In this BSI Case Study, let’s take a closer look at the campaign “Bánh Mì Cart – Giving Away Jobs”, an end-of-year initiative from Chợ Tốt. Coming from a relatively “niche” and less vibrant field on social media — job provision, the campaign targeted blue-collar workers – a user group that rarely discusses work-related issues publicly.

Despite the niche market and hard-to-reach audience, the campaign managed to deliver timely and positive impact:

• Generated over 5,000 discussions with an almost perfect sentiment score.
• Introduced 1.4 million job opportunities to millions of blue-collar workers.

What made this campaign stand out and carve its own mark despite the limitations of a “niche” industry?

1. A message that directly addressed the pain points of a vulnerable group after the pandemic 

According to the General Statistics Office, 28.2 million workers aged 15 and above were affected by COVID-19. The number of employed workers in Q3/2021 stood at 47.2 million — the lowest in many years. The unemployment rate in 2021 reached 3.98%, far exceeding the usual 2%.

As a result, finding jobs after the pandemic became an urgent need for society in general, and for blue-collar workers in particular.

In this context, as soon as the situation stabilized and people were allowed to travel again, Chợ Tốt launched the campaign “Bánh Mì Cart – Giving Away Jobs.” The campaign’s purpose was to introduce its new recruitment and job-seeking platform, Việc Làm Tốt, using a creative asset: transforming bánh mì carts into mobile job referral centers.

Through this idea, the campaign delivered the message: “Get a job as easily as buying a bánh mì”, helping workers quickly access job opportunities without costly procedures.

Thanks to this practical message that struck at the heart of workers’ needs, the campaign generated positive social media impact. Buzzmetrics’ monitoring showed:

• Discussions where users expressed their desire to find jobs accounted for 27% of the total campaign buzz.
• Meanwhile, 29% of discussions praised the campaign as meaningful and impactful.

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2. Choosing the right Influencer and imagery to power the campaign 

For a campaign to make an impact on social media, building a meaningful message alone is not enough. A good idea must go hand-in-hand with a well-thought-out execution to deliver the expected results.

In the case of “Bánh Mì Cart – Giving Away Jobs”, execution was a real challenge. The reason: while the target audience did have real needs, they rarely shared those needs openly on social media. The big question was: How could the campaign encourage users to create meaningful interactions with the brand?

To solve this, Chợ Tốt made two decisive choices:

1. Selecting Quyền Linh as the campaign’s Influencer
Quyền Linh has long been known for his tireless contributions to the community. The shows he hosts are often associated with working-class people facing hardships. Notably, in the second half of 2021, Quyền Linh continuously appeared in the BSI Top10 Influencers ranking thanks to his activities supporting people affected by the pandemic. With his reputation and the campaign’s objectives, he became the ideal face for the initiative. Social media statistics confirmed this: the keyword “Quyền Linh” accounted for 38% of total campaign buzz.

2. Choosing bánh mì as the campaign’s key visual
Bánh mì is one of Vietnam’s most familiar and accessible foods, popular across all social classes. It is affordable, quick to prepare, and embodies exactly what the brand wanted to convey: helping blue-collar workers find jobs quickly and at no cost. Using bánh mì as the campaign’s central image also made interactions feel friendly, relatable, and approachable.

A campaign highlight was how the bánh mì imagery was developed over time.

• In the early stage, MC Quyền Linh appeared next to a bánh mì cart to introduce Việc Làm Tốt.
• Workers who scanned a QR code printed on the cart’s POSM or bánh mì wrappers could instantly access suitable job opportunities.
• Later, Chợ Tốt partnered with Quán Cơm Nụ Cười, distributing free bánh mì while simultaneously introducing job opportunities to those in need.

In this way, bánh mì evolved from a simple meal into a symbol of the brand’s commitment to supporting the community.

3. Closing

For Buzzmetrics, Chợ Tốt’s case was a rather challenging one. A niche industry and a hard-to-reach audience segment posed major difficulties for any brand looking to run a social media campaign. However, Chợ Tốt managed to crack this challenge through a series of precise choices.

With “Bánh Mì Cart – Giving Away Jobs”, once again we can see the power behind social media campaigns: “The Right Message, at the Right Time.” After the pandemic, finding new jobs became an urgent need for blue-collar workers. The campaign, which ran from November 18, 2021 to December 31, 2021, timely addressed this need.

In addition, the use of the right imagery and the right Influencer for the target audience was another commendable aspect. Both the key visual (bánh mì) and the influencer (Quyền Linh) resonated strongly with blue-collar workers while also serving as powerful symbols for the campaign’s message.