VinFast: Fuelled by Influence

The Challenge

VinFast, a bold newcomer in the electric vehicle market, was preparing to launch its VF 3 mini-SUV in Vietnam. A significant challenge emerged before launch: production delays meant there were no physical cars available for test drives, removing what is typically a cornerstone of the car buying decision. The team needed to find a way to drive pre-orders without the product in hand.

The Strategy

Rather than waiting for the cars to arrive, the team threw out the automotive marketing playbook entirely and pioneered car sales through livestreaming and influencer content. By harnessing the rapidly growing livestream commerce ecosystem in Vietnam, and strategically utilising TikTok Shop, Shopee, and Facebook Marketplace, the campaign transformed social platforms into virtual showrooms, with creators acting as trusted guides through the purchase decision.

The Work

A full spectrum of macro to micro-influencers from diverse corners of Vietnamese culture were carefully selected and given the tools and support needed to deliver as genuine sales partners. The breadth of creator involvement ensured the campaign reached audiences across different demographics and interests, while the deep investment in creator enablement meant the content felt authentic and informative rather than promotional.

Results

The campaign generated 29,000 pre-orders, including an unprecedented 501 cars sold live during a single livestream session, a feat never before accomplished in the automotive industry.

The Judges' Verdict

“The boldness of the brief, the depth of the planning, and the extraordinary results combined to create what several judges described as a blueprint for high-ticket category disruption through creator ecosystems.”