INTEGRATED COMMUNICATION
HADA LABO ONLINE CHANNEL MANAGEMENT
BACKGROUND:
Back in 2016, when the communication activities of the skincare segment were still in their early stages, we started partnering with Hada Labo to build and maintain the brand's DNA. Thanks to our successful partnership over the past eight years, we have been able to continue working together and bring the brand's vision to everyday life, capturing the hearts of customers in Vietnam.
OBJECTIVE
Building and continuously maintaining brand awareness with a Japanese heritage, enhancing the philosophy of "Simple & Perfect" throughout the years, focusing on the main competitive point of Hyaluronic Acid technology.
COMMUNICATION SOLUTION
Focusing on emphasizing the Moisturized Healthy Skin concept through full creative packed since 2016 and continuously innovating over the years, including: owned media - paid media - earned media. - In the early period from 2016 to 2019, our core solution focused on: Content solution which leveraged a thorough understanding of target audiences to produce conversion-oriented content. - In the next period from 2019-2022, regarding frequent changes of social media, we ongoing offered consultancy to the brand team to implement new communication tactics: AR gamification, livestream marathon, influencer marketing solutions. For influencer marketing, we choose profiles suitable for each campaign to increase testimonials and trials. - From 2022, with the strong growth of the TikTok platform, we have continued our valuable partner role through consulting and implementing TikTok content solutions. - Especially 2024 is a year of strengthening brand core value; we continue to help brands make more great impacts on the 15-year celebration in Viet Nam.
HADA LABO PERFECT WHITE TRANEXAMIC ACID RELAUNCHING 7 NGÀY SÁNG DA MỜ THÂM
BACKGROUND
Hada Labo officially renovated whole line of Perfect White Tranexamic, with the 1st launch of Serum & Gel Cream. As the whitening segment evolves, Hada Labo need to retain its “whitening yet hydrated" drugstore solution leader and make a greater impact on its customers.
OBJECTIVE
Create awareness of the innovation of the Hada Labo whitening product line, focusing on a completely new serum line, with proven skin lightening results in seven days.
COMMUNICATION SOLUTION
Big concept: 7 NGÀY SÁNG DA MỜ TH M
Execution plan:
The testimonial video created in collaboration with beauty bloggers, serves as a key hook to draw attention.
We use social content on our own channel to provide in-depth education about the latest developments and the functionality of Perfect White Tranexamic.
We also use social outreach to disseminate authentic experiences.
KEY RESULTS
Video Testiminial ft.Beauty Blogger: 262.000 views on Facebook.
Social Post: 1.021.405 engagements on Facebook.
hashtag #7ngaysangdamotham: 7.600.000 views on Tiktok (21 KOLs)
AQUA VIỆT NAM 2021 RETAINER CAMPAIGN
BACKGROUND
Born in the land of the rising sun, AQUA bhas been associated with the mission of improving the quality of life of users, through continuous efforts to improve to create the most sophisticated products. In 1996, AQUA brought that mission to Vietnam under the name SANYO HA ASEAN - the No. 1 prestigious home appliance brand voted by GFK in 2001. To date, AQUA Vietnam has been present in the lives of more than half of Vietnamese families with 15 million products.
in 2021, Aqua Vietnam celebrated 25 years of being with Vietnamese people, bringing quality home appliances.
OBJECTIVE
- Enhancing recognition for AQUA's 25th anniversary & the slogan “Inspired Living".
- Encouraging users to actively engage with the brand and gain a deeper understanding of the product's quality.
- Maintaining the high standards and volume of the content, DIS throughout 2021.
COMMUNICATION SOLUTION
- Big concept: “25 YEARS OF INSPIRED LIVING AND MORE” has been brought to life through various seasonal and launching campaigns.
- Also in 2021, amidst the huge effect of the second wave of COVID, we offered right solution to our brand team to successfully modified communication plan. One notable achievement was the organization of 2 big online contests, which gained an impressive 12,423 submissions despite the challenges posed by the pandemic.
AQUA VIỆT NAM 1ST SMART TV LAUNCHING TRẢI NGHIỆM BỨT PHÁ - VƯỢT XA MONG ĐỢI
BACKGROUND
Aqua Vietnam officially launched Aqua AI Smart TV - their 1st launching in the Smart TV Market.
THE CHALLENGE
The campaign should be done during the second wave of Covid.
COMMUNICATION SOLUTION
Big concept:
AQUA AI SMART TIVI, TRẢI NGHIỆM BỨT PHÁ, VƯỢT XA MONG ĐỢI
Key asset:
- 3D video series to introduce product USPs in futuristic tone & mood, combining brand ambassador image Do Thi Ha (Miss Vietnam 2020).
- Content series on social to build awareness for Whole line TV.
KEY RESULTS
3D video: 830.905 views (Facebook & Youtube)
Banner ads: 23.023 clicks (GDN, ADTIMA, ADMICRO)
KOLs review: 470.000 views.
AQUA VIỆT NAM AIR CONDITIONER LAUNCHING ĐÀN ÔNG GIA ĐÌNH - CHỌN ĐIỀU HOÀ 3 ĐỈNH!
BACKGROUND
AQUA Vietnam wanted to promote Air conditioner line up product during the peak summer season to increase market share. They targeted to Vietnamese family who seek an AC solution that prioritize their health and more importantly, it must come from a reputatived brand.
OBJECTIVE
ntroduce new product line up (clean cool pro), directly educate about product functions.
COMMUNICATION SOLUTION
- Communication approach: emphasizing the importance of the man's role in the family, who is always striving to choose the finest products to meet certain demands of their wife and kid. However, the multitude of different standards can make selecting the right option confusing for our "family-oriented man."
- Big concept: ĐÀN ÔNG GIA ĐÌNH, CHỌN ĐIỀU HÒA 3 ĐỈNH - highlight 3 key functions included Đỉnh bảo hành (Warranty) - Đỉnh tiết kiệm (Saving) - Đỉnh xuất xứ (Origin).
- Key asset: Viral Video & Key Visual.
KEY RESULTS
Viral Video: 1.448.434 views (Facebook & Youtube)
Banner ads: 30.918 clicks (GDN, ADTIMA, ADMICRO)
KOLs review: 145.500 views.
MELANO CC - PRODUCT LAUNCHING 2023 MASTER OF C
BACKGROUND
The brand behind Japan’s #1 whitening essence, Melano CC, is a skincare brand with a high concentration of Vitamin C that has proven efficacy.
On 12/2023, Melano CC aimed to improve dermaceutical image and provide a higher-performance dark spot solution with Premium Essence launching, as well as fulfill the 1st step Cleanser for the whole line Vitamin C skincare routine.
OBJECTIVE
Strengthen brand core values through new product USP, focus on proven efficiency.
COMMUNICATION SOLUTION
Big Concept: MASTER OF C
Execution plan:
- The testimonial video in collaboration with 2 beauty bloggers - An Phuong and Tizi Dich Lep - as a key hook to draw attention.
- A Big Livestream Launching be implemented to officially introduce and at the same time push sale for new product.
- Photo concept shooting to build the dermaceutical image of new products.
- We use social content on our own channel to provide in-depth education about the latest developments and the functionality of Enzyme Face Wash & Premium Essence.
- We also use social outreach tactics included 22 KOLs to disseminate authentic experiences.
KEY RESULTS
Owned Tiktok: 6.707.288 VIDEO VIEW
KOLs review: 2.600.00 view (22 KOLs)
ASUS - 2023 HOLIDAY CAMPAIGN OF ASUS GRASP ASUS, ACHIEVE THE MORE YOU CAN!
BACKGROUND
For the year-end occasion in 2023, ASUS aims to foster a strong bond between the younger generation and their products.
ASUS wanted to focus on the ZenBook series, with Zenbook S accounting for 50% - Zenbook Classic for 20% and ASUS Vivobook S3405 for 30%.
OBJECTIVE
- Enhance WOM regarding product features on digital platforms.
- Trigger user’s demands regarding appealing products and promotional offers.
COMMUNICATION SOLUTION
BIG IDEA: GRASP ASUS, ACHIEVE THE MORE YOU CAN!
Execution plan:
- Key visual.
- Inspirational video “Năm mới, phải tới" in collaboration with Tam Bui: The new year must come, Tam Bui has to go ahead too! With ASUS accompanying, Tam Bui is ready to go through a tumultuous year 2023 and welcome 2024 with many efforts to do more.
- Social activity “Năm mới, phải tới" hosted by Tam bui.
- Facebook social content.
- Social outreach: KOLs & Comic community.
KEY RESULTS
11 KOLs review: 2.324.800 views | 805.725 engagements
Community review: 63.200 views | 189.736 engagements
REFRE 2021 REAL YOU WILL YOU
BACKGROUND
As Refre's digital partner since 2018, we have successfully shaped and developed a unique brand platform: Ready Girl. Ready Girl is a confident, energetic girl who keeps herself ready to pursue what she loves.
OBJECTIVE
- Make Buzz for Refre whole line re-launching
- Deliver new product packaging, usage, functions… to deeply strengthen the image of Ready Girl in the hearts of target audiences.
THE CHALLENGE
Based on the success of the Ready Girl brand platform and music marketing for two consecutive years, the next challenge is: how to connect more tightly with its ever-more active young audiences, the generation of “non-stop movement each day”, while maintaining the core of the Ready Girl concept.
COMMUNICATION SOLUTION
- Communication approach: “bad odor make me always hide myself, with Refre fragrance and high-tech deodorant, I am ready to reveal a real me and do whatever I like.”
- Big concept: REAL YOU WILL YOU!
- Key asset:
Music TVC in collaboration with 2 Gen Z singer Lona & Cara, composed by Hua Kim Tuyen, blending youngful energy with catchy melody to appeal to young female audiences.
Serie posters showed girls performance in daily activities.
KEY RESULTS
Music TVC: 2.700.326 views on Youtube.
REFRE 2022 YOU DO YOU!
BACKGROUND
As Refre's digital partner since 2018, we have successfully shaped and developed a unique brand platform: Ready Girl. Ready Girl is a confident, energetic girl who keeps herself ready to pursue what she loves.
OBJECTIVE
Refre officially renovated their two hero product lines: Natural and Whitening deodorant spray. The campaign focused on introducing products through telling the story of “ready girl.".
THE CHALLENGE
Keep up the brand platform “ready girl”, the communication story needs more insight and something new to tab-in to the girl's life.
COMMUNICATION SOLUTION
- Communication approach: “As a ready girl, I want to show the world a more me version 24/24".
- Big concept: REFRE, YOU DO YOU!
"You do you" is an idiom that means that someone should do what they believe is best for them, what they love the most, or what fits their personality. This concept inspires Refre girl with fresh thinking to pursue what they believe is best.
- Key asset: 3D thematic TVC & 2 short videos to highlight 2 SKUs (natural and whitening).
KEY RESULTS
Thematic TVC: 1.745.00 views (Facebook & Youtube) Fanpage: 5.111.699 reach - 83.133 engagement.
LIPICE NÂNG TÔNG BỀN MÀU, CHẲNG NGẠI KHẨU TRANG
BACKGROUND
LipIce Sheer Color launched new packaging with product concept: Tone up your lips naturally.
OBJECTIVE
- Boldly increases awareness of LipIce's new look - tone up lips naturally.
- Connect with target audiences through the concept of a Lipice Girl who is always looking for new ways to tone up her life.
THE CHALLENGE
After Covid Pandemic, our challenge is to change our approach and core message to fit the New-Normal context.
COMMUNICATION SOLUTION
Communication approach: as we slowly move into the new normal life, when masks are indispensable, LipIce will help girls design joys every day in LipIce's way.
Big concept: N NG TÔNG BỀN MÀU - CHẲNG NGẠI KHẨU TRANG
Key asset:
- A Thematic TVC showcasing the USP of product: long-lasting lip color even after wearing a mask.
- A poster series with KOL to use on social media.
HADA LABO - PERFECT WHITE TRANEXAMIC ACID 2024 7 NGÀY SÁNG DA MỜ THÂM TỪ PHÒNG LAB HADA LABO
BACKGROUND
In 2023, Hada Labo officially renovated whole line of Perfect White Tranexamic, with the 1st launch of Serum & Gel Cream. In 2024, Hada Labo aimed to continue strengthen brand authority & penetration in whitening segment.
OBJECTIVE
- Produce social key asset.
- Utilize word-of-mouth to maintain a strong customer base.
- Assist in boosting sales performance for the whitening line.
COMMUNICATION SOLUTION
Communication approach: We went with the concept of "Hada Labo Lab" to elevate the perception of cosmeceuticals by emphasizing our commitment to research and innovation.
Big concept: 7 NGÀY SÁNG DA MỜ TH M TỪ PHÒNG LAB HADA LABO
Execution plan:
- We released a Key Visual & Key asset video “Lab Tour 7 ngày sáng da mờ thâm” to visualize scientific active ingredients and product efficacy from the view of Lab tour experience, through the VR lens.
- We use social content on our own channel to provide in-depth education about the latest developments and the functionality of Perfect White Tranexamic.
- We also use social outreach to disseminate authentic experiences.
- Exclusive Livestream marathon is out key tactics to effectively increase sale performance.
