KUN Milk: Can It Break Through in Vietnam’s Dairy Market?

KUN Fresh Milk, the “offspring” of International Dairy Products Joint Stock Company (IDP) – owner of well-known dairy brands such as Love’in Farm, Ba Vi, and others – officially entered the Vietnamese market in 2014, at a time when Vietnam’s dairy market was already saturated with major players such as Vinamilk, TH, VitaDairy, Nutifood, and Dutch Lady. The heat of this market battle was pushed to a climax with massive, costly advertising campaigns worth billions of VND per day. At its peak, Vinamilk, the “king” of Vietnamese dairy, reportedly “poured” 5 billion VND a day into promotional activities.

After nearly 10 years of conquering Vietnam’s dairy market, KUN Milk has made its mark with a solid position. However, the brand still harbors the ambition of claiming the “throne” in consumers’ hearts and asserting its own distinct standing.

The “KUN Milk for Kids” campaign changed the landscape of an increasingly saturated dairy market. The campaign not only helped KUN boost its brand awareness but also expanded its solid standing in consumers’ hearts. KUN chose a smart strategy by leveraging the power of User Generated Content (UGC) instead of spending on traditional advertising. By focusing on content created by users across Digital Marketing channels, especially social media, KUN attracted attention and natural engagement from the community. This strategy not only created a powerful viral media effect but also helped the brand save on advertising costs.

Goals of the “KUN Milk for Kids” Campaign

KUN Milk – a brand familiar to Vietnamese consumers – is facing a major challenge in asserting its position in the market. Although it already holds a certain standing, KUN Milk has not truly achieved a breakthrough in Vietnam’s dairy market, which is fiercely contested by major players such as Vinamilk and TH. To break through and leave a deep impression, KUN needed an explosive campaign that would awaken its potential and forge a strong connection with consumers.

Going beyond the framework of an ordinary CSR campaign, “KUN Milk for Kids” carries a dual mission: sowing seeds of love for children and driving a brand breakthrough for KUN. The campaign captured attention and made consumers remember the KUN brand image in connection with a meaningful message about children’s nutrition. It built a goodwill-filled brand image, nurtured consumers’ affection, and in turn drove brand loyalty. This campaign not only demonstrated the business’s social responsibility but also served as a creative marketing strategy that helped KUN leave a deep impression on consumers.

Key Message

In Vietnam, especially in remote and mountainous areas, child malnutrition has always been a difficult problem that seriously affects the development of future generations. Haunting statistics – such as a malnutrition rate of up to 37.4% among children in mountainous regions – motivated KUN Milk to take action and help provide essential nutrition to young children.

Understanding the importance of nurturing a healthy future generation, KUN Milk partnered with the “Lighting Up Vietnamese Children’s Dreams” Program organized by the Central Council of the Young Pioneers Organization to donate KUN milk to children in the provinces of Cao Bang, Bac Kan, Lao Cai, Yen Bai, Dien Bien, Bac Giang, Thai Nguyen, Hai Duong, and Bac Ninh.

KUN Milk’s “sowing seeds of love” journey not only brings essential nutrition to young children but is also a promise of a brighter future, where every child has the opportunity to develop fully.

The “KUN Milk for Kids” campaign is proof of the business’s social responsibility, helping to spread a meaningful message about the importance of nutrition for children, especially those in difficult circumstances.

Join hands with KUN Milk to bring bright smiles and a brighter future to Vietnam’s youngest generation!

Executing the “KUN Milk for Kids” Campaign

Starting in February 2024, KUN Milk officially launched the “KUN Milk for Kids” campaign on Facebook, aiming to bring essential nutrition to children in highland areas. The campaign attracted widespread community participation and spread a meaningful message about the importance of joining hands to help children. With just one action – sharing a post with the hashtag #SuaKUNchoem on Facebook – users helped “sow the seeds” of love, bringing a box of KUN milk to children in highland areas.

Social Media Communications

The KUN Fanpage is a trusted destination for all information about the “KUN Milk for Kids” campaign, from its goals and meaning to how to participate and the results achieved. This makes it easy for users to conveniently access and take part in the campaign.

Authentic images of highland children being supported with KUN milk, along with heartfelt thanks from the KUN team, created a powerful appeal. This not only stirred emotions but also encouraged the community to join in and contribute.

Thanks to compelling content and effective delivery, posts about “KUN Milk for Kids” on the KUN Fanpage consistently attracted strong interest from the community. With hundreds, even tens of thousands, of interactions, shares, and comments, the campaign succeeded in spreading its meaningful message.

KUN used TikTok creatively and effectively to boost its campaign. Rather than overlooking the platform’s potential, KUN leveraged TikTok’s unique features to create short, creative, and engaging videos. This encouraged users to share and spread the campaign’s message.

The hashtag #SuaKUNchoem quickly became one of the hot trends on TikTok. With millions of views and thousands of videos participating, the campaign achieved significant reach, helping its meaningful message reach a large number of users.

Exploring the “KUN Milk for Kids” Homepage

The “KUN Milk for Kids” homepage is not just an ordinary website, but the heart of the campaign – a place where the important message about children’s nutrition, especially in highland areas, converges and spreads. This page provides full information about the campaign, from its goals and details to malnutrition statistics, meaning, how to participate, and inspiring stories.

What’s special is that the “KUN Milk for Kids” homepage is not only a place to provide information but also a “launchpad” for KUN’s strategy of leveraging UGC (User Generated Content).

When visiting the homepage, users are invited to join the “sowing seeds” of love journey by entering their name and gender. The page then instantly generates a unique Postcard carrying a meaningful message and connecting the community.

The Postcard features images of beaming highland children holding boxes of KUN milk, along with a sincere thank-you message personalized with the user’s own name.

The Campaign’s Success

Using just 3 main media channels – the KUN Fanpage, TikTok, and the “KUN Milk for Kids” homepage – the “KUN Milk for Kids” campaign achieved results beyond expectations, affirming the power of creative communications in spreading a meaningful message to the community.

The hashtag #suaKUNchoem exploded on social media, attracting nearly 200,000 shares in just the first 3 days. This number has continued to rise to 450,000 shares as of now, showing the campaign’s powerful appeal and the community’s unity in joining hands for highland children.

Posts on the KUN brand fanpage reached over 20,000 shares, along with millions of reach – figures that even multi-billion-VND advertising campaigns would struggle to achieve. This proves the appeal of KUN’s content, the meaningful message it conveys, and its effective ability to connect with the community.

More than 250,000 posts with the hashtag #suakunchoem were created on TikTok, creating a wave that spread the meaningful message and stirred compassion within the community. This dynamic social media platform helped bring the campaign to a large number of users, especially young people, and encouraged them to join in and contribute.

Why Did the “KUN Milk for Kids” Campaign Attract Millions of Views?

The “KUN Milk for Kids” campaign was not simply a CSR (Corporate Social Responsibility) activity for highland children, but also a creative media campaign that stood out and drew the community’s attention. Against a backdrop where CSR campaigns for highland children had become common, KUN skillfully created its own point of difference by letting the community take part in the “sowing seeds” of love journey – turning them from passive recipients of the message into active contributors who helped spread this meaningful campaign.

Using UGC and Word of Mouth to Create a Viral Phenomenon

The “KUN Milk for Kids” campaign was not only a “sowing seeds” of love journey for highland children, but also proof of the power of creative media and the online community. KUN skillfully turned the online community itself into its main “advertising channel,” leveraging UGC (User Generated Content) through 2 factors:

Emotional Marketing: KUN stirred viewers’ emotions with authentic images and inspiring stories about highland children lacking proper nutrition. This made users feel empathy and compassion, driving them to take action to help these children.

Self-Actualisation (Desire for Self-Expression): The campaign encouraged users to express themselves by sharing their own images, videos, and stories about the project on social media. This not only helped spread the meaningful message but also gave users a sense of pride in contributing to “sowing the seeds” of love.

KUN continuously worked to create a convenient and appealing content platform, making it easy for the online community to access and share. The eye-catching Postcards were personalized instantly after users entered their information, creating a convenient product they could easily share to their own profiles. Furthermore, having a large number of users share such uniform images created an effective brand-message-spreading effect that went far beyond simply using a hashtag.

Enhancing User Experience

The unique highlight of the “KUN Milk for Kids” campaign is the “heart-winning” Postcards, subtly personalized to deliver a fresh experience and stir compassion in every user.

Instead of generic thank-you messages, every Postcard created carries the user’s own personal mark, personalized directly based on their name and gender. This makes users feel valued, cared for, and more deeply connected to the campaign’s message.

What’s more, sharing a Postcard bearing one’s own name to one’s profile also taps into each person’s desire for self-expression. When sharing their Postcard, users not only spread the meaningful message but also show pride and honor in having contributed something good to the community.

Thanks to subtle personalization and emotional appeal, the “heart-winning” Postcards became an effective tool for spreading the “KUN Milk for Kids” campaign’s message. These Postcards not only drew the online community’s attention but also encouraged them to join hands in helping highland children.

Turning Negative Feedback Into a Campaign Effect

The “KUN Milk for Kids” campaign attracted attention and spread a meaningful message about joining hands to help highland children. However, alongside positive feedback, the campaign also received some mixed opinions, with some arguing it was merely a “milk for kids, views for KUN” activity that lacked genuine sincerity.

KUN didn’t just talk – it also acted to prove the real value of the “KUN Milk for Kids” campaign. They posted visual images and videos of milk being delivered to highland children on social media, while publicly sharing data and being transparent about their activities. KUN also did not hesitate to explain the campaign’s purpose and meaning, and openly and sincerely listened and responded to feedback from the community. This created an open communication environment and strengthened the community’s trust in the campaign.

The “KUN Milk for Kids” campaign was not just a means for the brand to attract attention, but also an opportunity to contribute positively to the community. Although some questioned the campaign’s transparency and true purpose, in reality it delivered significant value. Highland children benefited from access to important nutrition through the campaign’s support. The campaign raised community awareness about child malnutrition in highland areas and encouraged collective action. At the same time, being transparent and clear about the campaign’s activities was not only key to protecting the brand’s image but also a way of demonstrating social responsibility and creating an open communication environment with the community.

See also: Case Study The7 – MR.BROWN

Conclusion

The “KUN Milk for Kids” campaign achieved resounding success, attracting attention and spreading a meaningful message to the community. Even though the program’s message and content were not especially new or unique, what created such powerful appeal and reach for this campaign?

The secret lies in effectively leveraging UGC (User Generated Content). KUN understood the public’s psychology, especially the desire for self-expression and the wish to spread positive things. The campaign created the right environment and materials for users to easily participate and share content.

 

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By Khánh Huyền

Source: Marketing AI