VinFast

The Objective

VinFast E-Scooter, a budding e-scooter brand in Vietnam sought to promote two e-scooters - the Impes and Ludo scooters. With electric scooters all the rage in Vietnam and global and local brands competing to capture the lion's share of the market in Southeast Asia, VinFast E-Scooter wanted to race ahead of the pack and acquaint Vietnamese students with their brand and product line of e-scooters that's designed and suited for the Vietnamese physique. Both the Impes and Ludo e-scooters are light, carry heavy loads, and also offer intelligent features including anti-theft alerts, journey monitoring, location finder and more. So, VinFast E-Scooter had just the perfect strategy up its sleeve with a Branded Hashtag Challenge and advertising campaign on TikTok that was designed to reach a wide audience of users and engage them in a way that just might end up inspiring a new breed of VinFast E-Scooter riders.

The Solution

VinFast E-Scooter's #Phieucungxechat Hashtag Challenge acquainted participants with their products through a "virtual" test drive using a Branded Effect. Without ever leaving home, TikTok users could add VinFast E-Scooter's Branded Effect and "sit" in the front seat of both the Impes and Ludo, while dancing. Participants could decide on which of the two digitized scooters they'd like to get behind the wheel of first, and rev the scooter's engines as part of the choreography. To up their game, some users added a personalized spin to the dance with an impromptu outfit change, or through improvised facial expressions set to VinFast E-Scooter's catchy branded track.

To support the #Phieucungxechat Hashtag Challenge, which was launched based on the goal of generating maximum reach in Vietnam, VinFast E-Scooter ran an ad campaign on TikTok that included a Brand Takeover and In-Feed Ads. Using an incentivized call to action that was accompanied by a brief clip teasing the dance, the ads invited users to participate in the #Phieucungxechat Hashtag Challenge for a chance to win attractive prizes. In addition, the challenge was also featured on both the banner carousel and hashtag list on the Discover page, while VinFast E-Scooter's branded music was featured within the Music Page.

The Results

Across the campaign period from May 22 to May 27, VinFast E-Scooter raced ahead with the #Phieucungxechat Hashtag Challenge and captured the attention and participation from a massive number of Vietnamese TikTok users, including its target audience of students. In total, the Brand Takeovers alone garnered as many as 60 million total impressions and was a critical pipeline that drove awareness to the campaign.

The results were spectacular with a whopping 101,000 videos generated and 200 million total views of the challenge's videos. Suffice to say that with numbers like these, there's a high likelihood that the vast majority of Vietnam's students may have experienced their first (but not last) touchpoint with the VinFast E-Scooter brand thanks to the #Phieucungxechat Hashtag Challenge on TikTok.