Leveraging the immense appeal of celebrities not only enhances brand value but also generates massive revenue and engagement, making it a top priority in marketing campaigns. To understand this better, let's explore some of the most effective influencer marketing campaigns used during the recent Lunar New Year.
These Lunar New Year campaigns utilize influencer marketing effectively and achieve high popularity.
Simply put, Influencer Marketing refers to marketing campaigns where influencers (celebrities or people with influence on social media) promote, introduce, or represent a brand. This is one of the communication strategies that almost all brands are currently using to achieve significant results in terms of revenue and brand value.
This strategy receives even more investment, especially during important occasions like Tet (Lunar New Year). Influencer Individuals with a distinctive style, a large fan base, and a good fit for the brand's energy are often invited to be brand ambassadors or participate in Lunar New Year commercials. Through this, the brand's Lunar New Year products receive strong media coverage, naturally and effectively reaching a diverse and rich customer base.
To get a clearer picture, let's look at some of the most effective Tet (Lunar New Year) campaigns using Influencer Marketing in recent years.
KitKat: Truc Nhan x Phao – Relax during Tet, no need to stress.
With its vibrant red color, KitKat seems to be a lucky symbol, perfectly suited for the Lunar New Year. In its 2024 Lunar New Year marketing campaign, KitKat Vietnam collaborated with two popular influencers, singer Truc Nhan and rapper Phao, to convey the message, "No matter what anyone says, relax and enjoy the New Year without stress."
KitKat's Lunar New Year campaign features... The two influencers are singer Truc Nhan and rapper Phao.
Throughout the video, the lively and cheerful melodies make anyone who listens want to jump up and dance. In addition, the dominant color of the MV, as well as that of the two influencers, is red – the signature color of KitKat – making it easy for viewers to associate it with the brand's sweet chocolate bars.
Commercials often feel boring to viewers, but this video has garnered millions of views across social media platforms and brought KitKat significant engagement. This success is partly thanks to Truc Nhan and Phao – representing dynamic, positive young people with bright energy, perfectly suited to the festive atmosphere of Tet (Vietnamese Lunar New Year).
OMO: Hoa Minzy – Getting dirty brings hope
“Getting Dirty Brings Hope” is a highly meaningful Tet 2024 campaign by OMO in collaboration with two renowned artists, People's Artist Bach Tuyet and People's Artist Viet Anh, and conveyed through the voice of singer Hoa Minzy in the music video “Mai, Mom Comes Home.” With relatable lyrics and a gentle storyline, this video has touched the hearts of many people far from home who eagerly await Tet to reunite with their families.
Tet Campaign OMO's "Getting Dirty Brings Hope" campaign, in collaboration with singer Hoa Minzy, has resonated with many viewers.
Besides the music video, OMO also collaborated with Hoa Minzy, Thanh Nien Newspaper, and the Ho Chi Minh City Youth Workers Support Center (YEAC) to carry out the "Spring Journey - Hope 2024" campaign to help workers return home for Tet (Lunar New Year). Thanks to this, the brand, already reputable for its quality, is now even more trusted by customers because of its kindness and compassion towards fellow citizens.
Hòa Minzy is not only famous for her sweet voice and positive energy, but also for her kindness, sincerity, and willingness to help those in need. This is precisely why OMO invited Hòa Minzy to collaborate on this heartwarming project.
Vinamilk: Dieu Nhi – Showing off her refrigerator – A healthy Tet celebration for the family.
Vinamilk is also one of the familiar milk brands for all families in Vietnam because of its delicious taste and excellent quality. Tet (Lunar New Year) is also the time when Vinamilk wants to promote its yogurt products with the goal of inspiring the creation of healthy Tet menus, improving digestion, and avoiding bloating caused by consuming too much oily food.
The "Open Your Refrigerator and Show It Off – Healthy Tết Celebrations" campaign is a collaboration between Vinamilk and beautiful ladies.
Dieu Nhi is the main influencer that Vinamilk collaborated with on this project, featured in the video "What's Hot at Dieu Nhi's House?" alongside two other "beautiful ladies," Huyen Baby and Mlee. All three are talented artists with slim figures, and everyone is undoubtedly curious about their secrets to maintaining their beautiful skin and figure during the Lunar New Year season. Their cheerful, humorous energy and beauty completely captivated viewers.
In addition, during this Tet campaign using Influencer Marketing, Vinamilk also created a minigame challenge "Open the refrigerator and eat yogurt - Transform into a healthy Tet," where participants took photos checking in before and after eating Vinamilk yogurt, with many attractive prizes. Thanks to this, the interaction and hashtags related to this campaign on social media platforms went viral and were well-received by customers.
Mirinda: Truc Nhan – Let's Forget the Past 4
Another marketing video released during Tet (Vietnamese Lunar New Year) featuring singer Truc Nhan brought success to the brand. Tet is a time when people gather, share stories about the past year, their achievements, and their losses. But the new year will be more fulfilling when we let go of the misfortunes and misunderstandings of the past year. Truc Nhan, on behalf of the Mirinda brand, conveyed this entire message to viewers.
The perfect collaboration between Truc Nhan and Mirinda has been proven over many Lunar New Year seasons.
Although it's an advertising video, the lively music and witty lyrics make it hard for viewers to skip. Throughout the MV, the scenes of Tet (Vietnamese Lunar New Year) are realistically recreated, while also incorporating eye-catching and appealing images of Mirinda cans. As a result, the brand's Tet sales increased significantly.
Of course, the success of this Tet marketing campaign also owes a great deal to Truc Nhan – the main influencer in this Tet music video. Even when reading comments on social media platforms, it's easy to find shares like "Seeing Truc Nhan means seeing Tet," "Buying Mirinda because of Truc Nhan," "Truc Nhan's energy and Mirinda perfectly match the Tet atmosphere."
Influencer Marketing Strategy in Tet Campaigns
The essence of an influencer is that they have a significant impact on society and usually have a certain number of followers. Influencers can directly affect the needs and purchasing decisions of their audience, or at least their loyal fan base. Therefore, most brands today invite celebrities to be the face of their products, or collaborate with KOLs and influencers for new promotional campaigns.
To ensure your Lunar New Year campaign using influencer marketing is as effective as possible, focus on the following three key issues.
- Target customers
In fact, for any product promotion campaign, businesses need to identify their target customer base in order to create a suitable plan. Because the psychology, needs, and mindset of each age group are different, targeting the right audience is crucial. target customers This serves as the foundation for building a marketing strategy and finding the most suitable influencers.
If targeting young customers, brands need to find faces with high recognition and popularity among young people.
For example, mobile phone products typically target young customers, so the campaign script needs to be youthful and dynamic, and the KOLs (Key Opinion Leaders) are also people with this kind of energy. Meanwhile, products like spices and seasonings target families, and the chosen influencers are usually people with happy families.
- Script
For any advertisement or marketing content, the script is one of the crucial elements in highlighting the product and conveying the brand's message. For Tet (Lunar New Year) campaigns, the script should focus on family-related content, sharing stories that evoke the Tet atmosphere (such as going home for Tet, family reunions, Tet markets, cleaning the house, etc.) to resonate with viewers.
The script is also tailored to the product and the representative influencer to best reflect the brand's spirit. Additionally, it's necessary to incorporate promotions and gifts suitable for the Lunar New Year to stimulate demand, encourage product inquiries, and ultimately generate revenue and brand value.
- Suitable influencer
When using influencer marketing for Tet (Lunar New Year) campaigns, the influencers themselves act as brand ambassadors. Therefore, it's essential to collaborate with KOLs who share similar style, energy, and spirit so that customers can clearly feel and connect with the brand's message.
Influencer marketing partners can be singers, actors, YouTubers, streamers, or TikTokers, but they all have one thing in common: a large following and a following on a particular social media platform. Brands usually target KOLs with positive engagement, who can generate revenue and enhance brand reputation.
For example, following the success of Rap Viet 2020, Pepsi collaborated with the quartet of Lăng LD, Karik, and Wowy on a 2021 Tet (Lunar New Year) advertising video. With their youthful, positive energy, combined with the show's popularity, this influencer marketing campaign was a resounding success, attracting massive engagement and positive customer reactions. The large fan base of these singers also contributed significantly to the brand's sales.
Influencers are people who convey messages on behalf of brands, so they need to have a compatible spirit and energy.
Is using influencers in Tet (Lunar New Year) campaigns really effective?
In Vietnam, Tet (Lunar New Year) is one of the busiest shopping seasons of the year. From clothing and jewelry to food, electronics, and even tourism and entertainment services, everything is in high demand. Businesses need to quickly seize this opportunity to clear out remaining inventory from the previous year (through sales campaigns), launch new products for the Tet season, and promote their brand to consumers.
Utilizing influencer marketing in Lunar New Year campaigns is considered an effective strategy, especially in today's digital age. Leveraging the influence of celebrities helps reach a large customer base on social media platforms, boosting reach and generating revenue entirely organically.
The effectiveness of Tet campaigns using Influencer Marketing can be directly measured through engagement on social media platforms.
The effectiveness of influencer marketing campaigns can be easily measured through the level of engagement on social media platforms. Even if revenue isn't high, achieving significant engagement allows brands to reach many new and potential customers, thus still being considered successful.
Nevertheless, Lunar New Year campaigns using influencer marketing will still face some challenges as follows.”
- ExpenseThe more popular an influencer is, the higher their fees, potentially reaching tens or even hundreds of millions of Vietnamese dong. These campaigns utilize the influencer's image throughout, resulting in significant licensing costs. Therefore, if brands want their advertising campaigns to be highly effective thanks to the KOL's popularity, they need to factor in this considerable expense.
- The credibility and suitability of an influencer.As mentioned, collaborating with influencers in any campaign aims to tap into the psychology and trust of customers through the influencer's credibility. Therefore, if the influencer encounters any scandal or drama during the collaboration, it will directly affect the brand. In many cases, brands suffer collateral damage, having to hastily remove clips and advertising campaigns after their brand ambassador faces controversy, leading to a decline in reputation, finances, and revenue. Therefore, brands must carefully consider their options before choosing to collaborate with influencers.
- Don't expect too much: Influencer marketing campaigns during Tet (Vietnamese Lunar New Year) don't always deliver the expected results; sometimes the effects aren't immediately apparent. This depends on many factors, not just the influencer, but also the quality of the product and the marketing approach.
In reality, brands don't always use influencer marketing in their Tet (Lunar New Year) campaigns, even large brands, but they can still achieve the desired results. This depends on each business's strategic planning. Most importantly, if the product meets Tet needs, is of good quality, and is reasonably priced, then a loyal customer base will automatically be attracted and proactively seek out the product.
Businesses don't always choose influencers with high brand recognition, but it's still possible to achieve good results.
On the other hand, when deciding to launch an influencer marketing campaign, businesses need a long-term plan, finding suitable faces, and developing appropriate scripts and programs. If these goals are achieved well, influencers can truly be a leverage to help businesses skyrocket in revenue and brand value after just one Lunar New Year season.
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