Beer Brand Achieves
1.6X Engagement Lift
During Peak Tết Celebrations
VTR
( 1.6X the benchmark)
Users Reached
Objective
The beer brand sought to be the premium Tết beer for Vietnamese men, aiming for high share of voice in the competitive Northern and North Central alcohol markets during peak celebrations.
Challenge
The alcohol category became intensely competitive during Tết. The brand needed to cut through the noise and position itself not just as another beer option, but as the premium celebratory choice for traditional gatherings when consumption and brand decisions peak.
Strategy & Execution
The brand partnered with Silverpush to leverage contextual targeting on YouTube. The AI-powered platform identified precise moments where beer consumption naturally occurs—party and drinking contexts, family reunions, and Tết gift exchange occasions during the festive season.
The campaign focused on aligning with high-quality entertainment content that resonated with target demographics, ensuring the beer brand appeared in contextually relevant environments that elevated brand perception as the premium choice for celebrations.
Results
The brand achieved a 46.4% VTR ( 1.6X the industry benchmark), reaching 2.9 million users across key Northern markets. By strategically appearing during natural beer consumption moments, they successfully established themselves as the premium celebratory beer of choice for Tết 2026.
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