{"id":19983,"date":"2025-03-09T21:09:35","date_gmt":"2025-03-09T21:09:35","guid":{"rendered":"https:\/\/www.groupexpression.fr\/?p=19983"},"modified":"2025-04-15T12:33:08","modified_gmt":"2025-04-15T12:33:08","slug":"vietnam-airlines-strategie-influence-2024","status":"publish","type":"post","link":"https:\/\/www.groupexpression.fr\/en\/news\/case-studies\/vietnam-airlines-strategie-influence-2024\/","title":{"rendered":"Vietnam Airlines and the power of a well-orchestrated influence strategy in 2024"},"content":{"rendered":"<p class=\"translation-block\">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 <strong>Earned Media Value (EMV) of over 9.3 million euros for the year<\/strong>, a dazzling <strong>+429% increase<\/strong> compared to 2023, and massive engagement on the part of targeted audiences.<\/p>\n<h3><strong>A tailor-made approach for maximum impact<\/strong><\/h3>\n<h4><strong><em>Careful selection of influencers<\/em><\/strong><\/h4>\n<p class=\"translation-block\">An effective influencer partnership starts with a careful selection process. For Vietnam Airlines, <strong>20 hand-picked influencers<\/strong> took part in the campaign \u2014 each bringing unique value to the table. By combining a variety of profiles, from globe-trotters to premium travel enthusiasts and <em>lifestyle<\/em> tastemakers, we reached diverse audience segments and achieved significant outreach.<\/p>\n<p>Our demanding selection criteria included:<\/p>\n<ul>\n<li class=\"translation-block\"><strong>Authenticity and community engagement<\/strong>, ensuring genuine and organic interactions<\/li>\n<li class=\"translation-block\"><strong>A perfect fit with Vietnam Airlines\u2019 premium brand image<\/strong>, creating strong synergy between the brand and its audience<\/li>\n<li class=\"translation-block\"><strong>A proven ability to deliver high-quality content across multiple formats<\/strong> (posts, stories, videos, vlogs, articles)<\/li>\n<\/ul>\n<p>This curation work ensured a strong and coherent presence for Vietnam Airlines among its privileged target.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/03\/Case-study-Influence-Vietnam-airlines.1.webp\" alt=\"\" width=\"900\" height=\"629\" \/><\/p>\n<h3><strong><em>Experiential tours for total immersion<\/em><\/strong><\/h3>\n<p class=\"translation-block\">To maximize the campaign\u2019s visibility and impact, we organized <strong>three group trips and seven individual trips<\/strong>, each designed to give influencers a fully immersive experience of the Vietnam Airlines brand.<\/p>\n<p>These trips were designed to enhance :<\/p>\n<ul>\n<li class=\"translation-block\"><strong>The onboard experience<\/strong>, highlighting the three travel classes (Economy, Premium Economy, and Business) as well as the airline\u2019s high-quality services.<\/li>\n<li class=\"translation-block\"><strong>Exclusive ground services<\/strong>, including premium lounges and the personalized welcome offered to passengers.<\/li>\n<li class=\"translation-block\"><strong>The airline\u2019s key strategic destinations<\/strong>, including Vietnam, Australia, and Cambodia \u2014 providing the perfect backdrop for inspiring content.<\/li>\n<\/ul>\n<p>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.<\/p>\n<h3><strong>Outstanding results: figures that speak for themselves<\/strong><\/h3>\n<p>The impact of this campaign can be measured in unprecedented results:<\/p>\n<ul>\n<li class=\"translation-block\"><strong>966 pieces of content published<\/strong>, including posts, stories and videos<\/li>\n<li class=\"translation-block\"><strong>A global reach of over 36 million people<\/strong>, delivering international visibility while targeting a French-speaking audience.<\/li>\n<li class=\"translation-block\"><strong>Over 623,000 interactions<\/strong>, reflecting strong audience engagement.<\/li>\n<li><strong>Total MVA of \u20ac9.35 million, an increase of 429% compared with 2023<\/strong><\/li>\n<\/ul>\n<p>These performances now position Vietnam Airlines as a key player in influencer marketing in the airline sector, perfectly supported by its agency.<\/p>\n<h3><strong>GroupExpression expertise in action<\/strong><\/h3>\n<h4><strong><em>Optimized management of influencer relations<\/em><\/strong><\/h4>\n<p>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:<\/p>\n<ul>\n<li class=\"translation-block\"><strong>Strategic guidance<\/strong>, from influencer selection to defining key communication angles.<\/li>\n<li class=\"translation-block\"><strong>Personalized support<\/strong>, ensuring alignment between influencer expectations and Vietnam Airlines\u2019 objectives.<\/li>\n<li class=\"translation-block\"><strong>Detailed reporting and continuous optimization<\/strong>, allowing for fine-tuned activations and maximum campaign impact.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/03\/Case-study-Influence-Vietnam-airlines.2.webp\" alt=\"\" width=\"704\" height=\"624\" \/><\/p>\n<h4><strong><em>Perfect mastery of the mechanics of influence<\/em><\/strong><\/h4>\n<p>Thanks to our in-depth expertise in influencer marketing, we have implemented targeted actions to:<\/p>\n<ul>\n<li class=\"translation-block\"><strong>Optimizing content distribution<\/strong>, by tailoring the strategy to each platform.<\/li>\n<li class=\"translation-block\"><strong>Diversifying formats<\/strong>, by combining immersive videos, interactive reels, and engaging stories.<\/li>\n<li class=\"translation-block\"><strong>Analyzing and showcasing campaign results<\/strong>, using key metrics to measure success.<\/li>\n<\/ul>\n<h3 class=\"translation-block\"><strong>Conclusion: <em>an influencer strategy driving Vietnam Airlines\u2019 success<\/em><\/strong><\/h3>\n<p class=\"translation-block\">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 <strong>perfectly illustrates GroupExpression's expertise in designing and executing effective influencer strategies<\/strong>.<\/p>\n<p>Que vous soyez une compagnie a\u00e9rienne, un h\u00f4tel ou une destination touristique, nous vous accompagnons dans la mise en place de campagnes d\u2019influence sur-mesure, optimis\u00e9es pour g\u00e9n\u00e9rer des r\u00e9sultats tangibles.<\/p>\n<p class=\"translation-block\"><strong>Looking to take your influencer strategy to the next level? <a href=\"\/en\/contact\/\" target=\"_self\">Get in touch<\/a> to discuss your goals and build an exceptional campaign together.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>The year 2024 marked a strategic turning point for Vietnam Airlines in its digital communications. With a clear commitment to strengthening its presence on social networks, the company opted for an ambitious influencer strategy, supported by the expertise of GroupExpression. <\/p>","protected":false},"author":3,"featured_media":19987,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[126,15],"tags":[],"class_list":["post-19983","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","category-actualites"],"_links":{"self":[{"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/posts\/19983","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/comments?post=19983"}],"version-history":[{"count":0,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/posts\/19983\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/media\/19987"}],"wp:attachment":[{"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/media?parent=19983"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/categories?post=19983"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/tags?post=19983"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}