Báo cáo Think Consumer Health - Google Webinar 2021

Confidential & Proprietary
VIETNAM'S SEARCH FOR TOMORROW
Rafael Scislowski
Head of Industry, CPG
Vietnam

Covid-19 has enormously changed
what matters the most to us

Indeed, searches for health-related topics are highest in
the past 5 years
Source: Google Trends, Vietnam
Indexed Google Search Volume (Vietnam)
Past 05 years
Health Medicine Vitamin

Vietnam Consumers go beyond standard precaution
Extra health & wellness improvement demand topped online research and shopping in wave 2
Source: Google/Ipsos, August 2020 Survey, Vietnam, n=1,000

Looking forward - Tet 2021:
Health still stands out as the top-of-mind wish,
alongside financial security
33%
is anxious about health
Source:
VN IPSOS ‘Ecommerce Unleashed’ - Ipsos global advisory platform survey conducted May 14 - 21st 2020 among adults aged 18-74 in Vietnam, approximately 1,500 individuals'
Google Consumer Survey 2020, n=2,000
claimed salary cut
42%
outweighs Money (in 2020)
to become top New Year
wish for 2021
Health

1 Emerging Trends in Consumer
Health Sector: Today & Beyond
1. From Getting Better to Being Better
2. The Digitally Empowered Self Health Expert
3. Online to Offline - Here to Stay
2 Champion Wellness for Tet 2021
1. 03 Key Moments in Tet 2021
2. Media Playbook for the Holiday Season
3 Q&A

1
2
3
Emerging Trends in Consumer
Champion Wellness for Tet 2021
Q&A

THINK CONSUMER HEALTH

Luu Hong Anh
Senior Account Manager, CPG
Vietnam

From Getting
Better to Being
Better

Prevention, over cure, becomes top of mind for
health-conscious consumers
Top ‘how to prevent’ searches, VN
Cách phòng
Cách phòng bệnh bạch hầu
Cách phòng bệnh sốt xuất huyết
Cách phòng ngừa bệnh thuỷ đậu
Cách phòng bệnh tiểu đường
Cách phòng tránh bệnh tay chân miệng
Cách phòng bệnh viêm phổi
Cách chống bệnh sốt rét
Cách chống bệnh sởi
Phòng tránh bệnh về mắt
Phòng tránh ung thư
+22% YoY
Source: Google Trends, VN, Aug 2019 - July 2020 vs Aug 2018 - July 2019
Source: Google Consumer Survey, Healthcare Path to Purchase, 2020
37% 36%
16%
Q: What is the key reasons for you to buy OTC and healthcare
products in general?
26%
8%
Health promotion
Future illness prevention
Treatment assistance
As a health gift
Product trial

80%
increase in views YOY of
mindfulness videos in Vietnam
With more understanding, consumers are also searching for video
content to improve overall well-being and continued health balance
Fitness to enhance physical health
+29%
YoY
+89%
YoY
bài tập giảm đau yoga giảm đau yoga trị liệu
+31%
YoY
Meditation to enhance mental health
+31%
YoY
+18%
YoY
Meditation Relaxation
Source: YouTube Data, Vietnam, March 2020 vs. same period in 2019.
Google Trends for YouTube search, VN, Aug 2019 - July 2020 vs Aug 2018 - July 2019

Top ‘benefits of’ searches, VN
tác dụng của
+12% YoY
tác dụng của nghệ
tác dụng của mật ong
tác dụng của tỏi
tác dụng của gừng
tác dụng của đậu đen
tác dụng của vitamin E
tác dụng của yến
tác dụng của hạt chia
tác dụng của đinh lăng
tác dụng của dầu dừa
tác dụng của sâm
tác dụng của bưởi
tác dụng của collagen
tác dụng của sâm
1.7X
higher of natural vs.
scientific ingredients
Source: Google Trends, VIetnam, Search volume in past 05 years 2015 vs. 2020
Source: ABAT Human Truths, “Beauty trends 2018, All about Ingredients” (May 2018)
Search for ‘natural ingredients’ is driven by young female, while search for ‘scientific’ leans towards male
Natural ingredients are on the rise, while benefits are a top driver

Alternative & Natural Medicine and Drugs & Medications searches on Google vs YouTube
+8%
Aug ‘19 Aug ‘20
Aug ‘18
rau diếp cá
ngải cứu
hà thủ ô
cây đinh lăng
cây lược vàng
tác dụng của hạt chia
Alternative
medicine top
Google searches
cây xạ đen
ngai cuu co tac dung gi
tỏi ngâm mật ong
dong trung ha thao co tac dung gi
cách bấm huyệt
công dụng của nha đam
Alternative
medicine top
YouTube searches
+23%
Jul.
2017
Jul.
2018
Jul.
2019
Jul.
2016
2M
views
800K
views
Cách trị ho nhanh nhất, chỉ 1 ngày là khỏi bằng
mật ong
Bật mí cách chữa đau lưng, thoát vị đĩa đệm
nhanh chóng và hiệu quả bằng đu đủ
Consumers are expanding their options of treatment to
alternative treatments with natural remedies

thuốc cảm cúm không chứa paracetamol
thuốc bôi da không chứa corticoid
thuốc chống viêm không chứa steroid
thuốc hạ sốt không chứa aspirin
thuốc dị ứng không chứa corticoid
Example searches, VN
thuốc không chứa
70%
YoY
searches on “medicines
without substance" in
Health
On scientific ingredients, consumers also want to explore specific
unwanted ingredients & potential risks associated
Source: Google Trends, VIetnam, Past 12 Months, Nov 2019 - Oct 2020

Diversify Portfolio
Consumers become more proactive in
taking care of their health and
wellness. Revisit your product
portfolio to cover health supplements,
not just treatment product
Win in Ingredient
As product transparency and deeper
understanding on intake become key
focus for consumers, make sure your
brand communicates on which
ingredient is in or not in of your
product.
From Getting Better to Being Better
WHAT DOES IT MEAN FOR BRANDS?
Be a Trusted Advisor
Health is not just a condition of body, it’s a
lifestyle. Think beyond and become
consumer’s wellness advisor when
building content strategy.

Diversify Your Product Portfolio
15%
growth in retail value RSP
2021 vs. 2020
Consumer health in VN is expected to continue its double-digit growth in 2021 and in the next 5 years, mostly driven by
Vitamin & Dietary Supplements and Herbal/Traditional Products
Source: Euromonitor International, Consumer Health In Vietnam - Country Report, Oct 2019

Be Your Consumers’ Trusted Advisor
People under treatment or specific health condition are not always looking for medication; they also look for alternative
treatment, lifestyle tips and meal regime to improve their situation. Be useful and be there for them.
Practice for Relief Simple Health Check Tip

Win in Ingredients
To consumers, ingredients play a critical role in the
performance of healthcare product and often seen
as proof of quality. Leveraging best of nature and
local ingredients is the trend
Power of Nature High-tech Positioning
Another way to leverage ingredients as hero of the
product is to coat its with scientific compounds or
trademarked ingredients to deliver the high-tech
positioning

Win in Ingredients
Does the brand communicate what’s NOT in the product, as much as what’s in the product?
Message
Strategy 1
Does the brand’s creative approach help consumers understand the benefits of relevant ingredients?
Creative
Approach 2
Do existing brands/ products that contain trending ingredients show up when consumers conduct relevant
search on Google/Youtube?
Search
Strategy 3
Does the brand utilize targeting outside its subcategory (eg. in-market for skincare) to connect with
advanced audiences that have expressed interest in these ingredients (eg. beauty maven or fashionista)?
Audience
Strategy 4
Does the brand utilize YouTube influencers to authentically reach consumers already interested in
ingredient exploration?
Influencer
Strategy 5

The Digitally
Empowered
Self-heath Expert

>80%
of searches come from mobile
device for main health categories
Source: Google internal data for Health | Vietnam (country).
Time period: Q1 2020
Mobile device becomes
consumers’ personal
health assistant

Google is selected as the top go-to platform when it
comes to initial research on OTCs and supplements
14%
36%
39%
33%
Q: How do you know about over-the-counter medicines and supplements?
Research on Google
Consult doctor/ pharmacist
Via friends or family members
Via social media
Via TV ads
8%

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Triệu chứng
Triệu chứng ung thư
Triệu chứng sốt xuất huyết
Triệu chứng viêm phổi
Triệu chứng tiểu đường
Triệu chứng đau ruột thừa
Triệu chứng đau dạ dày
Dấu hiệu
Dấu hiệu ung thư
Dấu hiệu sốt xuất huyết
Dấu hiệu tay chân miệng
Dấu hiệu tiểu đường
Dấu hiệu trầm cảm
Dấu hiệu trĩ
Symptoms +38% Signs of +10%
Top “symptoms” searches and YoY growth Top “signs of” searches and YoY growth
Search volume for “Signs of” is 2X more than “Symptoms”
Consumers don’t just wait for full symptoms to manifest;
they are constantly looking for early signs

They also want to know the "why" with increasing
research on root causes of disease and conditions
Searches on "cause of diseases"
in Health category
12% YoY
Top ‘causes of diseases’ searches, VN
Nguyên nhân
Nguyên nhân ung thư
Nguyên nhân rụng tóc
Nguyên nhân tiểu đường
Nguyên nhân đau đầu
Nguyên nhân chảy máu cam
Nguyên nhân thiếu máu
Nguyên nhân huyết áp cao
Nguyên nhân đau lưng
Nguyên nhân mất ngủ
Nguyên nhân bệnh trĩ
Nguyên nhân bệnh gout
Nguyên nhân bệnh bạch hầu
Nguyên nhân bệnh vảy nến

When looking to act, consumers turn to search to discover
products or treatments for minor health conditions
Example searches for “how to get rid of”
or “how to stop”, VN
Cách để hết
Cách nào để hết đau đầu
Cách nào để hết đau bụng
Cách nào để hết đau răng
Cách để hết hết nghẹt mũi
Cách nào để hết ho
Cách nào để hết đau họng
Làm sao hết nấc cụt
Hóc xương cá làm sao cho hết
Say cafe làm sao hết
Làm sao để hết ngáy
Làm sao để hết nhức răng
Top ‘cách chữa’ searches, VN
Cách chữa
Cách chữa ho
Cách chữa bệnh trĩ
Cách chữa dị ứng
Cách chữa viêm họng
Cách chữa lẹo
Cách chữa bỏng
Cách chữa táo bón
Cách chữa đau dạ dày
Cách chữa đau mắt
Cách điều trị viêm họng
Cách điều trị viêm xoang
+30%
Search volume for “Cách chữa” is 10X more than “Cách để hết”

Google informs consumers across all the different stages of the
research journey
“triệu chứng cảm”
“giảm đau
khớp
”
“tác dụng phụ của
panadol”
“voltaren và
paracetamol” “mua centrum ở đâu”

Source: The Empowered Patient 2019 - France // Question Q28-31_B: At which of these touchpoints did you get information for the different subjects
below or to find advice in these different situations, if at all? // Base: OTC purchaser who researched online or offline n=2.152
Nutritious and ‘Clean'
food
What I eat in a day - Eat
clean
Sore Throat
How to get rid
of a sore
throat
What is the best
toothpaste to prevent
cavities
Paracetamol Uses
A pharmacist explains
Pharmacy review
Patient Safety where to
buy medicine
While YouTube provides inspiration and guidance

Relative search development for “best” vs. “cheap”, Health category, VN
What's happening?
Specifically on health category, Vietnamese consumers want “the
best” over “the cheapest"
2007 2012 2020
tốt nhất rẻ nhất
consumers are increasingly looking
for “the best” product they can
get in healthcare category
the abundance of choice arising
from the Internet
consumers being more mindful of
their consumption
+
=
Source: Google Search Trends, VN

Reputation of pharma
company and referrals
overcome price to be the
top two selection criteria
35%
26%
18%
7%
Q: When selecting healthcare or health supplement
products, what is the most important criterion?
Reputation or
credibility of
pharma company
Referrals from
friends/ health
specialist
Price Promotion

The Digitally Empowered Self-heath Expert
Create a Health Hub
Not only seeking for the right medication,
consumers are hungry to know more
about symptoms, conditions, root cause
and even treatments for minor situations.
At each & every research stage, provide
them with the right content & build
influence at different digital touchpoints.
Build Digital Credibility
Focus on high quality as key positioning
and build your credibility using the
company’s reputation, health specialists’
endorsements and authentic users’
testimonials. Present your brand at
premium digital inventory.

Create a Health Hub: Champion the Content
THE RIGHT CONTENT AND FORMAT TO ADDRESS EACH STAGE OF THE CUSTOMER JOURNEY
Find
treatment
s
Compare products Find best price,
selling points
Identify conditions,
symptoms
Action

* Acknowledge
concerns, issues
* Influence w/ health
improvement, USP
* Drive consideration w/ USP: origins, ingredients,
functions, efficacy; testimonials, recommendations,
review; KOL
* Reminder: brands, USP, key messages
* Drive Action: Price,
promotion, saving packs
Research solutions,
testimonials, product

Maximise Brand Presence on Google Search
[health condition]
[symptoms] [treatment]
PARTICIPATE: Interest KW
Tap into equity through passion points;
source new volume of consumers
COMPETE: Category KW
Influence consideration of new
users; convert on-fence
LEAD: Brand & Product KW
Increase frequency of current
consumers; keep loyalty;
defend brand
Impression
Share
Reach &
Relevancy
[your brand]
[your category]
[health issue]
[ingredients]
[wellbeing]
[exercise]
[alternative remedy]
[beauty]
[price]
[meal regime]
[health accessories]

Trigger Inspiration and Provide Guidance on Youtube
Lead
Compete
Participate
[your brand]
thuốc giảm đau
thuốc trị đau vai gáy
đau vai
đau gáy
mỏi vai gáy
thoái hoá đốt sống cổ
bài tập giảm đau vai
yoga chữa đau vai cách
giảm nhức mỏi vai
NEW!
Brand & Product
Keyword
Category Keyword
Interest Keyword
bài tập giảm đau vai gáy
Đừng Để Cơn Đau Vai Gáy Làm Phiền Bạn!
[YOUR BRAND]
Reach most relevant consumers to your brand and product on YouTube by targeting search intent. Youtube Search lets
you to target brand, product and interest related keywords on YouTube to own share of voice.
Giảm Nhanh
Cơn Đau Vai Gáy
Youtube Search

Build Digital Credibility
ACCELERATE USERS’ TESTIMONIALS AND SPECIALIST’ ENDORSEMENT
User & Specialist Testimonials Compelling Claims
Users' testimonials are
powerful as it helps create
authenticity, while
endorsement from health
specialist and celebrity adds
more credibility to the brand
The country of origin is another
type of qualification and
credibility to healthcare
product. Also, if your product
has a compelling claim, make
full use of it as it helps cement
trustworthiness

Online to Offline
- Here To Stay

Multi-channel channel shopping is here to stay
Under COVID impact, consumers are researching online for health, personal and beauty care
products even more during wave 2 than wave 1
Q: Which Statement best describes your research and purchasing plans for the following given the coronavirus pandemic?
% who research
online
56%
47%
65%
% change against
Wave 1
2%
4%
4%

Vietnamese shoppers are engaging
with multiple online touch points to
aid their purchases
Online
Video
34%
Social
Network
65%
Search
Engine
72%
#1
online touchpoint for
healthcare products
Search is the

Channel Distribution for Consumer Health, % of retail value
Non-store
Retailing
23% 32%
7.6% E-commerce
23.1% Direct Selling
62.7%
Non-grocery Specialists
77% 68%
2015 2019
Store-based
Retailing
5.5% Grocery Retailers
49.4% Pharmacies
8.9% Drugstores
Others
Source: Euromonitor - Vietnam Consumer Health country report 2019
E-com & direct selling volume saw 40% growth
over the last 4 years, before COVID

While pharmacies remain their
#1 position, direct sales from
companies rose to become
the 2nd most popular channel
Q: Where would you normally purchase your consumer
healthcare products?
Source: Google Consumer Survey, Healthcare Path to Purchase, 2020, n=300
Brick & Mortar Pharmacies 39%
“Hand-luggage” service 23%
Tele consultation then direct buying 25%
Based on Google Search result 10%
Social networks 10%
E-commerce platforms 3%

Online to Offline - Here To Stay
What does it mean for brands? BUILD YOUR MULTI-CHANNEL STRATEGY
Define your customer path
to purchase (P2P)
Brands need to study and deﬁne their
actual customer P2P in order to develop
route to market and marketing strategy
Different tools, resources can be used
such as 3rd party data, market survey
and Google Ads data hub/ Analytics
Build your own marketing
strategy
Brands need to identify the ultimate
marketing objectives (i.e. ecommerce,
lead-gen, store sales) based on P2P
Google provides solutions for basic
and growth stages for each marketing
objectives

Define your customers' Path to Purchase
Action
Examples
Purchase online
(e-commerce)
Browse for info
Browse for info
Watch content on YT
See ads on
TV, YT, social
media
Browse for info
Pure online
Place order online/ via phone
Submit interest forms/ chat
for tele consultation
Browse for info
Talk to friends
See ads on
TV, YT, social
media
Browse for info
O2O - leads
Purchase offline at stores/
pharmacies
Consultation at stores/
pharmacies
Browse for info
Visit physicians
See ads on
TV, YT, social
media
Browse for info
Find store location
O2O - stores

Build your own marketing strategy
Baseline
Grow
Audience targeting for quality leads
Full-funnel Search strategy
YouTube full-funnel esp. YT for actions
Offline conversion tracking for
quality leads
Smart Shopping
Display/ Discovery for
prospecting & drive leads
Betterment
betterment.com
Skip ad
LEARN
MORE
User clicks on an
ad and arrives on
your site.
User browses your
site and reads
about your product
/ service.
You store the lead
info along with the
GCLID in your CRM.
When the lead
status changes,
you import to
Google Ads as an
offline conversion.
User submits a web
form and becomes
a lead for your
business.
Online to Offline (Lead-gen): To build your full-funnel structure that can scale
up volume and control lead quality

Situation
Parodontax was gearing up for a new launch and wanted to
achieve Awareness and Offline Sales through their
distribution channels (e.g. Carrefour, PXmart supermarkets)
Parodontax Taiwan drives up high double-digit
growth in offline sales and +7% Purchase Intent
using Director Mix + VAS to lead young audience
Approach
Seed Creative (Director Mix)
Audience Segments
1. Entertainer
2. Foodie
3. Travel Lover
4. Shopaholic
5. Avid Reader
6. Gamers
Bumper Creative
Sequence
Bumper ad with
Promotion Message
VIEW
2-digit
Sales lift growth (3%
benchmark, toothpaste
market)
+15%
Overall Purchase Intent
(usually no lift)
+7%
Purchase Intent in Age 25-34
group (previously no lift)

What if you are not eligible for remarketing?
What Causes Gum
Bleeding?
Optimised TVC
Importance of Complete
Mouth Cleaning
Listerine Benefit
Impression-based Video Ad Sequencing
Impr.
Impr.
Impr.
Audience
Insights
Google Analytics’
Potential Audiences
Offline Conversion
Tracking (OCT)
Audience Targeting Full-funnel
Prospecting
Drive Action
Influence
Consideration
Create
Awareness
Create
Awareness
Influence
Consideration
Drive Action

● EcoPharma is a renowned pharmaceutical company who offers a wide range of
health & beauty supplement for male and female customers.
● Owning a large, established distribution network across the country, EcoPharma’
marketing objective is to drive sales at pharmacies.
● Therefore, key media goal is to build strong product brand awareness and
consideration to target audience (TA)
● Leverage audience insights to understand interests & behaviours of TA of
specific product (e.g. Female 25-45 interested in Skin care) for campaign
planning
● Adopted creative best practices to maximise ad recall & brand awareness
● Developed multiple assets w/ different messages to tell a sequencing story along
customer journey
● Cross-media report (XMR) after campaign to analyse results and impacts such as
the unique and overlapped reach between YT & TV
EcoPharma is a health supplement supplier who wants
to build brand and product awareness
Context
Approach

Example: A new product launch achieved significant
branding impact after 5-week debut campaign on YouTube
Source: Google Trends; Brand Lift Survey - First 5 weeks of Sep - Oct 2020
competitor 1
competitor 2
4.3x Brand search volume in 5 weeks
2x Search volume 2nd competitors
during peak time
+20%
Brand Awareness
Lift
$0.02
Cost per Lifted Users
8X below benchmark
3M
Lifted Users
12.3M Users Reach on Youtube
8M YouTube unique Reach vs. TV
EcoPharma Brand

Next step is to drive engagement and capture whole
customer journey
Drive leads/ sales
Drive engagement Address whole
customer journey
Google creative
experiment to identify
the most appealing
message to target
audience
Video ad-sequencing to
tell a complete, full story
catering whole customer
journey
Expand to lower funnel via
YouTube for Actions and
capture intent via Display,
Search and Shopping

3 Q&A
2 Champion Wellness for Tet 2021
1 Emerging Trends in Consumer

Health stands out as the top-of-mind wish, as a
consequence from a tough pandemic year
Peace
23%
Health
24%
Career
16%
Love
9%
Travel
10%
Money
17%
Others
1%
Q: What is your single wish for Tet 2021?
#1 in Tet
2020
Source: Google Consumer Survey for Tet 2021, n=1,000

03 Key Moments in Tet 2021
BE NEW
SELF-ENHANCEMENT
CARE
TET GIFT
INDULGE
HEALTHY DIET & DETOXIFICATION

TET IS A TIME
TO BE NEW
SELF-ENHANCEMENT

Source: Google Internal data
Top 10 most watched content leading to Tet
Be new from Head-To-Toe
From perfume to nailcare to cosmetic surgery, Vietnamese are serious about
looking their best in Tet
Top searched categories
Vs. pre Tet
Cosmetic surgery 104%
Hair loss 83%
Hair dye & coloring 90%
Hair styling 39%
Nail care 59%
Eye makeup 34%
Damaged hair 29%
Body jewelry & piercing 22%

A majority of Tet 2020 top personal care watched videos are on wellness & fitness contents
Wellness & Fitness contents are expected
to stay strong

64%
higher weeks
before Tet
73%
higher
weeks after Tet
Searches for Nutrition and Diet surged weeks before to get in
shape and after indulging heavily during Tet
Consumers want to make educated health &
beauty decisions by optimising their diet.
The mindful diet starts early & immediately
follows the Tet Feast

Source: Google Consumer Survey 2020, n=500
Consumers purchase wellness products
primarily for themselves
Investing in self-enhancement including premium, functional food &
supplements
48%
23%
22%
21%
Q: Who do you normally buy consumer healthcare products for?
Self
Parents, relatives
Gifting out
15%
Spouse
Children

Brands and content creators leverage different media and formats to encourage consumers make positive
changes to achieve a better-self for Tet
Self-enhancement contents
Supplement Routine 2020 - 12:29 min
Influencer
Tết này tôi khoẻ hơn tuổi của tôi - 0:30 min
Inspirational video
Mua gì Tết này? - 1:13 min
Users testimonials

SELF-INVESTMENT
Curate your messages to serve customers'
interest in investing on self-enhancement to
prepare for Tet and inspire them of
a-better-self that they can achieve
2
takeaways
HIGH-FIVE ON WELLNESS
As consumers are ready to absorb the
Wellness-as-beauty & Beauty-from-within
wisdom, don’t shy away from providing
informational contents and reward them for
making positive change to Tet lifestyle
TET IS A TIME TO BE NEW
What does it mean for brands?

TET IS A TIME
TO CARE
TET GIFT

Given the ongoing uncertainty with COVID-19, Consumers will be searching brands or products with a strong
alignment to health, therapeutics and an association with overall wellness.
Health Gift is the New Gift
plan to give
Health gifts as Tet gifts
55% Supplement to health conditions, diseases
Wellness, ﬁtness & beauty services
General health, immune enhancement, vitamin
Beauty from within
Women / Men’s health
Children supplement
Top Health Tet gift considerations

Source: Google trends 2020 - YoY Growth
Đông trùng hạ thảo
+78%
Sâm đương quy
+71%
Saffron / Nghệ tây
+40%
Hồng sâm
+36%
Ginkgo Biloba
+38%
Yến sào
+23%
Health-beneficial products,
incl. premium supplement,
are on the rise and expected
to stay strong in Tet 2021
CARE
TET GIFT
BE NEW
SELF-ENHANCEMENT

Source: Google Consumer Survey 2020 - n=500, Indexed of respondents who have plan to buy Tet Health Gifts
YouTube & Google Search top platforms for finding and purchasing Tet gifts
Digital is where the consumers be
34%
Watch YouTube
22%
Google Search
20%
Social Networks
17%
Visit health expert
15%
Word of mouth
13%
TV, news
Q: Which platform(s) do you use to find & make
purchase decision for Tet health gift?

Consumers search for gifting ideas and
guidance online
Gift-giving is no longer a mere transactional activity. Givers are increasingly engaging with “Gifting
moments”, such as choosing, wrapping, unboxing
ĐẬP HỘP QUÀ TẾT 2020 - 2.1 M views
giỏ quà Tết
mua quà Tết
gói quà Tết
đập hộp quà Tết
quà Tết độc đáo
quà Tết sang trọng
quà Tết ý nghĩa
Example searches, VN
quà Tết

Health Gifts are not new and expected to
surge in Tet 2021
Health gift for parents - 0:30 min
Functional + Promotion video
Tet short film - 7:34 min
Emotional storytelling
Unbox Tet gift - 0:42 min
Tet edition walking through
Giving Tet gift to parents - 0:31 min
Brand Ambassador

2
takeaways
GIFT IDEAS
Be with your customers when they are
searching for gift ideas. Engage by providing
objective contents that help them to explore,
consider and make purchase decision
TET GIFT EDITION
Offer Tet gift special versions with curated
product assortment, customised design and
valuable services. Provide customers with
options such as “value for money", “premium"
TET IS A TIME TO CARE

TET IS A TIME
TO INDULGE
HEALTHY DIET & DETOXIFICATION

Holiday culinary celebration...
Indulgence starts weeks before Tet eve with series of year-end parties, followed by in-Tet meals and
new year gatherings
Tiệc tất niên
Cỗ Tết
7x
5x
Source: Google Trend, 2020, Growth in search for relevant terms weeks before Tet

… together with being mindful of health
Heavy drinking and large food consumption lead to surge in demand of detoxification before and
after Tet
Source: Google Trend
Before & After Tet both see huge spike in detoxification
End of Jan 2020 early Feb 2020
Giải độc gan
Thải độc gan
Detox thải độc
Giải độc rượu
Công thức detox
Detox thanh lọc cơ thể
Thực đơn detox

Healthy dieting is on the rise not only for Tet
preparation but also a trending New Year Resolution
Source: Youtube Internal Data. Jun’20 YTD vs. YA
Eat clean
+95%
Thực đơn Keto
+508%
Vegetarian
+52%
Everything Eat Clean - Hana Giang Anh
580k views
Vegetarian Dipping Sauce - Dai Nghia
459k views
Result after 7 days eating keto
281k views

Brands utilised different formats to engage and deliver health
message to customers - rich, long-form ads are popular
Source: Youtube Internal Data
Liver detox - 3:42 min
Pharmacist endorsement
Healthy Digestive System - 0:13 min
Functional TVC video
Diabete carefree - 6:45 min
Tet comedy

2
takeaways
LIFESTYLE INFLUENCING
Tet is one of the best times to engage
customers with rich contents. Be a lifestyle
influencer sharing knowledge and tips to stay
fit and healthy for whole family
PLAN YOUR PRE & POST-TET
Actively reach your customers before & after
at the right moments of “mindful indulgence"
to address their needs of detoxification and
healthy diet to back-on-track
TET IS A TIME TO INDULGE

START OF TET END OF TET
2-3 MONTHS
BEFORE TET
Perfect timing - A map of Tet Moments
BE NEW
Self-enhancement
general health | top to toe beauty
Personal grooming & instant
beauty fix
New year resolution
fitness | healthy diet
Stock essential
supplements
CARE Tet gift search & purchase
Health condition supplements
Premium, functional food
Children enhancement supplement
Men/ Women's health
Beauty supplement
INDULGE
Healthy lifestyle inspiration
dieting | fitness
Detox from Tet indulgence
Detox year-end
parties
Alcohol detox
Unhealthy food detox (oily, sugary, etc.)
Liver detox
Diabete control
Weight management
Skin improvement

Media Playbook
for The Holiday Season

Full-funnel solutions to drive Tet marketing objectives
YouTube+TV during Tet reaches more
audiences and has better impact, all at a
lower cost compared to TV alone.
Leverage the growth of Smart TVs.
DRIVE REACH
Own maximum SoV on
health-relevant content or
audience affinity segments from our
top creators and broadcasters via
Instant Reserve.
DRIVE SOV
Reach high-intent users across
platforms and convert them into
qualified lead or sales by combining
YouTube with Search and Display.
DRIVE ACTIONS

DRIVE
REACH
Build reach and
brand awareness in a
cross-screens
SMART TVs
Leverage YouTube on
Smart TV this TET
capture the hearts, minds and
wallets of audiences during their
togetherness moments this Tet
CPM Masthead
Maximize and customize reach
across the YouTube home feed this
Tet with advanced targeting
options
YOUTUBE + DISPLAY
TV + YOUTUBE TOOL
Reach your target audience
and drive efficiencies in your
TV+YT planning with
TV Reach Planner
Gain incremental reach by
adding display to YouTube
buys without sacrificing cost
efficiency

Source: Kantar Audio Content Recognition & Mobile
Passive Metering Study (Dec 2019 - Jan 2020)
Introduce 02 new cross-media tools for integrated planning and measuring reach & efficiency on
Youtube and TV
DRIVE REACH
YouTube delivered
More
cost-efficient
reach than TV
alone
3x
1. X-Media Planning:
Plan Youtube alongside TV
2. X-Media Reporting:
Measure incremental reach on TV & YT
Reporting
Historical digital
campaign
TV Ratings
Historical TV
campaigns
X-media Planning = Higher Reach & Brand Impact
at more efficient cost

Drive even more efficient reach combining YouTube and Display
X
1.5X
YT YT+
Display
Awareness
X
1.4X
YT YT+
Display
Purchase intent
Gain >30% incremental reach by adding
display to YouTube buys without sacrificing
cost efficiency
YouTube
only
Display
only
YouTube + Display
DRIVE REACH
Source: IPSOS, March 2020. Representative sample of US online users, use YouTube at least monthly, Ages 18-64. Exposed to CPG,
Auto and/or Retail advertising. n (control) = 5404, n (video) = 3604, n (display & video) = 3602
:

DRIVE REACH
Own up to 80% SoV of YouTube Homepage with CPM Masthead
Multi-screen YT Homepage takeover on
Mobile, Desktop and especially of
Smart-TV screens can help you capture
the hearts, minds and wallets of
connected audiences during their
togetherness moments this Tet.
CPM only from $0.8
Targeting options available
Frequency capping available

TV Screen represents YouTube’s fastest growing device platform, globally.1
Take advantage of Smart TV growth in Vietnam with YouTube Masthead.
DRIVE REACH
of internet users in Vietnam
own a Smart TV and
46%
of users in Vietnam regularly use
Smart TV to access the Internet
51%
Your entire audience
Our most prominent placement
On the fastest growing screen
1
Source: Think with Google: Google Data, Global, Includes smart TVs and game consoles, Jan.–Sept. 2017 vs. Jan.–Sept. 2016.
2
Source: eMarketer, “Smart TV users in Vietnam,” Aug 1, 2018**
Source:“Statista, Global Consumer Survey - Vietnam, 2020, ** Statista, Share of smart TV video streamers among Generation Z in Vietnam in 2018 *** ***
Source: Google Data, Global, Includes smart TVs and game consoles, Jan.–Sept. 2017 vs. Jan.–Sept. 2016.

DRIVE
SOV
OWN AUDIENCES
Be on top of mind of the
audience segments that matters
the most to your business
OWN CONTENT
Own a package of channels
highly relevant to your
audience's’ interest

60% SoV
Own up to
of content & audiences
that matters to you
Aspiring Chefs
Foodies
Music Lovers
Movie Fans
Comedy Fans
Gaming Fans
Shopaholics
Fashionistas
Beauty Mavens
Technophiles
Family Focused
Home & Garden
Audience Affinities
Content Line Ups
Top Vertical Channels
(excluding Sponsorship channels)
Entertainment Music Movies Food
Gen Z
Rural
TV Plus
Gaming

Health & Wellness Pack
● Health Tips
● Well-being
● Alternative Treatment
● Lifestyle
● Yoga
● Fitness
Target Audience: PP 25+
Health & Wellness
Giang Ơi
1.34M subs
Sức Khoẻ Vàng
Nguyen Hieu Yoga
417K subs
An Tâm Sống Khoẻ
245K subs
Sống An Vui
287K subs
Sống An Lạc
245K subs
What’s in
the pack?
Who should
care?
● Health-condition supplement brands
● OTC brands
● Wellness and beauty products and
services
● Functional, super food brands

Women's World
Women's World Pack
Target Audience: Female 18-35
● Beauty Tips
● Make-Up
● Haircare
● Skincare
● Fitness
● Lifestyle
● Fashion
What’s in
the pack?
Who should
care?
● Beauty brands (vitamins, collagen,
cosmeceuticals, etc.)
● Women’s Health supplement brands
● Beauty and wellness services
Hana Giang Anh
1.17M subs
Changmakeup
1.2M subs
Trinh Pham
1.13M subs
Châu Bùi
Official
473K subs
Michelle Phan
8.87M subs
Si Thanh
750K subs

Mature Male
Mature Male Pack
Target Audience: Male 35+
VTV24
2.87M subs
An Ninh Thế Giới
3.46M subs
KPlus Sport
577K subs
TNK Phim Kiếm Hiệp
1.2M subs
Phim Hot TKL
3.94M subs
Liên Quân Mobile
Esport
4.13M subs
● Local News
● World News
● Sports
● Games
● Action Movie
● Tech
What’s in
the pack?
Who should
care?
● Men's Health supplement brands
● OTC brands

Mature Female
Mature Female Pack
Target Audience: Female 35+
Phim Hot TK-L
3.94M subs
Ghiền Mỳ Gõ
6.07M subs
HTV
Entertainment
6.28M subs
Hoa Ban Food
2.59M subs
Dạy Bé
Học
Kênh Phái Đẹp ORG
741K subs
● Beauty and Fashion
● Drama
● Comedy
● TV Game show
● Food & Cooking
● News
● Parenting
What’s in
the pack?
Who should
care?
● Women's Health supplement brands
● Children supplement brands

Instant Reserve
Reserve your pack this Tet with
Familiar Buying Method
Reservable booking methodology
Guaranteed CPM pricing
120 day booking window
Only Google Innovations
Advanced Audience & Content targeting
Digital measurement and consolidated report
Simple set up and campaign management
+
Set and Forget
Easy to plan & buy
directly in Google Ads
No Campaign Minimums
Available for
any spend-levels
The best of digital + the best of TV

DRIVE
ACTIONS DISCOVERY ADS
SMART DISPLAY ADS
TRUEVIEW FOR ACTION
Optimized to drive online results
by identifying target consumers
most likely to take action
Video that drive
for Action
Drive performance with
Google machine learning
display ads
Leverage Google signal intent
and machine learning power to
generate right creative to the
right user at the right platfom
Make users discover your brand
while consuming their Internet
content with Discovery Ads.
Feedbase native display
ads that drive for action

www.yourbrand.com
quà Tết biếu mẹ
Capture intent and drive action with YouTube this Tet by using
Trueview for Action
55%
of users turn to
Youtube after a search
on Google
Turn intent
into Action
DRIVE ACTION & SALES
MUA NGAY
Món Quà Sức Khoẻ - Dành Tặng Mẹ Yêu
www.yourbrand.com

Drive actions that matter to your business using Google’s performance display ads solutions
DRIVE ACTION & SALES
Smart Display Campaigns:
Drive Performance by using
the power of Google’s
machine learning built for
simplicity and transparency
1
Images Logos
Head-
lines
Your
Building
Blocks
Add
images
Add
Logos
Headlines Details
Descrip-
tions
AUTO CREATIVES
Upper
Middle
Lower
AUTO TARGETING SMART BIDDING
Discovery Campaign:
Drive quality leads to your
website from highly
interested users from
premium Google inventory
2
Catching up on interests Watching videos Reading through emails

Your Media Playbook for Holiday Season
NEW! NEW!
Content Pack
Drive SoV by owning
content pack and
audience segment
that matters to you
YouTube + TV in
Reach Planner &
XMR
incremental reach
YouTube can add to
your TV campaign
CPM Masthead
Multiscreen Youtube
Homepage Takeover,
including Smart TV
to capture the most
of connected
audiences
Trueview for Action
Capture intent and turn
it into Action with
Youtube
Smart Display
Drive performance and
expand to premium
inventory with Smart
Display Campaign and
Discovery Campaign
Content Pack
NEW!

THANK
YOU!

Báo cáo Think Consumer Health - Google Webinar 2021

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