BRAND:
P/S VIỆT NAM
AWARD CATEGORY:
The Best Innovative Social Media Campaign
CAMPAIGN TIME RANGE:
01/01/2026 - 22/02/2026
CREDITS:
Zee, Spark Foundry (Publicis Groupe), Metub
CASE STUDY VIDEO
STRATEGY
P/S leads Vietnam’s oral care market, but growth was constrained by a generational divide. Older users stayed loyal to familiar core products, while younger users were more open to novelty choices, new trends, and AI-powered ways of caring. Tet made that gap more visible, as family reunion also meant different generations bringing different values home. At the same time, social media and AI were often widening the distance. The young lived naturally in these spaces; older generations often felt left out of them. So P/S did not use social media and AI as campaign add-ons. It used them as a connection system. The strategy was to turn the very tools associated with disconnection into bridges that could help generations understand each other, bring premium choices into the family, and make P/S more loved across all ages.
INSIGHT
Tet is when families come together, but also when generational tension becomes easiest to feel. The young bring new betterment — novelty choices, new trends, and AI-powered ways of caring. The old hold on to tradition and the comfort of what they know.We saw one key truth: Gen Z does not want to replace tradition, they want to refresh it. If social media and AI could stop feeling like tools of distance and start becoming tools of shared experience, then a point of conflict could become a point of connection.
CREATIVE IDEA
Tết fills our homes with celebration, but it also brings to the surface the deep-seated conflicts of generation gaps. With the powerful platform of Healthy Smile, P/S wants to inject this universally connective language into solving family issues during Tet: understanding starts when we add one healthy smile, so the distance of generational differences can begin to subtract. This became the heartbeat of our campaign—“Plus One Smile, Minus a Thousand Miles”.
To bring it to life, P/S built a connection system across social media and AI, designed to move families from tension to expression, participation, and finally to personal connection. It began on Facebook, where the P/S Smile Hotline turned everyday Tet conflicts into live conversation, with MONO stepping in as the playful mediator. This made the generation gap visible and relatable.
That tension then flowed into YouTube, where the MV “Tết Cộng Nụ Cười” transformed it into culture by bringing together MONO and People’s Artist Bạch Tuyết in one shared musical language.
Once the idea had become culturally resonant, it extended into TikTok, where the song evolved into a Connection Challenge, inviting Gen Z to bring their parents into the content and turn bonding into visible social behaviour.
At the center of this system was P/S x Gemini, which took the idea from public participation to personal meaning. After families had seen the tension, felt it through music, and acted on it through social content, Gemini gave them a way to experience connection for themselves. Through one uploaded family photo, they could reimagine themselves across different Tet eras and see “Old Tet” and “Modern Tet” in the same frame. This made AI more than a feature. It became the campaign’s strongest connection tool, helping generations see, feel, and share the same Tet from different points of view.
CONNECTION PLAN
P/S built the campaign as a social-first connection system, with each platform moving the same idea forward to the right audience at the right moment.
Facebook was the lead and pilot platform because it is one of the few social spaces where all generations already coexist. That made it the natural conversation hub to surface real Tet frictions through the P/S Smile Hotline, where MONO turned everyday family tension into something visible, relatable, and discussable.
The idea then expanded into YouTube, not just as a music platform, but as a Bonding Hub embedded in real Tet behaviour. Through co-viewing family content, owned Tet music playlists, food Shorts before Tet, and living-room takeover during Tet, P/S made Tết Cộng Nụ Cười an unmissable part of family viewing. The MV became the campaign’s emotional bridge, turning intergenerational friction into a shared musical language.
TikTok then helped turn that momentum into visible participation through the Connection Challenge.
P/S x Gemini made the idea personal. Facebook remained the lead channel to drive the microsite, supported by tailored assets: nostalgic photo-restoration creatives for older users, and social-ready AI outcomes for younger users.
Partnering with Tina Thảo Thi helped the experience feel like a meaningful Tet moment, not a tech demo. Google Arena and city activations at high-traffic family destinations also turned offline experiences into online sharing. To reinforce the system, non-social media amplified key moments.
Before Tet, billboards at major homecoming touchpoints built top-of-mind awareness and fed traffic back into social. During Tet, owning Gặp nhau cuối năm and spreading the song across festive days kept the idea present in culture.
Together, Facebook surfaced the tension, YouTube turned it into culture, TikTok made it participatory, and Gemini made it personal.
OBJECTIVE-BASE KPI
[1] objective: Communication | platform: Youtube | metrics: View Rate | result: #2 Most Liked Tet Music Video
[2] objective: Communication | result: 65M UGC video views & 6.4K submission | compare_with_benchmark: 10M views & 3K submission
[3] objective: Communication | result: 17K AI image Generated within a month
[4] objective: Communication | metrics: Reach Rate | result: 20.5K Reach through offline activation co-hosting with Google Gemini
