Vietjet's deep understanding of its target audiences - dynamic young individuals who want to express their personalities creatively, impressively, and aesthetically to the world, underscores the brand's keen awareness of the evolving trends and preferences within the Gen Z community.

These young customers desire to showcase their unique personalities, stories, and valuable experiences of themselves during their journeys. The surge in popularity of the "Flexing" trend across social media platforms serves as an exemplification to this demographic's desire to share their journeys and narratives authentically. In order to establish closer relationships and gain deeper insights into its target customers, Vietjet has embraced the prevailing trend of "Flexing," which is currently popular among the Gen Z. By providing an interactive platform for young individuals to engage in self-expression through challenges that showcase the better version of themselves. However, how does Vietjet effectively inspire and engage young individuals to actively contribute and share their personal narratives? To tackle this challenge head-on, we capitalized on the influential power of social media influencers. By leveraging influencers to relay Vietjet's message of "Fly to the world, renew yourself" to their dedicated followers, we aimed to intimately connect the "Flex new me" campaign with the younger demographic. Recognizing that when influencers convey the campaign's message alongside authentic anecdotes, it deeply resonates with their influence over young audiences, resulting in a profound impact that facilitates seamless message transmission and ignites enthusiastic engagement from the target audience.

Flex new me" was born from the trending GenZ slang "Flexing" at the present moment. Vietjet's message "Flex new me" was crafted to capitalize on this trend, encouraging individuals to share their global travel experiences and eagerly anticipate future journeys. "New me" embodies not only the exploration of new destinations and encounters with unfamiliar faces but also personal transformation into new versions of oneself.  

In this strategic approach, the skillful integration of multiple layers of influencers is evident.  

As layer 1, Vietjet chose supermodel Minh Tu as the pioneer to launch the "Flex New Me" campaign. Minh Tu, an influential figure within the Vietnamese fan community, shares captivating stories and experiences from her global travels, inspiring others to embark on their journeys of self-renewal. Her resilience and unwavering innovation, notably during challenging times such as being stranded in Bali for 4 months, resonate deeply with fans, showcasing a "New Minh Tu" who overcomes adversity with positivity.  

Layer 2 comprises influential figures in the travel community. Lyly Chu, Ly Thanh Co, and the Thong Long Family make significant impacts across various target audience segments—Female, Male, and Family.  

Layer 3 involves Qualified Creators implementing challenges through a deep partnership with TikTok via the Branded Missioned package, thereby spreading the campaign to numerous users through TikTok's Qualified Creators list.  

In layer 4, Vietjet carefully selected 20 Micro KOLs with over 50,000 followers to participate in disseminating their stories through the campaign. Combined with the 20 KOLs, "Flex new me" has proliferated across the TikTok platform, generating a powerful Domino effect.  

Leveraging the influence of four different classes of influencers has enabled Vietjet to reach a mass audience with diverse behaviors, mindsets, and interests in global exploration. This approach ensures widespread dissemination of VietJet's message while simultaneously fostering closer connections with potential customers.

In the first 3 days,Vietjet kicked off the "Flex new me" campaign on the TikTok platform, inviting users to join the challenge by utilizing the available template on CapCut and uploading their videos with the hashtags #Flexnewme #Vietjet #SkyJoy. With a simple participation process, participants stand a chance to win enticing prizes from Vietjet.  

The campaign began with supermodel Minh Tu initiating participation and utilizing the CapCut template to share her travel stories from the past year, sparking engagement within the TikTok community. Following Minh Tu's lead, influencers Lylychuu, Ly Thanh Co, and the Thong Long family joined in to narrate their journeys, expanding the campaign's reach and impact.  

Over the subsequent 9 days, these influencers captivated their audience with diverse travel experiences, styles, and messages, effectively conveying Vietjet's campaign message.  

Furthermore, Vietjet carefully selected 20 Micro KOLs who align with the airline's target demographic of young, dynamic individuals passionate about exploration and regularly share travel content on TikTok. These Micro KOLs boast a minimum of 50 thousand followers on the platform, ensuring the virality of their content.  

To maximize message dissemination, Vietjet leveraged the Branded Mission package to authentically and attractively spread its message. Through this package, qualified creators are automatically notified of Vietjet's campaign, allowing them to create high-quality content that resonates with their audience, thereby amplifying the campaign's impact.  

By leveraging insights into the platform preferences of the youth and selecting influencers best suited for amplification, coupled with user-generated content, the campaign elicited various responses from its target audience, including compelling Calls to Action (CTA), the Fear of Missing Out (FOMO), and catalyzing the Domino effect. Ultimately, the "Flex new me" campaign catalyzed profound waves of influence within TikTok's vibrant young community.

During the initial 3-day period, the campaign sparked enthusiasm with 300 video submissions, captivating an impressive audience of over 15 million viewers. As the 12-day challenge drew to a close, "Flex New Me" achieved remarkable milestones: a staggering 1700 uses of the template video, 915 contest entries, and an astounding 18.75 million impressions, culminating in nearly 50 million views. Particularly noteworthy is the significant engagement on TikTok, where 900 contest entries were shared using the hashtag #flexnewme. These results not only underscore the campaign's broad reach and appeal but also highlight its effectiveness in outperforming industry benchmarks. According to TikTok's own metrics, the "Flex new me" campaign surpassed expectations, boasting four times the number of Mission qualified submissions, double the number of Mission qualified creators, and an impressive fivefold increase in total video views compared to standard Branded Mission campaigns. Such outstanding performance underscores the campaign's resonance with the target audience, its ability to ignite widespread participation, and its unparalleled success in driving engagement across multiple platforms.