Chilly Vietnam

The Objective

Chilly Vietnam is an intimate feminine hygiene wash brand whose products combine minty freshness with natural ingredients like aloe vera and witch hazel. Chilly’s products are already very popular across Europe and the brand has been providing happy customers with its best-selling body wash for over 30 years in Italy – who doesn’t love a bit of brand heritage? Chilly wanted to keep sales buoyant after the Vietnam Tet New Year celebrations in January, often a quieter time for most retailers. The task at hand was to reach as many new customers as possible, inspire confidence and get people talking about Chilly’s products. Being a feminine hygiene product, Chilly wanted to connect with women between 18–55 with a series of TikTok videos that would spark the conversation in a fun, engaging and authentic way.

The Solution

Trust is really important to Chilly, so the brand highlighted its natural ingredients and its Italian heritage in a series of videos that showed new customers opening the pretty packaging and sharing their reactions to the brand’s fresh fragrance and feel.

TikTok’s expanding, short-form video-sharing platform offered Chilly a new, more creative outlet by leveraging Spark Ads and Display Card as interactive add-ons. The quirky creatives kept the conversation fun and light-hearted while allowing key opinion leaders and customers to spread confidence in the brand. This approach not only promoted the product’s authentic look and feel but also drove up conversion rates and sales and generated a higher CTR, helping to quickly build brand trust and recognition. Chilly then used TikTok’s behaviour targeting and Automated Creative Optimization to find out which of the creatives worked best in converting trust and customer reviews into actual sales.

The Results

The campaign paid off: the use of Lowest Cost bidding strategy helped Chilly maximise reach to find the right audience to view its creative content, getting a higher conversion rate while keeping CPA low. Moreover, the brand’s conversational TikTok videos were watched and reshared by its target audience many times. Chilly’s inquisitive, fun creatives showing positive customer reviews and demonstrating the authentic look and feel of the product helped the brand to reach over 3.5M views. Behaviour targeting made sure that the ad reached the right audience and TikTok’s innovative ACO feature helped Chilly to identify which creatives were the most effective in driving conversions. 

The campaign reached over 3.5 million users. With a conversion rate of over 2.1%, Chilly Vietnam enjoyed strong sales throughout March, building brand awareness and a new following. The impressive campaign results confirmed that the effort made in reaching Key Opinion Leaders and Key Opinion Consumers had not only generated new business and customers but also reinforced a really positive brand image, building both awareness of and confidence in Chilly’s products.