PR CAMPAIGNS
PR plays a huge part in marketing and branding of successful businesses. Being kinda vague to teach and hard to calculate, PR is easy to understand but hard to master. 2 years in a mostly-PR agency has taught me a lot about PR, but surely not enough. After all, the master of PR can practically warp reality to their benefits.
AstraZeneca
Background: In the beginning of what to be the biggest pandemic ever in Vietnam, vaccine hesitancy was high. Many unfavorable news about vaccine side effects were highlighted on the media added to the negative perception of people.
Strategy:
- Flood the media with new findings and reports from credible sources.
- Highlighting the positive results in vaccinated areas.
- Establishing a great relationship with key stakeholders.
- Provide timely information to clear up questions from the press.
Result:
- AstraZeneca became the #1 Covid-19 vaccine provider for Vietnam.
- Vaccine hesitancy towards AstraZeneca was completely gone.
Grab
Background: Grab has revolutionized the taxi industry in Vietnam. With changes come retaliation against changes, Grab was politically attacked by the traditional giants in the taxi industry. An unfavorable regulation was about to be made that would neutralize a lot of Grab's advantage in the market.
Strategy:
Kim Eye & Dasom Polyclinic
Background: Kim's Eye Hospital is one of the biggest ophthalmology hospital in South Korea. Dr. Kim wanted to extend the business to Vietnam so he established Kim's Eye and Dasom Polyclinic. Having been operating since 2019, the polyclinic has only succeed in grabbing Korean community's attention. Hence, in 2020, Kim's Eye and Dasom Polyclinic decided to run an Intergrated marketing campaign.
Goal:
+ Attract more Vietnamese customers
+ Build awareness for oculoplastic surgery in Vietnam
Strategy:
+ Produce high quality content that would reflect the Korean standard
+ Demonstrate the polyclinic experty
+ Engage with potential customers on multiple channels
PR: As a new player in the healthcare industry, Kim's Eye needs to appear on the media to boost its reputation and awareness. Press release of the polyclinic opening is the most cost-effective approach.
Gallery production: Kim's Eye is the biggest ophthalmology hospital in Korea so it is important for us to communicate this. We set up shooting day with quality photographer and film crew to capture the Korean essense into materials for website, social as well as any other future promotional activity.
Website: Kim's eye website was a challenge. Beside from designing and provide hosting, we have to write a lot of medical-heavy articles in 3 languages for blog and SEO.
Social: The contents on YouTube were mostly educational topics delivered by Dr. Kim himself. This shows the polyclinic's experty and value when it comes to serving customers. On Facebook, contents are tailored to attract people to sign up for eye check/polyclinic visit.
Influencers: Vietnamese really doesn't like to visit the hospital. To reduce this mentality, we booked a series of influencers to visit and share their experience with the polyclinic, from staffs to services.