For the Big C Beauty fair campaign, Starseed created an original storytelling, modernizing the Vietnamese folklore. Here is how.
About Big C and the Beauty fair
- Big C Supercenter is a part of Central Retail Thailand group. It is one of the largest hypermarkets in Vietnam, with a total of 37 stores across Vietnam.
- Beauty Fair is a campaign of Big C focusing on beauty products only. There are currently 4 Beauty Fair campaigns in 1 year. Each campaign will have different themes and messages.
Our goals
Create a unique campaign for the Big C Beauty fair in order to attract new users.
The campaign needed to be related to the theme of the October Beauty Fair, which was about self-created happiness and daring to try new things. The audience is invited to put away the barriers that prevent them from living their lives and shine in their own way.
Our answer
Our strategy
- Build the character Nở – a character in the Vietnamese folk who needed to be modernized. This is a popular character in Viet Nam. She was known as an ugly girl in the traditional version but for the modern story, we created a girl who dares to put aside barriers and try new things to make herself become happy and beautiful from both inside and outside.
- Create storytelling for her with a journey of how to become beautiful both inside and outside.
- Promote the Beauty Fair products with the mascot.
Action plan
- Create posts communicating mainly on Big C Facebook fan page and adapt some comic post to Big C Instagram account.
- Teasing phase: Tease fans about a familiar character in Vietnamese folk who will accompany with Beauty Fair October.
- Launching phase: Nở revealed herself and started to share the tips of her beauty journey with the support of Big C Beauty Fair
Our Results
Engagement Rate: 9.22%
Average engaged users: 6,725
Average reach per post: 72,929
Average engagement per post: 6,470
