Pharmaceutical Company
Drives 2.6x
CTR Uplift
Through
Culturally-Aligned
Contextual
Targeting
CTR
( 2.6X the benchmark)
Users Reached
Objective
The brand aimed to drive awareness and consideration among health-conscious consumers and working parents during Vietnam's most significant celebration season by delivering relevant messaging at culturally meaningful moments.
Challenge
Capturing attention during Tết requires precise timing and cultural resonance. Generic targeting would miss the nuanced behaviors around pre-Tết preparation and post-Tết transitions when health messaging matters most to busy, celebration-fatigued audiences.
Strategy & Execution
The brand partnered with Silverpush to deploy an AI-powered contextual intelligence platform. The campaign strategically aligned ads with key Tết moments—pre-Tết cleaning preparations and post-Tết work resumption, when audiences were most receptive to health and wellness messaging.
This technological precision was enhanced by cultural storytelling that leveraged Filipino mealtime habits, creating emotional resonance while maintaining AI-driven targeting accuracy.
Results
The campaign significantly outperformed expectations. The brand achieved a 1.02% CTR ( 2.6X the industry benchmarks), reaching over 2.1 million users with precision. By aligning with culturally significant moments and health-conscious content, the supplement brand established a strong brand presence during Vietnam's most important celebration season.
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