In early February 2024, Shark Tank Vietnam – a billion-dollar deal enters the Top 10 most discussed TV Shows on social media, holding the 3rd position according to YouNet Media’s research.
In addition, diamond sponsor – Carlsberg – also harvested sweet fruits with a more than 7 times increase in discussions compared to before the program aired (September 2023) and entered the Top 10 prominent beer brands on MXH YMI Ranking in October, increasing 8 ranks compared to the previous month.
This is a proud result in the context where the market is so familiar with promoting brands through game shows and TV programs. Adding to that, Shark Tank is a TV program that has a unique audience file due to its business and startup-related content.
So, what did Carlsberg do to achieve the expected effectiveness in their communication campaign associated with Shark Tank 6?
Multi-channel influence
In addition to the broadcast of each episode, it is not difficult to find Carlsberg on other media of Shark Tank Vietnam. When scrolling through the fan page, YouTube channel, TikTok, the audience will come across content related to this brand interspersed with program-related content. In addition to that are satellite communication activities – cooperating with Sharks, experts, mentors in the program’s network.
Carlsberg is present on Shark Tank’s media channels
Multi-channel communication, especially emerging social media platforms like TikTok, has helped Carlsberg access the maximum audience file of Shark Tank, increasing brand recognition in the campaign with a total of over 150 million views and 15 million interactions across all channels.
Conclusion: Superior communication is in a place with diversified media.
Variety of creative formats
Shark Tank is a program with a 3-month broadcast time, not to mention other sideline activities. To keep the communication campaign always fresh and attractive, Carlsberg has used multiple presentation formats such as sound, images, videos, mini-games, events combined with various types of advertising such as logo display, rotating logo, banners, TVC, popups, frames… The highlight here is the deployment of a campaign associated with the images of the Sharks and the program’s host to reasonably integrate the brand’s appearance and make it easier to access the audience of Shark Tank Vietnam.
Conclusion: Optimize advertisements, improve accuracy, right content, and position.
Discover shared values
Many people will wonder what a beer brand has to do with a TV show about fundraising and startups. But for Carlsberg, they have found a common point in the core values of the brand with startups, which is the spirit of progress.
Toasting to celebrate the launch of Shark Tank 6
A startup always needs innovation, creativity, and continuous effort to make a name for itself. As for Carlsberg, progress has become a corporate culture that has been consistent for over 175 years.
The “progress” intersection is the bond that connects Carlsberg with Shark Tank, the core value to create creative activities, valuable communication content for both the brand and the program. From there, it avoids excessive, ostentatious promotion – which can create a negative impression with the public.
Conclusion: Light from a common core value to create effective communication.
Deliver message through creativity
In a communication campaign, the goal is not only to enhance recognition but also to create remembrance in the public’s mind through communication messages. Conveying the communication message has always been a “headache” because it is not easy to enter the customer’s mind.
Startups celebrating at the exclusive Carlsberg bar counter
Carlsberg solves this “problem” by deploying a series of different delivery activities. The message “Only one yeast, accompanied by thousands of accomplishments” is expressed through celebrations of achievements at Shark Tank such as Shark celebrating a successful deal, Startups celebrating when they have a deal, celebrating the launch and the successful ending of the program.
Especially, for the first time in the history of Shark Tank Vietnam, there is an exclusive bar counter invested by Carlsberg. The bar counter – a place where startups sit and share their feelings after facing the “Sharks”, looking back on the entrepreneurship journey – creates new points for Shark Tank season 6 and also helps increase the entertainment factor of the program through creative celebrations. Of course, this indirectly creates an opportunity for Carlsberg to appear in front of the public in a logical way.
One of the outstanding communication ideas in this campaign is to create discussions around the theme of “flexible achievements” on the occasion of Lunar New Year. This activity received enthusiastic support from Sharks, experts, advisors, and startups with information summarizing the business journey, helping to increase Carlsberg’s recognition among the business community in a natural, unobtrusive way.
Conclusion: Good communication ideas can “elevate” both the program and the brand.
Choose suitable KOLs
Using brand representatives is a common activity to spread brand awareness in each communication campaign. However, the choice of spokesperson linked to the target audience is important.
In the communication campaign associated with Shark Tank, it is not surprising that Carlsberg has chosen key opinion leaders (KOLs) who are the Sharks and the program’s host as their representatives. Shark Hung – a “seasoned Shark” who has been with Shark Tank Vietnam since the first season, Shark Minh Beta – a new investor appearing in season 6, and the female face Thuy Tien – the program’s host have all helped make the visual of the campaign more prominent.
Conclusion: Honest brand expression.
Accompanying Shark Tank 6 from the audition sessions, workshops, to the launch event and other sideline activities, Carlsberg has walked a “long-lasting rain”. Although Shark Tank Vietnam is only broadcast on television for 3 months, Carlsberg has accompanied the program from the early activities of season 6 to create a 10-month long campaign. The brand’s image has been completely associated with Shark Tank this season.
Conclusion: Time diversification and consistent cooperation to increase communication effectiveness.
As can be seen, Carlsberg has invested a lot of resources in the communication campaign associated with Shark Tank 6 to be able to effectively combine various forms of content presentation, conveying messages through various media. From there, it contributes to creating its own unique marks for this brand.
