If you’re selling high-end products or services in Vietnam, you probably know that your target customer segment is limited.
Not all of the 96 million Vietnamese are potential customers, simply because they can’t afford what you’re selling.
To promote your offering, you want to leverage social media marketing.
And you’re right
It is commonly said that every Vietnamese has a Facebook account (in fact, there are about 65 million active users here).
Therefore, your high-income prospects are likely active on Facebook.
But how to reach them?
If you don’t want to waste your social media advertising budget on irrelevant clicks, you must target your audience appropriately.
Vietnam is such a fragmented market, with a huge wage gap. It’s easy to advertise to the wrong people.
You’re lucky.
Facebook & Instagram offer us thousands of campaign targeting options. If you leverage them, you’ll show your ads (almost) only to people that are interested, and can afford what you’re selling.
Hereunder is listed 3 of our favorite Facebook targeting strategies in Vietnam.
It all happens at the “ad set” stage of your campaign creation process. Let’s review them.
Interest, demographic & Behaviors
Interests such as sports cars and mainstream luxury brands are too common, they don’t narrow the audience enough, many people will be interested in Ferrari even if they can’t afford one.
Think about what your only high-income Vietnamese would be interested in.
Interests:
- Niche premium brands that are only known to those who can afford them
- Specific magazines such as Forbes or Fortune
- Frequent international travelers
- Hobbies such as golf, yachting
Age:
- People over 35 are more likely to have a high-income
Education:
- A college degree at least, higher education often means higher income
Job title
- Executive job titles
Of course, this is marketing, not an exact science.
Many super-wealthy Vietnamese are still in their 20’s and never attended a university.
Nevertheless, we have had great success in testing these different combinations.
We recommend a split test for these audiences.
Geo-Fencing
High-income Vietnamese are more likely to live in specific areas within the main cities.
Once again, Facebook makes our life easy. We’ll use a method called geo-fencing. We show the ads to people in a specific location in Vietnam.
We can reduce the Facebook campaign location to less than 1 km radius (!); Your ads will only deliver to people physically located in the target area.
I’ll use Ho Chi Minh City as an example.
By default, you deal with a 16 km radius, which ranges from District 8 to Binh Duong. Way too broad.
Instead, we’ll narrow the campaign to known high-income areas such district 7 and district 2 (Thao Dien).
How to do that?
On the bottom right of the location map, you will see a “drop pin” button, by clicking on it, you’ll be able to manually place the pin, and reduce the target location area from 10 miles to 1 mile.
Target the right mobile device
Affluent Vietnamese are more likely to own a latest generation smartphone.
If you’re running mobile campaigns, you can narrow the audience to specific devices. As you see in the picture below, the campaign will only be shown to happy iPhone 11 owners.
The same option is available for android phones.
If you’re selling premium products and services. We recommend using at least one of those targeting options during your campaigns.
Don’t use too many layers (2 or 3 maximum) or you will narrow your campaign too much, which will result in high-cost-per-click, and in the worst case, your campaign might not even run because the minimum audience size (1,000 people) is not reached.
There are of course many other ways to target Vietnamese higher-income users, we’ll list them in a future article. Stay tuned!
Meantime, if you need some help with your social media advertising campaigns in Vietnam, reach out to us.