THUY TIEN x METUB
Title
Compose / Arrange / Mix & Master
2023
Ongoing
Overview
Marketing industry trends in Vietnam are changing as the Tiktok platform is growing stronger. Tiktok today is not only a social network for entertainment and sharing video editing hobbies, but also a platform for effective marketing.
Market share of 1.1 billion users, 60% GenZ, more than 154 countries globally promote "team" work culture: dancing, filming videos, pov comedy, etc.
Grasping this trend, Garnier wishes to have a music marketing campaign targeting this audience group.
Challenge
TVC but want to avoid the feeling of being "commercial" Usually brands will want to include the product name and tagline in the lyrics.
The output product is a video combining music + dance, addictive, creating a tiktok trendly receive quotes for delivery requests based on price, availability, and vehicle type. Businesses can activate same-day delivery for their customers via the Nash platform.
Approach
We determine the music mood according to the customer's brief: Gen Z target, naughty, girly, cute.
We choose the tempo of the song just enough to make you nod your head and make it easy to dance and sing along.
We took inspiration from the sound of "clapping", "tapping", the act of "greeting" with the hand raised to the face to sketch out the melody.
Solutions
We divide the layout into 2 parts:
First part: lead into build-up: space for voice talent to introduce the story's context, the music goes from youthful, moderately vibrant rhythm to climax
Song part: the melody is composed in the Pop genre, with a clear voice based on Hiphop music, creating mischief, cheerfulness, and energy for the song.
Results
Garnier campaign "One Step Before Acne" reached 166M views on Tiktok Garnier channel
After 1 month of the campaign launching, Garnier's product sales on e-commerce reached the highest level in the past 12 months.
Garnier's market size grew by 5.6% after 1 month of the launch campaign.
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