Phạm TúIn the age of social media, businesses are increasingly recognizing the potential of influencer marketing, especially with international celebrities. However, utilizing international influencers doesn’t always yield results, especially with a Vietnamese audience. Timing is crucial.
Here are some suggestions for the ideal times to collaborate with international stars for influencer marketing campaigns targeting Vietnamese customers:
Peak Shopping Seasons and Local Festivals
These are golden periods for advertising campaigns. For example, during the Lunar New Year, Vietnamese people tend to buy new clothes and home decorations to welcome the new year. Or during Black Friday, consumers are willing to spend a lot of money on electronics, cosmetics, etc. This is the time to spread brand messages widely and stimulate purchases. It’s not uncommon for KOCs to livestream to sell products during shopping seasons. However, the role of foreign KOCs helps to boost the brand and gain more attention during these periods.
Major Holidays and Events
Major holidays and events are also opportunities for brands to collaborate with foreign stars to attract attention. For example, inviting famous Korean or Chinese rappers and singers to perform at music events in Vietnam. Or having Japanese or Korean fashion ambassadors participate in major fashion weeks, associating their image with the brand.
It’s not hard to see these activities throughout the years. For example, Everon invited Kim Tae Hee to Vietnam, not only to open a showroom but also to organize a Year End Party for Everon’s agents.
Launching Breakthrough New Products
International brands, typically Samsung and LG, often invite regional KOCs to participate in new product launches (phones, TVs, etc.). This helps to significantly increase sales within the product’s target customer group, as Korean artists have a strong influence on Vietnamese youth. Most recently, VinFast organized a Maroon 5 concert and invited many KOCs from the Philippines, Indonesia, and Thailand. This not only created a show but also increased traffic and service usage in Phu Quoc, expanding Vinfast’s reputation before entering these markets.
Social Trends
In addition to traditional peak seasons, global social media trends also present opportunities for international influencer campaigns. A prime example is the rush to coffee shops after a Korean drama became a hit across Asia. Or the dalgona coffee trend following the popular series Squid Game. This is the perfect time for coffee or confectionery brands to catch the trend.
Conclusion
Collaborating with international influencers at the right time can help brands increase recognition and sales. However, don’t overlook the key factor: The influencer must be suitable for Vietnamese culture and taste. A successful international influencer campaign requires a deep understanding of the local market and a responsive, timely strategy. Hopefully, this article has provided you with useful information. Spread your brand message to the right audience at the right time to maximize effectiveness!
