Looking for some marketing inspiration for your brand in Vietnam? Look no further! We've got you covered with the latest marketing trends in Vietnam that both local and international brands are using to create successful campaigns. In this article, we'll focus on digital advertising, influencer marketing, and other online advertising channels in Vietnam.
In Vietnam, consumers are big on social media, customer reviews, and mobile apps when it comes to discovering and learning about brands. In fact, 57.2% of internet users in Vietnam use social networks to research brands they might want to buy from (Source: DataReportal). That's why businesses are using social media platforms like YouTube, TikTok, Facebook, and Instagram to reach potential customers.
If you're looking to deliver an authentic brand message to your audience, using product reviews from experts, bloggers, and influencers is a proven strategy. And while digital media is king, offline media is not dead. Some of the brands we'll showcase in this article still use TV commercials, films, and music videos to get their message across.
So if you're ready to learn more about how brands are marketing themselves in Vietnam, keep reading! Our hope is that this list will help you create your own campaign, introduce your brand, and make a big impact in the Vietnamese market. Let's get started on the best marketing success stories in Vietnam!
11 Marketing Success Stories in Vietnam ⬇️
1. Oreo
Let's talk about Oreo's 2020 campaign, which used some seriously cool AR technology to give their customers a whole new experience. Oreo released a special Tet Cake Box that included a brand new Red Velvet flavor. But the real magic was inside the box - customers found a music card that could be scanned with their phone, which played traditional Tet music. And that's not all! Customers could take a bite out of their cookie to match an image shown on the screen and unlock access to 5 exclusive Tet songs by Min, a famous Vietnamese singer.
It's safe to say that Oreo's campaign was a huge hit in Vietnam, and one of the most successful uses of technology in advertising in 2020.
2. RealMe
RealMe's Series 8 phones were one of the top 10 best-selling phones during the COVID-19 outbreak, and their success can be attributed to one thing: their incredible use of online media.
RealMe's "Dare To Leap" campaign was a huge hit, with a brand growth rate of over 60%, and the largest number of followers in the Tinh Te technology forum. They used a variety of marketing strategies, including social stunts, influencer marketing, TikTok marketing, and Out of House marketing.
The campaign kicked off with a social stunt that had two RealMe brand ambassadors on the hunt for a mysterious number 8. This online to offline activity got a lot of attention and engagement from consumers. They also published two talk shows consistent with the "Dare to Leap" concept, featuring young travel vloggers and photographers sharing photography tips.
But that's not all - RealMe also came up with a dance challenge on TikTok called the "Infinity Dance," which was participated in by over 65,000 people. They also collaborated with nearly 100 influencers who shared content taken by the Series 8 phones all over Vietnam.
RealMe's campaign was everywhere - on social media platforms, radio segments, and in more than 400 new articles on TV, newspapers, forums, and websites. They even used billboards in major cities to support the campaign. All in all, RealMe's use of online media was a huge success and showed that they truly dared to leap in their marketing efforts.
3. LG Vietnam
When it comes to blending music with marketing, LG Vietnam struck a chord with its campaign featuring the music video (MV) "Vũ Trụ Rực Tích Cực" starring Phương Mỹ Chi and produced by DTAP. This project reimagined the beloved hit "Vũ Trụ Có Anh" with fresh lyrics and a modern remix. The campaign aimed to inspire optimism and encourage positive actions, resonating deeply with Vietnamese audiences.
The MV is a masterclass in music marketing, combining catchy melodies with stunning visuals. Its modern motion graphics brought familiar cityscapes to life, transforming them into animated hubs of energy and hope. The storyline celebrates community spirit and individual contributions, promoting a message of collective positivity that feels both authentic and inspiring.
LG Vietnam skillfully integrated its brand message into this musical experience. The campaign tied into LG's broader initiative, "Tích Cực Lan Tỏa, Nụ Cười Lan Xa" (Spread Positivity, Spread Smiles). Rather than focusing solely on product promotion, the MV emphasized shared values, crafting a narrative that viewers could emotionally invest in.
The result? A marketing triumph with over 8 million views on YouTube. The MV captured the hearts of Vietnamese audiences, particularly Gen Z!
Sources: Advertising Vietnam, LG Vietnam Official YouTube.
4. Bông Biêng
Bông Biêng has redefined Vietnam’s competitive milk tea market by crafting a unique brand identity centered on sensory marketing. The brand’s signature blend of floral scents and fashion-forward aesthetics creates an experience that appeals to both the senses of smell and sight—setting it apart from conventional tea brands.
At the heart of Bông Biêng’s strategy is its “flower-scented” milk tea concept. Unlike traditional brands focusing on rich tea or creamy textures, Bông Biêng infuses its beverages with delicate floral notes, transforming a simple drink into a sensory journey. Signature drinks like Bông Biêng, Bông Lai, and Mộc Hoa evoke curiosity and invite customers to explore a world where tea and flowers harmonize.
The brand extends its sensory storytelling through fashion-inspired visuals. Every Bông Biêng store resembles a high-end boutique, blending soft pastel tones with elegant minimalist designs. Even its packaging feels like a collectible accessory, making each purchase a stylish statement. This integration of fashion and fragrance turns an everyday product into a curated lifestyle experience.
Bông Biêng's marketing narrative positions its tea as more than a beverage—it’s a crafted encounter with art and nature. The tagline “Dệt Hương Thanh, Dịu Vị Trà” (Weave Fragrance, Soften Tea Flavor) perfectly encapsulates this philosophy. By intertwining sensory cues, the brand appeals to modern consumers seeking meaningful and refined experiences.
Through its innovative blend of sensory marketing, Bông Biêng has built more than a brand—it has established a cultural symbol for elegance and sophistication in Vietnam's bustling milk tea industry.
Sources: Brands Vietnam.
5. Baemin
Let's talk about the Vietnamese food tech startup Baemin and their adorable character, "Meo Meo," who used emotional marketing techniques to really connect with their target audience of working females. Baemin focused on highlighting dietary needs and food selection while still keeping their brand youthful and fun.
Baemin launched three communication campaigns, starting with "Women should love safe or interesting," a debate between choosing a lover and choosing a restaurant. They collaborated with Tran Thanh and successfully reached over 11,000 discussions, and even made it to the top 7 featured campaigns on social media according to BuzzMetrics.
Their second campaign, "Baby," utilized the popularity of Vietnamese Rap and created a music video that reached the 3rd spot on YouTube's trending list in just 72 hours. The song was performed by AMEE and KARIK and was a huge hit with their target audience.
For their latest campaign, "Sweet," Baemin collaborated with rappers JUSTATEE and Rhymastic to create a music video using the popular Rap Viet technique.
Overall, Baemin and "Meo Meo" have done a fantastic job of using emotional marketing techniques to really relate to their target audience. With their youthful and fun brand image, Baemin has managed to capture the hearts of working females across Vietnam.
6. Biti's Hunter
You won't believe how Biti's Hunter and their marketing agency crushed it with their "Proudly Made in Vietnam" campaign, winning not one, but two awards!
The campaign's message, "not perfect but still proud," really hit home for Vietnamese people and the country's street culture. Biti's even produced a short film called "Pride Inspiration From the Streets," which helped boost their digital PR channels. And to top it all off, they launched an exclusive Biti's Hunter street shoe line, which was inspired by the beautiful imperfections of authentic street scenes in Vietnam.
This campaign was truly a game-changer, and it's no wonder it received so much recognition. Biti's Hunter and their marketing agency did an amazing job of capturing the spirit of Vietnam and highlighting the beauty of imperfection.
7. Lazada
Lazada, one of the top e-commerce platforms in Vietnam, is always looking for new ways to improve their user experience. That's why they've implemented some pretty cool marketing techniques, like collaborations and livestreams.
Lazada teamed up with Grab Vietnam to make sure their customers get the best delivery services possible. Plus, they even worked with Google to create a course on how to improve sales, which ended up doubling the number of sellers on their platform.
To keep things fun and engaging, Lazada also works with KOLs and interactive gamifications. And let's not forget their use of livestreams, which has been a huge hit with their audience. In fact, their gamifications got a whopping 29.9 million interactions on Facebook in the second quarter of 2020.
Even during the pandemic, Lazada found a way to keep things interesting with their LazLive programs, which combined shopping and entertainment - or "shoppertainment," if you will. With views reaching up to 15 million, Lazada proved that they know how to keep their customers engaged no matter what.
Overall, Lazada's innovative marketing techniques have been a huge success, and it's clear they're always looking for new ways to improve their user experience.
8. ITP Pharma
Pharmaceutical marketing can be a tricky business. Brands need to strike the perfect balance between providing scientific information and delivering an easily-digestible marketing message. And Eonmix's "The Journey of Morin" campaign did just that, with the help of a Pikachu-inspired character!
Eonmix created an animated film called "Knight Morin" that was not only exciting and fun, but also helped their target audience - children and mothers - learn about the product's scientific information. This campaign was a huge success, increasing Eonmix's conversion rates and generating tons of impressions on Facebook.
But that's not all - Eonmix also used Google Display Ads and customer feedback software to make the buying process as easy as possible for their customers. They even worked with attractive mother influencers and launched an offline marketing campaign.
Overall, Eonmix's campaign was a shining example of how to make pharmaceutical marketing fun and engaging while still delivering important scientific information. By striking the perfect balance, Eonmix was able to connect with their target audience in a meaningful way and see some impressive results.
9. Aqua Vietnam
Let's talk about Aqua's brilliant marketing campaign, #AquaVua, which launched a cost-efficient and space-efficient washing machine and refrigerator aimed at young couples with a living budget and a modest living space.
The campaign utilized a variety of marketing techniques to really connect with their target audience. First, they created a series of non-skip ads called #AhToMe, which showcased the struggles of cooking in a small kitchen. They also enlisted the help of KOL Giang Oi, who shared about her recent marriage and how she and her husband made everything fit into their new home.
To increase engagement, AquaVua launched a series of bumper ads on YouTube, which really helped to get their message across. And finally, they wrapped up the campaign with a super fun minigame called "What Does Aqua Washing Machine Fit for Two Halves of the New Year?"
Overall, #AquaVua was a huge success, and it's no wonder why. Aqua did an amazing job of using a variety of marketing techniques to connect with their target audience, and their cost-efficient and space-efficient washing machine and refrigerator were a hit with young couples across Vietnam.
10. Knorr
Knorr's 2021 Tet Campaign was a huge hit, and it's easy to see why. Their music video collaboration with Truc Nhan and Thanh Thuy, "Kitchen on New Year's Day," was an instant success, racking up an impressive 27 million views on YouTube.
But Knorr didn't stop there. They also worked with youthful influencers to create music video reaction content, which proved to be super popular among young audiences. And to really connect with their community, the brand interacted with community pages and even launched a series of live stream shows on Lazada to share recipes.
Overall, Knorr's campaign was a great example of how to use creative collaborations and engaging content to connect with your audience. By working with popular influencers and interacting with their community, Knorr was able to really boost their engagement and spread their message far and wide.
11. Berocca
Berocca knows how to get their audience moving, and they did just that with their collaboration with Vietnamese artists ISAAC, Lou Hoang, and Only C to produce a music video for "2 PM." This campaign was a huge success, and it was promoted on a variety of media channels like Instagram and TikTok.
But that's not all - Berocca also created a hashtag challenge that really got their audience engaged. They encouraged consumers to make a dance cover of the choreography in the music video and post it on social media with the hashtag #Berocca2PMChallenge. And the best part? Participants had a chance to win an iPad!
Overall, Berocca's music marketing techniques were a huge success, and it's clear that they know how to get their audience moving and engaged. With a catchy music video and a fun hashtag challenge, Berocca really hit the mark with this campaign.
Conclusion
In order to succeed in a valuable international market like Vietnam, brands need creativity, along with a deep understanding of the nuances in this market. This list contains examples of brands which knew exactly what was needed to create effective marketing strategies.
In this list, we can see that brands still apply multi-channel marketing, not only using the internet but also TV, radio, mobile apps, and many others. We can also observe that most brands collaborated with influencers in their campaigns. Influencer marketing in Vietnam has been proven to deliver more than the expected outcomes in terms advertising and marketing goals.
We hope that you were able to get an idea on how to introduce your brand to the Vietnamese market.
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