Berocca Vietnam

The Objective

Driving brand recall and engagement

Berocca is a leading global vitamin designed to support physical and mental performance. Its special formula contains water-soluble vitamins of the B complex, Vitamin C, as well as the minerals calcium, magnesium, and zinc that gives consumers an extra boost for positive energy to make the most of their day. Through the #ChuyenXeTichCuc Branded Hashtag Challenge, Berocca aimed to drive brand recall and engagement for its latest Performance Mango product in Vietnam.

Berocca chose TikTok as its key media channel and worked on a Gamified Branded Effect with badged TikTok Branded Effects Marketing Partner, Nanjing Sky Rocket. The objective of the campaign was to engage consumers with the key message of using Berocca daily at 2 PM to strengthen their energy and radiate positive energy to people around them.The

The Solution

Creating a gamified branded effect to attract consumers

Together with Nanjing Sky Rocket, Berroca created a Gamified Branded Effect for the #ChuyenXeTichCuc Hashtag Challenge. With the Branded Effect, users could use their heads to control a Berroca animated car, drive it on a virtual road, and collect Berroca vitamins to prevent hitting a 2 PM energy slump. By leveling up their energy, users had a chance to win attractive prizes from Berocca. The Branded Effect reflected the message that the brand wanted to convey—unlocking an energy boost with Berroca—while the use of upbeat and quick-tempo music caught the attention of users.

The Hashtag Challenge was accessible through various touch points on TikTok, such as TopView ads, In-Feed Ads, and user-generated videos. Engaging TikTok creators with the right core audience for Berocca further contributed to the reach and engagement of the campaign. The top-performing creator videos were pushed out as Spark Ads, increasing visibility and creating more buzz for the challenge.

The Results

Amassing reach and engagement

The virality of the Gamified Branded Effect, coupled with the use of the top Vietnamese creators and impactful Topview ad placements, allowed the campaign to amass impressive reach and engagement within the first 6 days of the campaign. This contributed to 51% of effect video views, 90% of effect plays, and 78% of effect creations during the entire campaign period.

The Branded Effect also outperformed average benchmarks in Vietnam, with 656,000 plays and 8,000+ creations, amassing a total of 50.9 million views. In all, Berroca successfully executed this campaign and further solidified the use of TikTok as a platform to achieve its business goals.

"After many times of cooperation with Tiktok, our work efficiency has been greatly improved," said Menglong, President, Nanjing Sky Rocket. "Not only the links with customers, but also the collaboration with TikTok's creative team, we are getting better and better, and receiving more and more customers feedback, which is inseparable from Tiktok's many effective products and technologies. The result each time made everyone very satisfied. We look forward to future cooperation.“

Menglong, President, Nanjing Sky Rocket