeon set a new range of values, correctly reflecting the evolving behaviors of parents.