Telling Vietnam’s story in a way that feels truly local, yet easy for global audiences to understand.
The campaign needed to turn Vietnam’s Lunar New Year, heritage, and landscapes into content that international audiences could easily connect with, while still keeping an authentic local feeling.
Position creators as cultural storytellers, not just travel check-in voices.
IMVN shaped the content around three layers: the atmosphere of Tet, local experiences, and the emotion of discovering Vietnam.
- Selected creators with strong storytelling skills in travel, lifestyle, and cultural discovery.
- Built the message around Lunar New Year and authentic Vietnam experiences.
- Kept one consistent content flow across multiple markets.
One campaign with many touchpoints, but one clear emotional flow.
Creators delivered experience posts, short videos, cultural images, and destination-inspired content. IMVN managed the briefs, content usage rights, and posting timeline.
- Briefed creators with cultural context and key points to highlight.
- Aligned the timeline, formats, caption angles, and usage rights.
- Tracked audience responses across different groups to optimize the next steps.
Image slides, videos, and reports for each case.
ReportYoutube @LloydandMandy
ReportTik Tok @PaulLee
ImageBTS
Image@maxres
ImageBTS
ReportInstagram @ThaiTalkPaddy
The campaign created strong visibility for Vietnam’s travel story during Tet.
35Creators joined the campaign to tell Vietnam’s story.
15Countries reached through the content coverage.
300+Social posts and content pieces were created.
7.2MEngagements recorded in the credential.