Timely Community Media: “CELEBRATING REUNIFICATION DAY” Contest Achieves Over 9 Million Impressions

In an era where paid advertising is increasingly saturated and audiences have grown more discerning toward branded content, Community-Based Marketing (CBM) has emerged as a key strategy for brands to connect with real people, genuine emotions, and foster sustainable, organic reach.

The year 2025 marks the 50th anniversary of the Liberation of Southern Vietnam and National Reunification (April 30, 1975 – April 30, 2025). This is not only a historic milestone, but also a golden opportunity for community-based campaigns to ignite national spirit, pride, and intergenerational connection among Vietnamese people.

As a pioneer in Community-Based Marketing, GDL JSC quickly seized this moment to launch the “Celebrating Reunification Day” campaign, leveraging two of its flagship community ecosystems:

Việt Nam Ơi! – A community of travel lovers and Vietnamese homeland enthusiasts, with over 800,000 members.

• Ghiền Đà Lạt – A vibrant network of over 1.9 million members who share a deep love for nature, emotions, and local identity.

IMPLEMENTATION IDEA

With the message: "Every photo, every story is a part of history, a piece of national pride."

GDL did not simply organize an ordinary contest, but transformed it into a multidimensional storytelling space — where young or old, creators or everyday people, anyone who loves their country could participate with their own emotions and materials.

The contest launched with 5 accessible themes that naturally connect the community:

• Beautiful landscapes of Vietnam

• Hometown memories

• Vietnamese people

• Cuisine from the three regions

• Cultural fusion

Through the user-generated content (UGC) format, the campaign encouraged the community to share real photos, stories, and emotions — forming a flow of content that spread organically, sustainably, and with a rich Vietnamese identity.

RESULTS

After just 3 weeks of execution, the “Celebrating Reunification Day” contest delivered impressive outcomes:

• 21 million hearts united in love for the homeland

• 9 million impressions spreading national pride

• 450 entries contributing powerful voices of patriotism

• 250 Vietnamese participants joining hands to tell the story of their nation

The campaign not only generated a high level of engagement, but also sparked intergenerational emotional connection — from dynamic Gen Z participants and young people living far from home, to three-generation families sharing photos and memories of their homeland together.

Many posts and images were shared thousands of times without any paid promotion, thanks to the powerful resonance of authentic emotions. Comments and interactions from strangers who shared similar memories turned the contest from a short-term playground into a meaningful catalyst for deep community bonding.

CONCLUSION

The “Celebrating Reunification Day” contest stands as a compelling case study of how national spirit can be awakened through community-based communication. When content is delivered at the right time, in the right place, and speaks to the deep trust within a community, users don’t just engage — they speak up, share their own stories, and connect with others who feel the same.

That is the true power of CBM – Community-Based Marketing: no advertising needed, just a message that touches the heart of the community.

📩 Want your brand campaign to spread just as naturally?

GDL JSC is ready to support you — from strategic planning and contest organization to full-scale community communication — helping your brand live authentically in the emotions of your audience.

👉 Contact us via Zalo OA: https://zalo.me/gdljsc