Biti’s Hunter – “Go to Return” Campaign (2017) #2

The “Go to Return” campaign by Biti’s Hunter is one of the most outstanding and successful PR campaigns in Vietnam, becoming an iconic example of emotional advertising every Lunar New Year. The campaign also played a significant role in shaping the trends of brand love and creative storytelling within Vietnam’s marketing industry.

Campaign Highlights

The campaign made a strong impression by tapping into a deep emotional insight: the farther young people go to grow and mature, the more they come to understand the true value of family and the meaning of “home.”

By combining music, emotional storytelling, and a relatable narrative style, the campaign deeply resonated with the personal experiences of Vietnamese youth.

The collaboration with singers Soobin Hoàng Sơn and Sơn Tùng M-TP created powerful social media momentum, helping the music videos gain tens of millions of views and become some of the most viral videos of that period. This was a clear demonstration of the effective integration between brand messaging, KOLs, and viral marketing.

Results

Thanks to its strong emotional communication, Biti’s Hunter products sold out nationwide while simultaneously generating massive social media discussions. The campaign not only marked an impressive comeback for Biti’s but also repositioned the brand as a youthful, modern, and emotionally rich “national brand.”

Overall, “Go to Return” stands as a typical example of the harmonious combination of consumer insight, creative concepts, brand storytelling, and digital content, helping bring Biti’s back into the spotlight through a human-centered and sustainable strategy.