TOPIC: CASE STUDY “THỬ CHÚT HEALTHY” OF BAEMIN

ABSTRACT:
The goal of this assignment is to learn about Baemin's "Thử chút Healthy" campaign.
The most prominent of which is Viral Video “Em bé". VVA (Viral Video Advertising) is
a unique type of advertising. It uses social media to send a wide message to
customers and enhance the interaction between them and the business. The
objective of the study was to determine how the success of “Thử chút Helathy"
campaign affects customers' attitudes towards the brand's products.
INTRODUCTION:
Food-tech is a relatively new concept in Viet Nam. The Covid-19 epidemic has
plagued many domestic businesses. Citizens must execute social distancing
according to state regulations. However, this is a "golden" opportunity for food
delivery apps to develop. The food delivery service has made life easier for
Vietnamese while also urging people to stay at home to avoid contracting COVID -
19. For most urban Vietnamese, these applications have been the most popular
method to make their lives easier. Size: According to Q&MeFood Delivery Demand
surged following the COVID – 19 Report, 75% had used food delivery services, with
24% being first-time customers who started using food delivery services as a result
of COVID – 19.
BACKGROUND:
About Baemin, it is a company providing food delivery service in South Korea and
recently, BAEMIN officially entered the Vietnamese market and covered the service
in Ho Chi Minh City in June 2019, after more than a month of testing the app in all
central locations in the same region. BAEMIN arrives in Vietnam with the purpose of
"enabling people to consume good cuisine anytime, anyplace" with only a few simple
clicks on the BAEMIN app.Occupying more than 50% market share in the Korean
food-tech market, however, in the Vietnam market, Baemin is a newcomer. There is
evidence for this statement, a recent survey by Q&Me indicates that GrabFood is
popular with 80% of Vietnamese users, followed by Now with 56%. During the
epidemic period, only 15% of respondents used Baemin app. As a newcomer, the
brand needed to invest in and develop an effective strategy to compete with
competitors, by utilizing all possible marketing strategies to quickly gain consumer
awareness and attention.
"Thử chút Healthy" campaign analysis
Background: The COVID-19 pandemic is an untimely blow to the Vietnamese
economy. However, with the online food delivery industry, this is a bigger opportunity
than ever. But Baemin is just a junior in this field, so for Baemin, this is both an
opportunity as well as a challenge to surpass his seniors like Nowfood,...
Object: - Increase sales
- Increase brand awareness
Execute:
INSIGHT: MV “Em be” reminds us that If you want to be loved by others, you must
first learn to love yourself. In this way, Baemin makes a big impression and makes a
difference in consumer perception in a highly competitive market.
STRATEGY: When the trend of a healthy lifestyle is emerging, the campaign "Thu
chut Healthy" aims to spread the message calling for women to pursue a healthy
lifestyle and create an attachment with consumers. Using MV "Em Be" is a creative,
trendy, and insight-based approach that has become the motivation for consumers to
desire and maintain a healthy lifestyle for women to have the desire and maintain a
healthy lifestyle in accordance with the media topic that Baemin is focusing on (3).
BIG IDEA: The campaign "Thu chut Healthy" - MV "Em be" encourages women to
live healthily and love themselves.
Result: MV “Em bé” seems to have been an absolute success when within 72 hours
of its release, the MV achieved success with more than 3,300,000 views, 121
thousand likes, and climbed to the top #5 trending Youtube with great support from
the online community. Since then, a series of Facebook posts have also started to
appear with the lovely hashtag line, not to mention #Embe (4). That is why they also
make a big impression and make a difference in perception with users in a market
that has a lot of competitors.

Analysis of MV
With the message "Baby" as an encouragement for the sisters to lead a healthy
eating and self-love lifestyle, Amee and Karik led the audience into a story "through
the air" through 4 stages from Van Lang era to the present day. Whether ancient or
modern, there is always one truth: a woman in any era always wants to be a "baby"
in the eyes of her lover, even when married.
In order for viewers to easily recognize the change between periods, the context
design of Production House is extremely important. In the process of making,
Viewfinder made 5 filming sets corresponding to 4 periods: Ancient times, feudal
times, modern times, and modern times before and after the main character got
married. Although urgent, each filming set is invested and taken care of very
carefully every detail from the backdrop, props, accessories, ...
Not only the context, the makeup and hairstyle for singers Amee and Karik were also
paid special attention by the crew. Especially Amee, even though it has to be
changed to suit each stage, her makeup style still retains the inherent youthful and
sweet features, contributing to helping the "Baby" message convey to viewers
completely throughout the MV.

EVALUATION:
Other food delivery apps such as Now, Grab-Food, Go-Food (by Go-jek) focus on
communicating images of fast food and milk tea with attractive promotions by the
group. The target customers they are targeting are schoolchildren, students, busy
office workers who love fast food that is both tasty and time-saving. In the context of
the current Covid-19 epidemic, which has not shown a tendency to decrease,
customers have more time and opportunities to take care of their health. They have
a tendency to consume more healthy food. In addition, under the influence of
"healthy living trends" from food influencers, fitness influencers, KOLs and famous
stars at home and abroad, the duo "gym" and "eat clean" are becoming a "trendy
wave" entered Vietnam. As of the third quarter of 2019, the trend of healthy living,
choosing nutritious foods has attracted more than 1 million discussions and this
number is still increasing.

Baemin also carefully calculated the start time of the campaign when decided to
launch the theme Healthy in September. This is the time when women will have a
high demand for beauty and maintain a slim body to welcome the Tet holiday.
However, the end of the year is also a busy time for work. This causes the eating to
become irregular. At this moment, Baemin's appearance seemed too timely; they
provide a solution "solves" the problem the sisters are stuck in. As a survey
conducted in 2019, the age group 25-34 (adult age group or office workers)
accounted for 57.5% of people interested in Baemin, the second was the 18-24 age
group with 38.1%. Female customers still make up the majority with 67.8%,
completely different from male customers who account for only 24%. In this
campaign, Baemin focused on the female customer segment, age 25-34, especially
the office female group. In addition, the trend of healthy living is also emerging in this
segmentation.

‘Thử chút Healthy’ campaign of Baemin came along with its music video (MV) ‘Em
bé’ launch, which is an example of the successful use of viral marketing. This makes
Baemin a food delivery app that embraces the trend of healthy eating and health
care
Reference
1. Trương Á. “Em bé Baemin" - Nổi bật từ cách truyền thông khác biệt - ESight.vn -
Kênh thông tin chất lượng về Khởi nghiệp, Startup & Đổi mới sáng tạo [Internet].
ESight. 2020 [cited 14 November 2021]. Available from:
https://esight.vn/em-be-baemin-noi-bat-cach-lam-truyen-thong-khac-biet/?fbclid=IwA
R1nU4yZOD2V-YTHmdgdn20O_ex1CNVm0j0kiXv07EyMCWapxuAMV2Wghow
2. Quang V. Top 10 trending MV của Karik và Amee khiến dân tình hú nhau là “Em
Bé” [Internet]. aFamily. [cited 14 November 2021]. Available from:
https://afamily.vn/top-10-trending-mv-cua-karik-va-amee-khien-dan-tinh-hu-nhau-la-e
m-be-20200924115021423.chn?fbclid=IwAR0PUhP3aNJRQEaHEXDMnqXMVLnV2
EbZF8aVl2-GQU2-FefYaSYk9V6CWhU
3. BAEMIN: “Chiều chuộng” nhu cầu ăn uống của khách hàng bằng cảm xúc
[Internet]. Advertisingvietnam. 2021 [cited 14 November 2021]. Available from:
https://advertisingvietnam.com/baemin-chieu-chuong-nhu-cau-an-uong-cua-khach-h
ang-bang-cam-xuc-l16571
4. case study – thành công của baemin và các bài học cho các [Internet]. virama.
2021 [cited 14 November 2021]. Available from:
https://virama.vn/case-study-thanh-cong-cua-baemin-va-cac-bai-hoc-cho-marketer.ht
ml
5. Lương H. VÌ SAO BAEMIN LẠI THÀNH CÔNG Ở VIỆT NAM [Internet].
wisebusiness. 2021 [cited 14 November 2021]. Available from:
https://wisebusiness.edu.vn/vi-sao-baemin-lai-thanh-cong-o-viet-nam