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Maggie Vietnam Campaign

How Facebook video Ads cultivated a Maggie culture in Rural Vietnam

Nestlé-owned brand Maggi is a leader in Vietnam’s sauce and seasoning category. For its 85th anniversary, the brand wanted to celebrate the milestone of its many years helping families in Vietnam prepare healthy and delicious meals.

With this anniversary campaign, Maggi Vietnam wanted to strengthen awareness of its heritage brand status and motivate people to purchase its products.

The idea was to emphasise a message associating Maggi products with Vietnamese food culture.

For Facebook, Maggi Vietnam


Created a video ad campaign featuring mobile-optimised versions of its television commercial, recut into 6- and 15-second vertical videos that followed Facebook best practices. The campaign was targeted to women in Vietnam aged 25–50 and used reach and frequency buying to connect with them several times over its six-week duration.

Maggi used automatic placements to run the ads across Facebook, Instagram and Audience Network and commissioned a Kantar cross-media study to evaluate the efficacy of each media channel used in the campaign, both on a national level and in rural areas.

With Facebook video ads, Maggi Vietnam successfully reached its target audience and measured the following results with a Kantar cross-media study:

  • 4X more cost-efficient than TV in driving brand impact nationally
  • 26% of the incremental brand lift nationally attributable to Facebook
  • 32% of the incremental brand lift in rural areas attributable to Facebook
  • 15% higher incremental reach for target audiences in rural areas as compared to TV.

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