VITAL PROTEINS
Manage New Brand Launching
01.
New Product Launch
Developed an integrated marketing communications (IMC) plan to launch Vital Proteins in the Vietnam market
Platform: Facebook, TikTok, TikTokShop & Shopee
Leveraged Vital Proteins’ key USPs to launch the “TỰ YOURS” campaign, moving beyond functional benefits to inspire consumers to embrace a trendy and healthy lifestyle
Achievements:
+ Vital Proteins was launched in just 3 months and quickly delivered double-digit growth, marking a strong and successful market entry
30 Micro/ Macro Influencers
>100 UCG Video
Nutren Junior
Lead comprehensive brand line-up, contributed over 60% total sales
Livestream Ecosystem
01.
Livestream with HCPs
Create a seamless consumer journey from Awareness to Purchase, leveraging livestreams with top healthcare professionals as the key hook.
Platform: Facebook, Zalo, Shopee, Lazada
A complete ecosystem:
+ Pre-Livestream: Manage agencies to select hosts, topics, and HCPs; create promotional materials (EDM, broadcast, posts).
+ During Livestream: Oversee media campaign optimization with media agency.
+ Post-Livestream: Review website articles and lead initiatives for commercial livestreams on eCommerce platforms
Achievements:
+ Achieved a 250% increase in brand mentions during livestream months compared to regular periods.
+ Developed new formats and topics, resulting in a 1.5x increase in total views for 2023 livestreams compared to 2022.
02.
New Branding Assets
Refresh Nutren Junior consumer communication - B.I.G - to re-inforce catch up growth positioning, increase brand awareness & consideration.
Demograhic Cover: 06 Key Cities | Duration: 4 months
- Develop full year communication plan for Nutren Junior as a brand supporting holistic growth.
- Collaborate with agency to build comm. concept for new iTVC, leaflet, key visual with 03 key pillars of brand
- Shooting new iTVC for brand around 3 couples Mom&Kid including 1 long-form video & 03 short-form videos with 03 key pillars of brand
- Brief media agency & creative agency for a media plan on various channels: Facebook, Instagram, YouTube & OTT.
Achievements:
+ Facebook: Avg. reach: 57% TA with avg. Freq: 8.8
+ Developed new formats and topics, resulting in a 1.5x increase in total views for 2023 livestreams compared to 2022.
03.
Social Advocacy
A new approach to position Nutren Junior as the dominant voice in discussions related to 03 key winning topics of brand (B.I.G):
- Brain Development
- Physical Development
- Immunity Development
Frequent engagement activities to generate authentic users-generated-content which can influence others / new moms
Spread out social proof and continue to encourage current moms to also share their experiences / products review to create WOM during product launch period