Biti's Hunter Revival with The Right Viral Marketing Campaign

 Overview

It was considered a fashion icon of most 8x youth in Vietnam in the 1990s because of its softness and durability that no other shoe brand could match. The idea is that it will always maintain success, but with the backing of the innovation economy, persistence for a pair of shoes does not seem to be enough. In addition to the gradually changing conceptions of beauty, the introduction of shoe brands such as Nike, Adidas, or Converse, as a matter of course, has pushed Biti's to become overshadowed by trendy sneakers that make any young person also want to own. It is difficult to see a schoolboy wearing Biti's sandals to class because he can be considered "countryside" while the sneaker trend becomes more and more popular. Facing disadvantages from all sides, Biti's lost its position and was forgotten for nearly two decades

It would be hard to see this moment in the present day with the popular sneaker trend

Source: Kenh 14

With the mission of "Nang niu ban chan Viet," Biti's gradually tries to revive the brand by changing the mindset by listening to customers, improving products, and investing more in marketing strategies. Thinking that the name Biti's had become an old memory in the subconscious of Vietnamese young people, at the end of 2016, with a spectacular comeback with a completely new look, it was more successful than expected - Biti's Hunter was officially launched

Incubate and explode

After years of slide and failure, viral marketing is critical for Biti's to regain its glory and drive sales.

Source: MV "Lạc Trôi" - Sơn Tùng MTP on Youtube (self - making screenshot)

Viral Video was chosen to achieve the goal: everyone should know and talk about Biti's Hunter. When the MV "Lac Troi '' by Son Tung MTP was released, the attention-grabbing detail belonged to the way of mixing and matching "something is wrong" with the fashion of the clothes are full of the aftertaste of the ancients, many people must feel strange when they see the sneaker shoes from which brands are combined. Because of the enormous fan base and anti-fans, only a series of seedlings were given to stimulate the curiosity "Son Tung wears antique clothes but wears sneakers," causing an explosive discussion. In the meantime, it's no longer difficult when everything goes viral. People are looking for the "identity" of the sneakers Son Tung wears. It's Biti's Hunter. 

If the MV "Lac Troi" is just a flashy appearance, netizens are curious about the dynamic and strange sneaker combined with the long robe. Soobin with "Di de tro ve" is a journey to beautiful roads, dear street corners with a companion other than Biti's Hunter. Integrating meaningful messages into the MV is also a way of viral communication with the discussion of many positive opinions on social media platforms by clearly stating the insight in the lyrics. Not only can it revive the brand, but Biti's and "Di de tro ve" are also things that many people care about during Tet, an occasion often competed by a lot of "awe-inspiring campaigns" from many popular brands. According to the survey results of Biti's, there were more than 87,000 conversations with the topic "Di hay Ve" in just its first campaign (Marketer Digital 2021). And MV "Di de tro ve" as an answer for this.

Source: Youtube (self-making screenshot)

After four successful Tet seasons with Soobin Hoang Son, currently, the series "Di de tro ve" is still being continued with the follow-up of singer Huong Tram with "Di de tro ve 5" when bringing the message of expatriates and people living in epidemic areas who want to return to their homeland during Tet 2021.

Source: Youtube (self-making screenshot)

Not stopping at focusing on launching quality products during the Tet holidays, social media platforms are the method for choosing the subsequent campaigns to stimulate customers' love for the product. Since 2016, there has been a large amount of discussion in the media. Facebook is the primary source of conversation thanks to Biti's active activity on the fan page with a series of giveaways or leverage strength of online community influencers, including the posts of some singers, actors, and models. Biti's actions are effective in helping the campaign become more widespread than ever. Therefore, although it is only a Vietnamese fashion brand, Biti's is highly appreciated for its outstanding activities in the investment method of communication.

Source: vina.net

Looking at the two images above, it can be seen how interested Biti's Hunter is when receiving countless interactions between influencers and its products. With sales increasing 300% in the first week of 2017 (Marketer Digital 2021) and net profit growing 51% in 2019 (Nguyen 2021), Biti's deserves to be learned by wise marketing and unceasing efforts over the years.

Biti's breakthrough in style may not be comparable to the "big guys" like Nike, Adidas in terms of design. Still, with a cheap sneaker with only 500-700.000 VND, young people can easily consider owning a pair of shoes with all the criteria: smoothness, durability, and lightness.

Final Thought

To eliminate the stereotype of "just making sandals" for students, Biti's transformed with great success to become a "made in Vietnam" sneaker brand that received the support of countless fashionistas and young people. Biti's is an excellent example that Vietnamese fashion brands still have the opportunity to grow in the vast market if they focus on catching trends and using the right way of spreading the word. as viral video and viral on social media platforms. Although we do not know what the future will hold, with constant efforts with many new campaigns and dedicated to launching trendy models, Biti's Hunter is an exciting unknown in the quest to regain its position "nang niu ban chan Viet."