Vietcetera launched its new in-house influencer agency this month, VCN, which stands for Vietnam Creator Network.
The independent media company has appointed Mary LeTong and Ky Tho as the agency leads, overseeing all operations and contributing a new scope of capabilities to Vietcetera’s roster of clients.
VCN will adopt a first-party data and insight-driven approach, leveraging Vietcetera’s media platform. Being powered by Vietcetera gives the agency a competitive advantage of understanding the highly sought-after HENRYs, Gen Z, and millennial audiences.
Influencer engagement has become a key component of Vietcetera’s platform growth strategy. According to the annual SYNC Report authored by Meta and Bain & Company, influencer social media posts are now the third most impactful channel for influencing purchasing decisions in Vietnam.
“We’ll build on the insights we’ve learned and share them with the brands and creators we work with to connect brands with people, culture, and trends in a meaningful way,” said Hao Tran, CEO of Vietcetera. “Vietcetera’s data and insights through our owned media will power this business unit.”
Chief Content Officer of Vietcetera Thuy Minh also added: “In the many years that I have worked as a KOL myself, I understand the challenges and opportunities that KOLs and brands both have in values alignment and performance.”
At VCN, we believe good marketing is storytelling. We are a team that offers content strategies and design influencer campaigns around the objectives and KPIs of each client, making us much more than just an influencer booking agency.
We at Vietcetera are building an ecosystem of content creators and brands. It is designed to help clients achieve their ROI and objectives efficiently while increasing the reach of creative users and allowing them to monetize their creative works.
VCN’s team has already been informally at work in Vietnam for the past two years, executing creator projects such as the curation of the Mastercard Customer Forum in Danang featuring top chefs across Vietnam and MC Khanh Vy and the production of the US Ambassador’s Farewell Music Video featuring rappers Bin Z and Wowy. Vietcetera has also built a long-term relationships with communities of creators such as Giang Oi, Anh Ban Than, The Present Writer, Le Hong Lam, and more.
Today’s announcement formalizes Vietcetera’s new business unit with its efforts featuring brands such as Ellis, Grammarly, and Duolingo.
Other clients under VCN currently include companies in the financial services, consumer apps, and CPG/FMCG industries.
This announcement is made alongside Vietcetera’s recent launch of its full-service creative studio and production house, the Vietcetera Brand Lab, which specializes in branding, communication, and digital content production.