Project Background
To stimulate tourism to South Korea, the Korea Tourism Organization (KTO) in Vietnam collaborated with Klook – a leading online travel platform – and Shopee, Vietnam’s most popular e-commerce marketplace, to launch a livestream campaign promoting and selling South Korea travel vouchers.

Objectives

• Stimulate demand for South Korea tourism among Vietnamese travelers.
• Pilot the model of selling tours/vouchers via livestream.
• Increase brand awareness and positive sentiment towards South Korea tourism.
• Drive direct sales conversions through exclusive offers and engaging content.

Approach

• Hosted Shopee Live livestreams with popular MCs and KOLs such as Misthy, Nicky, Zahan, Võ Nữ Ngân Hà, and YuNa Vũ – all known for their passion for Korean culture and travel.
• Offered up to 50% discounts on South Korea travel vouchers.
• Executed a multi-channel communication strategy: Shopee Feed, TikTok KOLs, Klook app, and Shopee banners.
• Deployed limited-time promotions to create FOMO and encourage fast purchases.
• Measured performance through livestream viewership, order volume, and conversion costs (CPC/CPA).

Results

• Achieved over 3,500,000 interactions in a single livestream session.
• Sold more than 1,500 South Korea travel vouchers within just 5 hours.
• Reached an engagement rate of 9%, surpassing the initial target.