Meta Marketing Summit

Vietnam 2024

Accelerate your Brand

with Meta
Chi Trương
Client Solution Partner
CPG & Tech
Meta
Brand
Acceleration
IN YEAR END & Q5 SEASON
Vietnamese consumers are increasingly experimental
with the brands they choose across categories
% of Vietnamese respondents who switched most-purchased brand in the last 3 months

Non-essentials Essentials
2022 VN Average 65% 65% 64%
62% 61% 60%

58%
58% 57% 56% 56%
54%
51%
49%
of respondents
in Vietnam
switched their
most-purchased
brand in the last
3 months

Non Household Groceries

Baby Consumer Clothing Toys Beauty Home Household Personal Alcoholic Groceries
alcoholic furnishing (packaged)
care electronics office appliances care beverages (fresh)
beverages
Source: Meta Bain Consumer Survey 2022 (N=15,767) “Southeast Asia’s Digital Consumers: A New Stage of Evolution” by Bain & Company (Bain & Company analysis and insights data on the markets of ID, MY, PH, SG, TH, VN) Survey conducted in June 2022. | Note: Data from consumer products categories only; Survey question: Q14. Have you recently (in the last 3
months) switched the brand that you buy the most?; Q26. For <category X>, which online shops did you shop at in the last 1 year for? (*) Online platforms include eCommerce marketplaces, alternative eCommerce, food delivery, large retailer websites and small online shops
 During economic uncertainty, the holiday shopping season
still started early, and increasingly on social.

More people shopped earlier

Holiday shopping is
10
starting in October
(11% vs. 9%)

Discovery increasingly happened on

People actually spent more social.
On average, Vietnamese MSD
81%
Social media

shoppers spend 76%

of Vietnamese eCommerce sites

$384 holiday shoppers say

they spend more
Search
53%

(vs $380 in 2023) time online during the

47%
holiday season.
*Discover products or brands on social

Source:: Seasonal Holidays Study” by YouGov (Meta-commissioned online study of 1,540 holiday shoppers aged 18-64 in Vietnam), Dec 2023
 …and majority of shoppers Ever purchased from an ad?
are more likely to purchase 2023

these discoveries on Meta

76%
Meta
technologies

marktgoods
128K followers

Red Stand
Mixer
$350
57%
Other short form
Go to checkout video platform 7%

30%
Other
social media
7%

Source:: Seasonal Holidays Study” by YouGov (Meta-commissioned online study of 1,540 holiday shoppers aged 18-64 in Vietnam), Dec
2023
 People are watching more videos in holiday season
Creators and video & driving purchases.
increasingly played a
role in holiday
77%
jaspersmarket
Paid partnership

shopping on Meta
of people surveyed say
they’ve purchased a
product or service after
People love following creators on meta platforms watching short form

96% of VN shoppers who follow creators say they videos.

have purchased a product they discovered via
personalized ads on social media.

And they’re purchasing what creators are promoting

Reels

80%
of Gen Z have

60% of shoppers who follow creators say this holiday

season they bought new products or brands they
purchased a product
after watching reels.2
discovered on Facebook or Instagram.

Source: Seasonal Holidays Study” by YouGov (Meta-commissioned online study of 1,540 holiday shoppers aged 18-64 in Vietnam),
Dec 2023. 2 Meta-commissioned research with GWI, 2023. Base: 6,758 heavy short-form video consumers (1,178 in Brazil, 1,110 in
Germany, 1,178 in India, 557 in Japan, 515 in South Korea, 1,113 in UK, 1,107 in US) aged 16-64 who are at least weekly Reels users
Meta drives brand KPIs across the marketing funnel:
INSIGHTS TO ACTION
Beauty brands
Sponsored

#1
Beauty brands
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Reach your
audience in
key
moments Learn more

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Research shows that higher reach helps drives
more sales impact
Reach optimization boosts both sales volume & ROAS:
+7% sales impact +11% ROAS
• Aim for >20% absolute reach
Nielsen research shows that sales impact grows proportionally to
equivalent of your total reach & ROAS peaks at 15% of country population reach
market population if goal is to Sales impact ROAS
maximize sales. 113
111
110

107 107
106 106 106

• Aim for at least 11-20% of 104

105 105
107

your total market population

101
100 100

to maximize ROAS.
6-10 6-10

% total of a country population

The charts show the estimated percent improvement in sales impact and ROAS for 5%
increases in reach as % of total population relative to 0–2.5%.

Source: Nielsen custom MMM meta-analysis commissioned by Meta, "Global CPG Execution Best Practices To Maximize Meta Performance, Nielsen Metrics That Matter", 119 CPG
brands in 21 countries, 2019–2021.
Meta Moment Maker
Results from pilot participants:
HOLIDAY REACH & SHARE OF VOICE BOOST
Statistically significant lift
in key metrics such as ad recall
Supercharge awareness and boost Holiday moments, driving incremental
and brand awareness
reach, increased SOV & attention with short duration flights
Avg 40-60% incremental
reach beyond BAU
campaigns

Significant lift in
conversations about the
promoted products/content

Measure results, including SoV

& incremental reach

Drove double-digit
increase in search volume

FEED REELS STORIES IN-STREAM

CLIENT SPOTLIGHT: SAMSUNG

Meta Moment surged up

11pts
Campaign Awareness & LIFT IN AD RECALL

Action Intent VERTICAL BENCHMARK: 5.5PTS

Samsung Mobile wanted to turn head and drive

big attention around their newest Flip 5 and Fold
4.5pts
LIFT IN CAMPAIGN
5 series. They used META MOMENTS, a Reach & AWARENESS
VERTICAL BENCHMARK: 2.0PTS
Frequency tactic that helped them to maximize
the reach to 37.5M users at a frequency of 2.3
within just first 5 days of the launch.
3.5pts
As results, the brand witnessed a significant
LIFT IN ACTION INTENT
Brand Lift, especially in Campaign Awareness and VERTICAL BENCHMARK: 1.1PTS

Action Intent (purchase).

INSIGHTS TO ACTION
Beauty brands
Sponsored
Beauty brands

#2
Sponsored

Driving
consideration
and
connection Learn more
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 Shoppers are open to considering something new if
they learn about it in an engaging & meaningful way.

55% 52%
of Tet shoppers are likely Tet gift guides are the top
to decide to buy a type of creator content
product more quickly if that Vietnamese
promoted by a trusted shoppers look for1
creator influencer

All Tết holiday shoppers following a public figure 2024 (1,093)

Q_NetNew2_creator: Thinking about Tết shopping vs routine purchases throughout the rest of the year, what aspects of creator content do you find most useful? .
Creators are fueling the Reels
ecosystem, driving connection,
authenticity and relatability

WHAT CAN CREATORS BRING?

• Excelling in the medium

• Creative experimentation

• Meaningful audience relationships

• Authenticity and relatability, esp. GenZ & Young Audience.

• Connection to culture
INSIGHTS TO ACTION
Beauty brands
Beauty brands
Sponsored
Sponsored

#3
Letting AI
do the hard
work for you
Learn more

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 Meta Advantage uses automation to
make media more efficient.
Marketers can automate their entire setup or select parts of a campaign.

End-to-end automation

Advantage+ shopping campaigns

Budget
• Creative
• Audience
•
Placement
• • Destination
automation automation automation automation automation
Advantage campaign Advantage+ catalog ads Advantage+ audience Advantage+ placements Advantage destination:
budget Advantage+ creative Advantage detailed targeting Website, Shop*, App
Advantage lookalike
Advantage custom audience

*Available to checkout-enabled shops in the US.

Advantage+ Audience KEY LEARNINGS:

UNIVERSAL PICTURES INTERNATIONAL

CHALLENGE: Adoption of A+ Detailed
Audience helped:
For niche titles with narrow audience appeal,
how do we find relevant prospects beyond
our traditional core audience, whilst
• Reaching +9% people,
maintaining relevance?
with a -3% cheaper
Cost per Reach.
As part of the Agile Learning agenda, UPI
tested A+ audience across 3 titles (Monkey • Advantage+ Audience
Man, Kung Fu Panda 4, Despicable Me 4) and is the winning Strategy
4 markets (UK, MX, KR and DE). for Ad Recall in 4 out
of 6 tests
META'S SOLUTION:

Advantage+ Detailed audience is part of our

A+ product suite that leverages advanced
automation and machine learning technology
to help expand audience and scale
performance with less manual effort.

Source: 6 UPI Brand Lift Multi-cell testing A+ Audience between Q4'2023 - Q1'2024.
KEY TAKEWAYS

#1 Reach your audience in key moments: Meta

Moment Maker, Accelerated Frequency.

#2 Driving consideration and connection: Reels x

Creators, Messenger Live shopping.

#3 Letting AI do the hard work for you: Meta

Story Teller, Advantage+ Audience, Advantage
Shopping Campaign.