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Vinamilk's 1 Million Glasses of Milk: A Successful Cause Marketing Campaign

In 2008, Vinamilk launched a social initiative, initially known as the "Triệu Ly Sữa" (1 Million Glasses of Milk), which aimed to provide milk to impoverished children in Vietnam. This program has now evolved into the "Vươn Cao Việt Nam" (Reaching New Heights in Vietnam) Milk Fund, delivering millions of glasses of milk to children across the country. This case study highlights the objectives, strategy, and successful execution of Vinamilk's long-term cause marketing campaign.


Context

While there are various ways to convey a brand's message through marketing activities and brand identity, few Vietnamese businesses focus on communicating their brand through social sponsorship initiatives.


Objectives

  • Foster a strong brand connection with consumers and reinforce brand image.

  • Establish the core value of the brand as one that provides nutritional value to Vietnamese children.

  • Increase brand recognition nationwide.

Strategy

Vinamilk built a long-term CRM (Customer Relationship Management) campaign to provide the community with the best and highest-quality nutrition, reflecting their commitment, love, and responsibility towards people's lives and society.


Creative Idea

The campaign originated in 2008 when Vinamilk collaborated with the Vietnamese Poor Children Support Fund to launch the "1 Million Glasses of Milk for Impoverished Vietnamese Children" initiative. This CRM campaign conveyed the message, "With Vinamilk, drinking milk means sharing."


Campaign Execution

This enduring campaign began in 2008 and started with the "1 Million Glasses of Milk" program, aiming to provide free milk for approximately 50,000 impoverished children nationwide over a period of 10 days. Each child would receive 20 boxes of milk, totaling 1 million free milk boxes distributed across 14 provinces and cities, including Ho Chi Minh City, Hanoi, Cao Bang, Can Tho, Da Nang, Hai Phong, Hue, Dak Lak, Binh Dinh, Nghe An, Lam Dong, Soc Trang, Ca Mau, and Ben Tre from July to August 2008. Additionally, consumers could contribute to the fund by purchasing any Vinamilk milk box, with 60 VND allocated to the "1 Million Glasses of Milk for Impoverished Vietnamese Children" fund.


Following the success of this program, Vinamilk continued its collaboration with the Vietnamese Poor Children Support Fund, the Ministry of Education and Training, and the National Institute of Nutrition to implement the "6 Million Glasses of Milk" program in 2009. This program aimed to provide daily milk consumption to tens of thousands of Vietnamese children across the country.


In 2010, in response to the "Month of Action for Vietnamese Children" with the theme "Creating Equal Development Opportunities for Children," the "Vươn Cao Việt Nam" Milk Fund was initiated by the Vietnamese Poor Children Support Fund under the Ministry of Labor, Invalids, and Social Affairs. The fund aimed to ensure daily milk consumption for all Vietnamese children, contributing to the reduction of malnutrition rates in Vietnam. The "Vươn Cao Việt Nam" Milk Fund evolved from the "1 Million Glasses of Milk," "3 Million Glasses of Milk," and "6 Million Glasses of Milk" initiatives, with the mission of "Every child has the right to drink milk every day" for a thriving Vietnam.


Website

Launched in 2010, the "Vươn Cao Việt Nam" Milk Fund website serves as an information hub about the fund's history, its journey in delivering milk, donation methods, and more. Visitors can explore the website to learn about the profound impact the fund has made on the lives of impoverished children.

PR Activities

The campaign has been supported by several key activities:

  • Fund establishment announcement and commitment signing: The Vietnamese Poor Children Support Fund and Vinamilk held a significant ceremony to announce the establishment of the "Vươn Cao Việt Nam" Milk Fund and commit to carrying out the program's tasks.

  • "Rights to Milk for Vietnamese Children" forum: This forum gathers managers, social activists, local representatives, nutritionists, and milk suppliers to advocate for ensuring and respecting the right of Vietnamese children to drink milk, particularly during challenging economic times when many families need to cut expenses.

  • Milk distribution to impoverished children: The campaign organizes milk donation events in various provinces and cities nationwide, including Ho Chi Minh City, Can Tho, Soc Trang, Da Nang, Dak Lak, Hanoi, Hai Phong, Cao Bang, and more. These efforts aim to bring the nutritious goodness of milk to children in need.

  • Charity events: To raise awareness and encourage support for the fund, the campaign hosts charity music events. The concerts not only call for donations but also promote active health care for individuals and families while sharing love with underprivileged children.

  • Goodwill ambassadors: Renowned singers and artists such as Mỹ Tâm, Lam Trường, Thanh Bạch, Quyền Linh, Xuân Bắc, and chess champion Nguyen Tan Hoang Nam have become ambassadors for the "1 Million Glasses of Milk for Impoverished Vietnamese Children" fund. Their involvement helps bring attention and support to the cause.

TVC

  • 2009 TVC: This commercial features images of high-flying balloons against a backdrop of the song "Living in life, we need a kind heart. What is it for? To let the wind carry it away... To let the wind carry it away..." The ad then showcases scenes of joyful and contented impoverished children in rural areas as they drink Vinamilk milk. The commercial evokes a gentle, simple image that elicits a sense of melancholy and empathy for those less fortunate.

  • 2010 TVC: This commercial tells the story of a 10-year-old boy named Giàng a Tống from a rural village. Despite his age, he is shorter than the banana trees in his neighborhood. He symbolizes millions of Vietnamese children who suffer from malnutrition and stunted growth. The TVC appeals to consumer contributions to ensure underprivileged children have access to milk.


Results

Over six years, the "Vươn Cao Việt Nam" Milk Fund has provided nearly 22 million glasses of milk to over 307,000 disadvantaged children across all 63 provinces and cities in Vietnam, equivalent to approximately 83 billion VND. In 2014, Vinamilk continued its support by providing milk worth 8 billion VND, a 33% increase in value compared to 2013, bringing the total value of the program to 83 billion VND, equivalent to 22 million glasses of milk. (Source: VnExpress)


This campaign marks the success of one of Vietnam's pioneering cause marketing campaigns, showcasing the significant impact of corporate social responsibility initiatives.

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