Why Is the VinFast VF3 Deposit Campaign Causing a Social Media Frenzy?

I. The Viral Impact of VinFast VF3 at Its Social Media Launch

Measuring a brand's appeal goes beyond just sales figures and store coverage—it also involves capturing user attention on social media through engagement metrics. Upon its launch, the VinFast VF3 created a buzz online, registering a discussion volume of 218,500. This impressive figure placed it 4th in the Top 10 Most Discussed Topics on Social Media (from May 9, 2024, to May 15, 2024), trailing only major holidays and the summer season.

It’s rare for a vehicle to receive such a warm reception when the manufacturer hasn’t even started test drives and the car is still in the "pre-production" phase.

Read More: What Is the Buzzmetrics Social Index (BSI)?

Moreover, the VinFast VF3 deposit campaign has garnered significant attention, with 234,354 interactions. The balance between positive and negative discussions about the brand remains stable, focusing on topics such as special edition versions and sharing deposit confirmations.

II/ Discover How VinFast VF3 Captivates Audiences with Social Media Marketing

1, Leverage User Insights on Electric Vehicles

To create a successful social media marketing campaign, identifying the right must-win channel is crucial. However, it’s not just about pinpointing the main channel; brands must delve deeper into what content their target audience is discussing. This allows for the customization of key messages to effectively win over consumers' minds. In this article, Buzzmetrics provides updated statistics on media channels and the top concerns of users when choosing to purchase electric vehicles for Q2 and early Q3 2024 (April 1, 2024 - July 24, 2024).

Source of Discussion

When executing a communications campaign, choosing the most crowded platform remains a steadfast rule. Facebook continues to be the top platform for marketers, accounting for 60.2% of discussions in the electric vehicle sector. Additionally, TikTok presents significant potential, capturing 28.9% of the discussion share and offering ample room for growth.

Top Concerns About Electric Vehicles Discussed on Social Media

A deeper look into social media discussions reveals the top concerns of users when choosing an electric vehicle brand:

• Price (30.4%): Price is the most crucial factor for most consumers when purchasing any product, especially high-value items like electric vehicles. Consumers want to determine if they can afford the vehicle and compare prices with other types of vehicles (gasoline or hybrid) to make an informed decision.
• Design (29.1%): Vehicle design is important as it reflects the consumer's style and personalization preferences. An attractive, modern, and stylish design will appeal to more people.

Read More: Research Methods for Gaining Customer Insights Through Social Listening

Understanding Insights: VinFast's Strategy for Launching VF3

Recognizing the importance of Facebook and TikTok as primary discussion platforms in the automotive industry, VinFast has strategically utilized these channels to enhance its online brand presence. Activities such as Mega Livestream and V-creator were implemented to increase brand recognition. To overcome price barriers and boost sales, VinFast introduced a series of discount codes and allowed deposits as low as 15 million VND during the livestream sessions.

1. Mega Livestream Deposit Event

The success of the VF3 launch campaign is attributed to the innovative use of livestreaming combined with Key Opinion Leaders (KOLs). While this approach is common for low-involvement products, it remains relatively new for high-involvement, high-value items like cars in Vietnam, previously seen mainly in China. VinFast pioneered this trend in the Vietnamese automotive market by collaborating with Key Opinion Consumers (KOCs) such as PewPew and ViruSs to promote and secure deposits for the VF3 on platforms like Shopee, Facebook, and TikTok. This unique approach generated significant social media buzz, with 108,100 interactions and 19,878 mentions.

Read more: Unveiling Influencer Marketing Trends

2. V-creator Program

Understanding the power of social media and the content creator community, VinFast launched the V-creator program. Instead of relying on traditional advertising, VinFast leveraged the community's strength to produce authentic, relatable, and inspiring content such as reviews like "Test-driving the VF3 – A Car for a 5 Million VND Salary." This strategy not only expanded VinFast's brand reach but also fostered a positive image and attracted potential customers. Within just one week of launching, the program achieved impressive results with 197,476 interactions and 51,092 mentions.

3. Personalized Discount Codes for Partners

VinFast personalized discount codes for its partners, such as exclusive discounts for Otofun members, to achieve strategic benefits:

• Targeting the right customer groups
• Enhancing brand recognition

When Otofun members used these discount codes and shared their experiences (User-Generated Content), it created a ripple effect, amplifying brand awareness within the automotive community. Within a week of its launch (May 9, 2024 - May 15, 2024), the VinFast VF3 achieved substantial media coverage with 10,491 interactions and 3,529 mentions.

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