Launching a New Product in Vietnam With Creators: A Four-Phase Sequence

1. Why launch with a sequence instead of one big burst?

Because early content teaches you what the market cares about, and later spend works better when it amplifies proven angles. A single burst spends the whole budget before you know what works.

A sequence also builds the proof shoppers look for: reviews, comments and answered questions that make an unfamiliar product feel safer to buy.

2. What happens in phase 1, seed and test?

Send the product to a small group of KOCs who fit your buyer and ask for honest content. The goal is learning, not reach.

Compare which hooks, product benefits and formats get comments and saves. Collect the questions viewers ask, because these shape your next brief.

• Choose a small group matched to the buyer
• Brief with facts and approved claims, not scripted praise
• Log hooks, formats and common questions
• Fix product, packaging or page problems you uncover

KOC marketing guide

3. What is the go or no-go check after phase 1?

Decide in advance what counts as a pass: for example enough usable videos, positive and relevant comments, and no serious product or claim issue.

If a problem appears, fix it before moving on. Amplifying a flawed product or a confusing message only makes the problem more expensive.

4. What happens in phase 2, social proof?

Widen to more KOCs so shoppers searching the product find several reviews and real use cases rather than one video.

Answer common questions in comments, and make sure your shop or product page matches what creators say. This phase turns curiosity into confidence.

KOL vs KOC

5. What is the check after phase 2?

Look for consistent proof: several creators covering the product, repeated positive themes and a healthy flow of questions you can answer.

Also check basics such as stock, delivery times and the product page. Social proof is wasted if people cannot buy easily.

6. What happens in phase 3, amplify?

Now bring in larger creators and paid support for the angles that worked. Use the best KOC videos as references, and where usage rights allow, as ads.

Keep the message close to what the early creators proved. A bigger name delivering an untested message is a common reason launches disappoint.

7. What is the check after phase 3?

Confirm that reach is translating into interest: brand searches, product page visits, saves and add to cart where you can see them.

If attention is high but conversion is low, review price, offer and page before spending more on reach.

8. What happens in phase 4, convert?

Use offers, vouchers and livestreams to move interested shoppers to purchase. Time them close to creator content so the offer meets the attention.

Track by creator and code where possible so you can see which content actually produced orders.

9. How does this apply to local Vietnamese brands and foreign brands?

The sequence is the same, but the starting point differs. A local brand may already know its buyers and move faster, while a foreign brand often needs more learning in phase 1.

Korean brands can see how this sequence fits a longer market entry plan in our 90-day launch article.

Korean brand 90-day launch plan

10. What should the launch tracker include?

Keep one sheet with creator, platform, post date, format, hook, views, comments, saves, code and orders.

Review it weekly and write down the decision at each gate. This record becomes your playbook for the next product.