Challenge
Pepero needed to enter the Vietnamese market with a clear emotional angle and build relevance beyond being a new imported Korean snack.
CASE STUDY
The story behind the results
A simple breakdown of the challenge, approach and key campaign outcomes.
Approach
The campaign localized the message “Chơi tưng bừng — Chia cảm hứng” to connect Pepero with gifting, sharing and playful interaction. It combined Facebook mini-games, TikTok dance challenge, influencer content and the PEPERO World pop-up store at Vạn Hạnh Mall.
Results
1M+ Facebook Reach 110M+ Tiktok View 50,000+ Participants 200M+ VND Pop-up revenue
Process
A simple 4-step campaign logic
1
Insight
Young consumers connect with snack brands through playful moments, gifting culture and social sharing.
2
Idea
Position Pepero as a Korean snack for sharing joy through the message “Play — Share.”
3
Execution
Launch Facebook mini-games, TikTok dance challenge, influencer content and the PEPERO World pop-up experience.
4
Optimization
Amplify UGC, creator content and event buzz to convert online engagement into offline participation.
Key visuals
Campaign materials
My role
Key Responsibilities
- Localized the global Pepero campaign direction for Vietnam.
- Developed the local concept “Chơi tưng bừng — Chia cảm hứng.”
- Aligned creative direction and key assets with the global team.
- Planned social mini-games, TikTok mechanics and pop-up activation.
- Coordinated local execution across influencer, content and event teams.
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