Social Partnership · Event Co-Branding Product
Your booth, as busy as the main stage.
Vietbaby is Vietnam's largest mom & baby fair — 30,393 visitors in 4 days. But 450 brands are there too, and most just build a booth and wait. Social Partnership is the package that means a brand doesn't have to wait: aFamily drives people to the booth, commits to a minimum of 50 KOC review videos, and wraps the whole journey in media coverage before, during and after the event.
At least 50 KOC review videos of the brand's product.
This is a contractual commitment, not an estimate. Mom & baby KOCs are invited and brought to the booth by aFamily, try the real product on the spot, and film and post to their own channels. After the fair, the brand keeps the entire video library as a long-term asset for ads and sales.
01 · What Social Partnership is
aFamily puts its name behind the brand at Vietbaby.
This isn't a one-off media booking. It's a partnership in which aFamily — Vietnam's leading women & family publication, part of the Admicro/VCCorp ecosystem — co-brands the presence, bringing its full content infrastructure, experts, community and KOCs to work for the brand's booth.
aFamily.vn + Fanpage
- Vietnam's leading women & family publication, owned by VCCorp
- aFamily fanpage, 3.2 million followers
- PR articles, e-magazines and expert livestreams run on our own schedule
aFamily TikTok network
- aFamily Ngay Lúc Này 3.2M · aFamily Kids 2.0M
- aFamily Hóng Như Sao 1.3M · aFamily Giải Trí 689K
- Fair footage goes live on the channels the same day
15+ mom communities
- ~1.86 million active members combined
- Admins and key members call members to the booth directly
- 58% of parents change a purchase decision after group discussion
Experts & KOCs
- 150+ experts: paediatricians, nutritionists, early-education specialists
- 1,000+ KOLs/micro-influencers, 2,000+ commerce KOCs
- Selected for category fit, not follower count
02 · Why you need more than a booth
A busy fair doesn't mean a busy booth for you.
30,393 people pass through the fair. But they follow the organiser's own route, stop where something is happening, and only remember the booths that gave them a reason to. Paying for a booth and leaving it at that is paying for an opportunity — not a result.
03 · The right mothers, at the right time
Pregnant women and mothers with children under 3 — right when they're choosing a brand.
Among all fair visitors, this is the group aFamily serves most deeply every day — not the entire visitor profile.
Child's age
What aFamily brings for this exact group of mothers
04 · Where it happens
Three fronts at once, all pointing to one place.
Every activity has a single purpose: getting real people to stand in front of the brand's booth.
Front 1
At the booth
Hands-on activities, sampling, mini-games and lucky draws right at the booth. KOCs come to film reviews with product and brand staff support on site.
Front 2
On the main stage
KOC Live training events led by aFamily, carrying the brand's name. The stage area is the busiest stop at the fair across all 4 days.
Front 3
Across the aFamily ecosystem
PR articles, social posts, TikTok videos, livestreams and community seeding — running beforehand to draw people in, and afterward to multiply the value of what happened.
05 · How we do it
A KOC Live training series that pulls KOCs to the booth.
This is the biggest difference versus renting a booth alone. We don't just invite KOCs — we give them a reason they have to show up, film, and post.
KOC Live training event
KOCs are trained live on how to livestream and review products, practising right at the booth area — trying the product, filming and posting real content on the spot, and receiving a review gift from the brand after posting.
KOC Tour — reviews filmed right at the booth
A group of mom & baby KOCs is routed to the brand's booth, tries the product, films a review on the spot and posts it the same day. A minimum of 50 videos committed — real content filmed at the fair, not re-shot at home.
In-booth experience activities
Mini-games, product trials, small kids' contests, branded giveaways. The goal: keep visitors long enough to remember the name, and enjoying it enough to post a photo.
Livestream selling at the fair
A livestream session at the booth with a host and KOCs, linked to the brand's own sales channel — turning passing foot traffic into a measurable order.
06 · When it runs
Four fair days, an eight-week campaign.
Most brands are only active during the 4 fair days. The real value sits in what happens before and after.
Before — drawing people in
- aFamily PR article introducing the brand's presence, with the KOC Live training schedule
- Social posts + TikTok videos across the aFamily channel network
- Mom community seeding: KOC Live training sign-ups, on-booth gift announcements
- Inviting and confirming the KOC line-up
During — creating real content
- KOC Live training event on the main stage
- KOC Tour to the booth, filmed and posted same-day
- Livestream at the booth, linked to the shopping cart
- Continuous experience activities, sampling and mini-games
After — compounding the value
- Wrap-up article on aFamily, placing the brand in an industry-wide context
- KOC Live training content cut into a long-term video series
- UGC and KOC reviews compiled as assets for the brand's fanpage
- Measurement report: reach, engagement, booth visits, orders
07 · Media benefits
What the brand gets in a co-branded package.
The table below is the standard build. Exact quantities are adjusted to the brand's booth size and budget.
| Item | Content | Scale |
|---|---|---|
| aFamily PR articles | A pre-event feature plus a wrap-up article, placed on Vietnam's leading women & family publication | 2–7 articles |
| Social posts | Photo/video posts on the 3.2M-follower aFamily fanpage and the VCCorp fanpage network | 6–16 posts |
| TikTok videos | Videos across the aFamily channel network (Ngay Lúc Này, Kids, Hóng Như Sao, Giải Trí) | 3–6 videos |
| Livestream | A livestream session on aFamily and/or at the booth, linked to the brand's sales channel | 1–2 sessions |
| KOC livestream training | An in-depth livestream and review training session about the brand for KOCs, right at the booth | 1–4 sessions |
| KOC Tour & review videos | A minimum of 50 videos committed, filmed by mom & baby KOCs at the booth and posted on their own channels. The brand keeps full usage rights. | 50+ videos |
| Community seeding | Posts and discussion across 15+ mom communities (~1.86 million members) | Per campaign |
| Partner expert | A paediatrician or nutrition expert credited on content and appearing in the KOC livestream training | 1–2 experts |
| On-booth materials | Backdrop, standee, agenda, thank-you card, branded gift set | Full set |
| Measurement report | Reach, views, engagement, booth visits, livestream orders | Post-campaign |
08 · Already running
We're not pitching an idea.
Brands served by Social Athena have already shown up and run activities at Vietbaby.
Meiji · Japan
Booth L15–16, ICE Hanoi
The "Play & Win with Meiji" activation at Vietbaby Fair, wrapped in aFamily media, community and KOL coverage before, during and after the event.
Dr.Papie · Vietnam
Product launch on the fair stage
Launched its premium oral care towel line on the Vietbaby HCM 2026 main stage on 5 June. The brand now holds 87% share of the wet wipe category.
a2 · New Zealand
Experience space + Mega Livestream
An experiential booth with a mascot, mini-games, matcha latte tastings and a Mega Livestream session on site — covered by aFamily.
09 · Media packages
Three media investment tiers with aFamily at Vietbaby Fair — no booth included.
The full budget goes into content and media: PR, social, TikTok and KOC Live training — no dedicated floor space at the fair. All content exclusive to one brand.
Basic media — 50 million VND
PR and social across the aFamily ecosystem and KOC Vietnam, with no on-site activity.
- PR on the aFamily website — 1 article
- Social post on the aFamily fanpage — 1 post
- Social post on the KOC Vietnam fanpage — 3 posts
- aFamily TikTok video (recap) — 1 video
- Exclusive to one brand across all content
- Estimated reach ~200,000 · Engagement ~8,500
Media + KOC Live training — 150 million VND
Adds an on-site KOC Live training session and PR across aFamily's partner press network.
- KOC Live training — 30 attendees, minimum 50 KOC review videos committed
- PR across aFamily's partner press network — 3 articles
- PR on the aFamily website — 2 articles
- Social post on the aFamily fanpage — 2 posts
- Social post on the KOC Vietnam fanpage — 3 posts
- aFamily TikTok video — 1 video
- Estimated reach ~600,000 · Engagement ~12,500
Media + expanded KOC network — 250 million VND
A larger-scale KOC Live training, plus a KOC Community Network TikTok check-in and a KOC deal-hunting group.
- KOC Live training — 50 attendees, minimum 50 KOC review videos committed
- aFamily KOC Community Network TikTok check-in — 15 KOCs
- PR across aFamily's partner press network — 3 articles
- PR on the aFamily website — 2 articles
- Social post on the aFamily fanpage — 2 posts
- Social post on the KOC Vietnam fanpage — 3 posts
- Seeding across 10 mom KOC/deal-hunting groups
- aFamily TikTok video — 2 videos
- Estimated reach ~1,450,000 · Engagement ~16,500
| Item | Package 1 · 50M | Package 2 · 150M | Package 3 · 250M |
|---|---|---|---|
| KOC Live training | — | 30 people | 50 people |
| KOC Community Network TikTok check-in | — | — | 15 KOCs |
| PR on aFamily's partner press network | — | 3 articles | 3 articles |
| PR on the aFamily website | 1 article | 2 articles | 2 articles |
| Social post on aFamily fanpage | 1 post | 2 posts | 2 posts |
| Social post on KOC Vietnam fanpage | 3 posts | 3 posts | 3 posts |
| KOC deal-hunting group | — | — | 10 groups |
| aFamily TikTok video | 1 video | 1 video | 2 videos |
| KOC review videos committed | — | 50+ | 50+ |
| Estimated reach | ~200,000 | ~600,000 | ~1,450,000 |
| Estimated engagement | ~8,500 | ~12,500 | ~16,500 |
Key dates
The HCM 2027 edition is coming up.
The media registration deadline is April 2027. Best to confirm the partnership early — that's what makes the difference between a busy booth and an empty one.
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