About Bông Bạch Tuyết

Bông Bạch Tuyết is one of the oldest and most renowned brands in Vietnam, specializing in the production and supply of cotton-based products such as medical cotton, cotton pads, cotton wool, and other related items. Established in 1960, the brand has over 60 years of history and has earned the trust of generations of Vietnamese consumers.

Project Background
In 2024, Bông Bạch Tuyết launched its sub-brand Calla, expanding into the dry towel product line. This strategic move marks the brand’s evolution beyond traditional cotton products, stepping into the personal care market and targeting modern, young consumers.

hallenges

• How to build awareness and trust among customers for the new Calla brand?

• How to ensure Calla’s dry towel products quickly stand out in a market with many competing options?

Objectives

• Launch the Calla brand and establish credibility in the market.

• Increase awareness and purchase consideration for Calla’s dry towel products.

• Deliver a fresh message aligned with a modern lifestyle.

• Attract younger consumers and expand media coverage.

• Achieve the set KPIs in terms of engagement, sales, and affiliate partnerships.

Approach

Blivee partnered with Bông Bạch Tuyết to roll out the Calla 2024 campaign with key solutions:

1. KOL/KOC Booking

   • Collaborating with KOLs/KOCs to enhance credibility and amplify brand visibility.

2. User-Generated Content (UGC) Videos

   • Encouraging customers and influencers to create authentic product experience videos and share real feedback.

3. TAP Contest

   • Organizing interactive contests to boost engagement and drive participation.

With these results, Calla has:

• Quickly made its mark in the dry towel market, despite being a new brand.

• Built trust among modern, younger consumers while inheriting the long-standing credibility of Bông Bạch Tuyết.

• Laid the foundation for expanding into more personal care product lines in the future.

Results

The campaign delivered impressive numbers: