Kixx Wraps Up Impactful Campaign in Vietnam, Driving Gen Z Engagement

Kixx and Rhyder’s “Start Your Own Way” campaign has struck a chord with Vietnam’s Gen Z and has successfully wrapped up

“Kixx Starts Your Own Way (Xuất-Kixx Lối Riêng)” campaign, launched in July, featuring popular Vietnamese hip-hop artist Rhyder, effectively captured the attention of the younger generation, particularly Gen Z. The campaign seamlessly integrated music, videos and challenges tailored to Gen Z’s interests. Across multiple social media platforms, the campaign and challenge videos achieved an impressive total of 75.4 million views.

A Successful Campaign Across Online and Offline Channels  

At the heart of the campaign was the original song “Your Own Way (Lối Riêng),” created and performed by Rhyder, along with an official music video. The upbeat music video highlights Gen Z’s aspirations and values, portraying a vibrant narrative and dynamic driving scenes that showcase Kixx engine oil’s performance.

The campaign led to impressive viewership across all campaigns on social media platforms, with total video plays over 17.4 million on YouTube, 50 million on TikTok and 8 million on Facebook.

The campaign also saw substantial offline advertising, with giant posters and ads on LCD screens in areas frequently visited by Gen Z, such as universities and fast-food restaurants. QR codes were prominently showcased on the advertisements for easy access to the official event page, boosting engagement and accessibility for online and offline campaigns.

The official event page attracted a significant number of visitors, with many coming via links from online promotions on platforms like YouTube, Facebook and TikTok, as well as offline efforts like QR codes in outdoor ads. Altogether, these promotions led to more than 1.3 million visitors to the event page.

Additionally, the campaign’s influence and reach in Vietnam has been further enhanced through various promotional activities, including influencer testimonials and media coverage on well-known Vietnamese media outlets like Kenh14, VnExpress, CafeF or GenK.

Engaging Challenges Boosted the Campaign’s Popularity

Many TikTok users and famous influencers participated in the “Kixx Start” Challenge

The campaign gained even more momentum in Vietnam due to its online challenges. The challenges include three components under the title “Kixx Start,” a singing challenge to “Your Own Way,” a dance challenge choreographed by Rhyder and a challenge encouraging users to style themselves their “own way” with the campaign song. These challenges attracted numerous content creators and influencers, including Minh Quang and Tui là TĐan nè, resulting in 534 creators submitting a total of 886 videos.

The campaign also included a quiz-style game challenge called “Understand Kixx, Get Kixx Gifts Your Own Way,” where participants were able to win prizes by answering five questions about the Kixx lubricant brand. Out of 53,000 players, 537 lucky participants emerged as winners.

Gen Z’s Enthusiastic Response Propels Campaign’s Forward

The campaign videos, across multiple platforms like YouTube and TikTok, received a lot of praise in the comment section, with many discussing the music quality and cinematography of the video. Audiences also mentioned that watching younger people riding motorcycles with Kixx lubricant influenced them to try the product themselves.

The campaign stood out for its unprecedented enthusiasm, especially among younger viewers. Kixx’s new ambassador, Rhyder, had a youthful image and energetic persona that perfectly aligned with Kixx’s brand, creating a unique synergy. Through this collaboration, young Vietnamese consumers not only discovered Kixx and its products but also developed a strong sense of trust and familiarity with the product’s superior performance and usage capabilities.

Through this impactful campaign, Kixx has established its brand values in Vietnam, earning the trust of both Vietnamese and global consumers. With a focus on engaging Gen Z, Kixx remains committed to connecting with younger audiences while continuing to deliver high-quality, reliable products and exceptional service worldwide.