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Paktor was created based on the insight that “Asians tend to be reserved and fear rejection in romantic relationships.” Launched in Vietnam in 2013, it was the first dating app designed specifically for the Asian market. However, it faced strong competition from global players like Tinder and struggled to gain recognition among younger users.
The challenge was to position Paktor as a fun, engaging, and relatable dating app for young people, while maintaining a fresh and authentic energy without feeling overly commercial or sensitive.
The strategy aimed to boost Paktor’s visibility through a multi-channel approach, including press, TV, radio, and social media. Collaborating with KOLs, the campaign focused on inspiring and building affection for Paktor, promoting it as a safe and fun dating app.
• Online PR: Articles featured on VnExpress, Dantri, Tuổi Trẻ, Thanh Niên, and over 30 other online news platforms.
• Television: FBNC – 3 segments, HTV9 – 2 segments, HTV7 – 3 segments, VTV1 – 4 segments.
• Radio: VOV – 3 segments.
• Social Media: Shares from 20 KOLs, including MC Phan Anh, Khan Van PR, Anh Tu Sang, Ha Okia, and others.
• KOL Collaboration: Partnership with KOLs and production of a music video.
The music video played a key role in increasing Paktor’s visibility and brand recognition, with nearly 500,000 views on YouTube. Key results include:
• 80% positive feedback on the video and the brand.
• Over 20,000 interactions.
• More than 5,000 app downloads.
