Preparations

for Tet 2022

LÊ HUỲNH TRƯỜNG GIANG
Trendspotter Supervisor, Buzzmetrics

NGUYỄN TRÂM ÂU
Senior Social Insight Analyst, Buzzmetrics
Pandemic in Hai Duong
& social distance

Page 1
New cases in the
Northern Vietnam

Page 2
Isolation when back
to hometown

Page 3
 COVID-19 throttled the discussion relating to
Impact #1 Tet 2021 on social media.
THE GROWTH OF BUZZ VOLUME

355,005,597

251,528,189

125,171,655

Tet 2019 Tet 2020 Tet 2021

(*) Tet 2019 Time Range: Jan & Feb, 2019

Tet 2020 Time Range: Dec 18, 2019 – Feb 12, 2020
Tet 2021 Time Range: Jan 13, 2021 – Mar 3, 2021

Page 4
 COVID-19 caused the Tet discussion trendline to
Impact #2 not grow as usual.
TOTAL TẾT DISCUSSION TRENDLINE

Avg. growth per day: +3.8% (2021) vs. +13% (2020)

3,500,000
Before Tet 7 days Tet After Tet
before Tet
3,000,000

2,500,000

2,000,000

1,500,000

1,000,000

500,000

0
17-Jan

19-Jan

10-Feb

15-Feb
14-Jan

20-Jan

28-Jan

2-Feb

6-Feb
3-Feb

5-Feb

2-Mar
18-Jan

24-Jan
25-Jan

14-Feb

17-Feb

19-Feb

23-Feb

1-Mar
13-Jan

27-Jan

29-Jan
30-Jan
31-Jan

18-Feb

20-Feb

24-Feb
25-Feb

3-Mar
16-Jan

4-Feb
21-Jan

7-Feb
8-Feb
9-Feb

11-Feb

16-Feb

27-Feb
28-Feb
21-Feb
22-Jan
23-Jan

26-Jan

12-Feb
13-Feb
15-Jan

1-Feb

22-Feb

26-Feb
Outbreak in
Hải Dương

Avg. growth per day: +0.4% (2021) vs. +7% (2020) Page 5

Time Range: Jan 13, 2021 – Mar 03, 2021

Impact #3 COVID-19 fueled gloomy Tet atmosphere.

CONSUMER SENTIMENT BEFORE TET

Tết 2020 Tết 2021

(N=56,030,481 mentions) (N=14,879,666 mentions)

• Đúng cái năm chi chi, mồng 1 mưa đá
rồi tới dịch bệnh. Mong qua nhanh cái
năm 2020 cho đỡ khổ.
• Người ta đêm 30 canh nồi bánh
chưng còn em đêm 22 canh nồi xôi để
33.4% hôm sau cúng ông công ông táo em
háo hức Tết lắm rồi. Dịch ơi dừng đi
48.2%
51.8% nhé để về quê, ăn Tết cái đã.

66.6%

Positive Negative Positive Negative

• Tết mặc đồ gì đây tarrr

• Tự nhiên thèm Tết quá

6
Page 8

Time Range: Jan 13, 2021 – Mar 03, 2021

Impact #4 The rise of reunion anxiety.

REUNION TOPIC OF DISCUSSION

Tết 2020 Tết 2021

(N= 9,327,694 mentions) (N= 6,200,814 mentions)

Reunion moment show-off 33.9%

Reunion moment show-off 56.0%
Eagerness for reunion moment 22.0%

Eagerness for reunion moment Reunion anxiety 14.5%

35.4%
Safety measures when returning home 6.0%

Reunion anxiety 8.1% Call for declaration when returning home 5.5%

Tet of the infected & isolated cases 4.9%

New topics
Back-to-hometown
0.5% Tet of the anti-epidemic force 3.7%
unwillingness
Hope for Covid end & family reunion 3.0%

Sharing information of quarantine 2.5%

Call for not-returning-home 1.9%

Postponing reunion plans to fight covid 1.8%

Back-to-hometown unwillingness 0.2%

Page 7

Time Range: Tet 2020 (Dec 18, 2019 – Feb 12, 2020) ; Tet 2021 (Jan 13, 2021 – Mar 03, 2021)
Impact #5 Financial hardship was a big concern.

SHOPPING & SPENDING TOPIC OF DISCUSSION

Tết 2020 Tết 2021

(N=29,096,342 mentions) (N=18,798,604 mentions)

Financial hardship 18.2% Financial hardship 31.2%

Spending for Tet enjoyment 23.7% Spending for Tet enjoyment 15.7%

Waiting for remuneration 15.2% Waiting for remuneration 13.5%

Saving intention 6.4% Saving intention 10.9%

Spending
9.9% Spending on gifting 8.5%
on gifting

Page 8

Time Range: Tet 2020 (Dec 18, 2019 – Feb 12, 2020) ; Tet 2021 (Jan 13, 2021 – Mar 03, 2021)
Impact #6 The rise of in-home & online Tết.

In-home Tết Online Tết

Page 9

Time Range: Jan 13, 2021 – Mar 03, 2021

The competition among Tết campaigns is fiercer over years.

NUMBER OF TOTAL MENTIONS AVG. MENTIONS

CAMPAIGNS OF CAMPAIGNS PER CAMPAIGN

TẾT 2021

182+ 14.4M 78K

campaigns buzz buzz

+23% +32% +7%

TẾT 2020

147+ 10.8M 74K

campaigns buzz buzz

Page 10

Time Range: Jan 01, 2021 – Feb 28, 2021

TET 2022 CAMPAIGNS
FROM BRANDS’ PERSPECTIVES

• When the outbreak is so close to Tet, will there be

any impact on brands implementing Tet
campaigns?

• What scenarios will there be during Tet 2022,

when the epidemic situation becomes more and
more complicated?

Page 11
 On social media, Tet 2021 campaigns were competitively run within
the before-Tet period (around 1 month before Tet).
TRENDLINE OF TOTAL CAMPAIGNS

700,000 Before Tet 7 days Tet After Tet

600,000 before Tet
500,000
400,000
300,000
200,000 Outbreak in
100,000 Hai Duong
0
1-Jan
2-Jan

6-Jan
7-Jan

11-Jan

18-Jan
19-Jan

24-Jan

28-Jan
29-Jan

4-Feb
5-Feb

8-Feb
9-Feb

15-Feb
13-Jan

17-Jan

23-Jan

27-Jan

31-Jan

24-Feb
1-Feb
2-Feb
3-Feb

6-Feb

10-Feb

14-Feb

19-Feb
20-Feb

25-Feb
16-Jan
4-Jan
5-Jan

9-Jan

12-Jan

21-Jan
22-Jan

26-Jan

7-Feb

18-Feb

28-Feb
3-Jan

8-Jan

10-Jan

14-Jan
15-Jan

20-Jan

25-Jan

30-Jan

11-Feb
12-Feb
13-Feb

16-Feb
17-Feb

21-Feb
22-Feb
23-Feb

26-Feb
27-Feb
TIMING WISE OF TOTAL CAMPAIGNS

Campaign time range:

55.5% 68.7% 66.5% 65.4%

30.2% 44.0% 41.8% 33.5% 19.8%
(N=182 campaigns)
Week 6 Week 5 Week 4 Week 3 Week 2 Week 1 Tết Week 1 Week 2

Before Tết After Tết

Average campaign duration: ≈ 4.3 week

Page 12

Time Range: Jan 01, 2021 – Feb 28, 2021

COVID-19 outbreak right before Tet didn’t significantly affect Tet campaigns execution
as most of campaign messages didn’t conflict directly with COVID-19 impact.

157

COVID-19 IMPACT ON TẾT CAMPAIGNS

The COVID-19 outbreak right before Tet didn’t significantly
148 impact or broke Tet campaign trendlines. Brands almost kept
executing Tet campaigns (as long as campaign message &
activities didn’t conflict directly with COVID-19 outbreak).

Number of campaigns running Number of campaigns running

before COVID-19 outbreak after COVID-19 outbreak

Page 13

Time Range: Jan 01, 2021 – Feb 28, 2021

Under the context of COVID-19, Tet campaign messages
could be divided into 3 main groups.
Campaign messages were based
on COVID-19 impact
Brands exploited following content
angles:
• 2020 was a tumultuous year ➔
call for optimism & hope for a
better new year.
• Highlights of COVID-19 impacts
(financial hardship, salary cut-
down, etc.).
Campaign messages were not
based on COVID-19 impact but
did not conflict directly with it
Campaign message conflicted
directly with COVID-19
• Key messages were not twisted
into COVID-19.
• Brands kept executing campaign
• Trendline of such campaigns
as planned.
dropped immediately when
• Occasionally uploaded posts
COVID-19 broke out.
calling for safety during the Tet
• Brands had to twist campaign
COVID-19.
message to be suitable with
COVID-19 context.
Page 14
Time Range: Jan 01, 2021 – Feb 28, 2021
 Tet 2022 will witness the simultaneous explosion of 3 fad topics,
which are expected to influence each other and then create
different Tet scenarios.

Vietnam wins the

1 matches (25th Jan)
COVID-19 is
out of control 1 8 Vietnam loses the
scenarios 2 match (25th Jan)

COVID-19 is
under control 2 in Tết 3 Vietnam wins the
matches (1st Feb)

for brands
Vietnam loses the
4 match (1st Feb)

Page 15
Summary

1 Impact on the total discussion of Tet

2 Impact on the emotional nuances of users about Tet

Impact on discussion on traditional platforms

3 (reunion, spending, shopping)

Page 16
 1 TET DISCUSSION LANDSCAPE

AGENDA 2 COVID-19 IMPACT ON TET 2021

CONSUMER ATTITUDE
#1 COVID-19 fueled gloomy Tet atmosphere
#2 Fear of non-Tet first emerged

TET REUNION
#3 The rise of reunion anxiety
#4 Incomplete but “true” reunion

SHOPPING & SPENDING

#5 Financial hardship was a big concern
#6 Basic but fulfilling Tet

TET ENJOYMENT
#7 The rise of in-home & online Tet

3 TET 2022 SCENARIOS

Page 17
AGENDA
Customized DEEP-DIVE TET PLATFORM TO FIGURE OUT:
• Consumer topic of discussion/thinking platform
• Their barrier/unmet needs
• Does COVID-19 impact on the platform and how
• How do brands stay relevant in the platform

Page 18
 Thank you
For more information, please contact us at:

info@buzzmetrics.com

http://buzzmetrics.com