2026 Holiday Advertising Playbook for Advertisers - Make Every Holiday Moment Count!Leading Nutrition Brand Achieves 11X Higher CTR Across TikTok, YouTube & Open Web During Tết
Objective
A leading nutrition brand aimed to build awareness and consideration among health-conscious adults during Vietnam's Tết season by delivering health-led messaging at culturally meaningful moments across multiple platforms.
Challenges
Tết is one of Vietnam's most cluttered advertising windows, where generic targeting struggles to break through and align with the nuanced behaviors around family reunions, festive preparation, and seasonal wellness. The brand needed precision across very different environments—short-form social, long-form video, and the open web—capturing attention at the right emotional moment without compromising relevance or brand safety, and translating that attention into measurable action rather than passive exposure.
Strategy & Execution
The brand partnered with Silverpush to deploy Mirrors, an AI-powered contextual intelligence solution, across three complementary environments: TikTok, YouTube, and the open web. Rather than relying on broad audience segments, Mirrors aligned ads with high-relevance Tết moments, structured around music (Nhạc Tết, festive playlists), entertainment (Táo Quân, holiday replays), movies and dramas (Tết blockbusters, family dramas), and food and cooking content. On YouTube, curated video-level targeting was organized around three emotional territories: Joyful Moments, Reassurance, and Calm, spanning cooking, reunion, worry, and morning-reset contexts where health messaging resonated most.
Health-led creatives carried the campaign across all platforms, with clear benefit messaging and relatable, daily-life storytelling that captured attention quickly and sustained interest. We applied every client-suggested exclusion, and rigorous brand-safety controls, category exclusions, and contextual filters ensured the brand appeared only alongside appropriate, culturally aligned content throughout the flight.
Results
The campaign over-delivered on scale and engagement across all three environments. On TikTok, it delivered 2.2M impressions with a 7.07% VTR (meeting benchmark) and a 0.31% CTR, roughly 55% above the 0.20% target. On YouTube, it achieved a 93.41% video completion rate, exceeding the 90% benchmark, alongside a 0.23% CTR, and strong completion led by Connected TV, which drove 54.3% of impressions at a ~95% CVR. On the open web, performance was exceptional: a 2.19% CTR against a 0.20% benchmark, an 11X uplift, while reach exceeded plan by ~30%. Across platforms, food, cooking, and health-reassurance moments consistently drove the highest engagement; metro markets like Ho Chi Minh City and Hanoi delivered the strongest efficiency; and mobile dominated action intent, confirming Mirrors' effectiveness in converting contextual relevance into measurable results during Vietnam's most important season.