Art Director, Lead Designer
Art Director, Lead Designer
Hi!Café – Blend Passionately!
Launching Hi!Café on Instagram with distinct visual formats.
About
In 2021, Vinamilk, one of Vietnam's largest dairy companies, introduced a new product line called Hi!Café, a ready-to-drink Vietnamese coffee mixed with condensed milk. As the Art Director and Lead Designer for this project, my role was to create a visually compelling campaign to engage young audiences who seek energy and excitement. Our chosen platform for this launch was Instagram, given its strong appeal to our target demographic and its visual nature.
The Challenge
One of the key challenges was connecting and strengthening the core value proposition of Hi!Café, which lies in the harmonious blend of Arabica coffee and Vinamilk's Ngoi Sao Phuong Nam. We needed to communicate this fusion in a way that resonates with the youthful and passionate spirit of our audience. Additionally, as a new product, it was crucial to maximize its exposure while highlighting the dynamic and innovative nature of Hi!Café through visually heavy campaigns and interactive formats.
The Solution
To address these challenges, I focused on the theme of passion. Just as Ngoi Sao Phuong Nam blends passionately with coffee to create Hi!Café, our audience is passionate about their pursuits. We aimed to mirror this energy and enthusiasm in our campaign. We highlighted the freshness and cold, icy nature of Arabica coffee blended with Ngoi Sao Phuong Nam. Our Instagram content featured different visual formats such as seamless carousels, short videos, and interactive elements to engage users.
The Results
The launch of Hi!Café on Instagram was a tremendous success. We secured the project immediately after our presentation, and the campaign quickly garnered significant attention, achieving over 2,000 likes within the first month and maintaining high engagement rates.
