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, with the open-ended theme: “Is this version of me is ready to cross (how many) mountains, swim across (how many) rivers, and climb over (how many) passes to get Vietjet's 0 VND international flight tickets?". By utilizing TikTok, a hub for creative expression among today's youth and leveraging CapCut to catch up with the wave of contemporary trends, enabled Vietjet to seamlessly integrate its campaign into the fabric of online culture. The campaign's templates are designed for simplicity, user-friendliness, and aesthetic appeal, particularly highlighting the adventurous spirit of travelers. This perfect connection between TikTok, CapCut, and the brand's personality catalyzed the explosive success of the "Flex new me" campaign, captivating the attention of not only the youth but also the social media channels. By launching the campaign with trendy, technological, and funny elements, while still maintaining user-friendliness, Vietjet successfully delivered its key message of "Fly to the world, renew yourself" to the younger generation, especially encouraging the youth to relentlessly pursue personal growth and continuous self-innovation through journeys of exploring the world.

The "Flex New Me" campaign was inspired by the Gen Z hot slang "Flexing”, which effortlessly piqued the curiosity of young audiences. The transition from the old year to the new year prompts individuals and families alike to reflect on their entire journey and changes throughout the past year. Hence, Vietjet's "Flex new me" campaign emerged at the opportune moment, resonating with the audience to share stories of their journeys abroad and look forward to new journeys in the future. The CapCut templates provided by the campaign enable users to incorporate their own images and videos, thereby facilitating user-generated content (UGC). This initiative has created a platform where participants can narrate their own stories, amplifying the message of "Fly to the World, Renew Yourself" within the youth community. According to Statista (2023), TikTok ranked second in March 2023 with 7.4 million downloads on both the App Store and Google Play, closely followed by CapCut with 6.7 million. Moreover, SensorTower's data highlights the top countries downloading CapCut as the United States, Indonesia, and Vietnam. Vietjet capitalized on this advantage to ignite the campaign across both social media platforms, resulting in a remarkable surge in engagement. In addition to the aforementioned potent strategies, the activation of influencers has acted as a catalyst, propelling the campaign to viral status across various social media platforms. As a result, young individuals have been greatly inspired, proactively sharing and recounting their travel stories from the past year. Through this campaign, Vietjet has gained deeper insights into its potential customers by embracing diverse perspectives and narratives.

We made waves on CapCut and TikTok with a groundbreaking approach. Understanding that CapCut templates serve as a simple and user-friendly tool for young individuals to showcase their youthful achievements, we utilized collage art to allow users to flex multiple images flaunting their experiences. Combining the brand's red and yellow colors created a striking impression for the templates. Additionally, the layout incorporated trendy graphic treatments, such as torn paper and tape effects, to convey a street-style vibe, appealing to the youth. Furthermore, the theme "New year, new me" within the templates facilitated an easy reflection on the past year's journey, motivating participants for new adventures in the coming year. To participate in Vietjet's challenge, users simply utilized the provided CapCut templates and shared their videos on TikTok using hashtags #Flexnewme #Vietjet #SkyJoy. With this straightforward participation, users stood a chance to win enticing prizes from the brand. Leading the charge for the "Flex new me" campaign was supermodel Minh Tú, a prominent influencer with a significant influence within the Vietnamese fan community due to her captivating stories and experiences abroad. Minh Tú epitomized the message "Fly to the World, Renew Yourself" that Vietjet aimed to convey to the youth. Additionally, Minh Tú's relatable and friendly lifestyle made her easily accessible to young audiences, aligning with Vietjet's objectives. Following Minh Tú, three influencers—Lylychuu, Lý Thành Cơ, and the Thủng Long family—further amplified the campaign by sharing their diverse travel experiences from the past year on TikTok. Each influencer showcased their unique personality, style, and journeys, rapidly igniting the "Flex new me" frenzy within their respective follower communities with varying interests. To further enhance the campaign's reach, Vietjet selected 20 micro KOLs with 50,000 followers each to ignite TikTok with their participation, successfully creating a domino effect.

This not only expanded the campaign's coverage across TikTok but also spread Vietjet's message to diverse Gen Z communities with varying interests and behaviors. By effectively leveraging the halo effect of influencers and harnessing insights into the young audience's platform preferences and influencer selections, alongside user-generated content (UCG), the campaign generated a series of impacts on target customers, including call-to-action (CTA), fear of missing out (FOMO), and domino effects.

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 1.700 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.