The Brief

This campaign, driven by clever insights around consumers’ online search behaviours, featured an innovative way of leveraging search to reach consumers on a personal level yet at scale to build real engagement. While every other brand resorts to the traditional /old-fashioned broadcasting channels, we went direct with our audience, speaking directly to them in a meaningful way that grabs their attention most immediately and effectively. The direct elements of the campaign are the highly personalized Tet messages that our audience received online during the campaign.

Creative Execution

To activate the campaign, followers on Facebook received a message on their news feed, and were encouraged to search for their names on Google, at which point they will receive the surprise of a TET greeting addressed only to them. Upon clicking on the greeting, they will then be directed to a branded landing page customised with their own names. On this page, they will be able to put in their birth information and get a personalised horoscope for the New Year to share with their friends and family. The effect was to deepen connections with users and engagement.

Describe the creative solution to the brief/objective.

Empowered with in-house technology and Google Keywords Planner, we discovered some very interesting online behaviours of our target audience: they love searching for their own names on Google. And they are also keen to know what is in store for them for the New Year. The two insights combined and inspired a highly effective and engaging idea: a personalised New Year greeting extended when people search for their own names on Google, which would then direct them to a personalised website where they could get their own horoscope for the New Year.

Results

We achieved 100% ROI based on earned media return alone. Brand search queries grew by 101% during the campaign period. People searching for their name grew by 100% on Google. Search results: 68,000 clicks, 80% Arrival Rate (vs. SEA benchmark 60%); 2.34 million Impressions (Reaching 100% of our TA & 3x Uplift vs. average monthly search queries) 3,359 shares More importantly, the campaign was picked up by major press in Vietnam, and this eventually went beyond the digital space, and earned the brand more publicity and media value.