Respect: The key to entering Vietnam’s dark social spaces

VMLY&R Asia’s Nick Pan looks at how brands can find ways to engage with Vietnamese consumers within private social spaces.

This article is part of a Spotlight series on how brands in Southeast Asia can work better with the dark side of social media. Read more

Dark social is the unquantifiable, unmeasurable and untraceable realm that keeps marketers up at night. Coined by marketers to explain the growing trend of more and more consumers taking their conversations into more intimate spaces like private messaging apps, SMS and email, the untapped opportunity for brands continues to pique imaginations as a hot topic for discussion.

Today, private messaging apps are taking overshare-of-voice from more traditional...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands