How collaborating with a YouTube creator helped one Vietnamese brand reach millions

Ha Hue Chi / September 2019

YouTube creators are becoming more popular as people increasingly seek out content that’s both relatable and relevant. That’s why multi-service app GoViet knew that collaborating with a YouTube creator would help make a lasting impression on Vietnamese consumers. Here, Ha Hue Chi, GoViet’s head of marketing, shares how the brand reached a huge audience by working with its ambassador — popstar and YouTube creator Sơn Tùng M-TP — to become the exclusive advertiser on his popular channel.

Because Vietnam is home to 50 million smartphone users and a growing group of digital-first consumers, tech companies like ours have ample opportunities to connect with more customers.1 As a relatively new player in the app market, one of our main priorities is finding new ways to make a bigger name for ourselves.

Considering how many Vietnamese app users are YouTube enthusiasts who frequently use ride-hailing services, we launched an online video campaign to grow our audience. And since the number of YouTube users who follow creators and engage with their channels every day is on the rise, we knew working with our brand ambassador, Sơn Tùng M-TP, would help us capture people’s attention and stand out among our competitors.

That’s why we decided to become the exclusive advertiser across his YouTube content for two weeks this past July, near the launch of his music video, “Give It To Me.” Here’s how we expanded our reach and boosted downloads by connecting with passionate audiences online:

Tap into peak moments of attention

Thanks to Sơn Tùng M-TP’s passionate fans, his music video became the top trending video in Vietnam just six hours after its release. And as the only brand placing ads on his channel during the launch, we were able to connect with millions of engaged viewers during this key moment. So much so that by the end of our campaign, we drove 94.6 million impressions, reached 12.1 million unique users, and saw 22% more downloads.


Align with viewers’ interests to drive action

People feel connected to creators they find friendly, funny, and credible. Throughout our sponsorship, we worked closely with Sơn Tùng M-TP to create video spots that complemented his vibrant and energetic music video. By creating ads in line with Sơn Tùng M-TP’s unique style and placing them on his YouTube videos, we were able to drive almost 149 thousand click-throughs to our summer campaign website by the end of our campaign.

Sơn Tùng M-TP encouraged his fans to “download GoViet immediately” in this colorful, exciting video spot.

Don’t play it safe — standing out means taking risks

When we first decided to run our ads exclusively on Sơn Tùng M-TP’s channel, we had a few reservations. While our ultimate goal was to lift engagement, we wondered if we might limit our reach by focusing our campaign on a single channel.

But collaborating with a popular YouTube creator showed us that we can captivate a huge audience by connecting with passionate viewers at a meaningful moment — and with this lesson in mind, we’re ready to explore new, exciting ways of separating our brand from the competition.

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