2025 is an early Lunar New Year season, so planning marketing campaigns for your products and services now is a good idea. It's predicted that many prominent and viral campaigns will be launched across all platforms by brands of all sizes. If you don't have any ideas yet, try referring to our article to glean valuable information and apply it successfully.
Should businesses start preparing their Tet (Lunar New Year) marketing campaigns now?
Tet (Lunar New Year) is a golden opportunity for businesses to launch marketing campaigns for their products and services. This is because consumers have the highest shopping demand of the year. According to a survey, shopping demand during Tet increases by more than 30% compared to normal days. Therefore, preparing and implementing Tet marketing campaigns early is extremely important.
Furthermore, early preparation, from the initial idea to the final implementation, takes a significant amount of time. Especially considering the 2025 shopping market is considered saturated, brands and companies that lack innovative marketing content and a change in their approach to customers will inevitably fall behind their competitors.
Based on the above information, it can be concluded that businesses should focus on preparing and building their Tet holiday marketing strategies starting now.
According to our research, the gap between the Gregorian New Year and the Lunar New Year in 2025 is quite short, less than a month apart. Therefore, the timing for launching the Lunar New Year campaign should be considered for the end of November to the beginning of December. This will help increase reach, coverage, and interaction across multiple platforms until the official Lunar New Year.
Secrets to building a groundbreaking Tet marketing campaign in terms of content.
According to BuzzMetrics, the post-Covid-19 economic recovery has not shown much promise, and the economy remains challenging, leading to significant changes in Tet (Lunar New Year) consumer behavior. With such a volatile Tet season, implementing Tet marketing campaigns will present numerous difficulties, signaling a challenging year for brands.
To have a successful Tet 2025 marketing campaign, keep these 3 tips in mind:
Choose the right message.
A compelling message plays a crucial role in determining the success of a Tet marketing campaign. However, being good alone isn't enough; several other factors are needed to make the campaign truly viral.
According to a survey by YouNet Media, in the 2024 Lunar New Year season, the two most popular insight platforms were Celebration (Tet is about celebrating) and Homing (Tet is about returning home). For the 2025 Lunar New Year, it is predicted that these two insights will continue to be the most relatable and engaging, creating a strong connection with viewers and contributing to the success of Lunar New Year marketing campaigns.
However, to avoid repetitive content that bores viewers, brands can try changing their approach, looking more deeply into these two themes, and incorporating new, contemporary elements to create fresh content.
For example, while in previous years the most popular theme was "Going far away to return," referring to geographical distance, this year it could shift to the theme of emotional distance. And Tet is a time for family members to reconnect, gathering around the dinner table after busy months, helping viewers realize the true value of Tet and effectively evoking emotions.
Choose a unique concept.
Many brands have successfully implemented unique Tet (Lunar New Year) concepts that are both creative and highly engaging. Building upon traditional creations, brands need to delve deeper into developing unique ideas that attract audiences while still adhering to traditional customs and values appropriate for the Tet holiday.
Here are some unique Tet (Lunar New Year) concept suggestions:
- Tet music videos from famous singers help attract viewers and effectively convey messages;
- Leverage the appeal of TikTok, follow trends, or design your own viral templates on Capcut (a free video editor and creator for TikTok). This is one of the new and very popular forms of viral marketing on social media.
- Organize concerts and outdoor events, collaborate with famous artists, singers, actors, and influencers to increase campaign reach. This simultaneously promotes products and services while increasing brand awareness and connecting with thousands of attendees both offline and on social media.
- Leverage the power of Artificial Intelligence (AI) in Tet marketing products. For example, integrating the "Create QR Code using AI Images" feature allows Momo users to easily create their own personalized lucky money codes. Or the campaign to create key visuals entirely using AI in the 2020 Tet campaign;
Focus on optimizing your Tet campaign on social media.
After gathering all the necessary elements for the campaign and publishing them on social media, brands need to continuously monitor, measure, and flexibly adjust activities to boost quality metrics. This will help the Tet campaign perform strongly, go viral, and attract audience attention throughout the Tet season.
To optimize your Tet (Lunar New Year) marketing campaign on social media platforms, brands can track and measure results through the following four metrics:
Total Mentions & Audience Scale (Number of social media users participating in the discussion)
To ensure a successful and viral Tet marketing campaign on social media, brands should focus on monitoring and implementing activities that boost engagement. Total mentions and Audience scaleOnly when both of these factors grow equally can the campaign's reach and viral potential be confirmed.
Here are some related activities that the marketing team could implement:
- Upload short clips from Tet music videos and short films to easily create viral content;
- Create content from key assets through activities such as minigames, remakes, music covers, dance challenges, etc., to spread the content widely on social media.
- Collaborate with well-known influencers, KOCs/KOLs, TikTokers, etc., to increase the campaign's reach.
- Organize offline events, promotions on e-commerce platforms, and offer deep discounts to customers who interact with the brand on social media;
Optimize positive social media engagement.
Although brands can grab the spotlight, gain recognition, and generate lively discussions, they should aim for "clean content," guiding audiences towards positive thoughts and responses. Because even if a campaign is frequently mentioned, if the majority of comments are negative or irrelevant hashtags are used, it will negatively impact its success.
To improve the positive social media presence for the 2025 Tet campaign, brands should implement various activities, both large and small, related to the campaign and brand, and encourage positive discussions. Some simple suggestions include:
- The campaign encourages the creation and sharing of posts and content with personalized hashtags (unique hashtags) to help convey the campaign's message.
- Implement activities that help remind customers of the Tet marketing campaign, such as livestream giveaways, minigames, and sales promotions, that are highly relevant.
- Combining social activities such as community fundraising and brand donations to those in need helps increase discussions and positive feedback, while also boosting brand awareness, evoking emotions, and fostering closer connections with the audience, especially on social media platforms.
Tet 2025 is considered a challenging Tet holiday for domestic brands amidst a volatile economy. Therefore, when implementing this year's Tet marketing campaign, significant innovation is needed, along with a different approach that still targets customer insights, focusing on listening to social media data to keep up with trends, ensuring campaign success, and boosting business KPIs.
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