Global Health & Wellness Brand Drives 1.55x the CTR Benchmark on TikTok During Tet with Mirrors
CTR
(1.55x the Benchmark)
VTR
on TikTok via Mirrors
Impressions
on TikTok
Objective
A global health and wellness brand sought to engage Vietnamese audiences aged 25 and older during Tet. The aim was to align the brand with meaningful Tet moments and reach interested viewers on TikTok and YouTube.
Challenge
Tet is Vietnam's most crowded advertising window, with every category competing for attention through generic festive creative. The brand needed a way to land its message inside genuinely relevant Tet moments such as music, family gatherings, holiday cooking, and reflective downtime, rather than blending into a sea of demographic-targeted holiday ads.
Strategy & Execution
To make the brand culturally resonant during Tet, the team activated Silverpush's Mirrors on TikTok across four contextual tactics: Music, Entertainment Shows, Movies and Dramas, and Food and Cooking. Each tactic was activated through Tet-specific sub-tactics, including Nhạc Tết, traditional music, Táo Quân replays, Tet blockbusters, family dramas, and festive recipes, ensuring the brand showed up inside the exact moments Vietnamese audiences were already celebrating.
YouTube ran as a supporting scale layer using video-level targeting across Joyful Moments, Reassurance, and Calm, including The Reunion Moment, The Worry Moment, and The Morning Reset. Three creative territories, including Gold for reach and Heart Plus for health-led storytelling, ran across both platforms with full brand-safety exclusions to protect the brand throughout the festive window.
Results
The campaign outperformed the plan on every metric across both platforms. On TikTok, Mirrors delivered 2.2M+ impressions at 100.02% of plan, a 7.07% VTR, and a 0.31% CTR that came in at 1.55x the benchmark, driving 6,845 clicks and a reach of 883K Vietnamese audiences.
The Tet blockbusters sub-tactic peaked at 8.52% VTR, while Food and Cooking drove the strongest combined engagement with an 8.25% VTR and 0.50% CTR. Hanoi was the standout market with a 16.82% VTR and 1.82% CTR. YouTube added a meaningful scale with 1.8M+ impressions and a 93.41% CVR, with the 55 to 64 cohort recording the highest completion at 94.09%, proving that contextual precision turns festive noise into measurable resonance.
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