Drawing on its know-how, our agency orchestrated a large-scale campaign, selecting influential profiles and promoting the production of engaging content. This approach enabled Vietnam Airlines to consolidate its image as a premium airline, both in Asia and internationally. The results speak for themselves: an Earned Media Value (EMV) of over 9.3 million euros for the year, a dazzling +429% increase compared to 2023, and massive engagement on the part of targeted audiences.
A tailor-made approach for maximum impact
Careful selection of influencers
An effective influencer partnership starts with a careful selection process. For Vietnam Airlines, 20 hand-picked influencers took part in the campaign — each bringing unique value to the table. By combining a variety of profiles, from globe-trotters to premium travel enthusiasts and lifestyle tastemakers, we reached diverse audience segments and achieved significant outreach.
Our demanding selection criteria included:
- Authenticity and community engagement, ensuring genuine and organic interactions
- A perfect fit with Vietnam Airlines’ premium brand image, creating strong synergy between the brand and its audience
- A proven ability to deliver high-quality content across multiple formats (posts, stories, videos, vlogs, articles)
This curation work ensured a strong and coherent presence for Vietnam Airlines among its privileged target.
Experiential tours for total immersion
To maximize the campaign’s visibility and impact, we organized three group trips and seven individual trips, each designed to give influencers a fully immersive experience of the Vietnam Airlines brand.
These trips were designed to enhance :
- The onboard experience, highlighting the three travel classes (Economy, Premium Economy, and Business) as well as the airline’s high-quality services.
- Exclusive ground services, including premium lounges and the personalized welcome offered to passengers.
- The airline’s key strategic destinations, including Vietnam, Australia, and Cambodia — providing the perfect backdrop for inspiring content.
The immersive approach enabled the creation of rich and varied content, capturing the very essence of the Vietnam Airlines experience and generating organic coverage throughout the year.
Outstanding results: figures that speak for themselves
The impact of this campaign can be measured in unprecedented results:
- 966 pieces of content published, including posts, stories and videos
- A global reach of over 36 million people, delivering international visibility while targeting a French-speaking audience.
- Over 623,000 interactions, reflecting strong audience engagement.
- Total MVA of €9.35 million, an increase of 429% compared with 2023
These performances now position Vietnam Airlines as a key player in influencer marketing in the airline sector, perfectly supported by its agency.
GroupExpression expertise in action
Optimized management of influencer relations
The success of a campaign depends to a large extent on the quality of the relationships maintained with influencers. At GroupExpression, we have made it a point of honor to develop a close and fluid collaboration with content creators, ensuring our client:
- Strategic guidance, from influencer selection to defining key communication angles.
- Personalized support, ensuring alignment between influencer expectations and Vietnam Airlines’ objectives.
- Detailed reporting and continuous optimization, allowing for fine-tuned activations and maximum campaign impact.
Perfect mastery of the mechanics of influence
Thanks to our in-depth expertise in influencer marketing, we have implemented targeted actions to:
- Optimizing content distribution, by tailoring the strategy to each platform.
- Diversifying formats, by combining immersive videos, interactive reels, and engaging stories.
- Analyzing and showcasing campaign results, using key metrics to measure success.
Conclusion: an influencer strategy driving Vietnam Airlines’ success
The year 2024 marked a major breakthrough for Vietnam Airlines in terms of influencer marketing. Thanks to a methodical approach, a careful selection of influencers and high-quality content, the company was able to reinforce its premium positioning while reaching an enlarged, engaged audience. This case study perfectly illustrates GroupExpression's expertise in designing and executing effective influencer strategies.
Que vous soyez une compagnie aérienne, un hôtel ou une destination touristique, nous vous accompagnons dans la mise en place de campagnes d’influence sur-mesure, optimisées pour générer des résultats tangibles.
Looking to take your influencer strategy to the next level? Get in touch to discuss your goals and build an exceptional campaign together.
