Introduction
Tet Nguyen Dan is not only the biggest public holiday but also a profound cultural phenomenon that drives strong consumer activity in Vietnam. For brands, this is a golden opportunity to connect, celebrate, and convert customers. Heading into Tet 2027, a crucial question arises: Which digital platform will deliver the highest effectiveness for brand engagement – the integrated ecosystem of Zalo Mini App or the powerful viral wave of TikTok campaigns? Let's delve into the strategies poised to shape the upcoming festive season.
Zalo Mini App: Elevating Engagement and Conversion During Tet Season
Zalo, with its ubiquitous presence in Vietnam as a messaging app, has evolved into a powerful super-app. Zalo's Mini App ecosystem offers brands a unique blend of e-commerce, loyalty programs, and direct in-app interactive experiences. This makes Zalo Mini App an appealing choice for deep customer engagement, especially during critical periods like Tet 2027.
Beyond Transactions: Zalo Mini App for Loyalty & Gamification
While Zalo Mini Apps excel in direct transactions, their true power for the Tet season lies in fostering lasting relationships through loyalty programs and innovative gamification. These features encourage repeat customers, increase average order value, and generate valuable customer data. Marvy Co.'s Zalo Mini App development expertise has consistently transformed how brands and consumers interact.
Case Study 1: Hong Tra Ngo Gia – Lucky Puzzle Piece
Marvy developed a Blind Box Puzzle Collection campaign on Hong Tra Ngo Gia's sales-focused Zalo Mini App, turning every order into a chance to win prizes. After purchasing a drink, users received turns to open blind bags to collect puzzle pieces or random vouchers. These pieces were divided into various brand-themed collections and could be shared and exchanged with friends to complete collections faster. This mechanism created an incentive for repeat visits, increased purchase frequency, and generated a natural viral effect. Marvy also built a real-time CMS to manage player data, vouchers, puzzle pieces, and win rates.
Results: Significantly increased repeat purchase frequency and widespread social media virality, transforming transactions into exciting discovery journeys.
Case Study 2: MILO A2 Cool Milk – A Small Step, Cool for the Whole Family
For MILO A2 Cool Milk, Marvy developed a Minigame on Zalo Mini App to promote the new milk line through a personalized AI experience. Parents uploaded photos of their children and selected keywords describing them such as gender, hobbies, sports, academic activities, or outstanding skills. The system used AI FaceSwap and AI Generation to create images synchronized with the brand template, which users then shared on Facebook and sent links to receive rewards. The campaign helped increase new product awareness, encouraged content creation and social media sharing, while also collecting data for CRM and remarketing.
Results: Enhanced product awareness, generated user-generated content (UGC), and collected valuable customer data, all driven by AI innovation.
Case Study 3: Seafood from Norway – Penalty Challenge
Marvy developed a Quiz-to-Penalty game on Zalo Mini App, combining question-answering with a penalty shootout experience. Each correct answer translated into a successful shot on goal, making content about Norwegian salmon more intuitive and engaging. After playing, users saved their winning photos, shared them on Facebook with hashtags, and participated in prize giveaways, creating a natural viral effect. Marvy built the entire UI/UX, game, backend, and CMS, allowing real-time tracking of player data, play counts, correct answer rates, and campaign effectiveness.
Results: Increased engagement with product information, generated strong social media virality, and provided comprehensive real-time data analytics.
Why Zalo Mini App Shines for Tet 2027?
Zalo Mini App offers an integrated ecosystem for e-commerce, direct payments via ZaloPay, and robust data collection capabilities. For Tet 2027, the ability to host engaging mini-games and personalized campaigns directly on a platform already used by millions daily provides unparalleled potential for deep engagement, loyalty building, and customer conversion, making them a strategic platform for any brand's digital marketing efforts.
TikTok: The Viral Wave Capturing Tet Trends
TikTok has undeniably reshaped the digital content landscape, especially with its short-video format and powerful recommendation algorithm. For Tet 2027, TikTok campaigns offer brands an excellent opportunity to quickly tap into trends and reach a large number of users, especially younger demographics.
The Power of Short Videos & the Creator Economy
TikTok's success lies in its ability to turn everyday content into viral phenomena. During Tet, this opens up opportunities for hashtag challenges, branded effects, and collaborations with a vast network of content creators and KOL/KOCs. Brands can leverage TikTok to create festive, entertaining content that aligns with cultural nuances and encourages user-generated content (UGC), thereby amplifying their message organically.
Challenges & Opportunities on TikTok for the Tet Season
While TikTok offers widespread reach, its fast-paced nature means content can quickly become outdated. Brands must continuously innovate to maintain relevance. The key opportunity for Tet 2027 lies in creating authentic challenges that resonate with cultural and festive traditions, encouraging broad participation. Metrics like views and shares indicate brand visibility, but converting that awareness into direct sales requires a strong call to action, often leading users off-platform.
Conclusion: Blended Strategy or a Clear Winner for Tet 2027?
The choice between Zalo Mini App and TikTok campaigns for Tet 2027 is not necessarily an either/or scenario; it's about understanding their distinct advantages and how they can complement each other to form an effective overall strategy.
Zalo Mini Apps excel in deep engagement, conversion, loyalty building, and direct customer data collection within a secure, integrated ecosystem. They are ideal for gamified promotions, personalized offers, and seamless purchase experiences, keeping users within the brand's direct control.
TikTok Campaigns are unrivaled in top-of-funnel reach, viral brand awareness, and trendjacking. They are perfect for generating buzz, driving excitement, and creating widespread social discussion around Tet-themed content.
To achieve optimal results for Tet 2027, a blended strategy might be the most effective. Brands can use TikTok to build strong brand awareness and drive traffic, then lead interested users to their Zalo Mini Apps for deeper engagement, personalized offers, loyalty program participation, and direct conversions. Integrating TikTok's viral capabilities with Zalo Mini App's transactional and loyalty-building power can unlock unprecedented success.
As digital platforms continue to evolve, brands leveraging innovative technology and data-driven insights are sure to emerge as leaders during the festive season. Marvy Co. is ready to partner with your brand to build these winning Tet strategies.
Ready to Make Your Tet 2027 Campaign Unforgettable?
Tet 2027 is an opportunity for brands to connect, engage, and make a stronger impression on customers. From Zalo Mini App, Gamification, TikTok Viral Campaign to AI, AR, and Interactive Experience, Marvy Co. offers innovative tech solutions that transform brand ideas into tangible and viral experiences.
Looking back at projects Marvy Co. has implemented, such as “Tet Xuan Tai Loc” with PNJ, which generated over 1 million new customers and hundreds of thousands of leads, FPT Telecom's Gamification campaign “Snake Game – Hunt for New Year’s Luck”, or various Gamification, AR Photobooth, and AI Experience campaigns for major brands, Marvy understands how to turn a Tet campaign into one that not only captures attention but also drives engagement and measurable results.
The gamification campaign 'Xuan Than Tai 2025' that Marvy implemented with PNJ created a real craze, attracting widespread customer participation across the country
1 game – 3 goals: Fun to play, real interaction, data in hand.
The Gamification campaign jointly implemented by FPT Telecom and Marvy transformed a simple game mechanism: the classic Snake Game into an engaging experience designed to attract customers, boost interaction, and drive conversions during Tet 2025.
Let Marvy Co. accompany you in creating an explosive Tet 2027 season, where advanced technology merges with creative thinking to transform communication ideas into unique, emotionally rich, and highly viral interactive experiences. Marvy Co. is ready to work with your brand to craft campaigns that not only attract customers, increase engagement, and drive conversions, but also leave lasting impressions during the Tet season.
