Overview

In the competitive AI assistant landscape of 2023, Google’s Bard AI (now known as Gemini) faced a significant challenge: standing out in a region dominated by established players and capturing the attention of a fast-evolving Southeast Asian audience. To address this, Google launched a regional influencer campaign across Vietnam, Thailand, and Indonesia, culminating in a Bard-powered Halloween event on October 26, 2023.

Together with agency partners across the region, Ivy+Partners spearheaded the Vietnam Influencers campaign, tackling unique local challenges while aligning with Google’s regional objectives. The mission was clear: reframe Bard AI as a relatable, creative, and indispensable daily assistant for Vietnamese audiences.

Context and Challenges

• Bard AI’s experimental nature in late 2023 posed a dual challenge:
• Limited credibility due to its status as a newly launched, experimental AI, reducing its appeal for widespread media coverage.
• Perception gap, as AI assistants in Vietnam were seen as niche tech tools, rather than practical companions for daily life.

Compounding these challenges was the timing of the campaign. The Halloween event clashed with five other major happenings in Vietnam, creating fierce competition for influencer attention and availability. Despite these obstacles, the campaign set ambitious goals: attracting 100 influencers to the event and generating 10,000 social media conversations to drive awareness and reshape perceptions.

The Strategy: Empowering Influencers to Champion Bard

Ivy+Partners devised a campaign centered around authentic influencer engagement, bringing Bard AI closer to users through relatable and creative applications.

Phase 1

#TricksAndTreats focused on creating a buzz around an exclusive Halloween event where influencers experienced Bard AI through themed activities like costume planning, cocktail creation, and travel itineraries. Gamified elements, such as awards for Best Dressed and Best-Performing Content, further fueled excitement and content creation.

Phase 2

#BardBuddy turned influencers into advocates. They shared personalized experiences with Bard AI, highlighting its value in everyday tasks. This phase emphasized creative freedom, allowing influencers to craft content in ways that resonated with their unique audiences, driving organic engagement.

This two-phase approach transformed Bard AI into a relatable, user-friendly assistant, leveraging influencers’ authenticity to make a lasting impact on audiences.

Innovative Execution

The campaign’s success stemmed from our deep understanding of Vietnam’s influencer ecosystem. Ivy+Partners carefully selected over 2,000 influencers from various fields, including tech, beauty, travel, fashion, and education. From this group, we engaged 170 influential creators, with over 88% of them participating through earned partnerships rather than paid collaborations, ensuring both credibility and cost-efficiency.

To create a meaningful experience, we aimed to make the event feel like an exclusive and fun gathering. We communicated with influencers to position the event as a celebration, a unique Halloween party, and an exciting experience to look forward to. Influencers embraced this, putting thought into their costumes and ideas, which contributed to a lively, energetic atmosphere that set this event apart from a typical branded gathering. Invitations emphasized the event’s special nature, with messaging like, “You’re invited to Bard by Google’s first-ever Halloween party in Vietnam!” During the event, influencers shared real-time content, which was displayed on LED screens, creating a sense of connection and encouraging others to join in.

Post-event, we continued to guide influencers with content suggestions while giving them room to express their creativity. This approach led to authentic content that highlighted Bard AI as a practical and enjoyable tool, making it more relatable to the Vietnamese audience.

Results: Surpassing Expectations

The campaign delivered transformative results for Bard AI in Vietnam. Before the initiative, the country ranked 26th globally in Bard AI awareness. After the campaign, Vietnam leaped to 6th place – a testament to the effectiveness of the strategy.

KPIs exceeded:

• 170 influencers attended (170% of the target)
• Over 50,000 social media conversations (500% of the target)
• Massive content output:
• 700+ posts and stories
• 56 branded videos
• 30.3 million views and 2.0 million reactions – all achieved without ads paid advertisements

By prioritizing earned influencer engagement and tailoring the campaign to local trends, Ivy+Partners demonstrated how authenticity and creativity could elevate a product like Bard AI from a niche tech tool to a widely recognized, practical assistant.

The campaign has been shortlisted 4 times for the following prestigious awards:

• The PR Awards Asia-Pacific 2024: Influencer Marketing category
• The PRCA APAC Awards 2024: Influencer Relations category
• The MMA SMARTIES Awards Global: AI Marketing – AI-Powered Audience Engagement and AI-Driven Creative Excellence categories

Final Thoughts

The success of #BardinVietnam illustrates the power of strategic influencer engagement in reshaping public perceptions. Ivy+Partners not only elevated Bard AI’s visibility but also positioned it as a fun, practical, and indispensable tool for Vietnamese users. By blending regional alignment with local insights, the campaign redefined how tech brands can build authentic connections with diverse audiences.

As a trusted partner for innovative campaigns, Ivy+Partners continues to demonstrate its ability to deliver meaningful results in a rapidly evolving market. Ready to transform your brand’s story? Let us help you take the next step.