A Gentle Yet Impactful Community-Based Campaign

Ni Hân
Jul 17
3 min read

With just 23 posts over 3 months, the campaign between Cỏ Cây Hoa Lá and GDL JSC has demonstrated the true power of community-based communication: over 1,600 conversions – without paid ads, without noise, only trust organically spread by real people within real communities.

In today’s noisy world of advertising, some campaigns choose to go slower, go deeper, and strike the right chords.

This campaign followed the principle of “3 NOs – 1 YES”:

No clickbait for virality
No mass seeding
No heavy traffic budget
Only one thing remained constant: authentic trust from the community through genuine sharing.

It All Started with a Simple Question

“If we don’t advertise loudly, will anyone still hear us?”

Cỏ Cây Hoa Lá – a gentle and natural beauty brand – approached GDL with that very question. They didn’t want to “do marketing at all costs,” but simply wanted to tell their story where people were willing to listen.

We chose to begin with authentic communities – places where readers still have enough trust to pause and absorb something sincere:

“Chị Em Mần Đẹp” – where over 1.1 million women share everything from shampoo tips to gentle pregnancy-safe products.
“Làm đẹp đúng cách” – where keywords like “natural” and “safe for moms-to-be” always find resonance.
And “Ở Nhà Vui Thấy Bà!” – a warm and cheerful community about self-care at home.

20 Posts Like Honest Conversations

Not everyone loves chasing sales. But who doesn’t feel good when they find what they need at a good price?

These posts didn’t scream “crazy deals” or display flashy banners. Instead, they sounded like familiar whispers in the group:

“Hey Leaf-fans, grab this lemongrass ginger combo – big discount today.”“This scent is super mild, great for sensitive scalps. Oh, and it’s 20% off today too!”

Still the same quality products. Still shared only by those who had tried them first. The difference? Readers were given the opportunity to buy something they already believed in, at a price that made them smile.

No pressure, no hard selling – and that naturalness made people trust more, remember longer, and... actually buy.

Every Comment, Every Share Created Ripples

Some posts received over 500 reactions, others got 180+ comments asking which scent was best. Some tagged their friends, others came back to leave reviews. And gradually, more than 1,600 orders were recorded through affiliate links – without a single ad, without a push.

When Trust Is Planted in the Right Place, Results Bloom Naturally

When trust – not budget – leads a campaign, the outcome is more than just numbers. It’s lasting connection.

After 3 calm, steady months, the Cỏ Cây Hoa Lá x GDL campaign delivered:

23 posts – each a unique, timely story that met readers where they were
1,600+ conversions through affiliate links
Over 67 million VND in revenue – with no sales push, no paid media

But more importantly, a community that keeps spreading the word – even after the campaign ended – in their own voices.

GDL – Where Honest Brands Find Honest Communities

At GDL, we don’t just do marketing.We plant trust, build communities, and nurture long-term relationships.

Over the past 11 years, our journey has been shaped by five core values of Community-Based Marketing (CBM):

Trust – the foundation of all connection. Every campaign is built on mutual belief between brand and community – no coercion, no fluff.
Engagement – the cornerstone. We don’t broadcast – we listen, we converse, and we co-create value with the community.
Authenticity – our storytelling method. No exaggeration, no decoration – just real people sharing real experiences.
Belonging – what every member should feel. At GDL, brands don’t just “sell” – they become part of people’s lives.
Advocacy – the natural outcome. When the community believes and loves a story, they’ll spread it – genuinely and voluntarily.

👉🏻 This is more than a case study – it’s proof that when trust and community come together, real results naturally follow.And if you believe in that too, GDL is where every journey should begin.

📩 Learn more about GDL’s

CBM solution: https://www.gdl.vn/cbm

🎯 Connect with GDL JSC: zalo.me/gdljsc