Mint Brand Reaches
4.5M+ Users by Becoming
Tết's Fresh
Companion
VTR
(1.6X the benchmark)
Users Reached
Objective
The mint brand aimed to maximize brand visibility during Vietnam's Tết celebration, positioning itself as the essential refreshment to reach celebration-focused audiences receptive to freshness messaging.
Challenge
Breaking through the cluttered Tết advertising landscape requires more than seasonal messaging. The brand needed to appear at precise moments when families gather and celebrate, where refreshment naturally complements the experience rather than interrupts it.
Strategy & Execution
The brand collaborated with Silverpush to activate contextual intelligence on YouTube. The AI-powered solution identified high-energy Tết moments: family reunions, New Year's Eve celebrations, gift-giving occasions, and traditional meal preparations, where refreshment messaging would naturally resonate.
Ads were strategically placed alongside content that complemented celebration behaviors, ensuring the brand appeared when audiences were actively engaged in festive activities and most likely to seek refreshment solutions.
Results
The campaign delivered exceptional performance. The mint brand achieved a 56.8% VTR ( 1.6X the industry benchmarks) while reaching 4.5 million users across Vietnam. By aligning with authentic celebration moments, they successfully positioned themselves as the go-to refreshment choice during the nation's most important festive season.
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