Joining the TikTok race, ADT not only helps Viettel Post create creative entertainment content but also affirms a different vision and leaves a mark with impressive numbers just after 5 months of launching.
Context:
Covid-19 has had a strong impact on the consumer behavior and shopping habits of Vietnamese people. Users are searching and making decisions more on social media and e-commerce platforms. Among them, TikTok and TikTokShop with over 1 billion monthly users are considered potential advertising platforms that brands cannot miss.
According to DataReportal’s research, as of February 2023, Vietnam has 49.9 million TikTok users, ranking 6th among the countries with the largest number of users worldwide. Developing a brand on TikTok will be a “game” that Viettel Post – a delivery brand with a large market share in Vietnam – decides to participate in and strive to be creative. In addition to competitive challenges, this will also be an opportunity for this brand to break through and make a mark in the hearts of customers.
Understanding the importance of channel development strategy, ADT has advised Viettel Post to make a bold decision. Abandoning the “deep-rooted” mindset of the majority of marketers for delivery brands, that is to use the image of delivery personnel (shippers) as the representative subject on the TikTok channel.
At the proposal of ADT, the concept of “Unstable Neighborhood” was born and applied on Viettel Post’s TikTok channel. The content of this concept revolves around the humorous and somewhat “dramatic” life of an “unstable” neighborhood. In it, the main characters are thoroughly explored with unique personalities and take on the roles representing different groups of characters: Viettel Post employees and Viettel Post customers.
More importantly, instead of making the shipper the main character, Viettel Post’s channel prioritized giving “space” to the customer characters, the people in the neighborhood. Without aiming for advertisement or brand expression, the channel maintained the most distinctive feature of the TikTok platform: Entertainment and respect for personalization according to users’ preferences. Playing by the platform’s rules also means that Viettel Post’s videos are easily trending, suggested to users, or actively searched for by users.
Viettel Post has achieved remarkable results on its TikTok channel after 5 months of implementation. Despite not exploding right from the start, TikTok Viettel Post has garnered impressive achievements:
- 47,400 followers
- Over 4 million channel views
- 112,800 likes
- Especially, 3 videos surpassed the 1 million views milestone
These are well-deserved “sweet fruits” for the relentless efforts of the Viettel Post TikTok production team. This achievement reaffirms the effectiveness of a well-planned and distinctive channel-building strategy. In just 5 months, “Unstable Neighborhood” has not only made a mark in terms of interaction but also spread widely the “Viettel Post spirit” to users.
