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CAMPAIGN
BRAND RENEWAL / BRAND - PRODUCTS LAUNCH / GLOBAL IMC
02
BRAND RENEWAL
Contextual Background
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USB is a young & new company (8 years old) in the P.E.B field.
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Strongly focus on niche market segments, not directly compete with big & old companies / direct competitors.
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Target customers are 90% international, concentrating in S.E.A countries, as well as Africa area.
Challenges
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Target customers lack awareness of P.E.B products in solutions for building warehouses, factories & even residential houses.
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USB's digital platform usage is not effective & optimized yet through not good indicators (engagement, interaction, reach, leads, qualified leads,...)
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Brand expansion thru online & offline channels in target markets is not varied.
J2BD
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Research more about customers/ markets.
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Increase brand awareness and recognition.
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Increase digital platforms' productivity/ optimize budget.
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Increase business/ marketing/ communication objectives.
Objectives
To better know about them & have an official customers' portfolio.
By educating customers more about the brand/ products.
Drive more traffic, engagement through brand touchpoints.
Increase leads, QL, conversion rate.
Key Deliverables
BRAND RENEWAL PROJECTS THROUGH MULTI CAMPAIGNS IN OVER 1 YEAR.
Key Highlights
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Re-create the total outline/ structure of the site.
Break the content into 7 sections.
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Categorize each project into their area with the choice of sorting based on customers' needs.
Apply Sorting option: Project Type, Mass, Acreage for customer choice.
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Renew the form lead section.
Proud of being the first company in the same industry to offer this new optimized way for customers to reach us.
A second version of the website of US Buildings - remarks the fresh, young & modern brand image (completed in 2022).
Brand
Philosophy
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Shift from Product - centric to Customer - centric.
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Shift from ASIAN market to global.
Design
Execution
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Used Ai & Ps to create a sophisticated visual identity.
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Designed Marketing materials that appeal to business clients, focusing on clarity & professionalism.
Quality Assurance
Conduct thorough cus-tomers' reviews to ensure all brand elements meet the standard expected.
Launch & Training
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Announce the new guidelines to corp-orate partners & internal teams.
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Conducted training sessions to ensure the S & M effectively use the brand assets.
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Website penetration reports that the campaigns worked effectively on our target market segmentation (Southeast Asia, Europe & North America).
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Total users in the targeted markets (The Philippines, Thailand, Indonesia) have increased 15x after 1 month of launching & New users increased 16x.
** After 1-month-launching Report (June, 2023)
2.1. USB - Web
2.1. USB - Digital
DURABLE LIKE STEEL
Strategic
Planning &
Development
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Conducted the market research.
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Defined the campaign objectives.
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Developed Press Release content strategy.
Task Assign-ment & Coordination
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Team assembly & role assignment.
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Set up communication channels.
Quality Assu-rance & App-roval Process
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Reviewed & Edited the Press Release.
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Obtained necessary ap-provals & checks.
Execution &
Monitoring
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Published & Distributed press release.
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Monitored campaign performance.
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Reported & Identified areas for improvement.
The campaign was to boost brand awareness, establish trust & educate the Vietnamese market about the brand & achieve effective market penetration through planning & execution, with the partner - Vietnam Finance & Business.
2.1. USB - PR Plan
2.1. USB - Social
PRODUCT LAUNCH
Business Challenges
Despite being in the market for 4 months, Tho Nha has Low brand awareness, Fierce competition with traditional local centers & Low products/ diversity.
THO NHA
A brand providing customers with repairing home electricity, water & refrigeration problems, shifting to A part & whole house repairing & maintenance service.
Campaign Objectives
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To address the Business Challenges, Tho Nha is launching a new product line - to provide customers with a part or a whole repairing & maintenance service for their houses on pre-Tet holidays - under a new name "Tho Dung".
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Hence, the aim of Tho Dung launching is to:
Generate Mass Awareness.
Drive Conversion.
Brand Challenges
2 primary tasks we need to achieve to win our TA's minds include:
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Prove Tho Dung is a trustworthy repair & maintenance provider.
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Make the efficiency & effectiveness of the new campaign launching;
J2BD
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Research more about customers/ markets.
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Increase brand awareness and recognition.
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Increase digital platforms' productivity/ optimize budget.
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Increase business/ marketing/ communication objectives.
Key Deliverables
NEW PRODUCT LAUNCHING FOR PRE-TET IN 2 CONSECUTIVE YEARS.
Competitive Landscape
Tet Nguyen Dan, the Vietnamese Lunar New Year, is the most important festive event of the Vietnamese calendar, closely associated with the country's history, culture & identity (Patrick McAllister, 2012).
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It has been described as a "mega event", something like a Western Christmas, New Year, Easter & Thanksgiving rolled into one.
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It touches on many aspects of Vietnamese society & culture.
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Tet marks the transition between seasons & as with other such events, is an opportunity to reflect on the past, contemplate & renew important societies, anticipate & prepare for the future,
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2.2. TN - Proposal
Tet is the "golden time" when TAs are always ready & willing to afford the home repair service.
Tho Dung can tap into the pain points "BUSY" to solve TAs problems.
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95% of TAs use smartphones to access the Internet, while PC/ Laptop only occurs 70%.
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98% visit social networks, 96% use search engines, 95% visit a new website or app & 94% watch video via a VOD platform.
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85% research online at some point during their purchase, 44% first research, 50% deeper research, 70% point of sale & 58% post-purchase.
Mainly focus on digital, smartphone-friendly content.
Tap into every touch points, specifically Online research.
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Our consumers are the Millenial urban elites, the Breadwinner - starters.
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Demographics: Male, 25-40 yo, Middle-class, Average income from 15m VND per month.
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Life context: Just getting married, just moving out, home-owner, parent-to-be.
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Behaviors: Digital-native, Being affected & driven by emotion based on social communities, Resul-oriented, Know how to manage generally, Be able to use & understand basic terms in construction.
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The words describing them: Controllable, Connected, Convenient, Trustworthy, & Digital.
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Pain points:
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Do not have academic or too deep knowledge about construction.
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Do not have time or ability to fix repair parts house, just know which facing matters & needed solutions.
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Though daily lives are so BUSY, & have too many things to handle, they still expect everything to be under control & perfectly dealt with.
Key Highlights
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Created & built the total outline/ structure of the site.
Breaking the content into 3 sections.
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Main sections: Anchoring page.
Showcasing the main page containing the launching campaigns.
Landing page: tet.thonha.vn.
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Sub sections: 3 pages.
Each sub page contains each product type.
Sub page 1 (House repairing & construction service): suanha.thonha.vn.
Sub page 2 (Electricity & Water repairing service): diennuoc.thonha.vn.
Sub page 3 (Part & Whole interior design service): noithat.thonha.vn.
New users
Months
Web forms/ Calls
Total events
Impressions
2.2. TN - Ads + Social
BRAND LAUNCH
Business Objectives
TIEM HOA GIAY
A brand providing a cafe retreat area, inviting you to escape the lively beachfront & immerse yourself in a world where greenery meets the gentle lull of the sea.
Communication Objectives
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Build awareness for THG to target audiences.
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Introduce the new green retreat destination with the key message.
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Associate with customers & symbolize THG as a truly comfortable place to relax & recharge energy.
Media Objectives
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Reach customers sufficiently/ Boost views, users' interactions, & engagements.
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Drive online traffic & offline sales.
Increase the Penetration.
Marketing Objectives
GET
late millenials & Gen-Z, 16-33, Local & Travelers to Vung Tau City.
TO
come to THG, purchase or do some workshops & turn the brand as T.O.M as retreating.
BY
offering them delightful treats & encouraging customers to contribute to the story of comfort & expression that defines the beachside retreat.
J2BD
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Research more about customers/ markets.
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Increase brand awareness and recognition.
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Increase digital platforms' productivity/ optimize budget.
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Increase business/ marketing/ communication objectives.
Key Deliverables
OFFICIAL BRAND LAUNCHING FOR THE NEW BRAND IN 2 MONTHS.
Brand Role
THG is TA's ally in self-expression & adventure. Encouraging boldness & curiosity, we celebrate individuality, embrace innovation & foster a fearless spirit. As a welcoming space, we invite customers to be themselves, creating memorable moments where authenticity shines. THG is more than a coffee shop; it's TA's canvas for daring experiences & connections.
2.3. THG - Proposal
Website
TIEM HOA GIAY
Concept
F&B brand w/ minimal, basic, and environmentally friendly style.
2.3. THG - Website
Before
Did not have an official website
After
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Official website aligning with the new official brand guidelines above.
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Mood & tone: Simple, green, minimal, easy-to-engage..
Review &
Analysis
Communication
Strategy
Campaign
Roll-out
Budget &
KPI Allocation
Review &
Analysis
Communication
Strategy
Campaign
Roll-out
Budget &
KPI Allocation
Review &
Analysis
Communication
Strategy
Campaign
Roll-out
Budget &
KPI Allocation
Review &
Analysis
Communication
Strategy
Campaign
Roll-out
Budget &
KPI Allocation
Review &
Analysis
Communication
Strategy
Campaign
Roll-out
Budget &
KPI Allocation
570.1K Views
2.3. THG - Ads
2.3. THG - Social
Markets Expansion
J2BD
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Research more about customers/ markets.
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Increase brand awareness and recognition.
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Increase digital platforms' productivity/ optimize budget.
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Increase business/ marketing/ communication objectives.
Objectives
To have a full research on national & 3 new international markets.
To conduct a conversion campaign on these targeted markets.
Drive more traffic, engagement through online platforms.
Increase leads, QL, conversion rate.
Key Deliverables
DIGITAL PLAN FOR VIETNAM, THAILAND, INDONESIA & THE PHILIPPINES.
Digital plan for market expansion in 4 markets: VN, Thai, Phil & Indo.
Completed at the end of 2023.
Market Research
Media Plan
Budget &
KPI Allocation
Campaign
Roll-out
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2.4. USB - Digital plan
2.4. USB - Landing page
Before
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Only had the main website w/ Vie & Eng languages.
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Did not have language for specific market.
After
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6 new landing pages for each market in total.
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1 landing page for the Indonesian market.
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1 landing page for The Philippines market.
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4 landing pages for the Vietnam market.
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All of them can be clickable & driven back to the main website.
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Key Highlights
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Having a total of 4 landing pages.
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Each page represents different products that the USB is expected to promote.
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4 types: Office, Residential, F&B & Multifunctional Buildings.
Breaking the content into 4 main sections.
Each section has its own sub-domain.
Filtered to run at Ho Chi Minh City & Hanoi.
Assigned to team members for handling this task.
* Mid Rise Steel Buildings Research at first step.
* 600+ keywords collected to be ready for being filtered.
* 4 groups of keywords' functions after being filtered.
2.4. USB - Advertising
* Phase 1: Awareness (Social Platforms: GDN & Meta).
* Phase 2: Conversion (Social Platforms: GDN & Meta).
Always-On-Content
2.4. USB - Social
Key Highlights
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Campaign ran in 4 months (17 weeks) in 4 main new markets.
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Resulted in 70 social posts on USB's digital platforms.
Tested customers' flavor in the new type of products.
Frequency of ~4 posts per week.
* AOC plan I made for the campaign.
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