FMCG / Dairy & Nutrition · Vietnam · 2023
Fami (Vinamilk): Fami: Viral Hashtag Challenge #NhaLaNoi Reaches 50M+ Views
AKA Digital powered Fami (Vinamilk)'s #NhaLaNoi hashtag challenge — activating a TikTok-first KOL strategy that generated over 50 million video views and 2.1 million challenge participations, making it one of Vietnam's most-shared FMCG campaigns.
The Challenge
Fami needed to re-engage Vietnam's Gen Z and millennial parents with a campaign that felt authentic to the TikTok generation — not a traditional TV commercial. With growing competition in Vietnam's dairy segment, the brand needed cultural relevance and mass participation rather than just broadcast reach.
Our Approach
AKA Digital designed the #NhaLaNoi ('Home is Where You Belong') hashtag challenge on TikTok — a participatory content format that invited families across Vietnam to share moments of togetherness. A tiered KOL activation strategy through SocialMind seeded the challenge with macro family and lifestyle creators before opening to organic community participation. Challenge mechanics were gamified with prize incentives to sustain participation momentum.
The Outcome
The #NhaLaNoi challenge became one of Vietnam's top-trending TikTok brand campaigns, with over 50 million video views and 2.1 million user-generated challenge participations — generating sustained earned media reach that dramatically outperformed the brand's paid media investment.
Technologies Used
AKA Digital Solutions Deployed
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