To captivate the hearts and imaginations of Millennials and Gen Z, our campaign was meticulously crafted, grounded in their genuine needs and desires - from the allure of visual storytelling and impactful content to influencers who mirror their lifestyle and thought leadership, all the way to the platforms where they spend their time.    

Firstly, the young people usually seeked for growing preference for real-life experiences over scripted content. The reality show valued their engaging stories, cultural immersion, and local interactions, influenced our target audience's travel expectations, emphasizing the importance of authenticity and depth in travel experiences.    

Secondly, our target audience tended to follow the influencers from the same generation with high impact on the youth community, rather than fancy and difficult - to - reach ones. These generations might not easily be swayed by KOLs, they valued the inspiration from authentic experiences shared by trustworthy ones, who had the similar lifestyle & mindset. Unlimited to Vietnam, we strategically incorporated international influencers from Vietjet's key routes in Asia to broaden our reach and stimulate international young friends.    

Thirdly, we chose platforms & content format which were highly engaged by Gen Mil & Gen Z. We selected high-quality streaming platforms like Netflix and DANET among Gen Z and young Millennials to drive target audience to enjoy the influencers' journey joyfully. They could watch the show anytime, any where, with anyone. Besides, according to a Statista (Nov 2023), over 57% of Millennials and Gen Z respondents rely on social media for travel planning, with Instagram and Facebook identified as primary sources of travel inspiration. This audience favors short videos for their authentic, convenient reviews and recommendations, highlighting these formats' capability to engage young travelers effectively. Thus, we opted for Instagram Reels, Facebook Watch and stories as our primary social media content formats, enabling creators to unleash creativity and swiftly convey messages. Moreover, Meta's algorithms enhanced interaction and sharing, capitalizing on these platforms' influence.

Big idea: All gathered in ONE COUNTRY to join a once's in a life time experiences to exchange cultures, bond, discover Vietnamese cuisine, create fusion flavours, and compete to create reels!    

The journey of the 14 influencers mirrors that of our TARGET AUDIENCE: Enjoy, Discover, Reels, Experience, Entertain. We introduced "Hành Trình Kỳ Thú - Let's Feast Vietnam" as a celebration and warm welcome to our young audience in the Asia, inspiring new experience in their travel explorations and life in general:    

- Spread positive messages and Explore amazing:  

+ 14 Influencers convened in Vietnam, making "Let's Feast" a premiere meeting and connection point for young, enthusiastic, and creatively driven individuals ready to dive into experiences wholeheartedly.  

+ "Let's Feast Vietnam" challenged content creators to form teams and undertake dual challenges: enjoying scenic landmarks while engaging in missions like creating a culinary & travel reels campaign.    

- Deliver exceptional experience: Vietjet encouraged the audience to unlock new experiences as a friendly, cost-effective, and safe travel companion by creating a 'SHORT VIDEO ABOUT IN-FLIGHT SAFETY INSTRUCTIONS' and experiencing onboard services on one of Vietnam's longest and most popular flights (from PQC to HAN). This unprecedented initiative in the aviation industry aimed to ensure that passengers understand flight safety instructions clearly and reaffirm Vietjet's service quality and budget friendly.    

- Entertain at unique locations - 4 different Vietnamese cities, 4 different Vietnamese flavours: Hanoi, Ho Chi Minh City, Phu Quoc, and Nha Trang are dynamic metropolians and be renowned for attracting significant tourist interest, both domestically and internationally.

1. Preparation:  

Vietnamese young celebrities were selected to draw domestic attention, along with 14 content creators, each with 100k-1 million followers from countries with a high tourist flow to Vietnam. Our media partner portfolio was diversified with Netflix, 9 BHD networks, 6 communities, and 119 PR partners.    

2. Execution:  

- Phase 1: Awareness  

Content creators teased the reality show on social media through their channels, using sneak peeks and hashtags to generate buzz and anticipation. At the peak of social buzz, we released the official trailer and announced the full cast, increasing reach and awareness. We also invested in paid channels and reposted behind-the-scenes videos, promoting curiosity and sparking discussions through Meta Partner’s KOLs. During the show, to authentically propagate the campaign, we created a “Let’s Feast Vietnam” Reel challenge. The missions for the creators were to share the reels they had created with hashtags #LetsFeastVietnam, #Hanhtrinhkythu.    

- Phase 2: Consideration  

To maximize show exposure and viewer conversion, we leveraged social media, showcasing the best clips from both contestants and Vietjet. We also employed Polling Ads on Meta to foster user interaction by prompting users to participate in voting and sharing their opinions, enabling them to proactively engage with key messages. Media ads targeting travel enthusiasts in key countries were deployed to spark interest and attract new customers. Through engagement with the influencers, combined with continuous targeting through Media Ads, we successfully generated travel demand among our target domestic and international customers.    

- Phase 3: Conversion  

In addition to maintaining engagement and building a loyal fan base with the best cuts on social media, we employed Meta's Advantage+ shopping campaigns to target potential purchasers. This approach enhanced efficiency and precision in targeting with ad variation.    

As Meta Media Partners, we encompassed over 20 partners, 50 community groups, and 100 creators in Vietnam to influence target customers to explore the world, travel, and accompany Vietjet.

Objective: To promote travelling and unlocking new experience's travelers, "Hành Trình Kỳ Thú - Let's Feast Vietnam" is key campaign to make captivating across media and communities worldwide. Vietjet has high expectations to promote and enhance Vietnam's unique culture, tourism, and cuisine through continuous engagement with customers on social media platforms. Specifically:  

- Enhance brand's favorability and consideration of Vietjet as a the top-of-mind choice for travelers when selecting an airline to these destinations in Vietnam.  

- Uplift 10% sale revenue with target countries.  

- Inspire travel plan by posting Facebook & Instagram reels.    

Results: After three months, Vietjet achieved significant success:  

+ Reached over 60 millions potiential audience on Facebook; Instagram  

+ Over 300K interactions (Interactions include reactions, shares, and comments.)  

+ Over 40 millions views/plays of mentioned post about Let's Feast Vietnam  

+ Increased by 21.56% was the revenue growth in target markets compared to the same period last year  

In terms of brand development, Vietjet also saw positive signals according to data from Meta. Vietjet's brand recognition in both domestic and international markets experienced significant growth. Specifically,  

- In Vietnam:  

+ Vietjet's brand recall reached 9.5 points, 2.7 points higher than the industry average  

+ Brand consideration reached 3.8 points, 2.3 points higher than the industry average    

- Reel:  

+ 80 reels were posted  

+ 30 reels were posted in Vietjet's fanpage  

- PR/ Marketing: 119 articles and 20 creator's of Meta Partner's post  

- 10 episodes of 45 minutes on OTT & Netflix  

- Ranked as the number 1 long-form reality show on DANET.  

- Ranked 7th among TV shows on Netflix Vietnam/Top trending on Netflix Vietnam.  

- Won the "Best Reality and Best Variety" trophies at the 28th Busan International Film Festival 2023