Background
Mid-Autumn Festival has long been an occasion for families to gather around a tray of food and watch the full moon together. But recently, the pace of modern life has gradually made Mid-Autumn Festival a holiday that many young people choose to enjoy on their own, sometimes checking in on crowded streets, or sharing through volunteer activities. That makes many people wonder: Does Mid-Autumn Festival today still have the same meaning as in the past? In fact, Mid-Autumn Festival always carries the value of reunion, it’s just that each generation has its own way of welcoming the moon.
Understanding that, Huu Nghi Food wishes to become a “bridge”, connecting generations closer together through moon cakes with rich traditional flavors, so that Mid-Autumn Festival is a night of reunion for all.
Challenge
After three moon seasons telling stories full of nostalgia, treasure and preservation, Huu Nghi Food – a prestigious and long-standing moon cake brand, launched two lines of cakes with a strong breath of the times: Thanh Nguyet with rich traditional flavors and Momiji with sophistication and modernity, with the message “Giữ nét tinh hoa – Kết giao thời đại” (Preserving the quintessence – Connecting with the times)
So what story will Huu Nghi Food continue to write for Mid-Autumn Festival 2024? When the main goal is a moon night of joy and reunion, of distances being erased and complete happiness spreading to all generations.
Communication message
To make the connection as round as the moon, on the occasion of Mid-Autumn Festival 2024, Chin Media accompanies Huu Nghi Food to talk about CONNECTION, turning the full moon night into a moment of connecting people through the story:
- KẾT TRÒN is when all gaps between generations are erased, so that Mid-Autumn Festival becomes a true “Chung Thu”.
- VUI TRỌN is when each person finds themselves in each other’s Mid-Autumn Festival, so that the joy of welcoming the Moon is no longer reserved for any generation, but is complete for all.
Solution
- Chin Media has accompanied Huu Nghi Food to build the story of CONNECTION FULL JOY across the two platforms:
- Always-On Content
Turn Huu Nghi Food Fanpage into a place to connect generations through a series of articles, where the past and present intersect with Huu Nghi Mooncake boxes.
- KOC Review
Mid-Autumn stories connecting generations are told in a humorous and familiar way through the perspective of famous KOCs such as Thung Long Family, Huynh Nhut,…
– Minigame: Find Mooncakes – Hunt for Hữu Nghị’s Gifts
After telling the story of KẾT TRÒN – VUI TRỌN on social media, Chin Media determined the next goal was to increase interaction and chose the minigame as a suitable activity to implement.
Based on the idea of decoding the Full Moon maze, the Minigame not only evokes a familiar feeling about Mid-Autumn, but also creates opportunities for players to participate in challenging themselves and finding solutions.
Media strategy
– Age-based segmentation strategy
The campaign is implemented with a strategy of segmenting the target audience by age, assigning the right products and reaching the right needs:
- Young people (18-25 years old)
- Housewives (26-54 years old)
Both of these groups prioritize flavor experiences and emphasize convenience.
➤ Huu Nghi Food promotes retail cakes for this group
- Office workers (26-54 years old)
This group is more interested in the form and meaning of gift giving.
➤ Huu Nghi Food focuses on developing and promoting a collection of luxurious and sophisticated mooncakes for gifts.
– Timing strategy: 2 months before Mid-Autumn Festival
- Teasing – the first 2 weeks
Build brand awareness by optimizing Reach & Engage
- Consideration – Next 5 weeks
Focus on converting behavior, pulling users from curiosity to action to click on the product via Link Click, Click to website, SEM.
- Maintain – Last 1 week
Maintain the heat for the campaign & expand natural discussion by pushing Engagement.
Results
🎯2,423,283 Reach
🎯988,365 Engagement
🎯113, 064 Clicks
🎯0.41% Engagement Rate
