2. Research Methodology
Data derived from multiple Meta-commissioned
surveys:
1. 2022 Meta Tet Study: Surveyed 1,518 people in Vietnam
aged 18+ about their Tet shopping habits and attitudes, in
partnership with YouGov during
3 - 25 February 2022
2. 2021 Meta Tet Study: Surveyed 1,787 people in Vietnam
aged 18+ about their Tet shopping, habits and attitudes,
in partnership with YouGov from Feb to Mar 2020.
3. Role of Creator Marketing by Crowd DNA (Meta
commissioned online survey of general population
respondents ages 18-65 yrs in USA, DE, UK, FR, JP, KR,
BR, MX, AU N=15,750). Qualified respondents shop online
at least two times per month, have been influenced by
creators when shopping in specific retail & CPG categories,
and have recently purchased in that category
INTRODUCTION
Analyzed a variety of third-party sources
and reports, including GlobalWebindex,
Kantar Worldpanel division Tet report,
Statista, Emarketer
Analyzed internal conversion and
conversation data in Vietnam
3. Emerging from the biggest wave of Covid-19 and increasing
unemployment rate in second half of 2021*, consumers’ sentiment
during Tết 2022 were lukewarm.
However, given that it’s the largest celebration moment, majority of
consumers are still spending the same or more during Tet.
This year, we see consumers returning to stores, but online influence is
still dominant. Being the most important festival season for storytelling
and connecting with consumers, brands must therefore prioritise a full-
funnel strategy to influence both online and offline sales.
INTRODUCTION
*Source: Kantar | World Panel Division | Tet 2022
4. 02
Personalization aids online
shopping and Tet gifting
experience
03
Creators facilitate discovery,
enhance trust and influence
Tet purchase decisions
04
Online videos is an important
source of entertainment and
influence during Tet
05
Immersive and
interactive technologies are
changing the way people do
Tet shopping online
01
Shoppers are more willing to
explore and spend on quality
purchases during Tet
INTRODUCTION
5 insights
to power your
strategy for
Tet 2023
6. INSIGHT 01
Tet is a season for celebration; even with a cautious outlook,
almost 7 in 10 said they’d spend the same or more
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and attitudes, in partnership with YouGov, 3 - 25
February 2022
46%
21%
31%
Q4 2021
TOTAL SPEND ON TET COMPARED TO
LAST YEAR
Less
Same
More
Same or More: 67%
USD 350
Average spend
during Tet 2022
7. 96% ( + 4 p p v s . 2 0 2 1 )
of shoppers surveyed are likely to try a new
brand particularly in the following categories
47%
41%
39%
30%
29%
23%
Apparel & Fashion
Food
Electronics
68%
Of all Tet shoppers surveyed
enjoy discovering relevant
items not actively looked for
Openness to discovery and trying new brands during Tet remains
stronger compared to the rest of the year
INSIGHT 01
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and
attitudes, in partnership with YouGov, 3 - 25 February 2022
Health & Beauty
Confectionary
Alcoholic beverages
8. 69%
61%
68%
51%
39%
43%
20%
27%
25%
16%
10% 9% 11%
4%
9%
0%
74%
73%
67%
53%
40% 39%
29% 28%
23%
14%
11% 10% 10% 8% 8%
4%
Confectionery
Food
and
drink*
Apparel / Fashion
Alcoholic
beverages
H
ealth
and
Beauty
H
ousehold
appliances
H
om
e
and
G
arden
Jew
elry
Electronics
Toys
Travel/Vacation
D
esigner Goods
G
iftcards
Live
events**
Video
gam
es
Experiences***
2021 2022
Confectionary, Food and Apparel are top categories during Tet. With Food,
Home & garden, and confectionary registering the largest growth.
INSIGHT 01
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and attitudes, in partnership with YouGov, 3 - 25 February 2022
**Food and drink: e.g. groceries from a supermarket or other type of shop
**Live events such as theatre, concerts, dinner, etc.
***Experiences such as courses, subscriptions, memberships, etc.
Categories which registered growth vs. 2020:
• Food and drink: +12pp
• Home and Garden: +9pp
• Confectionary: +5pp
• Experiences: +4pp
• Live events: +4pp
• Health and beauty: + 1pp
9. During Tet shopping, quality is the
top consideration; followed by price
and authenticity
INSIGHT 01
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and
attitudes, in partnership with YouGov, 3 - 25 February 2022
85%
87%
88%
89%
89%
Product quality
Price
Price match
Authenticity and trust
in the products
Product choices
10. Consumers are returning to store for Tet shopping but online is still
increasingly influential during different stages of purchase journey,
specially at evaluation stage
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and attitudes, in partnership with YouGov, 3 - 25 February 2022
INSIGHT 01
71%
79%
82%
49%
66%
79%
76%
82% 83%
58%
70%
79%
Online In-store Online In-store Online
2021
2022
CHANNELS FOR DISCOVERY, EVALUATE, PURCHASE AMONGST TET SHOPPERS
DISCOVERY EVALUATE PURCHASE
In-store
11. Specifically for FMCG, online channels see
a significant growth in consumer spending
INSIGHT 01
Source: Kantar | World Panel Division | Household Panel | Urban Vietnam 4 key cities | FMCG Household purchase
Percentage of value share and value growth of online channels have increased for Tet 2022,
driven by shoppers’ rising need for more convenient format.
54% 55% 54% 55%
6% 8% 8% 7%
6%
6% 6% 5%
12%
17% 16% 15%
11%
7% 8% 9%
6% 2% 4% 5%
FY2021 Ftet 2020 Tet2021 Tet2022
Street Shops Wet Market Specialty Stores Hyper & Super Mini Stores Online
% VALUE SHARE BY CHANNEL— IN-HOME FMCG
+48%
Online value growth in
Tet 2022 vs
Tet 2021
12. 45% 19% 14% 8% 7%
40+ days before
40 days before
1 monthbefore
20 days before
10 daysbefore
DuringTet
After Tet
No fixedtimeframe
Planning for Tet shopping starts early – with 6 in 10 surveyed
planning for purchases at least 40 days before Tet
INSIGHT 01
WHEN PLANNING TIMELINE BEGINS FOR TET SHOPPING
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and attitudes, in partnership with YouGov, 3 - 25 February 2022
*Experiences: courses, subscriptions, memberships, etc.
40+ days before
Electronics: 32%
Sporting goods: 31%
*Experiences: 31%
40 days before
Video games: 26%
Jewellery: 25%
Apparel/Fashion: 24%
Food: 24%
1 month before
Books: 22%
Film and music: 22%
Home and Garden: 19%
64%
Top
categories
planned
10 days before
Confectionary: 28%
Food: 27%
Alcoholic beverages: 23%
20 days before
Experiences: 18%
Gift cards: 18%
Alcoholic beverages: 18%
1% 5%
13. Takeaway:
• 6 out of 10 people spend the
same or more for Tet this year
comparing to last year.
• Openness to discovery and
trying new brands during
Tet remains stronger
compared to the rest of the
year
• Online channel still plays a key
role in the customer journey
• Plan ahead for Tet season,
even 40 days+ for some
categories
Implications
• Utilize Tet as the opportunity
to build brand and drive sales.
• Brand should plan for omni
channels approach during Tet.
• Plan ahead for Tet season,
even 40 days+ for some
categories
Relevant Meta solutions:
• R&F planning
• AWO Sales campaign paired
with Branding
Insight 01:
Shoppers are
more willing to
explore and
spend on quality
purchases
during Tet
15. INSIGHT 02
68%
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet
shopping, habits and attitudes, in partnership with YouGov, 3 - 25 February 2022
66%
of Tet shoppers enjoy discovering relevant
items not actively looked for
of Tet shoppers agree that discovering items not actively
looked for made their holiday shopping easier
Tet shoppers find joy and ease in
spontaneous discoveries online
16. 35%
43%
49%
49%
61%
On social media platforms, discoveries
are made through a plethora of sources
INSIGHT 02
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and attitudes, in partnership with YouGov,
3 - 25 February 2022
Shops on Facebook and Instagram
Suggestions/recommendations from
my friends/family
Live shopping
Video content, Short video content
Personalised ads - Sponsored posts/ads,
Ads with product tags
17. 32%
28%
23%
33%
47%
41%
33%
34%
34%
40%
44%
47%
Gen Z & Millennials Gen X & Baby Boomers
71%
Of Tet shoppers made
discoveries on Meta
Technologies
Amongst Tet
shoppers surveyed,
Meta is the top social
media platform for
discovery
Through…
INSIGHT 02
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about
their Tet shopping, habits and attitudes, in partnership with YouGov, 3 - 25
February 2022
Facebook Messenger
Facebook Marketplace
Facebook News Feed
Instagram Stories and Reels
Instagram Feed
Facebook Stories
18. 85% 54%
of Vietnamese
consumers surveyed
intended to buy gifts
during Tet in 20201
of shoppers don’t know
what gifts to get for
others2
Gift shopping is a popular
tradition during Tet, yet
shoppers often struggle to
find the right gifts
INSIGHT 02
Source 1: Statista, online survey of 2,964 respondents in Vietnam during 2020; Source2: "Meta Tet Study”:
Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and attitudes, in partnership with
YouGov, 3 - 25 February 2022
19. As such, shoppers turn to an array of sources when looking
for inspiration while gift-shopping
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and attitudes, in partnership with YouGov, 3 - 25 February 2022
INSPIRATION/ DISCOVERY SOURCES WHEN GIFT-SHOPPING (All Tet shoppers)
33%
34%
35%
40%
42%
50%
52%
Online ads I see whilst browsing
Results of search engines
Recommendations from friends/family
Ads I see/hear on TV, radio or newspapers
Videos I watch online
Sponsored ads on social media, tailored to me
Brands/products recommended by
creators/influencers
INSIGHT 02
20. Source: 2021 Meta Tet Study: Surveyed 1,787 people in Vietnam aged 18+ about their Tet shopping, habits and attitudes, in partnership with YouGov from Feb
to Mar 2020.
TOP 10 GIFTING CATEGORIES DURING TET 2021
Cash, confectionary and apparel are top gifting
categories during Tet 2021
INSIGHT 02
52%
Money in cash
(Li Xi)
46%
Confectionery
36%
Apparel
and Fashion
27%
Alcoholic
beverages
26%
Food and drink
17%
Health and Beauty
16%
Jewelry
12%
Restaurants,
takeaway or delivery
21. After discovery, almost
9 in 10 surveyed purchased
via a personalised advert,
INSIGHT 02
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet
shopping, habits and attitudes, in partnership with YouGov, 3 - 25 February 2022
the majority of which did so
via Facebook or Instagram
75%
Purchased on
Meta
Technologies
53%
Purchased on other
social platforms
87%
of Tet shoppers surveyed
have purchased a product
they’ve discovered via
a personalised ad
22. Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and attitudes, in partnership with YouGov,
3 - 25 February 2022
MOST INFLUENTIAL FACTORS FOR PERSONALISED ADS
27%
30%
35%
36%
37%
53%
57%
Interactive formats (AR, live shopping)
Relevant to me
Attractive discount
Detailed product information
Creative format (images, video, Stories or Reels)
Ads with CTA (linked to Shops,
Messaging, website)
Ads from creators
Convenience, eye catching creatives and
relevant content makes for successful
personalised ads
INSIGHT 02
23. 1.2x 1.7x
more likely than
eCommerce* to offer
personalized
shopping experience
more likely than other
social platforms to offer
personalized shopping
experience
Social commerce slightly
outperforms ecommerce on
personalization of the shopping
experience, while Meta leads by
a wide margin among social
platforms
INSIGHT 02
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and
attitudes, in partnership with YouGov, 3 - 25 February 2022
Social platforms is Meta Technologies is
‘It offers a personalized experience
when shopping online’
24. Insight 02:
Personalization aids
online shopping and
gifting experience
Takeaway:
• Discovery plays important role
during Tet to entertain and inspire
Tet shoppers.
• Tet shoppers more likely to be
inspired by sponsored ads, videos
and creators.
• Convenience, eye catching
creatives and relevant
content makes for successful
personalised ads
• Amongst Tet shoppers surveyed,
Meta is the top social
media platform for discovery
• After discovery, majority of
surveyed consumer purchased via a
personalised advert on facebook or
instagram.
• Social commerce
slightly outperforms ecommerce
on personalization of the
shopping experience, while Meta
leads by a wide margin among
social platforms
Implications
Plan full funnel with Meta's platforms
from Discovery to Purchase
Explore Messaging as a channel for
discovery and
personalize engagement with
consumer.
Relevant solutions
• Dynamic Ads
• Targeting Solutions
• Collaborative Ads
• Business Messaging (CTX ads,
Messenger Coupon)
• Personalization at scaled
26. INSIGHT 03
Follow creators for personalized content
(this is the no. 2 reason consumers follow creators after
‘lifestyle content’) (1)
Source: Role of Creator Marketing by Crowd DNA (FB commissioned online survey
of general population respondents ages 18-65 yrs in USA, DE, UK, FR, JP, KR, BR,
MX, AU N=15,750). Qualified respondents shop online at least two times per
month, have been influenced by creators when shopping in specific retail & CPG
categories, and have recently purchased in that category.
65%
Creators are well-positioned to
provide the personalization
consumers are looking for, a global
research found
27. INSIGHT 03
During Tet 2021, influencers have the most impact on
Vietnam shoppers vs. rest of APAC
35%
of surveyed Tet shoppers
discovered products through
influencers (+10pts higher
than APAC)
64%
of surveyed shoppers agree
that influencers are a great
way to discover new trends
1.3X
More likely to make a purchase
straight away compared to all
APAC shoppers
Source: 2021 Facebook Lunar New Year Study: Surveyed 1,787 people in Vietnam aged 18+ about their Tet
shopping, habits and attitudes, in partnership with YouGov from Feb to Mar 2020.
28. Creators also have the power to influence
trust level in a brand/product
INSIGHT 03
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and
attitudes, in partnership with YouGov, 3 - 25 February 2022
65%
Of Tet shoppers surveyed are
most likely to trust a brand who
partners with a trustworthy
creator / influencer
64%
Of Tet shoppers surveyed find
content from creators /
influencers more trustworthy
than adverts
29. In terms of content, shoppers expect to
see entertaining and authentic content
from creators
INSIGHT 03
Source: 2021 Meta Tet Study: Surveyed 1,787 people in Vietnam aged 18+ about their Tet shopping, habits and attitudes, in partnership with YouGov from Feb
to Mar 2020.
30%
30%
32%
35%
36%
Content that updates me on the latest
offers/sales/discounts, etc.
Content that is real/authentic
Content that is fun/entertaining
Content that is informative
Content that is inspiring/uplifting
TYPES OF ACTIVITIES WOULD LIKE TO SEE ON FB AND IG DURING TET 2021
30. Globally, Meta technologies
are the top place that people
follow creators,
INSIGHT 03
*Net of Facebook and Instagram
Source: Role of Creator Marketing by Crowd DNA (FB commissioned online survey of general population respondents
ages 18-65 yrs in USA, DE, UK, FR, JP, KR, BR, MX, AU N=15,750). Qualified respondents shop online at least two
times per month, have been influenced by creators when shopping in specific retail & CPG categories, and have
recently purchased in that category.
mainly to stay up to date and
learn about brands and
products promoted
16%
33%
48%
68%
87%
Pinterest
Twitter
TikTok
YouTube
Meta
SOCIAL MEDIA PLATFORMS USED TO FOLLOW CREATORS TOP THREE REASONS PEOPLE FOLLOW CREATORS ON
META TECHNOLOGIES
53% Photos / imagery are
easily accessible
48% Easy to stay up to date
46% Easy to learn about the brands
or products being promoted
31. Consumers turn to Meta technologies for
personalized creator content and shopping
inspiration, a global research found
INSIGHT 03
*Average of Facebook and Instagram
Source: Role of Creator Marketing by Crowd DNA (FB commissioned online survey of general population respondents ages 18-65 yrs in USA, DE, UK, FR,
JP, KR, BR, MX, AU N=15,750). Qualified respondents shop online at least two times per month, have been influenced by creators when shopping in
specific retail & CPG categories, and have recently purchased in that category.
49%
likely to provide
personalized content
VS.
Entertainment platform: 45%,
Video platform: 47%
48%
likely to provide
shopping inspiration
VS.
Entertainment platform: 39%,
Video platform: 39%
32. Globally, 1 in 2 consumers make a
purchase on Meta technologies based on
a creator’s recommendations
INSIGHT 03
Source: Role of Creator Marketing by Crowd DNA (FB commissioned online survey of general population respondents
ages 18-65 yrs in USA, DE, UK, FR, JP, KR, BR, MX, AU N=15,750). Qualified respondents shop online at least two
times per month, have been influenced by creators when shopping in specific retail & CPG categories, and have
recently purchased in that category.
Driven by the seamlessness of
Meta Technologies
Top platforms respondents were using when a creator had an
influence on their purchase:
Respondents said Meta technologies make it more seamless to go
from discovery to purchase compared to other platforms
28% Video
platform
51%
Net of Facebook and Instagram
12% Entertainmen
t platform 20% Video
platform
27%
Net of Facebook and Instagram
20% Entertainmen
t platform
33. Tiki ran a brand campaign which supports Vietnamese artists and encourages collaborations with
both artists and other brands. Partnering with Maybelline and Singer Hien Ho, Collaborative Ads
that combined dynamic ads in a collection format were used. Each collection ad featured a part of
Hien Ho’s music video, with the smaller images highlighting Maybelline discounts on Tiki.
Additionally, Hien Ho posted original content on her Facebook and Instagram accounts, showing
her using and recommending Maybelline’s products. Maybelline then used Hien Ho’s posts as
branded content ads to drive awareness and consideration among the artist’s fan base. All ads led
directly to Tiki’s ecommerce platform, which offered an exclusive product bundle to encourage
purchases.
5%
lift in incremental app
installs
INSIGHT 03
Case study: Tiki’s partnership with Maybelline
and singer Hien Ho to drive awareness and sales
during 12.12
RESULTS
2.8x
lift in return on ad
spend for app
purchase
7.2x
lift in return on ad spend
for website purchases
3.3x
lift in sales for
Maybelline
34. Insight 03:
Creators facilitate
discovery, enhance
trust and influence
Tet purchase
decisions
Takeaway:
• Creators are well-positioned to provide the
personalization consumers are looking for
• Creators also have the power to influence
trust level in a brand/product
• Shoppers expect to see entertaining and authentic
content from creators
• Consumers turn to Meta for personalized creator
content and shopping inspiration, and 50% of
them make a purchase on Meta's platforms
Implications:
Engage with creators for Tet campaign not only for
discovery but also link to purchase on Meta platforms
and technologies
Relevant Meta solutions:
• Branded content ads
• Reels
36. Online video consumption
increased from the average one
hour/day to 4 hours/day since
April 2020.
of respondents surveyed in
Vietnam had streamed online
video during the prior month,
compared to 84% who had
watched live TV in the same
month in 2020.
94.7% 4hrs/day
Source: Global Media Intelligence 2021: Vietnam, eMarketer, Oct 2021
Vietnam’s digital video
audience has surpassed
that of live TV, with
increasing consumption
INSIGHT 04
37. People in Vietnam come to
Facebook Watch each month2
people use at least one of
Meta Technologies monthly1
3.59B
59M
Source 1: Meta internal data, Feb 2022.
Source 2: Meta internal data, Jan 2022.
Meta Technologies is
a key source of online
video watching
INSIGHT 04
38. Source: Role of Creator Marketing by Crowd DNA (FB commissioned online survey of general population respondents ages 18-65 yrs in USA, DE, UK, FR, JP, KR,
BR, MX, AU N=15,750). Qualified respondents shop online at least two times per month, have been influenced by creators when shopping in specific retail & CPG
categories, and have recently purchased in that category.
Video formats play different roles in purchase
journey: Short videos are effective for discovery,
while medium to long videos are appreciated to
get most out of the products they purchased
INSIGHT 04
Global survey found that optimal video formats depend on where consumers
are at in their purchase journey
Respondents surveyed were
influenced by creators short length
videos (30 sec - 3 min)
2 in 5
However, medium to long length videos (3 min +) were more useful
for help in using the product / brand consumers purchased
P O S T P U R C H A S E
39% PRE PURCHASE
35%
vs
39. watch Tet-related videos (such
as cooking clips, gift ideas, or
how to videos) during Tet 2021
spend more time watching
video during Tet 2021
4 in 10 68%
Source: 2021 Facebook Lunar New Year Study: Surveyed 1,787 people in Vietnam aged 18+ about their
Tet shopping, habits and attitudes, in partnership with YouGov from Feb to Mar 2020.
During Tet 2021, an increased
in video watching and
engagement with festive
content was noted
INSIGHT 04
40. Source: 2021 Meta Tet Study: Surveyed 1,787 people in Vietnam aged 18+ about their Tet shopping, habits and attitudes, in partnership with YouGov from Feb to Mar 2020.
Music and humourous content are top content choices during Tet. Notably,
Gen Z/Millenials are more attracted to product reviews and gaming videos
INSIGHT 04
PREFERRED TOPICS DURING TET 2021
17%
20%
22%
25%
24%
23%
29%
44%
49%
49%
14%
17%
26%
18%
24%
28%
28%
50%
58%
56%
GenX/Boomers
GenZ, Millennials
Music videos
Comedy / sketch / skit videos
General entertainment / reality TV
Product review videos
Education videos
How-to videos
Gaming videos
Sport videos
Children’s content
Unboxing videos
More preferred by
Gen X/Boomers
41. Meta video discoverers
purchased the product
More Tet shoppers
watched videos on Meta
Technologies vs. other
social platforms
3.2X 37%
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits
and attitudes, in partnership with YouGov, 3 - 25 February 2022
Meta is the top social platform for
video watching during Tet 2022,
with almost 1 in 4 purchasing
products after discovering
through Meta videos
INSIGHT 04
42. Tet shoppers agree videos they
watched online helped them
find inspiration when gift
shopping for others
Of Tet shoppers have
discovered a brand or
product through video
content
40% 52%
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits
and attitudes, in partnership with YouGov, 3 - 25 February 2022
Tet shoppers agreed
that online videos are
an important source of
information
88%
Apart from entertainment, video is an
important source during Tet shopping and
gifting – helping to discovery, inspire and
provide information
INSIGHT 04
43. Insight 04:
Online videos is an
important source of
entertainment and
influence during Tet
Takeaway:
• Vietnam’s digital video audience has surpassed
that of live TV, with increasing consumption
• During Tet, there’s increased in video watching
and more engagement with festive content
• Video is fast becoming a leading source of
inspiration to discover new products
Implications:
• Vietnam’s digital video audience has surpassed
that of live TV, with increasing consumption
• During Tet, there’s increased in video watching
and more engagement with festive content
• Video is fast becoming a leading source of
inspiration to discover new products
Relevant Meta solutions:
• Instream Stand-Alone
• Reels
45. Innovative technologies which we are building and refining today
provides a multidimensional shopping experience for consumers
BUILD TOMORROW
BUILDING TODAY
BUILT
Virtual Reality Wearables
LIVE Shopping Audio Augmented Reality NFT Messaging
In Store Experience Physical Objects Desktop (2D) Mobile (2D)
INSIGHT 05
46. Emerging immersive technologies like
AR/VR are increasing shoppers’
engagement virtually
INSIGHT 05
TOP REASONS THAT INTEREST
TET SHOPPERS ABOUT AR
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and attitudes, in
partnership with YouGov, 3 - 25 February 2022
69%
Of Tet shoppers surveyed have
used AR or would be open to it
when year-end shopping online
Viewing products virtually to see how they
would look in my home (e.g. IKEA Place)
39%
Viewing products virtually to see how they
would suit me (e.g. makeup)
33%
Online shops where you can browse
products on the shelves virtually
33%
47. 76%
Of Tet shoppers surveyed
believe augmented reality tools
are influential in their Tet
shopping purchase decisions
AR technologies have
a strong influence on
shoppers
INSIGHT 05
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and
attitudes, in partnership with YouGov, 3 - 25 February 2022
48. To inspire women in Vietnam to take the lead in their own lives, L’Oréal Paris launched
a campaign titled “Redefine Women” that took the typical Vietnamese word for
women – phu nu, which literally translates to “secondary female” – and changed it to
chinh nu, which means “key female.”
Augmented reality filter were developed for people to use when sharing stories of
taking the lead in their own lives. For each story shared to Facebook Stories and
Instagram Stories, the brand made a donation to a nonprofit organisation that
advocates for women in Vietnam.
5.2-pt
increase in campaign
awareness
INSIGHT 05
Case study: L’Oreal used AR filter in
Vietnam to bring consumers’ stories to live
RESULTS
3.7x
return on ad spend
from Collaborative
Ads with Lazada
6.1-pt
increase in message
association
2x
return on ad spend
from Collaborative
Ads with Shopee
49. To reach Vietnam’s millennial audience, Lifebuoy used Augmented Reality ads hat digitised
the Tet tradition of bathing to remove bad luck. The augmented reality (AR) filter allowed
people to see themselves surrounded by “bad luck,” visualised on their mobile screens by a
dark fog. Viewers could then move within the frame and the AR filter would help them
“detox” themselves and remove all the bad luck. As a result, the filter became shiny, giving
people a lovely glow.
Lifebuoy was the first brand in Asia-Pacific to use Augmented Reality ads, and the campaign
successfully created a unique, immersive experience. Over eight days in December 2019, the
campaign drove brand awareness and received the following results:
24%
Increase in brand
favourability
INSIGHT 05
Case study: Lifebuoy used fun A.R effect to
innovate the way people make wishes, get
fortune reading and lucky charms for Tet
2.6-pt
Increase in
ad recall
12M
People
reached
11.5M
Actions in Augmented
Reality ads
Brand
Show limited edition Lucky
Charm sleeves on the product
Hand Gestures
Combined traditional insights
& modern hand gesture
trends to remind people to
keep hands clean
The Experience
Fun fortune readings give
emotional connections with
audience
Health, Wealth, Safety, Relationship, Kinship
50. Live streaming's real-time interaction accelerates the
shopping journey, with shoppers moving from awareness to
purchase within one session
INSIGHT 05
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and attitudes, in
partnership with YouGov, 3 - 25 February 2022
79%
of Tet shoppers surveyed have
watched/are open to a live
shopping event online
TOP 5 MOTIVATIONS TO WATCH LIVE SHOPPING EVENT:
28%
30%
36%
37%
37%
Seeing the products in real life before purchasing
Exclusive deals you can get during the live-shopping event
Access to detailed product information on screen
It makes shopping online similar to shopping in real life
A seamless check-out experience
51. Business messaging helps strengthen
connection between businesses and
shoppers
INSIGHT 05
TOP 3 REASONS FOR COMMUNICATING
WITH BUSINESSES THROUGH INSTANT
MESSAGING
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and attitudes, in
partnership with YouGov, 3 - 25 February 2022
80%
of Tet shoppers surveyed
messaged a business via
instant messaging during
Tet 2022 season
It is the easiest/most convenient
method for me
48%
I expected a quicker response than
other methods
40%
I feel more confident communicating
through a messaging service
38%
52. 48%
39%
67%
66%
60%
42%
43%
51%
52%
59%
GenZ &Millennials GenX &BabyBoomers
MOST HELPFUL MESSAGING SOLUTIONS:
Source: "Meta Tet Study”: Surveyed 1,518 people in Vietnam aged 18+ about their Tet shopping, habits and
attitudes, in partnership with YouGov, 3 - 25 February 2022
Order management
(i.e. returns, refunds)
Tracking order
Customer inquiries/updates
Chat automation/chat bot
Payment/in-app checkout
It also allows higher involvement
during the shopping journey,
especially giving reassurance
to Gen X/ Boomers
INSIGHT 05
53. Partnering with Dong Nhi, the livestream of Polo
collection set the highest record of CCU among
brand history.
5.2M
People reached
INSIGHT 05
Case study:
Yody live streaming
of Polo collection
42.7K
Peak live viewers
(Concurrent users - CCU)
1M
Total engagements
during the live stream
2X
ROAS
54. Insight 05:
Immersive and
interactive technologies
are changing the
way people do Tet
shopping online
Takeaway:
• Emerging immersive technologies like AR/VR are
increasing shoppers’ engagement virtually
• Live streaming accelerates the shopping journey,
from awareness to purchase within one session
• Business messaging helps strengthen connection
between businesses and shoppers
Implications
Meta Technologies influence and lead consumers to
make purchase decision during Tet
Relevant solutions
• AR/VR Ads
• Live Shopping
• Business messaging
