Nhu nguyen

Campaign Overview

Within the framework of an influencer-led communication campaign promoting healthy eating for adolescents in Southeast Asia at UNICEF, I had the opportunity to build the initiative from the ground up and shape the overall communication roadmap. In this context, beyond developing a comprehensive landscape analysis of the regional influencer ecosystem and designing messaging frameworks tailored to diverse stakeholders, I proposed piloting the campaign through an official regional launch event.

The event was initially planned as an in-person experience in Vietnam, bringing together influencers from Vietnam and Thailand, alongside government representatives and health experts. I coordinated closely with event agencies, designers, country offices, and local authorities to deliver an interactive program, including nutrition guidance sessions, customized food choice workshops, and live Q&A discussions.

However, as multiple waves of COVID-19 hit the region, Vietnam entered lockdown just three weeks before the event. In response, the team’s initial inclination was to postpone the event and pause the campaign until conditions improved. As Project Lead, I was concerned about losing the momentum we had already built through pre-launch activities, such as influencer engagement and co-creation of content plans. Rather than delaying the initiative, I focused on identifying a solution that would sustain momentum, deepen engagement, and respond to the heightened relevance of health during a time of uncertainty. This led me to conceptualize and propose the campaign’s first virtual influencer launch event.

My approach

My adaptation plan was divided into two parts: First, review to revise and reuse what can be converted from offline event to online event. Second, new asset production to enhance engagement in virtual context.

1. Review to Reuse:
   – Event run of show: I restructured the event flow to identify which assets and engagement touchpoints would be affected in a virtual setting and needed to be adapted or replaced. Based on key behavior change moments, I redesigned elements of the program to maintain a strong and engaging narrative throughout the event.
   
   – Launch video: The original call-to-action video required adjustments to provide stronger background context on obesity and the consequences of unhealthy eating among adolescents in the region. To address this, I developed an animated educational video that combined context-setting with clear action recommendations, which was used both during the event and as promotional content on social media. WATCH THE VIDEO
   
   – On-site engagement activities: With all physical activities, such as workshops and DIY sessions where influencers would create their own UNICEF gift boxes no longer feasible, I designed alternative initiatives to ensure participants remained engaged and motivated to attend the virtual event.
   
2. New initiatives
   – Surprise gift box and invitation: I aimed to preserve a sense of in-person experience while generating curiosity and anticipation ahead of the virtual event. To achieve this, I initiated the development of a curated gift box, delivered to participants’ homes one week prior as an official invitation for influencers and experts. The box included a printed invitation, healthy lifestyle items such as a bamboo water bottle to encourage hydration, nutritious snacks, and an educational flashcard set featuring 10 key facts and recommendations for healthier living. Beyond serving as a welcome gesture, these boxes were designed to stimulate ideas and provide valuable content prompts for influencers throughout the campaign.
   
   – Government-led session: A representative from the Vietnam Department of Health hosted the event and led an interactive Q&A session with influencers. This session provided an accessible overview of nutrition and aimed to inspire participants through clear, non-technical insights, enabling them to better understand and communicate healthy eating practices to their audiences.
   
   – Real case sharing and action-oriented engagement plan: The event also featured real-life case studies to contextualize the impact of unhealthy eating habits among adolescents and to make the issue more tangible for participants. Building on this, I introduced a structured three-stage action plan designed to guide influencer engagement beyond the event. This framework allowed participants to select specific “action blocks” aligned with their content style and audience, enabling flexible yet strategic participation in the campaign’s next phase. These activities ranged from hosting livestream sessions and launching community challenges to leading Q&A discussions with their audiences, ensuring sustained engagement and amplification of key messages across platforms.