Tiếng việtIto En is known for its commitment to quality and authenticity in the tea industry. Originating from Japan, this brand has carved a niche for itself by offering premium, sugar-free tea products that cater to health-conscious consumers. With a rich heritage and a strong reputation, Ito En aims to expand its presence in the Vietnamese market.
Current Distribution in Vietnam
In Vietnam, Ito En products are currently available through major convenience store chains and select e-commerce platforms. However, the brand faces challenges in gaining traction due to limited awareness among Vietnamese consumers. Many local tea brands include sugar in their offerings, which contrasts with Ito En’s sugar-free products. This difference in taste preferences has contributed to the brand’s lower popularity in the region.
The Challenge: Building Brand Awareness
Despite its strong reputation in Japan, Ito En faced challenges in gaining traction within the Vietnamese market. The primary hurdle was the limited awareness among consumers, largely due to differing taste preferences. While many Vietnamese tea brands incorporate sugar into their products, Ito En offers sugar-free options, which may not align with local tastes. To overcome this barrier, Ito En recognized the need for an effective marketing strategy that would resonate with Vietnamese consumers.
Crafting a Strategic Influencer Marketing Campaign
ITO EN (a leading Japanese green tea product provider,) collaborates with FinT, which is a top agency Vietnam for the Campaign Review: “Nước Uống Trà Xanh Không Đường Itoen Oi Ocha Green Tea”.
Increasing Brand Awareness Through Influencer Partnerships
To bridge the gap in consumer awareness, Ito En has partnered with top agency Vietnam launch an innovative influencer campaign. This campaign involves collaborating with 50 Key Opinion Consumers (KOCs) across various categories, including Food & Beverage, Lifestyle, and Health & Beauty sectors. By leveraging the influence of these KOCs, Ito En aims to promote trial experiences and generate buzz around its products among the Vietnamese audience.
Selecting the Right Influencers
FinT and Ito En carefully curated a list of 49 KOCs from various categories, including Food & Beverage, Lifestyle, and Health & Beauty. These influencers were chosen for their ability to connect with their audiences and their expertise in promoting health-oriented products. By selecting a diverse range of KOCs, the campaign could effectively reach different segments of the Vietnamese market.
Engaging Content Creation
The selected KOCs were tasked with creating video reviews showcasing the unique features of Ito En’s unsweetened green tea. These videos emphasized the product’s health benefits, refreshing taste, and authenticity, helping to educate consumers about the advantages of choosing sugar-free options. The influencers shared their personal experiences with the product, making the content relatable and engaging for viewers.
Campaign Performance: Overview
FinT implemented a strategic influencer campaign that generated impressive results for Ito En’s unsweetened green tea. With over 183 responses registered, the campaign quickly gained momentum. From this pool, FinT and Ito En carefully selected 49 KOCs to create engaging video reviews showcasing the product’s unique features.
Impact and Reach
These creators played a crucial role in spreading awareness about Ito En’s distinctive, sugar-free green tea, reaching a wider audience through their platforms. The campaign officially launched in early April and, within just one month, achieved an astounding 3,511,591 views. This strong performance highlights the effectiveness of influencer marketing in the beverage industry.
Engagement Metrics
The campaign boasted a remarkable 3.29% engagement rate (ER), surpassing the average TikTok engagement rate of 3% for FMCG in the beverages category, according to Social Insider. This indicates that the content resonated well with viewers, driving interaction and interest in Ito En’s products.
The successful collaboration between FinT and Ito En demonstrates the power of targeted influencer strategies in elevating brand awareness and consumer engagement. By leveraging the influence of KOCs, Ito En has effectively positioned its unsweetened green tea in the competitive Vietnamese market.
