Weber's Digital Campaign
CAO THỦ RON XỊN
Objective: Increase brand awareness and recognition for Weber’s contractor team, positioning them as trusted experts in high-quality grouting.
Idea: Contractors were reimagined as “Cao Thủ Ron Xịn”—skilled masters whose workmanship earns recognition and endorsement from homeowners, architects, and KOL/KOCs.
Execution: A TikTok-led digital campaign driven by KOL/KOC reviews, always-on social content, and strategic seeding. Authentic, review-based storytelling highlighted real workmanship and expertise, reinforcing credibility through third-party validation.