Social media refers to virtual communities and networks where people interact and share information. In Vietnam, social media usage has grown rapidly, with 38% of the population using social media. Facebook is the dominant social network, with 96% of social media users having an account. Poca launched a new snack, Poca Twisties, and created a social media campaign called "Đại Hội Chém Gió" to attract young consumers. The campaign featured popular Vietnamese vloggers competing by uploading videos discussing assigned topics. The goal was to highlight the idea of "gossiping around a snack" and differentiate Poca Twisties. The campaign was most successful on YouTube, where vlogger videos