Thanks to its familiarity to the Vietnamese audience, music was still one of the most popular tactics used by brands in their Tết campaigns. Among top 20 Tết campaigns in 2021 and 2022, about 45% of them are music videos, (YouNet Media Index 2021-22). Despite its heavy use, this means of communication remains favorable every year. According to DecisionLab (2020), 57% of Vietnamese online users prioritize YouTube as their primary music platform during Tết. In the alcoholic beverage category, most beer brands employ music marketing for two main purposes during this festive occasion: (1) music for passive consumption – MV and (2) music for celebratory purposes – EDM festivals. Budweiser wanted to give Tết music a more meaningful role beyond sheer enjoyment. In a highly competitive Tết communications landscape, the brand aimed to stand out by engaging dreamers through music. One way to accomplish this is by creating user-generated content (UGC) that allows consumers to participate in the brand experience. According to We Are Social report, 30.5% of Vietnamese internet users discover brands through UGC on social media. UGC is also appealing to our dreamers, those who favor authenticity. UGC can also be used to share their ideas and connect with like-minded individuals. Ultimately, UGC platforms can provide a space for big dreamers to showcase their talents and ambitions. Budweiser uses UGC to tap into the imagination and ideas of big dreamers. Furthermore, by collecting these creative ideas, Budweiser can create a larger community that encourages individuals to express themselves via the Dream Anthem.

In order to encourage our dreamers to share their dreams via the Dream Anthem, we started with the communities where authenticity and self-expression are most treasured: The Underground Rap music has always been the top-of-mind genre for people to freely express their deepest feelings, dreams and passions. It is undoubtedly an ideal means of communication for them to show both their personality and emotion, and raise their innermost thoughts with such a bold attitude to impress others. The trend of underground music has also become popular recently, as four out of the six most-streamed artists in Spotify Vietnam's statistics belong to the Indie/Rap category. The unique ‘Dream Anthem' was created by the combination of two unique artistic souls in Vietnam's underground music. Triple D, a renowned music producer of unique beats for timeless hits like "Lạc Trôi" and "Bánh Trôi Nước" was believed to harmonize his music style with the big dreamer community through Dream Anthem. Besides, B-wine - a rapper who has been pursuing his music dream in the rap music industry for nearly a decade, created a unique journey to achieve dreams through his story-telling rap style in the lyrics of Dream Anthem. These two artists expressed their inspiration and passion through music and fearlessly showcased their unique essence to the world. The Dream Anthem resonated with big dreamers and evoked empathy toward their aspirations.

To maximize The Anthem’s visibility, talkability and engagement, Budweiser set up a four-act structure to roll it out. Act One: Shout-out - Since Facebook took over the first place as the social media platform consumers cannot live without during the Tết holiday (DecisionLab, 2021), we kicked off the campaign with a 30s version of Dream Anthem on Budweiser’s official Facebook page. - Budweiser used Facebook to encourage individuals to participate in the creation of their own rendition of the Dream Anthem. This call-to-action resulted in the generation of user-generated content. Act Two: Echo - To get a massive resonance, Budweiser called for the crowd’s reaction by using the influence of diverse communities and influencers. The Dream Anthem was led by Budweiser’s brand ambassador Hoàng Đức and top influencers in the underground community: Minh Headless – the underground fashion designer, Triple D – the music producer, B-wine – the underground rapper. Emily & Big Daddy also jumped into the bandwagon to spread the message of the Dream Anthem. - By creating a sense of belonging to a community of dreamers, including the people they aspire to, Budweiser empowered people to proudly share their dreams and boost reach and engagement significantly via user-generated content. Act Three: Climax - The climax was reach when people with different dreams gathered in one place, the Dream Anthem Party, which was hosted both online, as a livestream concert on Facebook, and offline, an exclusive invitation-only party - Budweiser gathered those big dreamers in one place “Dream Anthem Party” to officially launch the lyrical video of Dream Anthem by combining all the UCG content from the big dreamers. - The lyrical video for Dream Anthem inspired a sense of empowerment and encouragement for big dreamers to boldly declare their dreams at the party. Act Four: Amplification - The MV was then amplified further on Facebook and Youtube. With its unique mechanism of inserting user-generated-contents into the video, it helped to further spread out the message of Dream Anthem to the greater community: “Dream is Yours to Take! Let’s shout out bravely!”

The lyrical MV help to set a new record for the brand: - 2.4 million video views on Facebook - 3 million video views on Youtube - Attracted 25 million total impressions and 5.6 million total engagements The Dream Anthem livestream event achieved: - 1.3 million views, 3 times higher than the direct competitor’s New Year Eve event. - 67,228 total engagements The user-generated content of Dream Anthem: - 639/500 submissions - over 128% delivered and it also drove users to take action by triggering their curiosity. Thanks to the participation of user in generating content based on the ‘Dream Anthem’, overall campaign gained the key success of: - 87.84% earned media of the total media spending - A whopping 407.400 buzz volume among which are: +153.400 collectable total mentions +151.600 collectable comments/replies +151.300 collectable likes.