XOA XOA Village

Nappy rash is horrible. It requires constant vigilance and regular action to avoid it.

In Vietnam, market leader Bepanthen Balm was in decline, with sales dropping significantly more than the category average.

The reason was not that parents didn’t like the brand or didn’t believe that it worked, it was that increasingly they were only using it when their child had a nappy rash.

Our mission was to retake lost territory and prove that Bepanthen Balm was suitable for both treatment AND protection.

We wrote a song for mums to sing to their babies when changing diapers. Called the “Xoa Xoa village” – the word “Xoa Xoa” in Vietnamese means “apply” – it used tunes from a range of familiar songs, with the words adapted to highlight the key benefits of Bepanthen and promote it as perfect for daily use to prevent nappy rash.

We launched our Xoa Xoa Village song on YouTube, introducing the three benefits of Bepanthen – Soothing, Protecting, and Pampering – through imaginary characters.

The message was also spread through a partnership with Webtretho – the biggest community for moms in Vietnam – as well as via search targeting category keywords and branded keywords.

To drive more engagement, we also launched the first-ever Tiktok Hashtag Challenge in the Vietnam Nappy Care market. Parents with babies under three would have to record a video of them dancing to Xoa Xoa Dance using the steps in our TikTok tutorial.

Messages also provided a reason to ‘buy now’, offering prizes as well as a button that connected directly to ecommerce.

We wrote a song for mums to sing to their babies when changing diapers. Called the “Xoa Xoa village” – the word “Xoa Xoa” in Vietnamese means “apply” – it used tunes from a range of familiar songs, with the words adapted to highlight the key benefits of Bepanthen and promote it as perfect for daily use to prevent nappy rash.

We launched our Xoa Xoa Village song on YouTube, introducing the three benefits of Bepanthen – Soothing, Protecting, and Pampering – through imaginary characters. The message was also spread through a partnership with Webtretho – the biggest community for moms in Vietnam – as well as via search targeting category keywords and branded keywords.

To drive more engagement, we also launched the first-ever Tiktok Hashtag Challenge in the Vietnam Nappy Care market. Parents with babies under three would have to record a video of them dancing to Xoa Xoa Dance using the steps in our TikTok tutorial. Messages also provided a reason to ‘buy now’, offering prizes as well as a button that connected directly to ecommerce.