Long Vũ Nghinh Nguyệt

Mid-Autumn 2024 Campaign

BACKGROUND

In the Vietnamese market, the demand for mooncake products during the Mid-Autumn Festival continues to rise, especially as consumers increasingly prioritize quality, food safety, and uniqueness in flavors. The Mid-Autumn Festival is not only a time for family reunions but also a chance to express gratitude and strengthen bonds between family, friends, and business partners. The competition among major mooncake brands requires products to be more distinctive and unique.

Recognizing this trend, DannyGreen has invested in research and launched the Long Vũ Nghinh Nguyệt mooncake collection for 2024. The products not only meet the demand for quality and safety but also introduce new, unique flavors, combined with intricately designed packaging that reflects traditional cultural values. With Long Vũ Nghinh Nguyệt, DannyGreen aims to create a new wave in the mooncake market, offering consumers an extraordinary and memorable culinary experience this Mid-Autumn Festival season.

OBJECTIVE

Business Objective: Increase Mid-Autumn Festival 2024 sales by 20% compared to the previous year.

Marketing Objective: Enhance brand awareness for DannyGreen in the premium mooncake segment through the Long Vũ Nghinh Nguyệt campaign.

Communication Objective: Long Vũ Nghinh Nguyệt collection is healthy, unique taste and emphasizing quality

End customer

• Age: 25 – 45 years old

• Income: > 12M/month

• Behavior: Concerned about product quality and origin; seeking a unique mooncake flavor experience; choosing aesthetically pleasing and luxurious products for gifting.

• Touchpoints: Facebook, Tiktok, Offline, ZaloOA

Business/Company

• Scale: Medium & Large

• Behavior: Concerned about product quality and origin; seeking products with luxurious packaging and corporate branding, suitable for gifting to employees and business partners; expecting reliable and trustworthy service.

• Touchpoints: Facebook, Website, Zalo OA, LinkedIn

01 | INSIGHT & STRATEGY

Insight

I seek mooncake products that are not only delicious and healthy, but also creative, unique, luxurious and reflect genuine care for the health of myself, family, and business partners.

Strategy

Utilize social media channels such as Facebook, Zalo, and LinkedIn to promote the product, highlighting the key features of the “Long Vũ Nghinh Nguyệt” collection. Leverage Key Opinion Consumers (KOCs) to enhance communication effectiveness and create a strong wave of sharing.

Boost the pre-order program with attractive incentives to encourage early customer orders, thereby generating a steady flow of orders at the start of the Mid-Autumn Festival season.

02 | CREATIVE

We observe: In modern life, many traditional values and activities are gradually fading, especially during festive occasions. The Mid-Autumn Festival, once a significant and meaningful celebration in Vietnamese culture, is no longer greeted with the same lively activities as before. Traditional practices like lion dancing, dragon dancing, feasts, or lantern parades are becoming less common, especially in big cities where the busy pace of life leaves little time for organizing and participating in such events.

We believe: The Mid-Autumn Festival is a time for families to gather, reunite, enjoy mooncakes together, and share memorable moments. It is also an occasion for gift-giving, expressing affection, and gratitude. DannyGreen not only aims to deliver a high-quality mooncake product but also contributes to reviving and honoring traditional cultural values through product design and brand storytelling.

We do: Long Vũ Nghinh Nguyệt
DannyGreen mooncakes not only offer a delightful culinary experience but also showcase creativity and elegance with 12 distinct flavors. The products are made from high-quality, safe ingredients. The packaging is both eye-catching and luxurious, making them ideal for premium gifts, allowing consumers to easily express their sentiments to loved ones, friends, and business partners during the Mid-Autumn Festival.

03 | WE AIM TO INTRODUCE

Mooncake Collection named Long Vũ Nghinh Nguyệt:

1. Align with consumer trends:
Healthy and Safety: Meeting the growing demand for safe, organic, and health-conscious foods.
Creative and Unique: Offering innovative, unique flavors that attract attention and stand out in the market.

2. Connect emotionally:
Evoking Memories: Rekindling beautiful memories of the traditional Mid-Autumn Festival, creating a strong emotional bond with customers.

Creating New Memories: DannyGreen’s mooncakes not only bring meaningful moments but also help create new memories in the hearts of consumers.

04 | THE SOLUTIONS

1. Landing Page:

Create a landing page that consolidates information about the products and promotional policies for customers, aimed at collecting customer information to pass on to DannyGreen’s sales team for discussion and collaboration agreements.

2. Facebook – TikTok – ZaloOA – Blog:

Marketing content on these platforms will follow specific stages: Awareness – Push Sale – Amplify.

Awareness: Tease the return of DannyGreen with the mooncake product in the “Long Vũ Nghinh Nguyệt” collection. In this stage, focus on enhancing product recognition by creating a sense of familiarity and closeness for Long Vũ Nghinh Nguyệt, while also pushing for pre-orders.

Push Sale: This is the peak phase of the Mid-Autumn Festival season. A+Insight will focus on maximizing the conversion rate by appealing to customers’ emotions and demonstrating that Long Vũ Nghinh Nguyệt is a high-quality, safe mooncake product suitable for all needs. The combination of enhanced information across social channels and the influence of KOCs has achieved the desired effectiveness.

Amplify: This is the final stage of the Mid-Autumn Festival season. A+Insight will focus on boosting sales from the livestream session on September 9, along with content that conveys emotions and reflections after the Mid-Autumn Festival to the customers.

05 | THE RESULT

The Long Vũ Nghinh Nguyệt campaign achieved remarkable results, generating a total of 379 mess, with 251 leading to conversions, reach 152% KPI.