Đao, Pho and Piano: Media storm thanks to community reviews

- Đao, Pho and Piano is a state-funded film, there is no pressure to return the
budget, leading to no emphasis on media activities. Without the video review of
TikToker Giao Blun, perhaps Dao, Pho and Piano would end up like other state-
invested films, not many people come to see it due to ... Unbeknownst to anyone,
reduced screenings, and soon shelved.
- However, TikToker Giao Cun – one reviewer known for historical content
reviewed the film Dao, Pho and Piano, creating initial interest in the film. Following
this, the film was also reviewed in history-loving community groups. Media exploded
further when images of long lines of people queuing for tickets at the National Theatre
were posted by scores of ticket buyers and the media.
- A series of influencers, reviewers and the press talked about the film making it
feel like it was a movie worth paying attention to, would be left behind if you didn't
watch it.
- At the same time, the product went viral because it hit the need to learn history.
Consumers always have a need to learn about history, expressed through their love of
Hoa Lo Prison Ruins, the Temple of Literature of Quoc Tu Giam,... What they need is
a media primer to arouse this need.

 Attract discussion on multiple community sites, influencers, reviewers and media,

Dao, Pho and Piano sold out, having to increase screenings at cinemas.
Source: https://www.brandsvietnam.com/.
Question:
1. How effective has the change in social media marketing been?
2. Is tiktok the only platform to bring products to listeners?