The promotion that I have located is a promotional campaign from PepsiCo Vietnam for its
new snack product Poca Twisties, which is also known as Twisties in other Asian market
like Singapore, Malaysia or Thailand (this is an equivalent to PepsiCo’s Fritos/ Doritos for
the Asian market). Beside using traditional promotion methods ad like print ads or
broadcast ads (which will still be used after this specific campaign is over), the main
content of this campaign is heavily emphasized on social media platforms, specifically
YouTube and Facebook, which is also what I will focus on. This content is designed,
proposed and operated by a local marketing agency instead of in-house department, which
is a common practice for big organization.
Since the method being used in the campaign is rather new, uncommon and is intended to
work specifically for Vietnam market, I will describe the campaign (along with
background information) so that it is easier to understand what the campaign is and why
the company choose to do this, as well as to answer the discussion question (also because
it’s impossible to find and understand what the campaign is about if you don’t speak the
language)
Background information:
Facebook is currently the most popular social network platform in Vietnam, with over 20
million users over the population of 90 million. YouTube, while not having any details
data, also seen improving in term of users and user engagement. This is contributed by 2
factors: 1- Internet connection quality in the country (especially in large cities) as a whole
is rapidly improving and 2- the amount of Vietnamese user generated content has also
increased, under forms of music videos, short films, comedy sketches and vlogs. The most
popular one is vlog, which started during late 2011 and has been growing very fast since
then.
Unlike other types of entertainment like music or movies, or even other type of video
contents on YouTube where it takes a long time for a new content to be released and is
usually not scheduled, vloggers release new contents with a rather consistent schedule
(usually every 2 weeks), making it somewhat similar to episodic comedy shows on TV.
Therefore, they are able to generate a large number of views and viewers, and popular
vloggers and their videos are very well known among young Internet users.
Each vlogger has a Facebook fan page, where they inform viewers/followers/ fans of new
