Tết 2022 is coming, how do brands connect with Vietnamese consumers?

This blog will help you learn more about online customer behavior during the Tet holiday season of 2021 amid the pandemic, along with suggestions for taking advantage of trends in marketing. 

With Tết 2022 likely to be celebrated online, we look at how brands can better prepare for this by utilizing new solutions to connect with people as Vietnam celebrates the Year of the Tiger together.

As Tet tends to be associated with more online experiences, how can brands reimagine Tet to connect with people?

Reach out to people while they are watching TV

Traditionally, during Tet, entertainment/comedy shows dominate TV screens, giving rise to the perception that TV is the best way to reach out to people during this season.

However, television is no longer the only source of entertainment for Vietnamese people. As more people own Smart TVs (smart TVs that are connected to the internet), YouTube streaming in the living room is becoming more popular.

By 2021, 92 percent of Smart TV owners in Vietnam (more than 25 million people) will be streaming YouTube content. Notably, 48 percent of people spent more time than in previous years watching online programs on TV with family or alone during Tet 2021.

With so many YouTube subscribers, design your Tet campaign to reach them via their connected TV.

Brands can shine the spotlight on these changes in consumer behavior by providing interesting videos during Tết to audiences in order to celebrate the holiday. Collaborate with content creators to gain a competitive share of voice and an exclusive connection with people. Youtube’s Tết Sponsorship Tt Sponsorship on YouTube connects brands in Vietnam with popular YouTube producers to create content that people enjoy and reach millions of new audiences.

Tet 2020, Vietnamese coffee brand – Highlands Coffee partnered with Huynh Lap Official, the leading YouTube channel with 3.2 million subscribers. Huynh Lap produced the content of the Tet entertainment program and introduced coffee and tea products of Highlands in the video.

Localized content matters!

During Tết, the cultural and linguistic differences across regions of Vietnam appear in the search engine (Google)

Here’s what brands can learn from these search trends: there’s no common ground for a market as culturally and linguistically diverse as Vietnam.

Hence, to connect with your audience before, during and after Tet, learn about the insights, customs, and habits of your target audience and design your ad campaign accordingly.

With tools like the Sub-location feature in Reach Planner, brands can deliver content tailored to audiences in specific regions.

A good example is P&G’s eight-week-long campaign on YouTube and TV for its shampoo brand – Pantene.

To drive brand growth in the Northern Midlands Mountain region, the company used the Secondary Locations feature in Reach Planner to deliver ads specifically to people living in remote areas. By adding a Sub-location campaign to its domestic campaign, P&G was able to measure the incremental reach and increase metrics for its preferred market.

YouTube says it will increase the reach of its success, and will play an important role in future branding campaigns.

Take advantage of YouTube Video Action Campaigns to Drive Online Sales

Vietnamese consumers are also turning their shopping activities to e-commerce to fulfill Tết traditions of refreshing themselves, their homes, and gift-giving. More and more people said they will plan to make more online transactions during Tết 2022.

With 80 percent of users switching between the two platforms when researching products, YouTube is one of the important touchpoints, alongside Search. Brands may target people who are looking for something to watch on YouTube and direct them to online retailers by using the Video Action Campaign (VAC) feature on YouTube.

Take L’Oréal’s strategy for instance, with the objective of driving traffic to its online channel on Shopee. Along with Shopee, the world leading beauty company collaborated with Google to display its skincare products on YouTube.

From consumer perspectives, when they searched for skincare reviews on YouTube, they saw VAC ads by L’Oréal, Shopee and Google while watching reviews. While, on YouTube Home feed, audiences saw the list of product and promotional videos amongst other organic content.

Smartly is that when consumers clicked on the VAC, they were immediately linked to the L’Oréal Shopee store which will increase the level of the seamless customer journey.

At the same time, L’Oréal operated a Smart Shopping Campaign, which allowed it to re-target customers on Search, YouTube, and Display and bring them back to its online store. L’Oréal achieved a 2X return on ad investment with its two-pronged approach to engaging consumers.

Tết 2022, connecting with Vietnamese consumers conclusion

With Tet 2022 most likely to be held “online” again, brands can use the latest consumer insights for this holiday season to plan ahead and reach people across the globe. Vietnam as they enter the new year.

There are three ways to make sure your marketing strategy is ready for Tet 2022:

• Access through Smart TV
• Use the Secondary Location feature in Reach Planner
• Use YouTube purchasable formats.

So, are you going to accept the challenge? If you do everything and don’t see the results over time, you can hit D4E up and we will help. D4E – the best e-commerce agency in VietNam