July 12th, 2021, Aishwarya Dabhade
South Korea-based multinational electronics company, LG, is the star advertiser for the month of June in Vietnam. The brand secured a 7-point increase in its Ad Awareness score from 36% on May 25 to 43% on June 24 – more than any other brand in Vietnam.
LG maintains an active social media presence to promote its products and appliances. But in June, it had something a bit more special. LG released a music video in association with songwriter Bùi Công Nam, singer Miu Lê and rapper GDucky. The video was a tribute to the health workers and frontline workers day and night to take care of and protect the Vietnamese community. Released on June 4, the video has bagged more than 24,000 views so far on LG’s official YouTube handle. The song is known as Toa Sang Viet Nam (Vietnam Shines Bright) and is promoted with hashtags #ToaSangVietNam #VietNamShinesBright #LGVietNam #LGOLEDTV.
According to YouGov’s BrandIndex data, the Ad Awareness score that indicates the percentage of people who have seen an ad of a particular brand in the previous two weeks was around 36% on May 25. It slid to 33% by the end of May and hovered between 33% and 35% till June 5. After the video was released, the score climbed five points to cross the 40%-mark in just ten days, settling at 43% by June 24.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. LG’s Ad Awareness score is based on the question: Which of the following Consumer Appliances brands have you seen an advertisement for in the past two weeks? Scores are based on an average daily sample size of 433 adults in Vietnam between May 25 to June 24, 2021. Figures are based on a 4-week moving average. Learn more about BrandIndex.