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Case Study: NESTLÉ Vietnam achieves double-digit sales growth and 11-point ad awareness lift with Facebook
A Facebook Case Study
Winning the new year branding blitz
NESTLÉ Vietnam faced a crowded advertising season during Tet, the country’s most important festive period, and wanted to build a stronger association with the holiday and boost sales among 25–40‑year‑olds. To break through TV clutter, the company launched its biggest Facebook and Instagram campaign alongside TV to reach mass mobile audiences during the new‑year period.
NESTLÉ adapted its TV commercial for mobile—front‑loading key frames, adding captions, converting to 1:1, and running slideshow, video and photo ads—then used reach-and-frequency buying from Dec 2016–Jan 2017. The campaign reached 18.8 million Vietnamese (69% of the target), drove an 11‑point lift in ad awareness, a 6‑point lift in Tet message association, and delivered double‑digit sales growth.
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Nestle
Yen Le
Communication & MKT Support Director