From a cup of yogurt to the world of care

Vinamilk aims to make yogurt a daily health staple, prioritizing consumer well-being while also driving business growth through increased consumption. With current household consumption at only 1-2 cups per week, there’s room to improve everyday nutrition.
Our 2023 campaigns spearhead influential voices, foster an authentic connection with yogurt, showcasing its accessibility and value as a cherished part of daily routines. Influencers played a pivotal role in amplifying our message and creating genuine connections with consumers, proving key to our success.

Vinamilk cup yogurt dominated the market, but for further growth, increasing consumption frequency is key. The “1170” campaign
(one cup a day for a 70% immunity boost) was effective during COVID-19.
However, in 2023, the challenge lies in repositioning yogurt from a pandemic-driven reaction
into a proactive daily wellness habit.
Transforming the #ThóiQuen1170 (1170 Habit) From Single Yogurt to a World of Care:
Vinamilk’s content strategy centers on a powerful shift – transforming a single cup of yogurt from a reactive health choice into a cornerstone of daily well-being and a symbol of care.
“Care” resonates deeply, connecting with our desire to nurture ourselves and our loved ones. It also has habit formation power.
The “world of care” encompasses everything from self-care to sharing with loved ones, providing flexibility for messaging all year.

CAMPAIGN SUCCESS METRICS

Building a daily yogurt habit is a marathon, not a sprint fueled by fear.
Unlike the temporary surge during COVID-19, where people turned to yogurt in a reactive health panic, the campaign successfully formed a new habit with a gentler,
more sustainable approach. This was achieved by strategically leveraging the power of influencers in every phase throughout the three phases of the campaign.