Mix Digital created a social media campaign for Prospan cough syrup featuring "The Frog Family" concept. The agency developed stories about a fictional Vietnamese family dealing with everyday issues to humanize the brand and resonate with its target audience of urban housewives. The campaign's objective was to reinforce Prospan's image and build strong connections. It focused on Facebook given its popularity in Vietnam. Posts aimed to share women's pressures and show Prospan's support through emotional stories. The Frog Family concept brought the brand's message to life in a relatable and viral way.

1. THE FROG FAMILY
Agency: Mix Digital
Brand: Prospan
SOCIAL MEDIA CAMPAIGN

2. OUTLINE
• Agency introduction
• The brief
• Social strategy
• What done
• The result

3. AGENCY
INTRODUCTION

4. Mix Digital is a digital creative agency focused on
driving sustainable engagement to help brands
building strong relationship with target audience. We
are proud to be a member of SMAK. Our location
bases in Hanoi, Vietnam

5. A collective of esthusiastic, young & intelligent people

6. Some of our happy clients

7. THE BRIEF

8. Prospan
is
a
60
year
old
cough
relief
syrup
brand
which
is
manufactured
by
Engelhard
Arzneimitel
company
from
Germany.
This
product
has
already
been
distributed
over
91
countries.
Imported
to
Vietnam
by
Sohaco
Pharma
group,
this
brand
had
an
ambiFous
plan
to
be
the
top
brand
in
its
category.
Appeared
in
Vietnam
market
from
2009,
Prospan
quickly
expanded
its
presence
and
awareness
by
spending
major
budget
in
tradiFonal
adverFsing
acFviFes
such
as
TVC,
OOH…
However,
there
was
sFll
a
problem
in
brand
posiFoning.
The
brand
would
like
to
be
a
cough
relief
product
for
all
family
members,
but
the
audience
was
not
feeling
like
that.
Our
client
–
Sohaco
Pharma
group
reached
Mix
Digital
and
require
us
to
taking
advantages
of
social
media
to
reinforce
its
brand
image
and
make
bonding
with
its
target
customer.

9. TARGET PUBLIC
Prospan’s
target
customers
are
modern
Vietnamese
housewives
(age
25-­‐35)
living
in
urban
areas.
They
have
a
responsibility
for
taking
care
of
family
health
&
wellness.
Therefore,
they
usually
take
an
important
role
in
finding
and
buying
health
and
pharma
products
for
family
members.
AddiFonally,
in
contrast
with
Western
market,
some
popular
medicines
can
be
bought
directly
at
pharma
store
without
prescripFon.
On
social
media,
the
target
public
number
is
about
3.2
mil
acFve
users.
Photo
source:
Google
Image
Search

10. OBJECTIVES OF SOCIAL MEDIA COMM
1. To
reinforce
PROSPAN’s
brand
image
among
target
public
2. To
create
and
develop
strong
connecFons
and
long-­‐term
relaFonships
with
target
public

11. WHAT TO SAY?
PROSPAN
is
the
best
friend
of
modern
moms,
it
does
not
only
support
moms
to
caring
family’s
health
but
also
family’s
happiness!

12. SOCIAL STRATEGY

13. OVERALL STRATEGY
• In
Vietnam,
Facebook
is
the
most
popular
social
media
channel.
Among
of
about
22
millions
Vietnamese
users,
modern
housewives
is
a
very
acFve
group.
We
tend
to
focus
on
Facebook
as
the
best
social
pla`orm
for
reaching
Prospan’s
target
public.
• A
lot
of
brands
have
already
noFced
the
strength
of
Facebook
and
tried
to
be
acFve
on
this
pla`orm.
However,
because
of
lacking
of
creaFve
capability,
they
had
a
problem
in
finding
persuasive
&
consistent
ways
to
engage
with
customers
in
long
term.
A
lot
of
contents
with
“adverFsing
smell”
posted
and
apparently
they
cannot
gain
public’s
interest.
• To
be
successful,
we
need
to
find
a
different
way
to
do.
And
it
must
to
be
customer-­‐
centric
way.
We
would
like
to
taking
advantages
of
virality
to
maximine
brand
presence
on
Facebook
as
well
as
interact
with
target
public
compellingly.
• Approaching
Facebook,
we
plan
to
reach
target
publics
by
buying
Facebook
post
ads.
For
building
fan
base,
we
take
advantage
of
Facebook
post
like
ads.

14. THE INSIGHTS
• Vietnamese
people
have
tradiFonal
percepFons
and
expectaFons
to
evaluate
modern
women.
Women
should
sacrifice
for
her
husband,
children
and
family
life.
It
takes
an
important
role
in
evaluaFng
goodness
of
women
in
Oriental
society.
• This
consequently
pushes
high
pressure
to
women.
In
the
modern
urban
life,
they
are
not
only
working
for
money
but
also
busy
for
doing
houseworks,
taking
care
their
children.
• Obviously,
they
need
to
be
shared,
sympathy
and
encouraged.
And
that
is
the
way
Prospan
does
to
be
“the
best
friend”
of
them,
be
aside
them
to
taking
care
their
family
happiness.

15. CONCEPT: THE FROG FAMILY
• Ader
brainstorming
sessions,
our
creaFve
team
came
up
with
an
idea:
create
stories
telling
what
happens
in
daily
life
of
a
“frog
family”.
Of
course,
this
family
represents
for
a
typical
Vietnamese
family.
And
all
stories
are
not
ficFonal
but
real
and
may
happen
in
all
of
modern
families
nowadays.
• Through
those
stories,
Prospan
raises
its
voice
to
share
with
women’s
pressures/
concerns
and
shows
support
to
Vietnamese
women.
• We
believe
that
the
best
way
to
make
social
contents
going
viral
is
bringing
emoFonal
gids
or
telling
“this
is
so
me!”
stories.

16. The
Frog
Son
a
6-­‐year-­‐old
kid
The
Frog
Daughter
infant
The
Frog
Mom
a
loving,
hard-­‐
working
and
caring
housewife
The
Frog
Dad
responsible
but
indifferent
in
housework
The
Grandfather
a
loving
and
tradiFonal
old
man
The
Frog
Family
has
5
members
CONCEPT: THE FROG FAMILY

17. WHAT DONE
Within
17
weeks,
our
creaFve
team
was
working
to
produce
stories.
We
created
1
story
per
day
and
post
it
on
Prospan’s
fan
page.
Here
are
some:

18. An
emo;onal
appeals
content

19. An
emo;onal
appeals
content

20. An
emo;onal
appeals
content

21. Children
oden
look
like
their
dad!
Vietnamese
people
tell
a
joke
that
mothers
are
hired
to
give
birth
to
her
husband’s
children

A
“this
is
so
me”
story:

22. Taking
care
an
infant
is
so
hard
&
stressful,
moms
usually
have
to
keep
their
child
aside
even
when
going
to
toilet.
A
“this
is
so
me”
story:

23. The
difference
in
a
woman
life
before
and
ader
motherhood.
A
“this
is
so
me”
story:

24. THE RESULTS
Ader
17
weeks
,
here
are
what
we
got

25. ~47.000 fans

26. 115 stories created

27. 5.400.000 impressions
1.717.000 organic impressions (31.8%)

28. 420.000 engagements

29. ~ 5400 post shares

30. ~ 12.000 post comments

31. 2.603 questions about the product asked
by fans

32. The
Frog
Family
became
popular
and
being
loved
by
target
public.
It
is
going
to
be
the
brand
icon
for
Prospan

33. THANK
YOU!