Ly NguyenPOND’S
- Campaign: Clay Mask – Radiant Skin
- Timeline: March-June 2019
- Key Influencer: Singer Phương Ly
- Other Influencers: Tường San, Linh Thỏ, Huệ Kim (runner-up Fitness Model 2016), Hiền Nguyễn
POND’S targeted young women aged 20-27 with this campaign, featuring a predominantly pink color palette and a focus on youthful beauty. They cleverly jumped on the music marketing trend by adapting Phương Ly’s hit song “Anh là ai” into a catchy “face-washing” jingle. Their “POND’S Dance Contest” mini-game on Facebook and TikTok encouraged participation and boosted engagement.
NESTLE
- Product: NESVITA 5-Bean Milk
- Timeline: June-July 2019
- Influencers: “Mom” influencers (Hana Giang Anh, Trinh Phạm, MC Nguyễn Diệp Chi) and mass seeders (BB Trần, Hải Triều)
NESTLE strategically chose a mix of mom influencers and popular entertainers like BB Trần and Hải Triều to reach a wider audience and increase product awareness. Their target audience was health-conscious individuals aged 23-29. Their effective call to action, “Choose DELICIOUS, Choose RADIANT, Choose NESVITA 5-Bean Milk,” drove engagement and encouraged product trial.
L’OREAL
- Product: Crystal Micro Essence
- Timeline: July 2019
- Campaign Elements: Mini-game, Livestream
- Influencers: Ninh Dương Lan Ngọc (brand ambassador), beauty blogger Letsplaymakeup (An Phương), Misoa, Sam, Quỳnh Anh Shyn, and micro-influencers (Thiên Ân, Nguyễn Quyên, Thúy Hoàn Trần, etc.)
L’OREAL capitalized on Ninh Dương Lan Ngọc’s rising popularity after her appearances on TV shows like “Running Man Vietnam.” Her strong social media presence and high engagement made her the perfect brand ambassador.
L’OREAL also leveraged the power of livestreaming, a proven tactic for boosting engagement and building trust. Their recent livestream garnered over 3,000 interactions, effectively reaching their target audience and increasing product awareness.
4. BITI’S HUNTER
- Product: Biti’s Hunter Nameless
- Timeline: June-July 2019
- Campaign Elements: Co-creation with brand ambassador, mini-game, sponsorship of Sơn Tùng M-TP’s music video and SKY tour
- Key Influencer: Sơn Tùng M-TP (brand ambassador)
Biti’s Hunter continued their successful partnership with Sơn Tùng M-TP, one of Vietnam’s most influential celebrities, for this campaign. Sơn Tùng M-TP’s massive fanbase, primarily students, are highly engaged and eager to connect with their idol.
Biti’s Hunter tapped into this by launching a mini-game offering a chance to win a pair of Nameless shoes, gifts from Sơn Tùng M-TP, and even tickets to his SKY tour. Without revealing any product images beforehand, they generated massive hype and excitement, proving the power of influencer marketing when done right.
GRAB
- Campaign: Grabbike – Anywhere, Anytime, 5 Minutes to Ride!
- Timeline: June-July 2019
- Influencers: Thỏ Bảy Màu fan page, Soobin Hoàng Sơn, An Phương, and a large group of micro/nano-influencers (Avin Lu, Linh Đan, Thanh Thảo, Thúy Hoàn Trần, Bảo Uyên, etc.)
Grabbike targeted a young audience (18-25 years old) by collaborating with a diverse group of micro/nano-influencers. This strategy reflects the growing trend of leveraging the authenticity and high engagement of these smaller influencers.
HUAWEI P30 PRO
- Product: Huawei P30 Pro smartphone
- Timeline: July 2019
- Influencers: A star-studded lineup of popular beauty and travel influencers, including Letsplaymakeup, Trinh Phạm, Đỗ Duy Mạnh, Á hậu Huyền My, Hoa hậu H’Hen Niê, Ninh Tito, etc.
To compete in the crowded smartphone market, Huawei partnered with a diverse group of high-profile influencers. They targeted young, adventurous consumers who love to travel and capture their experiences. Hashtags like #TravelwithP30 and #Dẫnđầunhiếpảnh (Leading Photography) were used to promote the phone’s camera capabilities.
By understanding their product’s strengths and collaborating with the right influencers, Huawei successfully positioned the P30 Pro as a top contender in the smartphone market, achieving a global ranking of #2.
