Type:  Audience research deck
Category: Case study

Prompt: Create an empathy map based on an existing ad campaign, one outside of the United States and not in a language you understand.

Purpose: A good campaign depends on the ability to understand the needs, desires, and fears of your primary audience. Empathy research is the cornerstone of the cultural insights that drive multicultural marketing campaigns.

Overview: I outline cultural insights for an ad by Biti’s, a popular show brand in Vietnam, ​​promoting awareness of their new sportswear sub-brand, Biti's Hunter. The ad campaign, titled "Đi Để Trở Về," which loosely translates to “Go To Come Back,” affirms specific needs and fears of young professionals deciding to travel home for the Tết holiday (AKA Vietnamese Lunar New Year).