I am proud to share that our Pantene campaign at P&G Vietnam has been featured in the “Think with Google: Tet 2022“ report as a prime example of effective localization strategy.
Tet is a universal celebration, but regional nuances matter.
While the South prefers yellow apricot blossoms (hoa mai), the North favors peach blossoms (hoa đào).
Understanding this diversity, we moved beyond a “one-size-fits-all” approach to capture the distinct cultural heartbeat of the Northern Midlands and Mountainous regions.
By leveraging the Sub-location feature in Google’s Reach Planner, we executed an 8-week targeted campaign specifically for these priority rural areas alongside our national plan.
This allowed us to deliver culturally relevant messages to the right audience at scale.
The result was a significant uplift in incremental reach and brand metrics in our key rural markets.
The full deck is here:
- Link ThinkWithGoogle:https://services.google.com/fh/files/misc/think_with_google_tet_2022.pdf
- Slideshare: https://www.slideshare.net/slideshow/tommy-nguyen-marketing-media-strategy_think_with_google_tet_2022-pdf/285538438
- Scribe:https://www.scribd.com/book/988769789
- Site:
As I emphasized in the report: “Winning in rural is critical for MNCs. YouTube has helped us expand our reach effectively and will continue to play a vital role in P&G’s future brand-building strategies.”
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