TikTok is a popular short-form video platform that has gained massive popularity in recent years, especially among young people in Vietnam. According to a research, Vietnam had the second-largest TikTok audience in the Asia Pacific region, with almost 50 million users as of 2023. That’s why TikTok has become a popular marketing tool for all businesses in Vietnam, both large corporations and small & medium-sized enterprises. With over 250,000 followers and 1.8 million likes on TikTok Vietnam, Maybelline Vietnam is a prime example of how to create engaging, relatable content that resonates with the platform’s young, fashion-forward audience.
About 2 years ago, Maybelline New York’s brand awareness in Vietnam wasn’t very strong, meaning that the brand could not relate to the main target category, Gen Z, because of its Western brand image. Also, it did not rank high on the Meaningful Brands Index which measures consumers’ awareness of brand associations. However, things have changed significantly since its “Mấy bé lì” campaign was kicked off on Youtube in 2021. The success of this campaign has led to a stronger brand presence on this competitive platform.
In this article, we will have a deep look into the key elements that have contributed to their success. Ultimately, we hope it will provide a better understanding of how to effectively utilize TikTok as a marketing tool in Vietnam.
1. Create relevant and practical content
Maybelline Vietnam’s content on TikTok is a prime example of how to connect with the platform’s young, fashion-forward audience in an authentic and engaging way. The beauty brand’s approach to content creation is centered around bold colors, trendy make-up looks, and confident self-expression.
Maybelline Vietnam’s full-screen, sound-on ads feature models showcasing the brand’s latest makeup products, including bold lipsticks and eye-catching eye shadows. background music adds more fun and lively atmosphere that resonates with TikTok’s audience. The use of popular music and trendy fashion choices is a smart strategy to capture the attention of TikTok’s young demographic, who are constantly looking for the latest trends and styles.
The brand’s messaging is conveyed through text overlays, which appear on the screen alongside the make-up products. These messages reinforce the brand’s image as a provider of trendy, long-lasting and daring products that empower individuals to express themselves confidently. The use of text overlays is a smart tactic, as it ensures that the brand’s message is delivered clearly and effectively, even to viewers who may be watching without sound.
In addition to its full-screen, sound-on ads, Maybelline Vietnam also creates short-form videos that feature makeup tutorials and behind-the-scenes footage of its latest product launches. These videos showcase the brand’s expertise in the makeup application and provide value to viewers who are interested in learning more about makeup techniques and products. By creating content that provides value to its audience, Maybelline Vietnam is able to build a loyal following and establish itself as a trusted authority in the makeup industry.
2. Leverage Top Feed Ads
Maybelline Vietnam utilized Top Feed ads to expand the reach of its campaign, making it one of the first FMCG brands in Vietnam to do so. Top Feed is a novel ad placement method under the Reach and Frequency buying type that enables brands to place their ads as the first In-Feed Ad shown in the target users’ For You Feed. The brand opted for this ad-buying type as it provides premium ad slots in every user session, leading to a significant boost in ad recall.
As a premium placement type under the Reach & Frequency buying method, Top Feed offers advertisers control over ad delivery, allowing them to achieve predictable campaign results, particularly in terms of reach. The brand could target its preferred audience segment and retarget them according to their budget and campaign goals.
TikTok is known for its joyful and vibrant content that stimulates creativity worldwide. To establish a genuine connection with the community while promoting its product’s main selling points and developing its brand associations, Maybelline Vietnam recognized the importance of creating visually appealing and relatable content.
Maybelline Vietnam’s full-screen, sound-on ads featured bold color schemes and youthful, fashion-forward models, which resonated with the audience. The models confidently posed and danced to a hip-hop soundtrack, conveying the powerful self-expression that symbolizes not only Maybelline’s bold lipsticks but also the daring fashion and lifestyles of young Vietnamese women. In the meantime, key messages were displayed on the screen to convey the brand’s message clearly.
Maybelline Vietnam requested TikTok to conduct a Brand Lift Study after the campaign to assess its efficiency against its primary target metrics.
3. Collaborate with trending beauty KOLs/Influencers
Maybelline Vietnam has also utilized key opinion leaders (KOLs) and influencers on TikTok to further increase brand awareness and engage with their target audience.
The brand collaborated with popular TikTok creators such as @tikkaisweird, @lebaongoc and @synapham1501, just to name a few, to create engaging content that showcased Maybelline’s products in a fun and creative way. These influencers have a significant following on TikTok and their content has been well-received by the platform’s users, resulting in increased brand visibility and engagement.
Maybelline Vietnam also organized a TikTok dance challenge called the “Mấy bé lì” where users were encouraged to showcase their dance moves while wearing the brand’s lipstick and foundation products. This challenge was promoted by various KOLs and influencers, further amplifying the reach of the campaign and driving user-generated content.
Top 3 lessons for brands to learn from Maybelline Vietnam on TikTok
Keep up with trends and create engaging content
By staying up-to-date with the latest viral content on the platform and incorporating popular TikTok challenges and trends into videos, brands can be able to appeal to a wide audience and attract more followers by creating engaging and relevant content that resonates with their target audience.
Keep a consistent brand identity
Maybelline Vietnam has been successful in maintaining a consistent brand identity across all of their TikTok content. From the colors and visuals used in their videos to the messaging and tone of their captions, everything aligns with their brand values and image. This consistency helps to build brand recognition and trust with their audience. Therefore, other brands should strive to maintain a consistent brand identity across all of their TikTok content as well.
Be authentic and transparent
Maybelline Vietnam’s TikTok content is authentic and transparent, which helps to build trust with its audience. They are open about the fact that they are promoting their products and promotions, but they do so in a way that feels natural and genuine. Other brands can learn from this approach by being transparent about their intentions and creating content that feels authentic and relatable to their audience.
Important notes for brands to build TikTok channels
To ensure the success of your TikTok marketing efforts, brands must track a variety of metrics, including views, engagement, and sales. By monitoring these metrics, they are able to determine which videos and campaigns are performing well and adjust their strategy accordingly. They also use A/B testing to experiment with different content formats and promotions, allowing them to optimize their campaigns for maximum effectiveness.
It is advised that brands are quick to adjust their strategy based on the performance of their TikTok campaigns. For example, if a particular video or promotion isn’t generating the desired results, they may pivot to a different approach or adjust their messaging. This agile approach to marketing allows them to stay nimble and adapt to changing trends and customer preferences.
Collaboration with TikTok
Any brand should collaborate closely with the TikTok Business support team to stay up-to-date on the latest features and trends on the platform. This allows them to take advantage of new opportunities and stay ahead of the curve in their TikTok marketing efforts.
In conclusion, Maybelline Vietnam has been successful in leveraging the power of TikTok to reach and engage with its target audience. By creating creative and trendy content, collaborating with local influencers and celebrities as well as integrating e-commerce features, they have been able to build a strong presence on the platform and drive sales. Other brands can learn from Maybelline Vietnam’s approach and adapt their own TikTok marketing strategies to stay ahead of the curve in this rapidly evolving digital landscape. Learn more about how to build a TikTok channel in Vietnam’s market: