Campaign details

Brand: Fami Base
Brand owner: Vinasoy
Lead agency: Mindshare Vietnam
Contributing agencies: Silver Push
Country: Vietnam
Industries: Milk & dairy drinks
Media channels: Mobile & apps, Online video, Social media, Television
Budget: 500k - 1 million

Executive summary

Soya brand Vinasoy strengthened its leading position in the soya milk category in Vietnam by using TV-patented, fingerprint technology to deploy Vinasoy ads to the right audience at the right moment on digital platforms.

Vinasoy's brand awareness, ad recall and purchase intent dropped dramatically in 2018, after years of leading the market.

In Vietnam, 80% of viewers multiscreen while watching TV. Vinasoy found a way to reach this target audience by advertising on digital while they watched their favourite TV programmes and when competitors' ads were broadcast.