This document presents a case study analysis of marketing campaigns conducted between 2010-2014 by fast-moving consumer goods companies in Indonesia and Vietnam that aimed to change consumer behavior. It details 6 case studies of major brands and identifies 5 key success factors for these behavior change strategies: distinctive claims, TV advertisements, collaborations with government and organizations, varied marketing activities, and social/press engagement. The analysis is based on online research and consumer surveys. Limitations and areas for further research are also discussed.