88tumble helped build awareness for The Bride (Co Dau Ma) through a bilingual, culturally relevant influencer campaign that reached Gen Z and millennial Asian American audiences.
Marketing a foreign-language horror film like The Bride to mainstream audiences presented a significant brand awareness challenge, especially in reaching niche demographic segments. As a Viet-Thai co-production released in limited markets, the film had to compete in an oversaturated entertainment landscape where Asian cinema, while growing in popularity, still struggles to break through with Gen Z and millennial viewers.
The main challenge was bridging the cultural and linguistic gap to make the film feel relevant and accessible to Asian Americans, a distinct audience with its own viewing habits and language preferences. Without targeted outreach, the film risked remaining obscure despite its cross-cultural appeal and the growing appetite for Asian horror content.
88tumble’s influencer marketing strategy centered on engaging Gen Z and millennial creators with authentic connections to both Vietnamese and English-speaking audiences. By working with influencers who could create bilingual, bicultural content, the campaign extended the film’s reach beyond traditional marketing channels.
The creative approach focused on culturally relevant storytelling that resonated with Asian American communities and felt native to the platforms where audiences were already active. Influencers communicated in both Vietnamese and English across social media, helping the campaign feel genuine, representative, and grounded in the lived experiences of the people it was trying to reach.
The campaign generated 420K+ views and 30K+ engagements, showing that bilingual, community-centered content could create meaningful awareness for a niche film title. With a cost per mille of $5.81, the campaign also proved efficient, delivering strong visibility at a relatively low spend.
