A Golden Opportunity for Businesses: Family Marketing Strategy in Vietnam

Vietnamese people place great value on culture and family values, especially given the distinctive character of Eastern culture. To them, the family is the foundation of social development. That is why brands that know how to connect with and celebrate family values win consumers’ affection and goodwill more easily.

Why Should Brands Focus on Family Marketing in Vietnam?

Rising Demand and Purchasing Power

According to World Data Lab, an estimated 4 million more people will join Vietnam’s middle class in 2024. This growth brings higher demand and greater spending power among middle-class households. It is a great opportunity for brands to strengthen their connection with Vietnamese families.

Strengthening Connection and Consumer Loyalty

Vietnamese people place great value on culture and family values, a hallmark of Eastern culture. The family is the foundation of society, so brands that know how to honor the warmth of home win consumers’ affection and loyalty more easily.

This is why Tet (Lunar New Year) is a golden moment for advertising campaigns built around family values. Messages such as “coming home” and “reunion” always capture the public’s attention as people search for and discuss the most meaningful ad campaigns. Beyond Tet, occasions such as the Mid-Autumn Festival and Vietnamese Family Day on June 28 also give brands a chance to highlight togetherness and the value of home.

Influence That Lasts Across Generations

As more and more brands enter the market, those that have built a bond with multiple generations of a family earn greater trust and support from consumers. This is especially true for household products such as laundry detergent or razors, where younger consumers often choose the products their parents used. They trust their parents’ choice so much that they feel no need to research the product any further.

So how do you create successful marketing campaigns that target families? Let The7 walk you through the answer in the next section.

Keys to Success for Family-Focused Marketing Campaigns

Combine Traditional and Modern Values

Multi-generational families often struggle to bridge the generation gap when living under one roof. In the same way, brands have to balance the needs and wishes of several generations in their products and communication campaigns.

An effective solution is to combine traditional and modern values. Doing so not only pleases older generations but also builds a connection with younger ones.

Many brands have emphasized the convenience of their products to meet the needs of modern households, helping them save time and enjoy more precious moments together. For example, Knorr’s recent ad focused on inheriting and building on Mom’s traditional recipes, offering Tet dishes that are both delicious and easy to make, ideal for busy families.

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Besides blending traditional and modern values, brands can also broaden their definition of family. For example, in its Tet ad campaign, the hot pot brand Manwah drew on stories from modern families, such as LGBT families, single-mother families, and families made up of close friends. Through these diverse images, the brand not only expressed the “togetherness” of its product but also reached a more diverse audience.

Leverage the Influence of Family Influencers

As Millennials and Gen Z get ready to settle down, family KOLs have become an indispensable element of communication and advertising campaigns related to families. These families not only have strong influence but also serve as role models for many other families in raising children, managing the home, and planning travel activities.

They focus on everyday life, which makes them easy to adapt to and a natural fit for many brands. By building the image of a happy, warm and cheerful family, these family KOLs become admirable role models. As a result, the products they recommend often earn the trust of consumers who want the very best for their own families.

The story of the 100 billion VND livestream by the KOL family Quyền Leo Daily is the clearest example of this trend. They tapped into their existing audience, people who care about the value of home, to successfully sell essential household goods.

Equality Matters Within the Family Too.

The growth of the communication and advertising industry increasingly goes hand in hand with eliminating and preventing gender stereotypes in campaigns. In line with society’s progress toward gender equality, family ads in recent years have put growing emphasis on showing gender equality, breaking down stereotypes and traditionally rigid roles. This reflects how brands are changing as they adapt to the needs and wishes of consumers, especially younger generations.

BlueStone, a kitchen products brand, found success with a communication campaign encouraging men to take part in household chores. By revealing the shocking statistic that “88% of men believe housework is women’s work,” BlueStone drew major public attention, with the message that “housework is something to share together.”

Instead of depicting the traditional family in which the woman does the cooking in the kitchen while her husband and children happily enjoy the meal, the brand left a distinctive impression on the Vietnamese market by promoting a message of gender equality.

Building on that earlier success, the brand reused the message “Bếp núc là sẻ chia” (The kitchen is for sharing) by showing children pitching in to help their parents with housework. This shows that a message of equality is not only about gender but can also extend across generations.

The Roles of Men and Women in the Family

In advertising campaigns, women commonly take the leading role. They are the mothers, wives or mothers-in-law who look after the housework, raise the children, and are often the main decision-makers on household purchases. This reflects the age-old belief that “men build the house, women build the home.” However, the important role of men in the family should not be overlooked. They also contribute greatly to the stability and growth of the family, from financial support to emotional support for their wives and children. Balancing and accurately portraying the roles of both genders in communication campaigns will help brands appeal to and connect better with Vietnamese households.

Below are some common points behind the success of advertising campaigns about family values in Vietnam. At The7, we believe the family is an important foundation that helps each person go far in life, and it is also a key factor in the growth of The7. We are ready to contribute our strength and professional expertise to promote and build healthy family values in the communication industry.

>> See more: Understanding Gen Z’s Psychological Pain Points: How Brands Win the Hearts of the New Generation

According to EloQ Communications

Source: Brands Vietnam