Case Study: Love, education sauce? Millennial success for Nam Ngu through emotional PR plan

Brand became a huge success with young Vietnamese through a digital campaign connecting family, food and university

Campaign: Nam Ngu: The Best Meal in the World

Agency: Redder

The brief

To mount a digital campaign to that would attract millennials while maintaining a main audience of stay-at-home mothers.

The challenges

Being a successful product already, Nam Ngu's fish sauce was preferred by 50 million consumers in Vietnam. It required a fresh approach that would further enhance this brand preference and activate it in new markets to attract new consumers.

The strategy

The campaign was entirely built around the national University Entrance Exam, which takes place each summer. A seminal moment in the lives of young Vietnamese, the strategy zeroed in on the idea of children leaving their family homes for the first time to chase their futures in the big cities of Ho Chi Minh and Hanoi.

The fundamental comfort being left behind by these millennials? Mum’s cooking. So the plan was simple: extract the emotion from this situation and make it accessible to all through Nam Ngu.

First came the YouTube video (below), of three mothers from different backgrounds being brought to Ho Chi Minh to cook surprise meals – using Nam Ngu – for their children days before their exams.

Stage two saw Nam Ngu partner with the University Entrance Exam Support Centre to select 30 students from rural or disadvantaged backgrounds whose mothers could not come and support them for the exam. Those mums were brought to Ho Chi Minh, Da Nang and Hanoi to cook for their children.

Finally, Nam Ngu captured real stories posted on social media of mothers overcoming severe challenges to cross Vietnam and bring their home cooking to their children.

The results

The tear-jerking, heart-warming YouTube video was a viral hit, with a total of almost 2.5 million views, 120,000 shares and 500,000 interactions. Several celebrities and social media influencers shared the clip across numerous platforms, and together with well-placed PR pitches and media coverage, the campaign earned more than 150 stories.

Nam Ngu increased its brand awareness by attracting significant custom from a new consumer base: Vietnamese students. The campaign also won the YouTube Ads Leaderboard 2015 award in Vietnam. 

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