img STRONGBOW: BUILDING NEW CATEGORY FROM ZERO

Context

In 2017, Strongbow Cider was launched in Vietnam with the objective to shape & lead cider category in Vietnam. However the key message “Lang lang men tao” didn’t strongly differentiate Cider with 2 main competitor category - Beer & CSD. The marketing communication task was to set up brand positioning and brand strategy to win over competitor category which have been much more popular in Vietnam

Solutions

With the brand positioning as a CHILLER; we come up with the 3C strategy:
Channel: Music was the most popular interest among youngster and chill-coustic music was totally matched with Strongbow so in 2019 we choose chill-coustic music platform to be the starting point of all communications for Strongbow. To flesh out single-minded key message through all channels, we have
strongly communicated with consumer about “Just chill with Strongbow” key message from online to offline; on-premise to off-premise.

Contact: After choosing chill-coustic music platform; we have chosen Den Vau who stood out for Strongbow’s Characteristics and Min - a mainstream artist to join with us on
Music Video; Event tour (Chill bus); be the voice of Chatbot to offer popular promotion for consumers
Content: Through the music platform; we cultivate the insight of youngster who have burdens in life and need to chill down to chin up; give them diversified and witty content via music video; chatbot; activation; event; promotion offer; POSM items.

Impact

BECOME THE LEADING CIDER BRAND IN VIETNAM & OWN THE CHILL PLATFORM
600K+ interactions across social platforms (FB, Youtube, Instagram, News, …)
123k+ (20.5%) Object mention
90M+ views up to now: Win the Top 1 position in Youtube Trending only 24 hours after the release.
2M samplings
25K Event attendants
4,500 engagements on chatbot

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Our CCA (Catch - Convert - Advocate) model is the solution for both sales & marketing. Digital CRM cultivate data, turn it to recruitment and keep consumers with brands throughout retargeting, data segment platform (DSP). Bringing CRM from traditional "call centers" to digital systems and solutions in order to increase in customer retention and driving sales growth by individual care.

Social Care utilizes strategies and technologies to manage, analyze customer interaction to appear and take care of consumer on the right conversation at the right time on social media.

Case Study

Unlike the typical way to deal with Influencers as after the feast comes the reckoning, Golden Digital believes in building up a strong relationship with Influencers who are inspired by the vision of the brand and fired up to accomplish the mission to bring value to their communities together with the brands.

With latest social listening technology and methodology, Golden Digital is the first digital agency to champion on the influencer marketing in Vietnam.

In the world of "video first", Video marketing is a very "on high demand" product by Golden Digital. It combine both data and creativity to make sure "viral" is not by luck but by "calculation".

It answers when and how a video can replace an iTVC, or go beyond views to interaction and sales.

Digital PR/Activation is all about combining traditional PR/event activation with digital platforms, data, technology & social tactics to transform consumers into real experience with brands and bypass media to speak directly to your target audience.

This is the future of how consumers experience brands. It overcomes all barriers of traditional PR/Activation in other to maximize ROI & campaign effectiveness.

Golden Digital doesn't do digital for the sake of having a full "360 communication mix". We create values for brands by translating brand's marketing objectives into digital KPIs.

Our media strategy can prove what do interactions, views, data, leads - mean to your business. We create a digital path to purchase for consumers, we take them from awareness to sales and advocacy.

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