Comfort “Cô Bé Nhọ Nhem”
More Info
(Client)
Comfort
(Service)
IMC / Communication / KOL
(Industry)
FMCG
( Background)
Staying true to the brand purpose “Long Live Clothes”, Comfort is committed to making the planet a better place - with less fashion waste - by giving clothes a long life.
(Idea)
Giving Clothes Their Happily Ever After.
(Tactics)
“Cô Bé Nhọ Nhem” parody M/V featuring Hậu Hoàng was released in synergy with Comfort’s brand identity. By collaborating with KOLs and online communities to initiate minigame “Thử Tài Bắt Hình, Match Quà Đỉnh” and social mdia challenge #ComfortMixMatch, we amplified the brand’s key message “Repurposing Clothes” on all platforms.
(Results)
The campaign won BSI Awards 2022 for Best Social Media Campaign with a buzz volume of nearly 680,000 - ranked among the top 7 most discussed and shared campaign pre-Tet (2022). Comfort acquired 1.6% share of value and secured its leadership position in Fabric Care category.
