Children's HealthDuration:

Multi-Channel Marketing Strategy: Taking Gumazing from Zero Brand Recognition to Vitamin Best-Seller at Con Cưng

Brand StrategySocial MediaKOL MarketingActivation & EventsContent Creation

Background

Vietnam's children's nutritional supplement market has high entry barriers, dominated by established brands with deeply rooted consumer trust. When entering this market, Gumazing faced two significant challenges: Trust barrier: Parents are extremely cautious about products ingested directly by young children, demanding credibility backed by medical experts and mainstream press. Zero brand recognition: The brand had no presence on any media channel or retail shelf, making it difficult to negotiate prominent placement with major retail partners.

Objectives

The campaign was built around 3 strategic objectives: Brand awareness: Maximize Gumazing's presence across key digital platforms, optimizing impression frequency to achieve top-of-mind positioning among target audiences. Trust building: Establish a credible endorsement layer through partnerships with doctors, pharmacists (healthcare KOLs), and mainstream media publications. Category leadership: Position Gumazing as the #1 Vitamin brand at Con Cưng, with a sharp focus on optimizing in-store sell-through rates.

Our Approach

Babble Clouds deployed a comprehensive multi-channel strategy, optimizing every stage of the target customer's purchase journey through 4 key pillars: Digital content & paid advertising: Developed AIDA-model content funnels (Attention – Interest – Desire – Action) across Facebook and TikTok. Segmented target audiences by demographics and behavior to maximize ad budget efficiency. Brand trust: Partnered with doctors and pharmacists (healthcare KOLs) and secured editorial coverage in mainstream media to build deep, lasting credibility with parents. O2O activation at retail, schools & hospitals: Organized hands-on product experience events at hospitals and schools — sampling, expert consultations, and interactive games — to drive trial and in-person conversion. Point-of-sale optimization: Channeled digital traffic directly to Con Cưng stores, while optimizing in-store displays and shelf positioning to maximize visibility and sell-through.

Success Story

From a brand with zero presence in the Vietnamese market, Gumazing achieved exceptional growth through Babble Clouds' comprehensive multi-channel strategy. The campaign successfully built brand awareness at scale and directly converted that awareness into measurable sales at physical retail points. Massive reach: Surpassed 13 million impressions across all digital platforms, putting Gumazing in front of millions of Vietnamese mothers. Retail dominance: Became a Top 10 best-selling Vitamin brand in the health food category across the Con Cưng retail system nationwide. Real-world conversion: Point-of-sale revenue grew 67% after each activation campaign conducted at hospitals and schools.

Key Results

13M+

Lượt hiển thị / Impressions

Trên toàn nền tảng số

+67%

Doanh số điểm bán / Revenue Growth

Sau mỗi chiến dịch Activation

Top 10

Xếp hạng / Ranking

Best-seller Vitamin tại Con Cưng