Campaign Background & Objectives

Every “little step” a child takes brings immense joy to parents—whether it’s the first time they recognize animals, the first successful bike ride, or their first school performance. Leveraging this powerful insight, MILO A2 Cool Milk wanted to build a shareable, emotional challenge where parents could proudly “flex” their children’s progress.

The minigame “Little Steps – Big Family Pride: Creative Frame Challenge” on Zalo MiniApp was designed to:

• Create a personalized experience for each family

• Encourage image creation → sharing → viral spread

• Collect valuable data for CRM and remarketing

• Increase awareness for the new MILO A2 Cool Milk through consistent visuals and an engaging brand story

Marvy Co was selected as the end-to-end development partner for the MiniApp minigame, combining AI technology with a large-scale reward CMS to deliver a light, smooth, and emotion-driven user journey.

UI/UX Direction – Bringing MILO’s DNA Into the Minigame

The entire minigame followed MILO’s core visual identity, featuring:

🎨 MILO Green – The Hero Color

Deep, refreshing, and energetic—aligned with MILO’s positioning of “Champion Energy.”

✨ Yellow Accents

Highlighting creativity and reflecting summer sunshine—symbolizing new explorations for children.

🍫 Cocoa Brown

Representing MILO’s iconic cocoa formula, reinforcing recognition and “delicious energy.”

🤍 Pure White

Balancing the interface and making each child’s face stand out naturally in the creative frames.

This resulted in a fresh, modern minigame experience optimized for young parents and mobile-first interactions—instantly recognizable as a MILO campaign at first glance.

“Little Steps, Big Family Pride.”
Through this concept, parents could turn everyday achievements of their children—like helping around the house or completing small tasks—into fun celebratory moments. Players generate AI photos featuring their children, customize them within the theme, and share them proudly with friends and family.

The experience is designed to be quick, seamless, and emotionally engaging.

3. Gameplay Mechanics – Simple, Shareable, and Viral by Design

The minigame revolves around 3 core steps to maximize completion and sharing:

Step 1 – Create a Personalized Photo Frame on Zalo MiniApp

Parents access the challenge via Zalo MiniApp or shared links.
They upload or capture a child’s photo and select from various themed templates: learning – movement – exploration – new skills.

Step 2 – Share on Facebook to Spread the Moment

After generating the frame, users are prompted to share it publicly with campaign hashtags:

#BuoctiennhoMatmatcanha #MILOA2CoolMilk

Short, emotional captions help bring the story to life.

Step 3 – Submit Post URL, Tag Friends, and Claim Rewards

Users return to the MiniApp, paste the post link, and tag 3 moms—creating a natural viral loop.

Each participant becomes both a player and a campaign amplifier.

4. Marvy’s Technology Solutions

4.1 CMS Development for Complex Data & Reward Management

One major challenge was handling 29,200 rewards across 7 prize tiers.
Marvy built a custom CMS that enabled:

• Secure storage of player data

• Real-time reward tracking

• Status control for each prize (remaining / redeemed / pending)

• Automated reward distribution based on multiple conditions

• Easy report exports for MILO’s internal team

The CMS was seamlessly integrated with Zalo MiniApp, ensuring stability even during traffic spikes.

4.2 AI Crop & Face-Fit – The Heart of the Experience

This was the most technically complex component of the campaign.

Marvy developed an AI Engine that could:

✔ Detect & crop the child’s face with high accuracy

The system automatically filtered out:

• Side-profile faces

• Low-quality angles

• Animal faces

• Sensitive or inappropriate content

• 2D/illustrated images

✔ Reconstruct & blend the face into the frame

Marvy developed a custom prompt system so AI could understand:

• Template color tones

• Texture and lighting

• Summer-inspired brightness

• Facial proportions & child body ratios

• Frame scale & layout rules

Results:

The output images were:

• Natural

• Emotionally expressive

• Clean and artifact-free

• True to the child’s real facial features

Every parent received a delightful, high-quality “mini artwork” celebrating their child’s milestone.

4.3 MiniGame + Instant Reward Wheel

After verifying their Facebook post, users unlocked a spin-the-wheel experience within the MiniApp.

Marvy handled:

• Probability logic aligned with brand requirements

• Smooth, glitch-free animations

• Real-time reward inventory sync via CMS

4.4 Performance Testing, Optimization & Live Monitoring

Since Zalo MiniApp has unique API and device constraints, Marvy conducted:

• Deep testing across 20+ device types

• Performance checks for image processing speed

• Template size optimization

• Real-time traffic & behavior monitoring

• Continuous bug fixing and updates throughout the campaign

4.5 Streamlined User Flow on Zalo MiniApp

The player journey was designed for minimal friction:

Enter → Upload photo → AI processing → Get creative frame → Spin to win → Redeem reward

The flow was continuously refined using:

• Heatmap analytics

• Drop-off tracking

• Real-time CMS behavior data

• Direct user feedback

5. Campaign Results

Thanks to the synergy of AI, gamification, CMS management, and an optimized user journey,
the campaign exceeded expectations:

• 82,229 total users visited the Minigame

• 79,817 new Zalo MiniApp users acquired

• 65,067 total minigame plays

• 50,000+ AI-generated photo frames

• 38,000 reward spins

• 29,200 prizes distributed accurately via CMS

• 43,000+ public Facebook posts generated

• Estimated 6.5M – 7.2M organic reach on Facebook

This campaign became a standout case in applying AI + Minigame + Zalo MiniApp for FMCG marketing in 2025–2026.

6. Conclusion

The “Little Steps – Big Family Pride” project was more than just a minigame—it was a personalized journey where parents could preserve their child’s proud moments through seamless and friendly AI technology.

Marvy Co was proud to partner with MILO in:

• Leveraging AI for personalized content generation

• Building a multifunctional minigame

• Solving large-scale reward distribution

• Creating natural viral momentum on Facebook

• Fully optimizing user experience on Zalo MiniApp

This project reinforces Marvy’s vision:
Empowering brands to create smart, emotional, and high-impact interactive experiences.