INFLUENCER

MARKETING
2024
VIETNAM AND THE WORLD

Market Overview 2024

Trend Prediction 2025

Influencer Marketing Agency &

Platform trusted by 1500+
leading brands
vn.revu.net
INFLUENCER INDUSTRY OVERVIEW
GLOBAL MARKETING 2024

INFLUENCER MARKETING SPENDING EXPECTED TO REACH $24 BILLION

According to Influencer Marketing Hub, the Influencer Marketing industry is

expected to grow to $24 billion by the end of 2024.
From just $1.7 billion in 2016, Influencer Marketing has grown and is expected
to reach around $24 billion by the end of 2024.

Global Influencer Marketing Market Overview 2024

24 billion dollars

$21.1 billion

16.4 billion dollars

1.7 billion dollars

2016 2022 2023 2024

84.8% THINK INFLUENCER MARKETING IS EFFECTIVE

84.8% More than 84.8% of survey respondents

believe that Influencer Marketing is an

think Influencer effective form of Marketing, up from
Effective Marketing
2023.

7
NEARLY 1/4 INTEND TO SPEND MORE THAN 40% OF THEIR BUDGET
MARKETING FOR INFLUENCER MARKETING

24.2% of respondents plan to spend more

than 40% of their marketing budget on
influencer marketing. 11.5% plan to spend
24.2%
plans to spend more than
30-40% of their budget, 15.8% will allocate 40% of the budget
20-30%, 22.4% will spend 10-20%. on
Influencer Marketing

NEARLY 60% INTEND TO INCREASE MARKETING SPENDING

INFLUENCER IN 2024

Nearly 60% of respondents intend to increase their influencer marketing

spend in 2024. 59.4% of respondents with influencer marketing budgets
intend to increase their influencer marketing budgets over the next 12
months. An additional 22.1% said they expect to keep their budgets the
same as in 2023. Another 9.3% said they are unsure how their influencer
marketing budgets will change. The remaining 9.3% intend to decrease
their influencer marketing budgets.

Global Influencer Marketing Budget Adjustment Forecast 2024

Budget 59.4%
increase forecast

Expect to
22.1%
keep the budget the same

Unsure about budget

9.3%

Budget
9.3%
reduction forecast

8
THE MAIN PURPOSE OF RUNNING INFLUENCER
MARKETING CAMPAIGNS IS TO CREATE USER-
GENERATED CONTENT (55.8%)

The answer to this question has changed dramatically over the past
few years. In 2022, 36.7% of respondents said their Influencer Marketing
campaigns were aimed at increasing Sales, 35.7% focused on
Awareness, and 32.8% stated that they engaged in Influencer Marketing
to build their User-Generated Content (UGC) library. However, by 2023,
the desire to generate UGC had risen to become the primary reason
for Influencer Marketing campaigns (45%), with the importance of
Sales (29%) and Awareness (26%) both decreasing significantly.

2024 is trending similar to 2023: The primary purpose of running

Influencer Marketing campaigns is to create User-Generated Content
(55.8%). Generating sales (23.2%) is the second highest purpose, and
Awareness (21%) both decrease in importance.

The Main Purpose of Global Influencer Marketing 2024

Awareness level
22.1%

54.3% User
Generated
23.5% Content

Sales

9
BUSINESSES PREFER WORKING WITH INFLUENCER
SMALL

Priorities when choosing Global Influencer Marketing 2024

2024 2023

44%

39%

30%
25.7%

17.4% 19%

12.9% 12%

Nano influencer
Micro influencer Macro influencer Mega influencer

Businesses prioritize working with small Influencers (Nano - 44% and

Micro - 26%) over expensive Macro Influencers (17%) and celebrities
(13%).

This may reflect the realities of being a small to medium sized business.
You simply cannot afford the fees that large and macro influencers
charge. Additionally, there are far fewer of these more popular
influencers, which limits the number of brands they can work with.
However, it may also reflect that nano and micro influencers have
much higher engagement rates than larger influencers and can be a
better value for brands looking to reach a specific audience.

10
PAYING INFLUENCERS NOW
STANDARD (41%), INSTEAD OF JUST GIVING THEM A PRODUCT
FREE PRODUCTS (31%)

Global Influencer Rewards 2024

Money Free product

Product Discount Giveaway

More businesses pay Influencers than
9.4% give away free products. 40.8% offer
monetary rewards, 30.8% offer free
product samples, 18.9% give Influencers
18.9% discounts on products or services
40.8%
(presumably more expensive items),
and a smaller 9.4% invite Influencers to

30.8%
participate in giveaways.

MORE THAN HALF OF THE PAYMENTS TO INFLUENCERS

ARE MADE IN THE FORM OF COMMISSIONS
Global Influencer Payment Methods 2024

The most popular method (49.6%) is 49.6%

now commission-based payments.
Fixed payments now account for just
24.1% of sales, with product-level sales
(19%) now five times more common 24.1%

than in 2022. Those paying on sales- 19%

level incentives remain low at 7.3%.

7.3%

Fixed
Based Based
amount Rose on product on
level sales level

11
TIKTOK (USED BY 69% OF BRANDS)
INFLUENCER MARKETING) SO FAR IS
MOST POPULAR INFLUENCER MARKETING CHANNEL

Global Influencer Marketing Channel 2024

Youtube - 33.1%

TikTok - 68.8%

X/Twitter - 9.9%

Facebook - 27.…
LinkedIn - 9.6%

Instagram - 46.7%

Twitch - 7.9%

TikTok is dominating the global influencer marketing market in 2024 with 68.8%
market share, followed by Instagram (46.7%) and YouTube (33.1%). This clearly
reflects the trend of users and brands favoring short video platforms, especially
vertical video formats on mobile phones.

Traditional platforms like Facebook account for just 27.5%, while X/Twitter (9.8%),
LinkedIn (9.6%) and Twitch (7.9%) have modest shares. This distribution suggests
that brands should prioritize investing in video content and optimizing campaigns
across multiple platforms.

12
INFLUENCER MARKETING CAMPAIGN
GLOBAL HIGHLIGHTS 2024

CASE #1: KINGUIN: USING INFLUENCER MARKETING TO INCREASE

25% SALES IN 3 MONTHS

This case study delves into a high-impact influencer marketing strategy

executed during Black Friday Cyber Monday (BFCM), a pivotal time for e-
commerce profits.

Strategy:
Plan large-scale collaborations (50-100 influencers/month)
Select and focus on the best performing influencers
Optimize posting times according to seasonality (utilize BFCM)
Build and develop strategic partnerships with
influencer

Result:
448K USD in Q4
Impressive $34K Revenue Increase in One Day

Lesson:
Seasonal campaigns are a great opportunity to develop relationships with
top-performing influencers and maximize campaign ROI.

13
CASE #2: KINGUIN USES INFLUENCER MARKETING PLATFORM
TO INCREASE SALES 25% IN 3 MONTHS

Finding the right influencer for your brand can be a difficult task unless
done through dedicated search tools. Kinguin manages your influencer
marketing campaign with the right tools.

Strategy:
Use influencer management tools
Focus on finding the right influencer

Result:
Increase brand ambassador programs by 600%
Increase sales by 25%
Improve overall operating efficiency

Lesson:
Finding influencers should be done through specialized tools.

The right tools make managing influencer marketing campaigns easier

and more effective

14
CASE #3: OLIVIDA ACHIEVED 7.2X ROAS USING PLATFORM
INFLUENCER MARKETING

Olivida, a popular skincare brand in the Netherlands, achieved a 7.2X Return

on Ad Spend (ROAS) using the Influencer Hero platform, overcoming high
competition in Meta advertising.

Strategy:
Deploy automated gifting campaigns
Apply affiliate marketing
Leverage User-Generated Content (UGC) for Paid Social Advertising

Focus on building long-term brand ambassador relationships

Results:
ROAS reached 7.2X in the first campaign
Identified 7 most effective influencers for long-term cooperation
Reduced average CAC by >150%
Increased Meta ROAS from 1.1X to 2.6X for new customer acquisition
Opened up a path to sustainable growth with a recurring business model
and high CLTV

Lesson:
Influencer marketing can go beyond single affiliate marketing programs

Can be a platform for effective paid advertising

Effective influencer collaboration helps reduce customer acquisition costs

15
CASE #4: NAKED AND THRIVING ACHIEVED 215% ROI IN FIRST 4
MONTHS BY COMBINING INFLUENCER MANAGEMENT PLATFORM WITH TEAM
FIVE EXPERTS

Brandbassador's case study highlights how Naked and Thriving, an organic

skincare brand, achieved a 215% ROI in its first month using the influencer
marketing platform.

Strategy:
Take advantage of influencer marketing platform automation tools
Brandbassador
Manage micro-influencer campaigns with a team of experts
Focus on creating IGC and UGC content to increase paid advertising
engagement

Result:
Attracting 350 brand ambassadors
Total Reach: 8.68 million (in < 4 months)
ROI increased by 215%

Lesson:
Agency influencer marketing + technology = less burden, more efficiency

Micro influencers are suitable for campaigns focused on content and

brand extension goals.

16
CASE #5: BLOOM'S UNIQUE APPROACH TO INFLUENCER
MARKETING RESULTED IN $1.47 CPM, 5.5M+ VIEWS AND
AMAZON'S BESTSELLER LIST

Bloom Nutrition has redefined influencer marketing with remarkable success,

using TikTok to share relevant content and connect directly with their store.

Strategy:
Main collaboration with Gabbie Eagen (lifestyle influencer)
Empower creative content, integrate products naturally, and optimize video
production costs
On launch day on Amazon: expand collaboration with more influencers,
influencers drive traffic to Amazon page

Result:
5.5 million views
Low CPM only $1.47
Reached bestseller position on Amazon

Lesson:
Check compatibility carefully before working with influencers
Empowering creatives to create authentic content
It takes a long time to build a large-scale campaign (Bloom has been doing
influencer marketing since 2017)

17
INFLUENCER MARKETING
VIETNAM 2024
INFLUENCER INDUSTRY OVERVIEW
MARKETING VIETNAM 2024

97% THINK INFLUENCER MARKETING IS EFFECTIVE

97% 97% of respondents believe that

Influencer Marketing is an effective
think Influencer form of marketing, higher than the
Effective Marketing
global market (84.8%). Only 3% of
survey participants disagreed with
this statement. This also shows that

87.1% Influencer Marketing has proven its

value and effectiveness in the
think Influencer Vietnamese market over time.
Marketing to attract high
quality customers

Brands engage in influencer marketing for a variety of purposes, from

raising brand awareness to driving sales. Some customers generate higher
profits through the purchase of additional products and services with high
profit margins. However, in some cases, while influencer marketing can
bring new customers to a brand, their additional spend may be less than
the cost of running the campaign.

The survey on the ability to attract high-quality customers through

Influencer Marketing shows that 87.1% of businesses believe in the
effectiveness of this method, while 12.9% are skeptical. The high rate of
trust reflects many positive experiences from the campaigns implemented.
However, the higher rate of disagreement than the previous chart shows
that there are still challenges in ensuring customer quality.

19
NEARLY 60% INTEND TO INCREASE MARKETING SPENDING
INFLUENCER IN 2024

The Vietnamese Influencer Marketing market shows a positive trend in

budgets in 2024, with 58.1% of businesses planning to increase their
budgets. The percentage of businesses keeping their budgets unchanged
is 19.4%, while 17.6% have no specific plans. Notably, a small percentage
of businesses intend to cut their budgets. This reflects the optimism of
the Vietnamese market about the effectiveness of marketing activities and
growth potential in the coming year.

The trend in Vietnam is similar to that of foreign markets: 59.4% of foreign

enterprises plan to increase their budgets, slightly higher than in Vietnam.
The rate of maintaining the same budget is 22.1%, higher than in Vietnam.
The difference is that the rate of uncertainty and the planned reduction of
budget in foreign markets are both at 9.3%, lower than in the Vietnamese
market, showing that the marketing plan in foreign markets is more clearly
defined.

Adjusting Influencer Marketing Budget 2024 Vietnam

Budget
58.1%
increase forecast

Expect to
19.4%
keep the budget the same

Unsure about budget

17.6%

Budget
4.8%
reduction forecast

20
VIETNAMESE MARKET IS MORE CAUTIONATE THAN THE MARKET
GLOBAL INVESTMENT IN INFLUENCER MARKETING

Influencer Marketing Budget Spending 2024 Vietnam

Over 40%
30-40% 6.6% 5.7%
Less than
10% 21.2%

20-30%
25.2%

10-20%
41.2%

There are clear differences in investment in influencer marketing between the

Vietnamese and global markets. The majority of Vietnamese businesses (41.4%)
plan to spend 10-20% of their marketing budget, 25.1% spend 20-30%, and only a
small percentage plan to spend over 40%. In contrast, in the global market, up to
24.2% of businesses are willing to invest over 40% of their budget. Notably, the
group spending less than 10% in Vietnam (21.1%) is lower than the global market
(26.1%).

Global trends show a clear polarization as the proportion of businesses spending

over 40% of their budget has increased sharply from 9% in 2020 to 23% in 2023 and
24.2% in 2024, while the group spending 30-40% has decreased slightly from 13%
to 11.5%. This reflects the trend of global businesses either investing heavily or
very cautiously, in contrast to the more balanced approach of the Vietnamese
market.

21
77.3% OF VIETNAMESE ENTERPRISES INVEST UNDER 500 MILLION
FOR INFLUENCER MARKETING IN 2024, ONLY 5.7% SPEND
OVER 2 BILLION

Influencer Marketing Budget 2024 Vietnam

Less than 100 million

From 100-500 million

From 500 million to 1 billion

From 1-2 billion

Greater than 2 billion

0% 10% 20% 30% 40%

According to the survey, the budget allocation plan for Influencer Marketing
of Vietnamese enterprises in 2024 focuses mainly on two main spending
groups: the group from 100-500 million VND accounts for the highest
proportion at 39.6%, and the group under 100 million VND ranks second at
37.7%. This reflects that the majority of enterprises (77.3%) are still
approaching Influencer Marketing with a relatively cautious investment level,
under 500 million VND for 2024.

Meanwhile, the groups with larger investment plans account for a more
modest proportion: 12.3% of businesses plan to spend from 500 million to 1
billion VND, 4.7% of businesses plan to spend from 1-2 billion VND, and only
5.7% of businesses plan to invest over 2 billion VND. These numbers show
that although Influencer Marketing is gaining attention and is widely applied,
most businesses are not ready to invest with large budgets, possibly because
they are in the testing phase or evaluating the effectiveness of this form of
marketing.

22
40.2% OF INFLUENCER MARKETING CAMPAIGNS
FOCUS ON INCREASING SALES

Main purpose of Influencer Marketing Vietnam 2024

User
Generated
Content (UGC) 22%
Brand/
product
37.9%
identity

40.2%
Sales

The chart shows the three main goals of Influencer Marketing in Vietnam,
with “Brand/Product Awareness” accounting for 37.9%. Next is “Sales”
at 40.2%, showing that marketing campaigns are focusing on driving
direct revenue. “User-Generated Content (UGC)” accounts for 22%,
reflecting the growing trend of leveraging community content.

The global market has a distinct difference when "User-generated content"

accounts for the highest proportion (54.3%), double that of Vietnam.
“Sales” only accounted for 23.5%, significantly lower than the Vietnamese
market (40.2%). “Awareness” reached 22.2%, showing a more balanced
approach in global marketing strategy.

23
 2 MOST PRIORITIZED PERFORMANCE METRICS:
REACH (44.7%) AND CONVERSION (43.2%)
The most commonly used performance metric for campaigns
Influencer Marketing Vietnam 2024

Conversion/Sales
43.2% Views/Reach 44.7%

Interactions/Clicks
12.1%

The data shows that businesses are particularly interested in two key
metrics: views/reach (44.7%) and conversions/sales (43.2%). This reflects
the trend of balancing brand awareness and sales goals of influencer
marketing campaigns. Engagement accounts for only 12.1%.

How to determine Influencer sales in Vietnam

E-mail

Referral Link

Coupon

Discount SKU

Other

0% 10% 20% 30% 40% 50% 60% 70%

According to the Vietnam Influencer Marketing Industry Report 2024,

businesses measure campaign effectiveness through many methods. The
most popular are referral tracking (61.5%), SKU tracking (44.2%), email
marketing (35%) and coupons (32.3%). Other methods such as codes and
revenue tracking account for a small proportion (3.8%).

24
59.1% OF BUSINESSES CHOOSE AGENCY, 70.5% USE
3RD PARTY PLATFORMS TO SUPPORT OPERATIONS
INFLUENCER MARKETING

59.1% The cause may come from:

Agencies have existing relationships
Run influencer marketing through
with influencer networks
an agency
Specialized and experienced teams

The majority of businesses (59.1%) Ability to manage

choose to implement influencer marketing multiple complex campaigns at the

campaigns through agencies, while same time However, the relatively

40.9% operate internally (In-house). This high rate of internal operations also

reflects a clear trend in prioritizing shows that many businesses are

cooperation with professional agencies building autonomous capabilities,

in the Vietnamese market. The reasons possibly to control brand messaging

may come from: more closely and optimize costs.

70.5% This high rate of technology adoption

reflects:
Use third-party platforms to
support influencer marketing Businesses recognize the value of
activities specialized tools in campaign
management
High demand for features like
The majority of businesses (70.5%) use influencer search, campaign tracking,
third-party platforms like REVU to performance analysis
support influencer marketing activities,
while 29.5% do not. Digitalization and Automation Trends
in the Industry

25
 CONNECT INFLUENCER (55%) AND AUTOMATE REPORTING
(50%) ARE THE TOP TWO REASONS WHY BUSINESSES FAIL
BUSINESS USING INFLUENCER MARKETING PLATFORM

Purpose of using Influencer Marketing platform 2024 Vietnam

Discover and interact with Influencers

Campaign Automation and Reporting

Paying for Influencers

Fraud Analysis

Paid advertising

Conversion distribution
0% 10% 20% 30% 40% 50% 60%

The top two goals for businesses using Influencer Marketing platforms
like REVU are “Discover and engage with Influencers” (about 55%) and
“Automate and report on campaigns” (about 50%). This reflects the trend
that Vietnamese businesses are focusing on finding and connecting with
the right influencers, while also wanting to automate the process of
managing and tracking the effectiveness of marketing campaigns.
Prioritizing these two goals shows that businesses are aiming to build
long-term and sustainable relationships with influencers.

The next three goals have similar proportions, hovering around 25-30%,
including “Influencer Payments,” “Fraud Analysis,” and “Paid Advertising.”
Finally, “Conversion Attribution” has the lowest proportion of around 20%.
These figures show that businesses are also interested in financial
management, fraud detection, and conversion measurement, but have not
yet made these factors a top priority in their influencer marketing strategy
in 2024.

26
BUSINESSES PREFER WORKING WITH INFLUENCER
SMALL

Priorities when choosing Influencer Marketing Vietnam 2024

50

40

30

20

10

Nano influencer Micro influencer Macro influencer Mega influencer

Micro Influencers (43.9%) and Macro Influencers (41.7%) are the two most
popular groups for businesses, accounting for nearly 85% of the total. Micro
Influencers (10,000-100,000 followers) often have strong influence in niche
fields with a close fan community, while Macro Influencers (100,000-1 million
followers) have a wider and more professional influence. This trend reflects
the balance between cost and efficiency, as these two groups are often
highly interactive and more cost-effective than Mega Influencers (over 1
million followers). In terms of payment methods, fixed payments account for
48.6%, followed by segmented payments (28.8%). This shows that businesses
are tending to apply transparent and easy-to-control payment methods, while
still ensuring flexibility in remuneration.

27
NOW IN VIETNAM, PAYING INFLUENCERS IS
THE STANDARD (70.5%), INSTEAD OF JUST
GIVING THEM A FREE PRODUCT (20.5%)
Vietnam Influencer Awards 2024
Money Free product
Payment methods for influencers
Product discount Other
in Vietnam clearly shows the professionalization
4.5%4.5%
of the industry, with cash accounting for an
overwhelming 70.5%. This is followed by free

20.5%
products/services (20.5%), while product
discounts (4.5%) and other forms (4.5%) account
70.5%
for a low proportion. This reflects the trend of
viewing influencers as business partners.

professional business

ALMOST HALF OF INFLUENCER PAYMENTS ARE

MADE IN THE FORM OF FIXED AMOUNT
Vietnam Influencer Payment Methods 2024

Influencer payments in Vietnam are mostly in the

48.5%
form of fixed payments at 48.6%, reflecting a
preference for transparent and easy-to-manage
methods. This is followed by segment-level
28.8%
payments (28.8%) and commissions (19.7%).

19.7%

The low rate of product-level payments (3%)

indicates a decreasing trend in the use of complex
3%
payment methods. Fixed
amount Rose Based Based
on product on
level sales level

28
TIKTOK (USED BY 78.3% OF BRANDS, 66% THINK IT IS THE
MOST EFFECTIVE INFLUENCER MARKETING CHANNEL)
IS THE MOST POPULAR INFLUENCER MARKETING
CHANNEL IN VIETNAM AT THE PRESENT

TikTok leads with an impressive usage rate of 78.3%, followed by

Facebook at 61.9%. TikTok's dominance reflects the growing trend of
users preferring short video content, especially in the Vietnamese
market. Instagram and YouTube have more modest rates, at 26.1% and
17.3% respectively. This shows that Vietnamese businesses are focusing
on platforms with wide coverage and suitable for local user behavior.
Notably, other platforms only account for a very small proportion
(less than 1%), showing that the market is quite concentrated on a few
main platforms.
Vietnam Influencer Marketing Channel 2024

Facebook - 61.9%

TikTok - 78.3%

Instagram - 26.1%% Youtube - 17.3%

Other - 1.3%

66% of businesses say TikTok delivers the best ROI. Facebook and
Instagram are tied for second place with 22.2%, while YouTube is rated
highly for ROI by just 3.3%. This is consistent with the usage trends in
chart 1 and shows that TikTok is not only widely used but also delivers
the best return on investment. The low percentage of the remaining
platforms (such as Campaign Top 7.1%) suggests that businesses are
focusing their budgets on proven channels.

29
HOT INFLUENCER TRENDS
ON IN VIETNAM IN 2024
EVERYDAY AMBASSADOR

Everyday ambassadors are becoming a new marketing trend in Vietnam

as brands no longer focus solely on celebrities to promote their products.
Instead, they turn to the most creative and authentic resource - the
product users themselves. Everyday ambassadors are real users, chosen
by brands to represent their authenticity and speak for the consumer.

This strategy helps brands build trust and create strong bonds with their
target customers.

30
MoMo - The Next KOC

MoMo and Schannel's "The Next KOC" campaign is a prime example of leveraging
the power of everyday ambassadors. The program attracted 950 participants, with
unique and authentic videos from real users, some of which reached 2.6 million
views. Through this contest, MoMo not only sought talent but also positioned the
brand as a daily financial assistant, close to users through everyday stories told
by users themselves.

THE WOMAN | TIKTOK

VU NGOC ANH | TIKTOK MINH HOANG | TIKTOK

31
VinGroup - V-Creator

VinGroup with its V-Creator campaign is another successful case of

applying the everyday ambassador strategy. By building a network of 2.5
million content creators and setting up an attractive commission program,
VinFast attracted 9,800 creators in the first 3 months, creating 54,000+
videos with over 5 million views. The impressive results with 700+ million
views for the hashtag #VinFast on TikTok and 30,000 pre-orders for the VF3
model have proven the viral power and high credibility of user-generated
content.

32
HIDDEN INFLUENCER

Hidden influencers are a trend that has long appeared in domestic and foreign
markets, with typical representatives such as How Money Works, Beluga, Easy
Actually, The Take abroad and Phe Phim in Vietnam.
2024 saw the explosion of this form with the emergence of many diverse
channels such as Tho Bay Mau, Vui Ve, Monsieur Tuna, Bo va Gau, Long, and
Mu Xia. The special thing about these influencers is that they create unique
content without revealing their faces, allowing them to focus on the message
and quality of the content. This form not only brings a wide open creative
space but also helps save production costs compared to traditional influencers.

SEVEN-COLOR RABBIT AND THE PEAK IMAGE OF THE ADVERTISING OF LIEN QUAN REACHED 15 MILLION
VIEWS AFTER 2 MONTHS

ALL US PRESIDENTS IN 25 MINUTES INSERTING GALAXY A06 AD REACHED 409K VIEWS AFTER 6 DAYS

33
In terms of communication effectiveness, anonymous influencers create
curiosity and special attraction from viewers. The anonymity helps the
audience focus on the content instead of being distracted by the creator's
appearance, thereby creating a deeper connection with the message being
conveyed. The viral ability of these channels is proven through impressive
numbers: Vietnamese film reviews by Phe Phim attract millions of views,
product introduction videos by Vui Ve reach millions of viewers on YouTube,
or business analysis videos by Hao Hao reach 1.5 million views.

HAO HAO - VIETNAMESE "SPECIALTIES" ORIGINATED FROM JAPAN? | BUSINESS STORY

In terms of implementation, anonymous influencers often apply two main

content formats: using available short sources to combine like Phe Phim, or
building cartoon characters like Bo va Gau, Vui Ve. Character building
strategies are focused on developing unique and consistent personalities,
such as the silly, humorous image of Tho Bay Mau. Each content is told from
the character's own perspective and style, creating a connection with the
audience and maintaining consistency in communication.

REVIEW OF THE MOVIE DEADPOOL AND WOLVERINE (NO SPOILERS) ICONDENIM T-SHIRT ADVERTISEMENT

34
INFLUENCER LIVESTREAM

Direct interaction is the outstanding strength of livestream, creating a

difference compared to traditional marketing channels. Viewers not only
interact directly with influencers but also experience the product in real
time, ask questions and receive immediate feedback. This creates
authenticity and high reliability, helping consumers make purchasing
decisions faster. 2024 witnessed the explosion of livestream sessions with
record sales, typically Quyen Leo's live session reached 75 billion VND,
affirming the outstanding effectiveness of this form.

35
“V-POP IDOL” AND FANDOM CULTURE

Fandom culture in Vietnam is undergoing an important transformation, from

a pure fan model to a "willing to spend" fan model like the Korean, Chinese,
and Japanese markets. A typical example is the program Anh Trai Vuot
Ngan Chong Gai, where the "Gai Con" community not only watches and
supports but also develops into an organized community with its own
mascot, flag, and is willing to spend money on all activities of idols, from
concerts to commercial products.

36
This change has created a new wave in the way artists and fans interact.
Unlike before when Vietnamese artists only focused on purely artistic
activities, artists like Soobin, Neko Le, Jun Pham have built a multi-
dimensional image and attracted loyal fans. Fans not only support through
activities such as sending food trucks, organizing fan meetings, but also
actively participate in major charity projects, selling out the products their
idols represent.

Brands benefit significantly from this model when fans are willing to
support all activities related to their idols. Typically, Techcombank gave
away all 500 Anh trai vu ngan cong gai tickets in 2 days (each ticket
requires a Private, Priority member with a savings balance of 500 million),
Neko Le livestream products are continuously sold out. Fans also
proactively create trends,
interact highly on social networks for sponsors, creating strong
communication and conversion effects.

37
INFLUENCER MARKETING CAMPAIGN
VIETNAM FEATURED 2024

CASE #1: V-CREATOR - TAKING ADVANTAGE OF HUMAN CREATIVITY

USE THROUGH ATTRACTIVE BONUS MECHANISM

This case study traces how VinFast, Vietnam’s leading electric vehicle
brand, achieved tremendous success through its V-Creator campaign. By
integrating influencer marketing into their strategy, VinFast overcame the
challenge of traditional advertising costs and created a strong buzz.

Strategy: They use an affiliate marketing model combined with user-

generated content (UGC) through the V-Creator platform. This approach
focuses on:
Building a network of 2.5 million content creators (KOC)
Provide a platform for users to freely create and share stories Set up
an
attractive commission program (3 billion VND after 3 months)

38
Results: After only 3 months of launching, the V-Creator campaign has
achieved impressive results:
Nearly 1 billion views on social media platforms like TikTok and
YouTube.
More than 700 million views for hashtag #VinFast on TikTok.
Over 30,000 creative content produced by the KOC community.
Strong growth in the “Voice of Other” ratio in communication campaigns. 30,000 pre-

orders for the VF3 model – a new record for VinFast.

Lesson:
Influencer marketing can go beyond traditional advertising and
become a sustainable growth driver
Building a strong content creation community can significantly reduce
marketing costs
User-generated content (UGC) has more viral power and credibility
than traditional advertising
Affiliate marketing model combined with content creation can create
dual value: effective marketing and income generation for the
community.

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CASE #2: APPLE X DUY THAM, MY LINH, PHUONG VU,... - DEEP
CONNECTION WITH INFLUENCER - BRAND, INCREASE BRAND LOVE

This case study shows that Apple CEO Tim Cook meeting with top Vietnamese
influencers is a smart Influencer Marketing strategy, helping the brand
increase its presence and connection with the Vietnamese market.

Strategy:
Choose a diverse and influential influencer: Duy Tham (content creator),
My Anh, My Linh (artist), Phuong Vu
Create natural and authentic content through face-to-face encounters
Multi-channel communication integration: Press + Influencer social network

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Result:
Increase brand awareness by reaching millions of influencer followers

Create goodwill with Vietnamese users through personalized events

Gather market insights from the influencer's perspective

Lesson:
Influencer Marketing is not just about promoting products, but can be upgraded to a
strategy for building relationships with the target market.

Choosing a variety of influencers (content creators, artists) helps reach different

customer segments of the brand.
Influencer marketing activities can be integrated into a brand's overall PR strategy, creating

a powerful communication effect.

Influencers can act as a cultural and insight bridge between global brands and local
markets.

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CASE #3: COMFORT X PAM YEU ÿI - ADVERTISING SUITABLE FOR
INFLUENCER'S CHARACTERISTICS BRINGS GREAT RESULTS

Influencer marketing can go beyond traditional advertising, creating a natural viral effect
through simple yet emotionally touching content. This case study tracks how Comfort, a
leading fabric softener brand, achieved outstanding success in its 2024 Tet campaign
through its collaboration with famous family influencer Pam Yeu Oi. By leveraging the
appeal of a viral child influencer, Comfort overcame the challenge of high competition
during the Tet season.

Strategy:
Using hot family influencer: Pamela Hai Duong (Pam),
Salim (mother) and A Long (father)
Create short, simple videos with upbeat music
Use Pam's adorable voice to convey product messages

Combine Tet elements (ao dai, Tet photography) to increase timeliness

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Results:
Brand awareness: 1.3M views after 24 hours on Salim's TikTok, to date,
the video has reached 27.4 million views Interactions: 167.6K likes,
1639 comments, 1854 shares
Brand Love: Consumers actively accept and enjoy the message "soft"
and "fragrant"
Sales: Expected to soar based on positive user feedback

Lesson:
Influencer marketing doesn't need to focus on stuffing product
information, but rather creating simple, emotionally engaging content.
Choosing the right influencer for the product and timing can create a
natural viral effect.
Leverage the influencer's unique strengths (Pam's voice) to convey your
brand message naturally.
The timing of the campaign launch (Tet) combined with appropriate
content can increase communication effectiveness.

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 TREND PREDICTION
INFLUENCER MARKETING
2025
INFLUENCER TREND PREDICTION
GLOBAL MARKETING IN 2025

THE RISE OF
NANO AND MICRO-
BOOST UGC FOR
INFLUENCERS PROMOTION
TRADEMARK
The trend of collaborating with nano- and User-generated content (UGC) has become an
micro-influencers is growing in marketing, essential marketing tool for brands to build
with their highly engaged and specialized authentic connections with their communities.
followings. Audible, for example, has found This strategy is especially effective as
success partnering with book bloggers and consumers increasingly trust real-life
podcasters who share about books, while experiences from other users over traditional
Airbnb has found success with travel bloggers. marketing.

Influencer management and budget Big brands have proven the power of UGC
optimization are challenging, but provide an with successful campaigns like Starbucks’
opportunity to effectively reach niche #RedCupContest on TikTok and GoPro’s
customers. Levi's has leveraged PR with Photo of the Day. This trend will only grow as
fashion and lifestyle influencers for new brands focus on building a loyal community
product campaigns and sustainable development. of users.

BRAND USE
MARKETING DATA
RETURN STRATEGY
The market is undergoing a dramatic shift in In the digital age, smart data analysis is
perceptions of brand value, with ad blocking revolutionizing marketing. With AI and big
on the rise. Nike’s share price has fallen 20% data, brands can deeply understand customer
after focusing on direct sales, while Adidas behavior and optimize advertising. The ability
says brand activity accounts for 65% of its to predict trends from data helps businesses
sales. seize opportunities, adjust strategies promptly,
and use resources effectively.

Companies are reinvesting in building brands

and customer loyalty through long-term
To take advantage of the power of data, brands
communication strategies. Influencer
need to build an AI-integrated analysis system.
marketing has emerged as an effective tool,
Applying insights to influencer marketing
requiring a balance between short-term
optimization strategies creates personalized
metrics and qualitative factors on customer
experiences. Measurement results through
engagement.
precise targeting increase conversion rates
and order values.

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INFLUENCER TREND PREDICTION
VIETNAM MARKETING IN 2025

LONG TERM COOPERATION

The trend of long-term cooperation between

brands and influencers is becoming a key
marketing strategy. Case studies such as WHOO
with Hannah Olala, OPPO with Son Tung
demonstrate the effectiveness of sustainable
relationships, helping to deeply reach niche
customer segments, increase trust and interaction.

Brands need a way to evaluate influencers based

on brand value alignment and sustained
performance. Effective measurement must
consider both brand awareness and customer
loyalty. The challenge is managing multiple
influencers, allocating budgets, and maintaining
creativity.

CELEBRATE INDIVIDUALITY
AND THE TRUTH OF
THE CREATORS

The trend of honoring the creator’s individuality

and authenticity is prevalent in influencer
marketing. Creators like Ninh Duong Story,
Thung Long Family, and PewPew prove that
keeping your own style attracts loyal followers.

Brands are prioritizing organic content over

Honoring the creator's authenticity and
staged content.
creativity helps brands create content that
reaches audiences.
Big brands like UNIQLO, DAT BIKE and Anessa
allow creators to be creative within the framework
of brand guidelines. This strategy results in
higher engagement rates and builds trust with
viewers through authentic, unforced content.

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