A Digital Media Practitioner, a Dreamer and a Doer
In 2018, Chupa Chups - a confectionary brand of Perfetti Van Melle - introduced their new product portfolio "Jelly" to Vietnam market with the aspiration of leading the Jelly category - a fragmented category but with high potential.
BUSINESS OBJECTIVE
The short term (2019) & longer term (2021) objective is to deliver 2,500 tons & 3,500 tons. With an objective to achieve 50% market share in GT and 25% in MT by 2021
MEDIA OBJECTIVE
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Share of Mind: Raise CC Jelly TOM by maximizing brand visibility.
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Share of Occasions: Link CC Jelly with fun moments by driving relevant engagement.
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Share of Shelf: Drive CC Jelly purchase by tapping into consumption routine & winning over purchase moments.
CHUPA CHUPS
JELLY ​LAUNCHING
​FORMULA FOR WINNING
Television
-
Build Mass Reach with Television
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Focus on Kids & Teen programs to enhance Affinity
Online TV
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Key channel to communicate with all audiences
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Build Reach on the most cost efficient online video platform
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Deliver the full message with long version - iTVC 30''
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​Retarget to users who watched 30'' version with short version - iTVC 6''
Social Media
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​​Key channels to communicate with the primary audiences - Teenagers
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Always-on-content to constantly communicate the message "Forever Fun"
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​Interact with audiences through engaging formats (minigame, giveaway)
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Build high frequency for short iTVC 6''
Key Online Leaders
-
Key channel to communicate with the secondary audiences - Moms.
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5 celebrity moms to raise and spread the Awareness for the "Mom-and-Daughter Dance".
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10 hot moms to enhance Engagement and educate moms that Chupa Chups Jelly help to make "Mom-and-Daughter" times more fun.
WHAT WE ACHIEVED
television
reach
42%
(plan = 41% Reach)
social media
reach
54%
(plan = 48% Reach)
​
youtube
view rate
50%
(FMCG benchmark
= 35-40%)
social media
engagement rate
11%
(FMCG benchmark
= 8-9%)
No.1 in Jelly category
with 24% Share of Mind
Business Results