For the CoolFast campaign, we executed an online running challenge on VietRace365, amplified by KOLs and the running community, offering a limited-edition CoolFast gift box with exclusive packaging. We created a branding video that showcased inspiring stories of overcoming barriers, featuring figures like Vietnam's fastest runner, Dr. Trinh Dinh An, U70 athlete Uncle Kêt, and Operation Smiles runners. A motivational lookbook was also produced, capturing the spirit of "Pha rao can, vuot gioi han".
(TACTICS)
(IDEA)
PHA RÀO CAN, VUOT GIOI HAN
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For the CoolFast campaign, we executed an online running challenge on VietRace365, amplified by KOLs and the running community, offering a limited-edition CoolFast gift box with exclusive packaging. We created a branding video that showcased inspiring stories of overcoming barriers, featuring figures like Vietnam's fastest runner, Dr. Trinh Dinh An, U70 athlete Uncle Kêt, and Operation Smiles runners. A motivational lookbook was also produced, capturing the spirit of "Pha rao can, vuot gioi han".
(TACTICS)
The CoolFast campaign achieved impressive results, with +3.2 million impressions and +7,200 engagements. The CoolFast challenge reached +500,000 people, attracting +4,000 participants and +300 clubs, achieving a 44% completion rate. Amplifying through KOLs and communities, we distributed +150 exclusive CoolFast gift sets to +45 strategic running clubs. In addition, we successful expanded the partnership with +10 running clubs and communities. The #COOLFAST hashtag saw +100 organic shares, amplifying campaign visibility.
(RESULTS)
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The CoolFast campaign achieved impressive results, with +3.2 million impressions and +7,200 engagements. The CoolFast challenge reached +500,000 people, attracting +4,000 participants and +300 clubs, achieving a 44% completion rate. Amplifying through KOLs and communities, we distributed +150 exclusive CoolFast gift sets to +45 strategic running clubs. In addition, we successful expanded the partnership with +10 running clubs and communities. The #COOLFAST hashtag saw +100 organic shares, amplifying campaign visibility.
(RESULTS)
(IDEA)
PHA RÀO CAN, VUOT GIOI HAN
01
NEW RUNNING COLLECTION CAMPAIGN
As an innovative brand in men’s apparel, Coolmate creates products for modern lifestyles. Recognizing the rising trend of running among health-conscious consumers, Coolmate developed CoolFast, a product line delivering optimal performance (FAST) and superior comfort (COOL). Despite running's popularity, the premium running apparel market is highly competitive. Our marketing campaign aims to position CoolFast as Coolmate’s flagship activewear line, increasing awareness, driving sales, and reinforcing leadership in the segment. The goal is to attract new customers, achieve 8 billion VND in revenue, and contribute 15% to the running category's total sales in 2024.
Collaborated with +55 Coolmate's strategic running clubs and communities to execute minigames and giveaways, offering the exclusive CoolFast gift box to outstanding members.
Implemented launching a Check-in Challenge with exclusive CoolFast gift boxes on Facebook. Participants posted check-in photos with their own experiences, using hashtags #CoolFast and #CoolFastChallenge.
Due to researching and improving the product after receiving feedback from experienced runners, the KOLs amplification plan is still pending.
Hà Văn Nhật - Running Athlete, Elite
Dương Mê Chạy - Running KOC
Created a proposal to approach KOLs and KOCs to request for a quotation.
Provided comprehensive briefs with tailored content angles to ensure alignment with the campaign's key message while preserving their unique creative style.
Planned KOLs and KOCs booking strategy and executed scouting for the campaign.
Negotiated 6-month partnership deals with KOLs and KOCs to use Coolmate Running products in marathons, in exchange for social media posts and expert feedback on new products.
As an innovative brand in men’s apparel, Coolmate creates products for modern lifestyles. Recognizing the rising trend of running among health-conscious consumers, Coolmate developed CoolFast, a product line delivering optimal performance (FAST) and superior comfort (COOL). Despite running's popularity, the premium running apparel market is highly competitive. Our marketing campaign aims to position CoolFast as Coolmate’s flagship activewear line, increasing awareness, driving sales, and reinforcing leadership in the segment. The goal is to attract new customers, achieve 8 billion VND in revenue, and contribute 15% to the running category's total sales in 2024.
(BACKGROUND)
COOLFAST PHÁ RÀO CẢN,VƯỢT GIỚI HẠN
NEW RUNNING COLLECTION CAMPAIGN
(BRAND) Coolmate (SOW) Planning / KOLs & Community Amplification / Partnership Management / Event & Activation (TIME) 15th July 2024 - 31st Aug 2024
(CREDITS) Project Manager: Mr.Cong Hieu Assistant Project Manager: Ms.Mai Le KOLs Booking, Partnership Manager: Ms.Huyen Thai Designer: Mr.Sonny, Mr. Lam, Mr. Truc Photographer, Video editor: Mr.Quoc Anh, Mr. Tung Sao, Mr. Viet Anh
✲ MORE INFO
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(IDEA)
COOLFAST - PHA RAO CAN, VUOT GIOI HAN
Challenge CoolFast on VietRace365 KOLs, Running Community Amplification Branding video- story of phá rào cản vượt giới hạn Exclusive/ Limited CoolFast Gift Box/ Packaging Lookbook - bộ ảnh truyền cảm hứng
(TACTICS)
(RESULTS)
The promotion achieved over 27,000 redemptions CLB chủ động liên hệ để đồng hành và hợp tác lâu dài Mở rộng hợp tác chiến lược với 3 CLB lớn ở HN (Mê Linh, Hà Đông, Hưng Yên) và cộng đồng chạy lớn nhất hiện tại - I Am Vrunning, trở thành NTT định kỳ cho 5 CLB ở Đà Nẵng sau campaign VnExpress Midnight 2024
For the CoolFast campaign, we executed an online running challenge on VietRace365, amplified by KOLs and the running community, offering a limited-edition CoolFast gift box with exclusive packaging. We created a branding video that showcased inspiring stories of overcoming barriers, featuring figures like Vietnam's fastest runner, Dr. Trinh Dinh An, U70 athlete Uncle Kết, and Operation Smiles runners. A motivational lookbook was also produced, capturing the spirit of "Pha rao can, vuot gioi han".
(TACTICS)
The CoolFast campaign achieved impressive results, with +3.2 million impressions and +7,200 engagements. The CoolFast challenge reached +500,000 people, attracting +4,000 participants and +300 clubs, achieving a 44% completion rate. Amplifying through KOLs and communities, we distributed +150 exclusive CoolFast gift sets to +45 strategic running clubs. In addition, we successful expanded the partnership with +10 running clubs and communities. The #COOLFAST hashtag saw +100 organic shares, amplifying campaign visibility.
Collaborated with +55 Coolmate's strategic running clubs and communities to execute minigames and giveaways, offering the exclusive CoolFast gift box to outstanding members.
Implemented launching a Check-in Challenge with exclusive CoolFast gift boxes on Facebook. Participants posted check-in photos with their own experiences, using hashtags #CoolFast and #CoolFastChallenge.
Created a proposal to approach KOLs and KOCs to request for a quotation.
Provided comprehensive briefs with tailored content angles to ensure alignment with the campaign's key message while preserving their unique creative style.
Planned KOLs and KOCs booking strategy and executed scouting for the campaign.
Negotiated 6-month partnership deals with KOLs and KOCs to use Coolmate Running products in marathons, in exchange for social media posts and expert feedback on new products.