What is a marketing campaign? 5 successful case studies

What is a marketing campaign? Marketing strategy is a key factor in how a business or organization grows. So what is a marketing campaign? What makes a marketing campaign succeed? Let's MONA Media find out in the article below.

What is a marketing campaign?

A marketing campaign is a program designed to promote a product or brand.

A marketing campaign can run across many media, such as TV advertising, newspapers, posters, billboards, print ads, website advertising, social media…

Marketing campaigns play an important role in competing with rivals in the market. They are also an effective way to reach a specific market segment. A marketing campaign also helps build people's awareness of your brand and and turn more visitors your sales. Every campaign also needs a marketing funnel behind it that turns viewers into customers, or the budget is gone when the ads stop.

Marketing that works does not rely on paid ads alone; it needs a steady source of leads. SEO is the key to keeping a steady flow of potential customers without constantly “burning money” on ads. Watch the video below to see how to use SEO in a marketing campaign successfully.

5 case studies of standout successful marketing campaigns

Coca-Cola’s “Share a Coke”

When it comes to the most successful marketing campaigns in history, we cannot leave out “Share a Coke” by Coca-Cola.

In 2011, Coca-Cola took an online marketing campaign that began in Australia and turned it into a global phenomenon. The Coca-Cola logo and brand name on the bottle labels were replaced with the 250 most popular first names.

Owning a bottle of soda with your own name on it gives people a feeling of delight and a little pride. But it does not stop there. Sharing a bottle with someone else’s name on it, especially a family member such as a parent or grandparent, carries an even deeper meaning.

That is why the “Share a Coke” campaign was a huge success, beyond expectations. Images of Coca-Cola bottles appeared in posts and shares all over social media. About 76,000 photos of Coca-Cola bottles were shared on social networks, Coca-Cola’s product sales rose by 7%, and traffic to the company’s website grew by 870%.

With so many international brands choosing Vietnam as a place to expand, startups feel worried. If you do not have the money to compete with them, you can still build a customer base that belongs to your own brand.

full-scope SEO – an effective marketing approach that brings a business a high volume of organic traffic and, with it, a large pool of potential customers. SEO also widens brand reach quickly: keywords tied to the marketing campaign you run extend the business’s coverage.

SEO services at MONA Media will help your business grow steadily over the long term. Thanks to the right marketing strategy, MONA has brought and continues to bring success to more than 3,000 projects that have run marketing with us. One example is the case study Kim Thanh, a well-known motorcycle parts brand. Starting out as a “no name” brand on the internet, it has grown to more than 60,000 visits a month and beat the target by 33% in just 5 months.

SEE the SEO project for the Kim Thanh brand

Honda’s “Đi về nhà” (Going Home)

“Đi về nhà” was an extremely successful marketing campaign for Honda Vietnam. In it, the Japanese brand showed how quickly and effectively it could pick up on a trend.

Like many other promotions, “Đi về nhà” was paired with a music video to reach a mass audience. Honda was smart, though, to tap into rap, which was very hot at the time thanks to the game show Rap Việt.

The song features two of the biggest rap artists of the moment, Đen Vâu and JustaTee. Their names alone were enough to bring a very large group of viewers to the video.

On top of that, “Đi về nhà” is a Tet song with a lot of meaning. It is about the wish to be reunited with family at Tet. The words are simple, yet they give a warm, happy feeling that makes people long to “go home.”

Four days after launch, the “Đi về nhà” video reached number 2 on YouTube “Trending” with nearly 18 million views. The campaign was a big win for Honda Vietnam and showed a great combination of “viral” appeal and celebrated traditional values.

“Pepsi mang Tết về nhà” (Pepsi Brings Tet Home) by PepsiCo Vietnam

Starting in 2020, “Pepsi mang Tết về nhà” has been PepsiCo Vietnam’s annual flagship marketing campaign.

The success of “Pepsi mang Tết về nhà” comes from the fact that it is more than promotion: it is a program that helps students and low-income workers get home for Tet. With bus, train and plane tickets, Pepsi truly helped “bring Tet home” for people in hard circumstances, especially those affected by COVID-19.

Most recently, “Pepsi mang Tết về nhà – Sống trọn khoảnh khắc” (Live Every Moment) in 2024 delivered very impressive results. Its message is that each of us needs a few special moments to make Tet. A single, seemingly ordinary moment can bring back a whole Tet.

Having run for three years in a row, and with such practical value, there is no reason for “Pepsi mang Tết về nhà” not to continue in the future.

MoMo’s “Lắc xì” (Shake for Lucky Money)

Another very popular marketing campaign around Tet and spring is MoMo’s “Lắc xì” (Shake for Lucky Money). MoMo has run the program for many years in a row, and each year it invests more.

The 2022 edition had a huge prize pool: 10 lucky money envelopes worth 10 million VND each, 100 prizes of half a chi of gold, more than 270 million VND in gift cards and discount codes, and millions of cash lucky money envelopes, among others. The total prize value was more than 300 billion VND.

As a result, it also saw a record number of players: 12 million players and more than 300 million shakes over the course of the event. It also worked with sponsors in every sector, including finance, food and drink, travel, services and transport.

MoMo’s “Lắc xì” uses a gamification strategy, always offering fun games and activities such as “MOMO Jump” and “So Tài Đoán Kẹo” to meet the many ways people like to be entertained at Tet. The activities also encourage players to invite friends and family, which adds to the social fun and reaches more users.

“Mãi bên nhau bạn nhé” (Friends Forever) by Acecook Vietnam

For its 25th anniversary, Acecook Vietnam launched the marketing campaign “Mãi bên nhau bạn nhé” with a music video of the same name. It is a song about close friendship, built around Acecook’s signature instant noodles.

Most of Acecook’s other brand ads revolve around family and the warmth of a meal shared with relatives and friends. “Mãi bên nhau bạn nhé” uses the same theme, but makes the feeling even closer and more down to earth.

The characters in the lyrics call each other “tao, mày”, a rough, slangy way of saying “you and me” that sounds real, like two close friends in everyday life. The song feels very affectionate and easy to relate to, and anyone who hears it feels a piece of their own childhood in it.

On top of that, the lyrics, and above all the line “mãi bên nhau bạn nhé”, became a hugely popular meme on social media, something friends share with each other and tease each other with.

By weaving the message of “staying with users like best friends” into a catchy music video, Acecook created an extremely successful marketing campaign.

The market today is fiercely competitive, with many domestic instant food products and well-known foreign brands. This campaign helped Acecook hold its image as one of the oldest and most popular instant food brands in Vietnam, including in the minds of young people.

From these successful marketing campaigns, it is easy to see that marketing is a key driver for helping a business build its brand, reach the right customers and grow steadily. Still, some people hold the view that you can DO WITHOUT MARKETINGand still sell. From the perspective of Hung, CEO of The MONA, this is entirely a WRONG WAY OF THINKING and it can hold back your business’s growth. Click the video below to understand these views better.

Experience has shown that “Business needs marketing” and whatever field you are in, your brand image is the first thing that makes an impression and builds trust with customers. If you have never invested seriously in building your Branding, now is the time to start!

MONA Media offers a complete solution for Design the brand identity, helping your business look professional and consistent, and leaving a lasting mark in your customers’ minds.

So what do you get when you choose MONA for brand identity design?

• A brand logo designed to a standard guideline, usable on every platform
• A full set of marketing materials: website banners, posters, standees, signage and more
• Sales materials, company profiles, product packaging and more
• Consulting support marketing strategy exclusive to your brand
• Full “real-time” reporting, with recommendations on how to steer your marketing campaign

What are you waiting for? Get in touch with MONA Media today. Contact HOTLINE 1900 636 648 or get advice directly from our account team below.

That is MONA Media’s analysis of what a marketing campaign is along with some standout case studies. The examples above are only a handful of the countless marketing campaigns out there, but they show how varied, complex and influential a marketing campaign can be. Contact MONA Media for more specific advice on building an overall marketing plan for your business.

For details, please contact MONA below:

• Hotline: 1900 636 648
  
• Email: info@themona.global
  
• Address: 1073/23 Cach Mang Thang 8 Street, Tan Son Nhat Ward, Ho Chi Minh City