What lessons can businesses learn from Mirinda's outstanding influencer campaign?

Mirinda's influencer campaigns over the years have left a strong impression on audiences. Through these campaigns, businesses can learn many marketing lessons, from understanding their target audience and choosing the right influencers to creating engaging content and leveraging multiple channels to implement their campaigns. 

Introducing Mirinda's Influencer Campaign

You probably already know that Mirinda is one of the most popular beverage brands in the Vietnamese market. Mirinda's influencer campaigns always receive a lot of attention from viewers, especially during holidays and Tet (Vietnamese Lunar New Year). The brand consistently delivers videos with fun and engaging messages that evoke many emotions.

Let's take a look at Mirinda's most notable campaigns during the Lunar New Year season over the years:

Tet 2016: "A Tet of Laughter and Endless Joy"

The Lunar New Year campaign featured many famous artists, including Tran Thanh, Dong Nhi, Noo Phuoc Thinh, Khoi My, Dieu Nhi, and Huy Khanh. "Laugh Out Loud Tet" left a lasting impression on audiences by delivering a fun message with its lineup of well-known influencers. In addition, the campaign included stickers on the Zalo app and various interactive activities on social media, attracting a large audience.

Tet 2019: "Let bygones be bygones" parts 2-3:

Following the success of previous campaigns, Mirinda also generated huge revenue in 2019 thanks to the "Let bygones be bygones" campaign. The advertisement's message was easy to understand, humorous, and brought joy to every household. Combined with well-known actors and artists, the video advertisement became even more outstanding and attractive to viewers.

Tet 2024: “Let bygones be bygones 4”:

Most recently, during this year's Lunar New Year, Mirinda's impressive Influencer campaign was just as impressive as in previous years. The brand continued its collaboration with singer Truc Nhan to create an advertising video with captivating music, eye-catching colors, and a compelling storyline. Exploring the theme of "Opening Your Heart" and letting go of worries to have a joyful and happy Lunar New Year, Mirinda touched the emotions of many viewers.

Above are some of Mirida's outstanding influencer campaigns over the years. It's safe to say that the brand's Lunar New Year advertisements have always been well-received by viewers. The video content is constantly updated, although the storyline remains consistent. These successful campaigns have brought Mirinda many victories in terms of both brand recognition and sales.

Strengths and weaknesses in Mirinda's Influencer campaign.

Mirinda's influencer campaigns are highly regarded for their innovative creativity and effective message delivery. However, alongside these strengths, Mirinda's campaigns, and those of other brands in general, still have some limitations. Let's analyze them in more detail below:

Strengths of Mirinda's advertising campaign:

• The message conveyed is clear and relatable: The messages chosen over the years have always been relatable to the audience. Viewers can easily understand the content of the advertising videos and grasp the underlying message the brand wants to convey. Beyond simply advertising the product, Mirinda also delivers meaningful spiritual values.
• Choose the right Infusion: Brands that partner with Influencer have a significant impact on their target audience. As a result, their advertising videos consistently receive a positive response from viewers.
• Creative content that follows trends well: Mirinda doesn't just create product advertising videos; it also incorporates music videos to highlight its brand. Furthermore, the brand adds humorous and engaging elements to the videos, using youthful colors that appeal to viewers, especially during holidays and festivals.
• Leverage multiple media channels: This is one of the advantages that helps Mirinda expand its brand reach. By utilizing all available media channels such as YouTube, Facebook, TikTok, Instagram, etc., to promote videos and reach a wider range of potential customers.
• Increase customer engagement: Each campaign is meticulously executed, going beyond simply advertising products. Mirinda also encourages users to participate in games, challenges, and interactive activities, helping the brand connect with its audience and customers effectively.

Limitations in Mirinda's Influencer Campaign

• Depending on short-term trends: Trends can end quickly, only emerging for a certain period. Therefore, trying to follow trends in video advertising also carries the risk of becoming "outdated" if you don't keep up with the trend or when the trend has cooled down and fewer people pay attention.
• Some risks associated with influencers: Collaborating with celebrities and social influencers can carry some risks. Scandals are the most undesirable outcome for many brands. A negative image of the brand ambassador can damage the brand's reputation. Furthermore, some influencers who aren't closely associated with the product may create insincere and unconvincing promotional content.
• High cost: When collaborating with celebrities, Mirinda, or any brand for that matter, will have to pay a high fee. Especially for artists who are already popular with a large audience, the collaboration cost can be significantly higher, but it can also generate substantial revenue and create a strong impression on viewers. Therefore, businesses must always weigh the pros and cons when choosing an influencer.
• Target audience not yet optimized: Mirinda's advertising videos tend to target younger audiences. This limits the reach to middle-aged and older customer groups.
• Long-term effectiveness is difficult to measure: For influencer campaigns, achieving long-term results is often difficult. Therefore, most campaigns are implemented for a short period to accurately measure effectiveness, after which adjustments or replacements can be made to attract customer attention.

Overall, Mirinda's Influencer campaign has consistently received positive feedback due to its innovative content creation and collaborations with beloved artists, resulting in attractive advertisements that reach a wide target audience. However, some limitations remain.

What lessons can businesses learn from Mirinda's Influencer campaign?

Based on the information above, what lessons can businesses learn from Mirinda's Influencer campaigns? As mentioned, businesses can refer to and apply Mirinda's approach to achieve many desirable results year after year from advertising campaigns in collaboration with celebrities.

Accordingly, businesses can:

• Understanding the psychology of your target customers: Identify your target customer base. Then, conduct surveys and gather data on their preferences and consumer behavior to create a suitable advertising campaign. Mirinda did this very well by thoroughly researching its target customers, helping the brand create engaging and unique advertising videos.
• Choose influencers who meet the brand's criteria: Based on the message they want to convey, businesses choose suitable celebrities to promote their products. They don't simply choose influencers based on the number of followers, but also on their suitability and the brand's image. For example, Mirinda chose influencers with a youthful, humorous, and approachable style to convey their message to viewers.
• Invest in content, prioritize creativity: Over the years, Mirinda's content has consistently focused on family, yet the message has always been innovatively refreshed. This prevents audience boredom while highlighting the brand's unique and unmistakable characteristics.
• Leverage the widespread reach of digital platforms: Utilize social media to expand your reach to potential customers. This is how Mirinda has done it over the years; businesses should leverage the power of social media to bring their brand to every home.
• Building relationships with influencers: To foster sustainable partnerships that help brands reach potential customers, build strong relationships with influencers. This contributes to campaign success and lays the foundation for future advertising videos.

In summary, Mirinda's Influencer campaign has become a success story for many businesses to learn from. From thoroughly understanding customers and creating engaging content to expanding customer reach across multiple platforms, Mirinda has demonstrated its strength in marketing campaigns, increasing its competitiveness with other well-known beverage brands.