Uyen Tran has experience with data-driven marketing campaigns for music, travel, and nonprofit organizations. Some key achievements include generating millions of streams and sales for Warner Music Group anniversary campaigns, launching Viet Adventure's social media presence from scratch and increasing engagement metrics over 1300%, and boosting attendance at Viet Abroader conferences through paid social media ads that reached over 34,000 people. Tran's work with American Red Cross also increased social followers and generated thousands of user engagements and clicks through owned content.

1. DATA-DRIVEN
MARKETING ACHIEVEMENTS
UYEN (SUE) TRAN

2. CASE STUDY 1:
WARNER MUSIC GROUP
ANNIVERSARY CAMPAIGNS
Through launching artists and albums’ anniversary campaigns, we hope to achieve:
• High streaming numbers on various DSPs platforms
• Positive reinforcement on artists public image
• Growing engagements on artists’ social media accounts
• High volume digital album sales
• Etc.

3. WARNER MUSIC GROUP – ANNIVERSARY CAMPAIGNS
In an effort to expand numbers of audiences reac
hed, we have reached out to other KOLs who hav
e influence over the targeted audiences:
• Generated >400K engagement on Instagram
• Generated ~15K engagement (shares and ret
weets) on Twitter

4. WARNER MUSIC GROUP – ANNIVERSARY CAMPAIGNS
The 2 most prominent campaigns are:
1. 1. Bruno Mars’ “24K Magic” Anniversary
2. 2. Meek Mill’s “Dreams & Nightmares” Anniversary
• Generated >16M (16,000,000)
streaming/album/week

5. CASE STUDY 2:
VIET ADVENTURE
SOCIAL MEDIA LAUNCH
Viet Adventure was founded in 2013 but has not have an online platform to reach more potential custome
rs. Recognizing the rapidly growing power of online platforms, especially social media, the brand has hired
me as its Social Media Manager.
Throughout the time with Viet Adventure, I helped the brand:
• Launch its social media from scratch
• Expand brand presence across digital channels
• Attract more potential customers through direct or indirect digital marketing efforts.

6. Over the 1 week (from Jan 17, 2020 –
Jan 23, 2020), we increased:
• +1400% Page Followers
• +1300% Page Likes
• +4372% Videos Reach
• +677% Post Reach
VIET ADVENTURE – FACEBOOK LAUNCH

7. On the 2nd week (Jan 27 – Jan 23), we po
sted our first promo video => Main goal thi
s period: Increase our video reach. As the
result:
• We gained 1K engagement
• Story reach increased +27000%
• Video reach increase +96033%
VIET ADVENTURE – FACEBOOK LAUNCH

8. CASE STUDY 3:
VNNY 2020 LUNAR NEW YEAR
SOCIAL MEDIA MKT CAMPAIGN
In 2020, launched a social media marketing campaign to promote our upcoming Lunar New Year event
100% through organic reach
Our goals:
• Increase post reach
• Raise engagement/post
• Raise event awareness
• Lead to conversion (drive audiences to buy tickets to our event)
Secondary goals:
• -Promote our page (increase page view) and gain more page followers

9. VNNY – 2020 LUNAR NEW YEAR
Long-term (28 days) Results Overview:
- Post Engagement increase +395%
- Video Views increase +418%
- Page Views increase +200%
- Post Reach increase +170%

10. Past campaigns (2019 Lunar New Year Event
& 2018 and 2019 Halloween Parties) also
show positive results, especially through
organic reach and engagement
VNNY – PAST CAMPAIGN 1
Total Reach (with a peak of 7,286+
organic reach) has exceeded
page average benchmark .
Page average benchmark .

11. VNNY – CONVERSIONS
EVENTS PERFORMANCE
5.4K People reached/event
Total 6 events, 12K audiences reached
~ 750-800 event responses & ticket clicks

12. CASE STUDY 3:
AMERICAN RED CROSS
SOCIAL MEDIA METRICS
I assisted the American Red Cross Marketing team with various social media promotional campaigns:
• My Red Cross Life Project
• “Heroes Among Us” Gala
• Volunteer Recruitment Campaign
• Etc.

13. AMERICAN RED CROSS’ SOCIAL MEDIA
Using Hootsuite Analytics to track the
organization’s social media performance
in 60 days during their promotional campaigns:
• Increased numbers of fans on Facebook fan
page to 74K fans.
• Receive outstanding numbers of
POSITIVE inbound messages (as compared to
neutral and negative messages)
Positive inbound messages.

14. AMERICAN RED CROSS’ SOCIAL MEDIA
In 60 days,
• Received >4K engagements on social media
• Generated ~10K clicks through owned
contents
• Indirectly achieve secondary KPIs (i.e.
recruited volunteers, gained RSVPs to gala
event, increased website traffic, etc.)

15. CASE STUDY 4:
VIET ABROADER’S CONFERENCE
ATTENDANCE BOOST
I joined Viet Abroader, a non-profit organization committed to empower Viet youth, in 2019 as their Social
Media Lead. Through social media advertising as well as other digital marketing efforts:
• Raise awareness for VA summer conference about study abroad
• Attract attendance to the physical events as well as additional online calls
• Improve organization’s social media performance

16. VIET ABROADER’S CONFERENCE
Our main strategy is to increase the numb
er of people who know about our event an
d eventually sign up to go.
~400K people reached/8 events
1.6K Event Responses/8 events
~160K Reach/Most Successful event

17. VIET ABROADER’S CONFERENCE
Unlike previous projects, which focus on
increasing organic reach, Viet Abroader
strives to maximize the result using
paid ad:
• Paid post reach 34,229 accounts
• Surpassing the average benchmark

18. OTHERS DIGITAL MARKETING
ACHIVEMENTS
• Executed email marketing campaigns to gain 500+ new subscribers (increase 110%) within
3 months and reduce the drop-off rate by 23%
- Optimized website's home and landing pages and boosted traffic by 120%
- Attract 98% of new customers through owned digital channels in 3 months without expanding th
e budget.
- Maintained a 90% satisfaction rating by responding to customers feedbacks and forwarding thei
r concerns to the merchandising team in a timely manner.
- Updated existing reply protocol and cut operating time by 60%