Staff Reporters
Oct 17, 2017

How FrieslandCampina got 32,000 selfies and 230% ROI

CASE STUDY: A campaign for Yomost yogurt drink through Jet8's rewards-for-posting platform drove trial and sales in Vietnam.

A sampling of branded selfies young Vietnam consumers shared during the campaign.
A sampling of branded selfies young Vietnam consumers shared during the campaign.

Objective

FrieslandCampina Vietnam aimed to drive sales and user engagement for Yomost, a popular brand of drinking yogurt. The brand also wanted to capitalise on its successful #TLPN campaign for the brand ("TPLN" stands for "Thích là phải nhích", which translates to "If you’re into something, you have to make a move").

Execution

FrieslandCampina Vietnam joined the Jet8 content-to-consumer platform to drive consumers from online content to offline purchases in Shop & Go stores across Vietnam. 

During April and May, the brand invited Vietnamese consumers to create and share branded selfies (examples shown above) using Fotoku, a Jet8 photo and video-sharing app designed by Jet8 creator Creative HotHouse (CHH). In exchange for posting and sharing, consumers received reward points called Jet$, which could then be redeemed via machines in Shop & Go stores in Hanoi and Ho Chi Minh City.

Results

  • The campaign achieved a 230 percent ROI, according to the brand.
  • Consumers created and shared 32,000 posts.
  • Total reach was 24 million.
  • 50 percent of users who posted content also went on to use their Jet$ to purchase the product.
  • The brand saw a sales uplift of 11 percent at Shop n Go. 

Mark Voncken, consumer marketing director, FrieslandCampina Vietnam:

This Shop & Go in-store solution is the icing on the cake of an already very successful brand campaign. The combination of consumers using Fotoku to engage with our brands on the Jet8 platform, plus the Shop & Go partnership for redeeming their products, gives us a complete understanding of user engagement. It's a great formula, because we can immediately see brand growth through consumer mobile engagement, and Jet8 has enabled us to increase offline sales at the same time.

Related: GroupM to offer clients Jet8's selfie-rewards platform

 

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