In 2024, I had the opportunity to roll out an influencer marketing project for VinFast’s electric vehicle launch campaigns in Thailand, Indonesia, and the Philippines. The campaigns followed the same framework and were executed within a similar timeframe across these three emerging EV markets. This gave me the chance to compare how influencer marketing works for EVs in these three countries.
Thailand
Heading to the Bangkok International Motor Show 2024, I walked past parking levels filled with rows of BYD cars at Impact Challenger. While VinFast was only debuting that day, BYD had already become so common in the parking lot—highlighting the challenges of the Thai market.
Inside the 76,000m² Impact Challenger exhibition hall, flags of participating car brands were hung high across the ceiling. Most were Japanese carmakers. VinFast stood out as the only Vietnamese brand—and also a newcomer at this year’s show. My contribution was bringing in a diverse lineup of KOLs and content creators.
Thais also have a strong affinity for beauty queens. To reflect the brand’s stylish yet dynamic lifestyle image, I paired Miss Thailand 2024 with Miss Vietnam for the campaign highlight.
Thailand is home to many international KOLs who create content for audiences in the US and Europe. Some were invited to emphasize the event’s global presence. Still, the most crucial group was the local content creators. They are young, dynamic, and cover diverse fields. Being a country with a deep love of art, Thai creators produce highly original content that blends trendiness with personal style. They made VinFast content feel both local and trendy, sparking discussions online. This group was later invited back for follow-up campaigns to promote different VinFast models.
Indonesia
Indonesia is a critical market for EV manufacturers. It’s not only one of the largest markets globally but also a country pursuing a national EV policy, with the government heavily investing in charging infrastructure. A state agency oversees the construction and management of charging stations as part of national energy policy. In Jakarta, highways cut across the city, and charging hubs often double as cafés or co-working spaces.
I personally charged a VinFast and paid via OVO at these stations. While charging, I chatted with locals about the EV market. One successful businessman told me he had driven many luxury gas cars but was now completely satisfied with his Hyundai Ioniq and had no plans to switch.
At that time, many Chinese EV brands were already in the Indonesian market and becoming increasingly popular. Some even started large-scale factories with the president himself attending groundbreakings. Driving around Jakarta, I noticed the Hyundai Ioniq was trendy and widely admired, while small Wuling EVs were also common on the streets.
I also attended a major international EV exhibition there. Unlike Bangkok’s show, dominated by Japanese brands, this one was filled mostly with Chinese automakers. After finishing work for VinFast, I also test-drove cars from other brands.
When it came to KOLs, Indonesian creators were not as uniquely stylish or creative as Thai ones, but the sheer diversity and scale were impressive. There were endless KOL options across niches. Although we used the same creative framework, some adjustments were necessary for local context. Given the huge market size, I segmented KOLs into groups:
- Car enthusiasts – a very popular niche in Indonesia
- Pet KOLs – Indonesians love pet content, especially cats
- Youth and lifestyle creators – with distinctive personal styles and specialized talents
Philippines
The Philippines became my favorite market, and also the one where I gained the most campaign experience.
At the Mall of Asia brand launch event, some Filipino visitors turned to me, surprised: “Is this really a Vietnamese brand?” I replied: “Yes. Would you consider choosing a Vietnamese EV?” One answered: “Given our country’s tense relationship with China, I think many people will seriously consider a Vietnamese EV brand.”
That said, infrastructure in the Philippines still lagged behind—from roads to charging networks. When VinFast launched, a Chinese EV brand also staged a very flashy debut. I noticed some KOLs appeared at VinFast’s launch, then showed up days later at rival brand events. During my first visit, EV brands were new to the Philippines, but within a year, I already saw Wuling and BYD cars on the streets.
KOL rates in the Philippines were lower than in Thailand and Indonesia, but their energy, cooperative attitude, and work ethic left a strong impression on me. Thanks to these projects, I even gained lasting friendships with several Filipino KOLs.
During one campaign, I received a VinFast car for KOL work and drove around Manila. Once, I parked outside a hotel and some young Vietnamese unexpectedly spotted the VF 7. They excitedly took photos with it, checking in on social media. Seeing a Vietnamese brand overseas brought a sense of pride, with hopes that VinFast would sail smoothly and sell well abroad.
That’s my Southeast Asian journey with influencer marketing for EVs.
