Gumazing's Journey: From Zero to Top 10 Best-Seller at Con Cưng
Background
Vietnam's children's vitamins and functional food market is immensely promising yet fiercely competitive, dominated by long-established brands. When entering Vietnam, Gumazing faced a dual challenge: Trust barrier: Parents are extremely discerning about products ingested directly by young children. No brand recognition: The brand had zero presence on digital media channels or at retail points, making it difficult to convince major retail partners.
Objectives
The campaign was designed to achieve 3 strategic objectives: Brand Awareness: Broadly spread the Gumazing brand across all major media channels in Vietnam. Trust Building: Build absolute trust through expert endorsements (doctors) and influential figures (KOLs). Market Leadership: Position Gumazing as the #1 Vitamin Brand in Vietnam, with a focus on driving sales at the key battleground — the Con Cưng retail system.
Our Approach
Babble Clouds deployed a multi-touchpoint campaign, combining the power of online media and real-world experiences to surround every mother's shopping journey. Multi-channel reach: Content creation on Facebook & TikTok to reach millions of Vietnamese mothers. Trust endorsement: Collaboration with doctors and mainstream press to affirm product quality and credibility. Real-world experience: Getting products directly into users' hands through booth activations at hospitals, schools, and major events. Point-of-sale activation: Directing customers to shop at Con Cưng stores nationwide.
Success Story
From a brand that had just entered the Vietnamese market, Gumazing recorded remarkable growth through Babble Clouds' comprehensive multi-channel strategy. Going beyond brand recognition, the campaign created powerful conversion momentum at physical retail points. Brand awareness growth: Achieved over 13 million impressions across all digital platforms. Retail performance: Became the top-selling vitamin brand in the health food category at the Con Cưng system. Real-world conversion: Point-of-sale revenue grew 67% after each activation campaign at hospitals and schools.
Key Results
Lượt hiển thị / Impressions
Trên toàn nền tảng số
Doanh số điểm bán / Revenue Growth
Sau mỗi chiến dịch Activation
Xếp hạng / Ranking
Best-seller Vitamin tại Con Cưng
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