IMC CAMPAIGNS
People said: "If you do what you love, you'll never work a day in your life". Other people also said: "If you're good at something, never do it for free". Marketing is both my passion and my specialty. What I love about Intergrated Marketing Campaigns is its complexity. Each campaign is unique. Each client is different. Each industry is filled with new challenges. The more challenges I overcome, the more I love this job.
"The stone reacts to anything organic. The bigger the target, the bigger the power surge."
- the power stone
Hong Kong Tourism Board
Background: In 2020, Hong Kong tourism was being affected heavily due to the waves of protests from its people regarding independence from China. A lot of these news were circulating the Vietnamese media, reducing Hong Kong from a great destination to an unwanted one.
Goal:
+ To mitigate the reputation damage
+ Highlight the uniqueness of Hong Kong
Strategy:
+ Flood the media with good imagery of Hong Kong
+ Bring Hong Kong to Vietnam during the pandemic
PR: The team first approached the journalists to pitch editorial articles and press releases on special events. It is necessary to push down the negative news about Hong Kong protest since Vietnamese news publishers are highlight trusted by the public.
Merch: We create unique merch related to Hong Kong so the journalists and influencers can share online.
Social: On the other hand, we also create posts on travels, food, culture groups and seed positive comments related to Hong Kong and its beauty.
Partnership: Since it is impossible to travel to Hong Kong, we brought Hong Kong to Vietnamese with a stay-at-home food delivery campaign in cooperation with NOW Food named "Làm Tí Hong Kong". In limited time, people get to enjoy Hong Kong food with discounted price.
Results:
+ 80% of the vouchers were consumed within 3 days of launching.
+ 70+ articles with positive tone were published on mainstream, travel and lifestyle media.
+ Improve sentiment of Vietnamese toward Hong Kong.
Duolingo
Background: Duolingo has always been a top tier language learning apps. However, as more competitors emerge in Vietnam, Duolingo was starting to lose some steam in 2019. On the other hand, Duolingo has just released the Duolingo English Test (DET), a quick and legit online alternative of IELTS and TOEFL.
Goal:
+ To stay on Vietnamese's audience top of mind
+ To introduce DET to the Vietnam market
Strategy:
+ Run influencer campaign to maximize awareness & gain new download
+ Boost credibility of DET by appearing in top tier media
Influencer Marketing: We contacted over 20 influencers and work with them rigorously to produce the most suitable yet unique piece of content with the lowest price possible. Aside from reviewing and using Duolingo, we also promote DET in seperate category of influencers.
PR: Being a new player of a coveted 60-years old English testing industry, it is crucial for DET to start building its publicity and reputation. DET was featured in every tier 1 and tier 2 media, highlighting its USP as a fast, safe and cheap alternative during the pandemic.
Translation: Duolingo likes to keep a trendy tone which equates to having to update its localization regularly. We took the old version and update it with jokes and memes that fit with the current time while also took care of the translations of newly released features.
Results:
+ Duolingo appear on 30+ top tier media
+ Gain 200,000 new download
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.