Lunar New Year (2017, 2018 & 2019)

INTRODUCTION

Tet (Vietnamese Lunar New Year) is the most significant celebration of the year. Traditionally, Tet is a time for family reunions, festive activities, and preparations for the new year. It is also the peak sales season for many Tet-related industries and a prime opportunity for brands to reach and engage with consumers.

In 2017, Buzzmetrics recorded 40 Tet campaigns. This number increased to 59 in 2018 and reached 91 in 2019. Tet presents immense opportunities—but also intense competition. More brands are participating in Tet each year, and brands are increasingly leveraging Tet more effectively over time. So where will your brand stand in the Tet race?

Buzzmetrics conducted this Tet study to help brands and agencies gain a holistic view of consumers during the Tet period, illustrating the different “versions of Tet” experienced by various consumer groups through their interests and discussions on social media.

How does the report help brands?

This report is designed to help brands gain a deeper understanding of Vietnamese Lunar New Year, including discussion topics, user behaviors, and attitudes during this period. It also provides in-depth insights into the Tet perspectives of one of the most important target groups during this occasion—married women.

Based on these insights, the report helps brands identify effective ways to leverage Tet to reach their target audiences.

Specifically, the report helps brands understand:

• Key discussion topic clusters related to Tet
• In-depth analysis of representative discussion themes
• Tet-related discussions among married women
• Notable brand campaigns during Tet and key learnings from successful campaigns

Report language: Vietnamese
Number of pages: 150
Research period: January–February 2017, 2018 & 2019
Research methodology:
The report is based on keyword analysis using the Social Heat tool, drawing from Vietnamese Lunar New Year–related discussions across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce channels. The study also incorporates desk research.

Tham khảo thêm: TẠI ĐÂY

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