Insight Tet 2024: A Stepping Stone for the Tet 2025 Campaign

Statistics from Buzzmetrics reflect a challenging outlook for the upcoming Tet season. Discussions about Tet 2024 have dropped by 47%, consumer concerns have shifted, and competition among brands has intensified. How can brands "survive" and execute meaningful Tet campaigns amidst these challenges? Join Buzzmetrics and DSquare as we reveal tips for marketers to succeed in Tet 2025. This article summarizes insights from BuzzSpeak Tet 2025: Insights to Overcome Challenges of the New Tet by Buzzmetrics in collaboration with DSquare.

1. Changes in Tet 2024 – What Brands Need to Know

 1.1. The “Golden Time” is Gone – How to Choose the Right Time for Tet Campaigns?

In previous years, the 8 days leading up to Tet were considered the “golden time” for marketing campaigns, as consumer discussions peaked during this period. However, the discussion patterns in 2024 show a more spread-out timeline, with no clear peak near Tet. This shift indicates that brands should start their campaigns earlier to capture consumer attention ahead of time.

1.2. Shifts in Top Discussion Topics – Do Consumers Prefer Simplicity or Tradition?

For the first time, “reunion” has dropped out of the top 5 most-discussed Tet topics, signaling a significant decline in discussions about family gatherings. Consumers are less eager to return home during Tet, with some even questioning, “Will I go home for Tet?” Traditional topics such as cleaning, reunions, and lucky money are no longer top of mind for marketers, as the discussions surrounding these themes have also decreased.

In contrast, emotional topics like waiting for Tet, feeling tired of Tet, and hopes for Tet have seen notable growth. Consumers seem to prefer simplifying Tet, focusing more on relaxation and enjoyment rather than maintaining traditional activities. This shift is driven by two factors:

1. Financial constraints, making it harder to prepare for an extravagant Tet celebration.

2. Traditional Tet activities, while meaningful, may add unnecessary pressure and fatigue amid society's broader challenges.

This change in Tet discussions highlights a shift in consumer mindset and needs. Brands should carefully adjust their marketing strategies, moving away from traditional values and instead tapping into current consumer emotions, such as the desire for simplicity and ease. This approach not only aligns with the current economic and social context but also creates deeper connections with consumers during this important holiday.

Read the report “Social Media Trends for Tet 2024: Is This Year’s Tet the Same as Before?” to explore insights into shifting consumer behavior and social media usage during the Tet holiday. This comprehensive report offers valuable information on how consumer discussions and engagement on social media have evolved, helping brands understand key trends and adapt their marketing strategies for the Tet season.

1.3. A Framework for Marketers to Navigate a Complex Tet

In 2024, overall discussions about Tet saw a significant decline compared to 2023. Additionally, the number of campaigns and discussions generated from these campaigns also dropped slightly, driven by brands cutting back on their Tet investments and consumers showing less interest in the holiday. However, the average discussion volume for the top Tet campaigns on Buzzmetrics’ BSI rankings increased by 26.8% (compared to Tet 2023).

This suggests a clear divide between “top campaigns” and others. The top campaigns mostly focus on different aspects of enjoying Tet, delivering messages around family care, self-care, recognizing past efforts, and expressing hopes for the new year.

Amid these changes and challenges, how should brands approach Tet 2025? Should companies continue investing in Tet marketing campaigns?

2. It Worth the Investment for Grand Tet Campaigns?

Given the difficulties surrounding Tet, should brands still invest in marketing campaigns? Lâm Trần, Strategy & Growth Director at DSquare, suggests that “market share improves in areas where advertisers continue to invest despite economic challenges.” Maintaining advertising budgets should not be influenced by economic downturns. According to the IPA (Institute of Practitioners in Advertising), having a higher share of voice (SOV) than current market share (SOM) – known as a positive ESOV (Excess Share of Voice) – is crucial for future brand growth.

Additionally, brands can evaluate the necessity of Tet campaigns based on three factors:

1. Is Tet a prime sales opportunity for your business? For many sectors, especially F&B, Tet is a high-sales season that can significantly boost revenue.

Can Tet help build new consumer habits? Tet often marks a time of renewal for consumers. Can your brand leverage this to instill a new habit?

Can Tet reinforce cultural connections? As a major cultural event in Vietnam, Tet provides a chance for brands to become more familiar to consumers and leave a lasting impression.

If the above factors resonate with your brand, the next challenge is determining how to create a Tet strategy that resonates with consumers and delivers value to your brand.

3. A Framework for Marketers to Navigate a Complex Tet

In the evolving landscape of Tet, where consumer behavior and market trends shift, brands face the challenge of creating campaigns that are both simple and meaningful. To help, Lâm Trần suggests the NSFW framework, a guideline for building effective Tet campaigns:

- Nostalgia: Tap into the timeless feeling of Tet by reviving familiar elements, such as classic Tet music and traditions, that evoke warm memories.

- Security: Provide consumers with a sense of security. In uncertain times, people are more cautious about spending. Brands that offer reassurance and concrete actions to ensure future stability will resonate better.

- Funny: Humor never goes out of style. Despite concerns about Tet fatigue, campaigns that spread positivity and humor can leave a lasting impression.

- Worth: Promotions are a given during challenging times, but ensure they don’t diminish your brand's perceived value. Smart discounting can boost sales while maintaining brand equity.

For more insight into successful Tet campaigns, explore the report “Update on Social Media Campaign Competitions for Tet 2024.”

Conclusion

1. In 2024, consumer discussions about Tet decreased, and the peak discussion period spread out over a longer time. Brands should consider launching Tet campaigns earlier to capture attention.
2. Traditional themes, like reunions, have lost prominence, while emotional topics like “waiting for Tet” have gained traction, signaling a shift toward a simpler, more relaxed holiday.
3. Maintaining marketing investments, even during tough economic times, is crucial for future brand growth. Although consumers are leaning towards a simpler Tet, campaigns should still highlight traditional values, positivity, and brand integrity, as outlined in the NSFW framework.

Buzzmetrics offers the Tet Recall Solution - Data Driven Success, enabling brands to evaluate the effectiveness of their campaigns using highly accurate data. This solution provides valuable insights into the significance and application of key performance metrics, as detailed in "Metrics and the Art of Optimizing Tet Campaigns."