Case Study: P/S Vietnam achieves 67% rural reach and market-share growth with Facebook

Winning over rural audiences with a Facebook branding campaign

P/S, a Unilever oral-care market leader in Vietnam, wanted to grow market share among rural consumers as rising mobile access put most Facebook users outside Hanoi and Ho Chi Minh City. The challenge was to reach and persuade under-connected mothers and families with clear, mobile-friendly brand messaging.

P/S ran a Facebook-first branding campaign using low‑bandwidth video ads, branded-content partnerships, Custom Audience targeting, on‑ground events and a Messenger bot with bedtime stories to engage women 25–45. The effort reached 67% of the rural target (60% in two weeks), lifted ad recall by 7 points and anti‑cavity attribute rating by 2 points, and helped grow the brand’s market share within six weeks.

P/S Vietnam

Kim Phan

Digital Marketing Manager