A national 'Let Love Rule' integrated campaign (TV, radio, magazine and social media) encouraged them to enter. Partners included youth channels YanTV, Zing, Kenh14, Sinhvien Vietnam, 2! and xone FM.

Three guys were chosen and spent a week rehearsing for the big day – a live performance on a cinema screen for their unsuspecting girlfriends.

'Let Love Rule' was endorsed by the hottest celebrities in the country. A special 'Let Love Rule' song was performed by the Top 7 Vietnam Idol stars and had over 1 million views.

From 1 January, TV drove awareness of the campaign and a Facebook contest. Radio had a weekly 'Let Love Rule' Talk Show throughout the campaign and Magazines had branded content. The live event was filmed and posted on YouTube and ZingMe. Facebook amplified the campaign message throughout the 6 week period.

- Over 4.5m views totalling 19,000 hours in 99 countries – all of this in just 6 weeks.

- Vietnam's number 1 youth brand during the Valentine's period.

- No.1 branded content clip in Vietnam.

- No.1 in Unilever's Global Click Through Rate – 34.19% against benchmark 4%.

- Content shared on 2,649 independent sites.

- 91% positive comments posted online.

- CPC of 20 cents vs. CPC of $1 to get the same reach on TV. (Source: TNS Media Data/Mindshare)

- Facebook fans grew 400%. (Source: Click Media/Goviral)

- Sales up 22%.

- CloseUp rated 'brand for youth' by 88% of target audience.

- The most successful online youth campaign ever in Vietnam. (Source: Mindshare/Goviral)