TikTok Tet
Express 2023
Vietnam Tết Narrative
August, 2022
Accelerate success with TikTok Shoppertainment
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Vietnamese people are excited about celebrating
Tet 2023 in the official
‘Now Normal’
Source: TikTok commissioned study conducted by Toluna on consumer attitudes on Tet celebration among n=610 TikTok users and non-users in VN, Jun 2022.
Top words to describe how they feel about celebrating Tet 2023
73%
want to celebrate Tet 2023 the way they did pre-COVID
82 %
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5
... especially gathering & having feasts with their family and friends
are anticipating a family reunion
during Tet 2023
3 in 5
are planning to have more gatherings with their friends and family during Tet 2023 than before
65 %
Plan to return to their hometown for Tet 2023
Source: TikTok commissioned study conducted by Toluna on consumer attitudes on Tet celebration among n=610 TikTok users and non-users in VN, Jun 2022.
“Spring travel” to start a new year full of joy and excitement
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74%
Look forward to travelling
90 %
Of them plan to travel with their family
Source: TikTok commissioned study conducted by Toluna on consumer attitudes on Tet celebration among n=610 TikTok users and non-users in VN, Jun 2022.
47%
Plan do domestic travelling
Introduce
TikTok Tet
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Express 2023
For business
Accelerate success with TikTok Shoppertainment
For users
The ride to reunion, the ride to joyful Tet
TET METRO MAP
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Unlock Tet 2023 Insights
Opportunities on TikTok
Solution Cabin: Solutions for brands to ride Tet 2023
Creative Cabin: Creative Through Starters
Sponsorship Cabin: Tet Sponsorship package
Station 01
Plan The Journey
Unlock Tet 2023 Insights & Opportunities on TikTok
Station 02
Ride The Express
Solution Cabin: Solutions for brands to ride Tet 2023
Creative Cabin:
Creative Through Starters
Sponsorship Cabin:
Tet Sponsorship package
Station 03
Arrive At Success
Case Studies
Journey Status Station
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Unlock Tet 2023 Insights
54.6M
C O N F I D E N T I A L & P R O P R I E T A R Y
Monthly User Base
Monthly Video Views
298.8B
171.9M
Monthly Video Creations
90+
Average Daily Minutes Spent in App
13
daily app open times
Source: TikTok internal data – Vietnam, Jul 2022
NDA Only: No leave behind
Powers the fast growing and highly engaging community
29%
The New Age Of Entertainment
YoY Growth
37% | YoY Growth |
37% | YoY Growth |
13% | YoY Growth |
18% | YoY Growth |
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The New Age Of Entertainment
C O N F I D E N T I A L & P R O P R I E T A R Y
TikTok is a go-to-place for Tet
With loads of joyful and diversified content
Source: TikTok internal data – Top Hashtags in Tet 2022, Jan – Feb, 2022
Top Hashtags in Tet 2022
Festive spirit rises early on TikTok
C O N F I D E N T I A L & P R O P R I E T A R Y
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TikTok users have started searching about Tet since mid- year.
May 2022
Jun 2022
Jul 2022
Source: TikTok internal data - Search volume of Tet related keywords, 01 May – 31 Jul, 2022
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Shopping starts more than a month prior to Tet
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1 week
or less before
Shopping
1.2x more likely than non-TikTok users
3-4 weeks before
December January
When Vietnamese people shop for Tet
of TikTok users are willing to pay premium prices when shopping for Tet
77 %
33 %
34 %
More than a month before
Tet 2023
22 %
2 weeks before
11%
November
Source: TikTok commissioned study conducted by Toluna on consumer attitudes on Tet celebration among n=610 TikTok users and non-users in VN, Jun 2022.
Top categories in their basket to welcome Tet
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“Which of the following items are you looking to buy specifically for Tet in 2023?”
Food & Beverages
Household Items
Tech & Electronics
Fashion & Accessories
Beauty & Personal Care
Source: TikTok commissioned study conducted by Toluna on consumer attitudes on Tet celebration among n=610 TikTok users and non-users in VN, Jun 2022.
Shopping starts more than a month prior to Tet
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1 week
or less before
Shopping
1.2x more likely than non-TikTok users
3-4 weeks before
December January
When Vietnamese people shop for Tet
of TikTok users are willing to pay premium prices when shopping for Tet
77 %
33 %
34 %
More than a month before
Tet 2023
22 %
2 weeks before
11%
November
Source: TikTok commissioned study conducted by Toluna on consumer attitudes on Tet celebration among n=610 TikTok users and non-users in VN, Jun 2022.
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Opportunities on TikTok
82 %
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TikTok helps users with discovery & inspiration during Tet
TikTok users discover something for Tet celebrations on TikTok
TikTok users are likely to share their Tet celebrations on TikTok, which inspires others
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%
79 %
TikTok users enjoy seeing branded content when preparing for Tet (e.g. Gift ideas, traditional food recipes, etc.)
Source: TikTok commissioned study conducted by Toluna on consumer attitudes on Tet celebration among n=610 TikTok users and non-users in VN, Jun 2022.
…which leads to shopping
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52 %
of TikTok users are very likely to purchase something after seeing Tet-related ad
1.2x
more likely than non-TikTok users
Top 3 actions done after seeing Tet-related ads:
Tapped 'like' / followed / shared / commented on the ad / sponsored post
Clicked on the link in the ad / sponsored post to read more about it
I remember the brand whenever I buy similar items
Source: TikTok commissioned study conducted by Toluna on consumer attitudes on Tet celebration among n=610 TikTok users and non-users in VN, Jun 2022.
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Entertainment enables brands to drive commerce
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Today, an element of fun can turn
consumers into customers
Because they are seeking
emotional
connection with brands
Source: Future of Commerce research by Boston Consulting Group, commissioned by TikTok. Conducted in ID, TH, VN, JP, KR, AU, Apr 2022
“To stand out, brands need to connect with today’s consumers through entertainment.
Shoppertainment:
an entertainment- first, commerce- second approach
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Source: Press research; Future of Commerce research by Boston Consulting Group, commissioned by TikTok. Conducted in ID, TH, VN, JP, KR, AU, Apr 2022; BCG analysis
Storytelling, educational
Our Shoppertainment Formula
Entertainment-first 1
Don't force decision making
Authentic
Commerce-second 2
Clear information Purchase straightaway
Video-first
Trends & recommendations
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Key Take Aways
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TikTok ignites Tet spirit through joyful & inspirational content
Be present on TikTok for more brand & product discovery, which leads to shopping opportunity.
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Online shopping has become a new habit for Tet shopping
Power the future of commerce with TikTok to thrive in Tet.
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Shoppertainment – the new opportunity of success
Connect with consumers & accelerate your success with Shoppertainment via an entertainment- first, commerce- second approach.
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Solution cabin
Sponsorship cabin
Creative cabin
Station 2 - Ride the Express
Solutions for brands to ride Tet 2023
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Tet Campaign Key Periods
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1 month
before Tet
6 weeks – 2 months
before Tet
2 weeks
before Tet
Suggested Campaign Period
Own Tet Moment
Accelerate your brand discovery
Leverage the shopping heat
Max-Scale
Engagement & Sales
Ignite
the Tet season
Final call
for the last shoppers
Best recipe for the successful Tet campaign
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Final push
Ignite the Tet season
Max-Scale Engagement & Sales
Final call for the last shoppers
Create
a moment
Lead To Tet Shopping Season
Own Tet Moment & maximize sales
Convert the last shopper
Accelerate your brand discovery
6 weeks – 2 months before Tet
1 month before Tet
2 weeks before Tet
Build up & maintain brand presence
Boost Engagement, Strengthen Consideration & Maximize Sales
Leverage the always-on performance & convert customers
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Ignite
Max-Scale
Final call
Create Business Account
Fulfill the Seller Center info
6 weeks – 2 months before Tet
Ads Solution
TikTok Shopping
Set up Optimal Signals
(web clients)
Reach & Frequency Standard Feed & Top Feed
Build up & maintain brand presence
R&F- Standard Feed & Top Feed:
Drive excitement about Tet season & ensure always on awareness through R&F + Standard Feed & Top Feed buys with predictable impressions & CPM. By locking CPM, you avoid fluctuations during this busy season.
Setting up TikTok Shop via TikTok Seller Center:
TikTok Seller Center is a one-stop workstation portal for merchants to run their e-commerce business on TikTok. The web portal provides end-to-end solution covering store operations management, customer service and engagement, seller growth and education, performance analysis, policy updates, etc.
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R A
T
E I
R P
O R P
& L
A I
T
N E
D I
F
N
O C
TikTok Business Account
Become part of the TikTok community
Build a business profile to get discovered on TikTok, find your voice and build a cohesive marketing strategy on the platform
Get ahead during Tet with Reach & Frequency
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Built for the days your campaign needs to deliver
Reach & Frequency helps advertisers make a splash on the days they need it the most. Deliver sequential ads, lock premium ad placements early in a user’s For You Feed, and achieve more, all with fixed pricing and predictable impressions.
Ensured High Awareness Across Multiple Days
Book your optimal campaign plan and get predictable exposure on
your key dates or weeks. Reach & Frequency is built for the big moments across your Tet marketing calendar.
Fixed Pricing & Impressions, Even On Key Holiday Dates
With Reach & Frequency, CPM is predicted and locked in at the
time of booking for accurate campaign planning and ensuring campaigns are always delivered as promised.
Advanced Product Features & Premium Placements
Deliver sequential ads, lock premium ad placements early in a
user’s For You Feed and make your creatives stand out with innovative features such as interactive ad ons.
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Conversion & sales focused
Ignite
Max-Scale
Final call
Boost Engagement, Strengthen Consideration & Maximize Sales
Top View + Branded Mission:
Crowdsource authentic content from talented creators, then boost top performing TikTok as ads. Use a Branded Effect or Hashtag Challenge to drive engagement and participation.
Auction In-Feed:
Sustain the reach and engage to build interest and influence conversion later.
Use auction in-feed ads to re-target exposed audience and reinforce consideration.
Dynamic Showcase & Collection Ads
Leverage catalog-based Shopping Ads for personalized Shopping drive traffic, consideration and product sales with product cards and personalized SKU offerings.
Video & Live Shopping Ads
Engage with your audience to transform them into customers with TikTok Shop.
1 month before Tet
Top View
Max Reach
Live Shopping Ads
Ecommerce Solution
Branding Solution
DSA, Collection Ads, Video Shopping Ads (always on)
Reach & Frequency & Auction In-Feed
Live Shopping Ads
Live Shopping Ads
HTC & BE Page
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Make some noise with high impact
C O N F I D E N T I A L & P R O P R I E T A R Y
TopView
Upfront full-screen vertical premium placement in app. It's the powerful first screen that users see with sound on storytelling that can capture the TikTok community’s attention.
Source: Kantar Research, 2021 (not affiliated with TikTok)
Cerave drove
+84%
uplift in brand recall with a
TopView featuring creators and a catchy jingle
C O N F I D E N T I A L & P R O P R I E T A R Y
Shopping Ads
C O N F I D E N T I A L & P R O P R I E T A R Y
Powered by your catalog
Video Shopping Ads
LIVE Shopping Ads
Product Sales in Ads Manager
Shopping Ads
New Objective Consolidating 2 Key Formats
Leverage the power of the For You page
(Catalog & TikTok Shop based)
Capture emerging social commerce trends
(TikTok Shop Only)
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Convert the last shoppers
Ignite
Max-Scale
Final call
Leverage the always-on performance & convert customers
2 weeks before Tet
Targeting
Add-on
Custom audience:
Innovative add-ons:
Bidding Strategy:
Bidding
Top View
Max Reach
Final push
Use Top View as the final push on Tet shopping period
(*) The availability of retargeting audiences via engagement is from Ignite and Max-scale phases to push users down the funnel
Create your custom audiences
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Customer File
App Activity
Reach new and existing prospects with Custom Audiences, by connecting your Website, App or other customer data sources.
Website Traffic
Mobile Ad ID (IDFA/GAID)
Phone (Beta) Email (Beta)
Install Complete Registration
Search Add to Cart
Place an Order
...and more
Add to Cart Place an Order Download Submit Form
...and more
Note: Please consult your representative for more details about Beta products.
Engagement
Instant Page, Impressions, Clicks of past ads
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Use Value-Based Optimization to drive higher ROAS
Unlike normal web conversion ads advertisers can only optimize towards Complete Payment events, VBO web will not just look for people who are more likely to take a purchase action, but also with higher value per purchase by either buying multiple products in one go or buying products with higher price points.
By directly optimizing for value, VBO web will be more likely to bring higher Return on Ad Spend to advertisers.
Value-Based Optimization (Quantity+Quality)
TikTok ads delivery system will look for users who are more likely to convert and with higher purchase
value.
Conversion Optimization (Quantity)
TikTok ads delivery system will look for users who are more likely to convert, value per purchase is not taken into account.
“Automa-TikTok”
Automated Creative
Optimization
*ACO*
Campaign Budget
Optimization
*CBO*
Automate your campaigns by letting the system do the work for you.
Enable these 4 features on your TikTok campaigns to scale up efficiently on your campaigns
Lowest Cost
Bidding
*LCB*
Smart Targeting Suite
Setting Up for Success
Efficient & Reliable System Optimizations
Scalable Wins
Across conversion and MAI objectives, campaign is able to drive more conversion and app installs.
On Traffic objective, campaign is able to drive 15% more clicks.
more
Up to 13x 25%
cheaper
On traffic objective, with similar budget consumption, when enabled with the Automation features, campaign is able to drive lower CPC
Conversion uplift: Cost Efficiency:
Consumption boost:
>99%
When enabled with all 3 features, campaign is able to consume more budget than the control campaigns (vs average 30% consumption on conversion and app install objectives)
More scale leads to more spends which benefits machine learning to gather more data points to drive algorithm
Weighing volume of conversions against CPA
Despite noting higher CPA, the overall conversion volume is significantly more.
Worth evaluating and balancing between cost effectiveness and volume of conversions. It would require a compromise on CPA to drive higher volume count which in this case, is a better measurement of success.
‹#›
C O N F I D E N T I A L & P R O P R I E T A R Y
Elevate your campaign with Creators
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5x Completion Rate
+27% Likes
5x Shares
2x CVR%
Business Objective
Result
Brand Awareness
Consideration
Conversion
@hykhiduongduong
Increase in Ad Recall³
+15pts Creators
1: Global data, in partnership with Marketing Science; MS
2: Kantar Millward Brown, SEA Meta Analysis, 2021. Green - 90% significance increase N=8 Campaigns
3. TikTok, Meta analyses by Kantar, Apr 2022 SEA
$ 2.6
TikTok Total ROAS (paid + organic)
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TikTok provides measurable and significant impact on Sales Lift & ROI
1.6 x
ROAS* Against all other media avg
12%
Additional ROAS by running >1 ad format
14%
Additional ROAS by running sustained campaigns
Nielsen SEA Marketing Mix Modeling
Source: Nielsen Marketing Mix Modeling South East Asia study September 2021
* ROAS = Return on Advertising Spend; Retail sales per marketing dollar
^ Other Media includes TV, Radio, OOH, Cinema, Digital Display & Video (Excl FB & Google). Non-TikTok spends are based on rate card (monitored) and not actual spends from advertisers
Proven results & learnings across objectives
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Reach
Engagement
Brand Impact
Sales Impact / Lift
Return of Investment
Brand Lift
Reach
Traffic
Engagement
Sales Lift
Conversion Lift
KPIs Measurement
Nielsen Geo Lift Study
Kantar Ad Effectiveness Study
Kantar TikTok x TV Study
Kantar Cross Media Study
1P/3P Brand Lift Study
3P MMx
MMx Data Pipeline
1P Conversion Lift Study *
Meta
Analysis/
Playbook
*Conversion lift study product is currently in pipeline
Station 2 - Ride the Express
Creative playbook for Tet 2023
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Creative Guidelines
C O N F I D E N T I A L & P R O P R I E T A R Y
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The secret of successful campaigns
Entertainment first
KPIs: Recall + Awareness
Data Source by TikTok. Meta Analysis by Kantar in April 2022.
Commerce second
KPIs: Intent
Work with TikTok creators
Make your ads look native.
Studies with TikTok Creators 15% more likely to see uplifts in Ad Recall.
Use audio cues unique to your brand
Sound is key in captivating attention and increase brand linkage.
Creatives with audio cues are
76% more likely to drive
Awareness uplift.
Be infor- mative
Studies with informative creatives are 38% more likely to drive Awareness.
Product demo
Creatives with Product Demonstration are 64% more likely to drive Awareness.
Engage first, then sell
Videos should not look like an ad. When product/ service are not in the first 2s, brands are 91% and
54% more likely
to see Ad Recall and Awareness Uplift respectively.
Include clear CTA
Studies with a clear call to action are 57% more likely to drive Intent by making it easy for viewers to take the next step.
Target emotions
Emotional content are 50% more likely to drive significant impact on Intent.
Set constant reminders
Brand Logos help to reinforce your brand and increase likelihood of driving Intent by 230% - 370%.
Creative Thought Starters
Tet Extravaganza
- aka. Tet the extra way -
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The 1st Tet of the “new normal” deserves a special treatment.
How brands can make it more memorable for everyone?
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Creative Thought Starters
Tet Bridge Broadcasting
- aka. Tet live from every corner -
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Why waits until New Year’s Eve to get updates about how people prepare for Tet, when all we can do is
open the app?
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Vertical-specific creative thought starters
Creative Thought Starters
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Nostalgic Tet
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3C
“Retro photography” content
“Old Tet songs” crowdsourced playlist
Retro style is here to stay: vintage photography and old-time music; especially for a time as Tet. While mobile phone brands can create Branded Effects for people to take retro-styled pictures, headphone and speaker brands can ignite crowdsourcing challenges for the best old Tet songs to be enjoyed in their devices.
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Tet sponsorship package
Station 2 - Ride the Express
Tet Package 2023
Amplify your Tet by partnering with TikTok
Sponsorship Package Offering
Branded Effects
Branded HTC
Tet Studio
Creators Support
Premium Inventory
Internal & External Promotions
(FoFrorrefdeeretnaciels oufrpToeset 2o0n2y3) sponsorship package, please reach out to our Partnership Manager
Sponsorship
How Can This Be Beneficial for Brands?
1. Amplify reach by
celebrating key
moments
More cost-efficient due to additional exposures
2.
Access to
more & exclusive in-app inventory
3.
H5
Sponsorship Package Offering
Complimentary
Sponsorship
Magic Moment
Top View slots on key dates
Own the H5 in Tet
H5 will be optional – Standalone or All IN One
Package Offer
Creators Solutions
List of creators for you
Identify
Selection
Brand safety
Content Vetting
Negotiation
Contracting
Tet Studio
1 hour consultation session - book 1 ideation sessions with exclusive access
C O N F I D E N T I A L & P R O P R I E T A R Y
Insert Case Study Video - ABBOTT
C O N F I D E N T I A L & P R O P R I E T A R Y
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C O N F I D E N T I A L & P R O P R I E T A R Y
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Thank You
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We uncovered 6 demand spaces for online shopping, 3 of which satisfy emotional needs
C O N F I D E N T I A L & P R O P R I E T A R Y
Easy for me
Involvement level
Appetite to explore
Better for me
Spoil me
Confirm for me
Inspire me
Advise me
Functional demand spaces
address functional needs
Validation
Improvement
Convenience
Emotional demand spaces address emotional needs
Recommendation Inspiration
Indulgence
Source: Future of Commerce research by Boston Consulting Group, commissioned by TikTok. Conducted in ID, TH, VN, JP, KR, AU, Apr 2022 BCG analysis; Statista, eMarketer 1) 2022
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Emotional needs reveal a new form of commerce emerging that is rooted in entertainment
C O N F I D E N T I A L & P R O P R I E T A R Y
I like how videos are unpolished, she even shows behind-the-scenes of the business
I will search for reviews by KOLs and other users, they are quite entertaining to watch too
Comedy was engaging and key info was in it; I asked my friends about it after seeing it
It's a fun challenge I can do with my baby, I will associate the product with fun and will try it
The video of model makes me imagine myself wearing it, and therefore consider buying the clothes
Source: Future of Commerce research by Boston Consulting Group, commissioned by TikTok. Conducted in ID, TH, VN, JP, KR, AU, Apr 2022
Storytelling, educational
Don't force decisions
Authenticity
Video-first
Trends & recommendations
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