Nhu nguyen

Campaign Overview
In 2018, Kiehl’s Vietnam partnered with Blue Dragon Children’s Foundation, a local NGO dedicated to supporting street children, to launch the “Chắp Cánh Ước Mơ” (Wings to Dreams) campaign. This initiative aimed to raise awareness and funds to improve the lives of homeless and at-risk children in Vietnam, aligning with Kiehl’s commitment to community support and social responsibility.

My Approach
I led the development and execution of a multi-faceted PR strategy of the CSR campaign that combined influencer collaboration and digital engagement to maximize impact and community involvement.

Key components included:

• Limited-Edition Product Launch:
  Collaborated with Choreographer Quang Đăng and his sister, Creative Director Thúy Vy, to design special packaging for Kiehl’s Ultra Facial Oil-Free Gel Cream. For each unit sold during July and August, 50,000 VND was donated to Blue Dragon to support their programs for street children.
• Influencer and Community Engagement:
  Appointed Quang Đăng, a well-known artist, as the campaign ambassador to bring authenticity and visibility to the initiative. His active involvement helped spark public interest and participation. As part of the campaign, he visited the NGO’s center to draw, sing, and play with the children; filmed a heartfelt call-to-action video to amplify the digital campaign; and hosted a meet-and-greet at a Kiehl’s store, where he engaged with fans and together prepared thoughtful gifts to send to the children.
• Digital Activation:
  Launched a social media initiative where users could change their profile pictures using a custom “Giving wings to dreams” frame. For each change accompanied by the hashtags #kiehlsxbluedragon, #kiehlsxquangdang, and #chapcanhuocmo, Kiehl’s contributed an additional $1 to Blue Dragon.
• Launch and Press Event:
  Given the sensitive nature of their operations, Blue Dragon had previously limited public exposure. Therefore, to ensure the powerful yet delicate mission of Blue Dragon received the visibility, our team organized a launch press event with participation of journalists, media agencies and influencers. This event aimed to introduce the “Chắp Cánh Ước Mơ” initiative to the media and public while thoughtfully shedding light on the work of Blue Dragon in protecting vulnerable children, including survivors of human trafficking.Through this event, we created a safe space to share real stories and impacts, supported by Kiehl’s commitment to advocacy. Carefully curated press materials, testimonials, and a moderated Q&A with Blue Dragon’s representatives helped deepen media understanding and encourage responsible storytelling around the cause.
• Music Concert:
  As a meaningful highlight of the campaign, Kiehl’s organized a charity concert titled “Touch Your Dream” at the Hanoi Children’s Palace on August 17. The concert served as a heartfelt platform where children from Blue Dragon had the rare opportunity to showcase their talents alongside popular Vietnamese artists including Quang Đăng (campaign ambassador), Isaac, Văn Mai Hương, Suboi, Xanh8+1, Sweepy Band, and Hanoiing Jazz Band. With tickets priced at 200,000 VND, 100% of the proceeds were donated directly to Blue Dragon Children’s Foundation to support street children in building safer, brighter futures.

Outcomes

• Successfully raised funds of $5000 to support Blue Dragon’s mission of providing safe housing, education, and healthcare to street children in Vietnam.
• Enhanced brand image and consumer loyalty by demonstrating Kiehl’s commitment to social causes.
• Achieved widespread media coverage and social media engagement, amplifying the campaign’s reach and impact.

This campaign exemplified how strategic partnerships and creative engagement can drive meaningful social change while reinforcing brand values.