THE CHALLENGE
Upon the release of its new MV "PPProbi - Hắt xì Huỳnh Lập kể" in 2017, Vinamilk Probi wanted a social plan to maximize views and trigger discussions about the video.
THE SOLUTION
In the K-Pop world, there is a thing called "No.1 promises" in which idols will fulfill a promise if fans download their songs, buy their albums and vote for them to win on music shows.
This inspired us to come up with the concept of "Million Views Promise", which leveraged fans and social media power of the MV's main talent Huynh Lap to achieve the said objectives.
First, Huynh Lap announced on his Facebook page about his "Million Views Promise" in which he would reward fans with movie tickets and a special livestream if they helped his MV reach 4 million views and took a fun photo of them watching it as a proof.
Link: https://fb.watch/l9nyhBH8CI/
His promise successfully grabbed attention and media coverage because he was the first artist in Vietnam to do so.
It also got the audience to engage with many submitting photos of them boosting views for the clip.
Finally, as the MV's views exceeded his expectation, Huynh Lap immediately threw a livestream as he had promised to celebrate with fans. During the livestream, he run a Q&A session to answer everything they were curious about, entertained them by singing the PPProbi song in different styles like ballad and cairojess, surprised them with more gifts, and inspired them to keep watching the video.
Project: Vinamilk Probi - Social Plan
Agency: DSquare
Senior Copywriter: Thanh Nguyen
Junior Art Director: Yue Nguyen
Content: Ngan Hoang, An Pham
Account: Thu Pham, Linh Hua
