Case Study: VinFast achieves 2.6B media impressions with Citizen Relations

VinFast launches 6 California storefronts with Citizen Relations, generating 2.6B impressions

Citizen Relations was engaged by Vietnamese auto manufacturer VinFast to support its official arrival into the US market. The challenge was to cut through a crowded automotive space and introduce the VinFast brand to US consumers, creating excitement and industry buzz around the opening of its six new California storefronts.

To meet this challenge, Citizen Relations created a global brand moment centered around a grand opening event at the Santa Monica flagship location, which was simultaneously live-streamed alongside five satellite events. The main event featured a keynote speech, a vehicle unveiling with pyrotechnics, and a live performance to attract media, dignitaries, and consumer foot traffic. The solution implemented by Citizen Relations drove significant results, generating over 2.6 billion media impressions, 342 press placements, and attracting approximately 5,500 visitors across all store locations.

VinFast