To activate the campaign, followers on Facebook received a message on their news feed, and were encouraged to search for their names on Google, at which point they will receive the surprise of a TET greeting addressed only to them. Upon clicking on the greeting, the followers will then be directed to a branded landing page customised with their own names. They will then be able to put in their birth information and get their personalised horoscope for the New Year to share with others. The effect was to deepen connections with users and engagement.

We achieved 100% ROI based on earned media return alone. Brand search queries grew by 101% during the campaign period. People searching for their name grew by 100% on Google.

Search results:

- 68,000 clicks, 80% Arrival Rate (vs. SEA benchmark 60%).

- 2.34 million Impressions (Reaching 100% of our TA & 3x Uplift vs. average monthly search queries).

- 3,359 shares.

More importantly, the campaign was picked up by major press in Vietnam, and this eventually went beyond the digital space, and earned the brand more publicity and media value.