Context: Read this piece as a record of how the market and the featured case were understood at the time. IMVN has preserved its original direction without presenting older names or figures as a current shortlist.
In the context of fierce competition, the automotive industry is witnessing the rise of Influencer Marketing. Car manufacturers, both big and small, are leveraging the influence of prominent figures on social media to reach potential customers. So how is this trend unfolding? How has VinFast applied Influencer Marketing in its brand building journey?
Influencer Marketing in the Automotive Industry – Why is it so “Hot”?
- Building Trust: Consumers often trust the opinions of KOLs (Key Opinion Leaders) more than traditional advertising.
- Reaching the Right Audience: KOLs can help car manufacturers reach potential customers who align with the brand and product.
- Increasing Brand Awareness: The presence of KOLs alongside the product helps increase brand recognition.
- Creative and Engaging Content: KOLs often have the ability to create engaging content that leaves a lasting impression on viewers.
Successful Case Studies Worldwide
Mercedes-Benz and the #MBPhotoPass Campaign: Collaborating with famous photographers on Instagram to promote new car models.
Audi and the #WantAnR8 Event: Creating opportunities for Twitter users to experience the R8 supercar through a social media contest.
BMW and “The Hire” Project: Producing action short films featuring Hollywood stars like Clive Owen and Madonna.
VinFast’s Influencer Marketing Journey
From the very beginning, VinFast has recognized the importance of Influencer Marketing in building its brand:
- Paris Motor Show 2018: VinFast made a big splash by inviting football legend David Beckham to introduce its first two car models, the VF 8 and VF 9.
- Domestic Events: VinFast regularly collaborates with famous beauty queens, singers, actors, and models in Vietnam to promote its products.
- Expansion into Southeast Asia: VinFast continues its Influencer Marketing strategy by partnering with KOLs in Thailand, Indonesia, and the Philippines.
Influencer Marketing is becoming an indispensable trend in the automotive industry. VinFast is one of the pioneering car manufacturers in applying this strategy in Vietnam and has achieved certain successes. In the future, Influencer Marketing promises to continue to develop and bring new opportunities for car manufacturers.
A useful shortlist starts with the job the creator must do, not a follower threshold. The team should define the audience, desired action, evidence required in the content, and the context in which the creator will appear. Recent posts, comment quality, audience location, previous sponsorships, and the creator’s ability to work with a brief all deserve a closer look. This turns selection into an operating decision rather than a popularity contest.
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