Case Study: Vinamilk drives Gen Z and Millennial awareness with TikTok for Business

Drumming up awareness & excitement among Gen Z and Millennials for its launch in Vietnam

Vinamilk, one of the world’s largest dairy companies, wanted to launch its new Delight ice cream line in Vietnam in a way that would resonate with Gen Z and Millennial consumers. To build awareness for the summer 2020 launch and reinforce its youthful, social brand image, Vinamilk turned to TikTok for Business and its platform to reach younger audiences with a fun, memorable campaign.

TikTok for Business helped Vinamilk run a Branded Hashtag Challenge, #VuDieuDelight, supported by a catchy song, an easy-to-learn “Flavor Tornado” dance, Creator collaborations, a Branded Effect, Brand Takeovers, and In-Feed Ads. The campaign delivered strong measurable impact: over 71,000 users submitted 114,000 videos in six days, generating 133 million impressions and 194 million video views, while positioning Delight as a trendsetting, top-of-mind ice cream brand among young consumers in Vietnam.

Vinamilk