IDM Vietnam

3. Vietnam Airlines - GLP Event
Objective
!Sales loyalty onVIP customers of Golden Lotus Plus (GLP) program!
Situation
!AmongVietnam Airlines’
customers, there are 400 most
important ones who fly
frequently with the airlines. In
order to engage with customers,
Vietnam Airlines organizes a
series of activities throughout the
year. !
Strategy
Approach:A platform for GLP members was built, on which
members are frequently updated via email marketing throughout the
year, and are offered a mobile application to manage and redeem
miles.The campaign is marked by a premium offline year-end
appreciation event and following PR articles to amplify and attract
further frequent flyers.!
!
Time: since 2013 and on going!
!
Concept:“Triệu dặm tri ân” !
!
Channels: Microsite, email marketing, premiums, mobile application,
event!
Result
The campaign was such a success that it !
was decided to be carried on for
consecutive years.!

4. Golden Lotus Plus Event

5. Situation
!Vietnam Airlines aims to
increase revenues by putting
more weight on e-commerce in
order to be ahead of the
emerging trends inVietnam. !
Strategy
Approach!
Facebook andYouTube were selected as the main communication channels,
serving as an information hub forVietnam Airlines’ customers.The channels
focus on building a strong community of travelers, timely deliver valuable news
from the brand to target audience.The channels also set out to educate
consumers about e-commerce.!
Time: 2012 – present!
Execution:!
Separate Facebook fanpages were built to cater for different markets.The
pages deliver resourceful and relevant information about aviation and
tourism, while interactive games and functional tabs help build a larger
community, bringing the audience closer toVietnam Airlines.The activities
effectively push sales promotion through mass audience. Online games receive
positive responses and large number of participants. !
Facebook andYouTube contents are integrated to create rich contents that
inspire people to get to know about the brand, and to travel.!
!
Channels: Facebook &YouTube!
Result
Facebook fans: more than 240,000!
YouTube: More than 5,100 subscribers;
1,000,000 views!
Vietnam Airlines – Social Media

6. Social Media – Seasonal Campaigns

7. Social Media - Production

8. Social Media Visual Guideline

10. PNJ - Ton Vinh Gia Tri Dich Thuc
Objective
!To establish brand preference of PNJ as a brand with diverse
characterics and suitable for women at all ages!
Situation
!To establish brand preference of
PNJ as a brand with diverse
characterics and suitable for
women at all ages!
!
Strategy
Concept:“TônVinh GiáTrị ĐíchThực”, differentiate beauty from
normal standards by categorizing it into three groups of !
(1) Passion for success, (2) Happy family, (3) Independent & Sexy!
!
Strategy: the concept is built for long-term growth and postion PNJ
as premium mass jewelry line!
!
Channels: microsite, viral, PR, social media, viral, search marketing!
!
Using images of six celebrities to promote these three categories,
amplifing the message onto digital channels !
Result
Establish brand character for 3 key
characters and push sales through
wedding season!
!
Visit: 400,000 Fan: 30,000!

12. PNJ - Hanh Phuc Vang
Objective
!To build PNJ as top-of-mind brand during !
wedding season!
Situation
!PNJ is a local established
brand , yet it has not received
much publicity due to its lack of
strategic approach.!
!
Strategy
Strategic Planning for digital including all product lines of PNJ!
!
The concept:“ Hạnh PhúcVàng”!
!
Activities are promoted on minisite and Facebook fanpage with
consistent content.Games promoted on Facebook fanpage include
“The Proposal” and “Golden Happiness”!
!
Channel: social, search marketing, viral, media!
Result
After 6 months of execution to end of
2013, the campaign pushed sales up
and for stores and achieved:!
!
Fan: 30,000!

15. PNJ Silver –The Gioi Nang Toa Sang
Objective
!To establish brand awareness for PNJSilver product line after !
re-launching!
Situation
!In order to encompass the accessory
line to traditional silver products,!
re-branding campaign was launched
to position PNJSilver as a more mature
brand when their target audience
grow up and demand variety !
in their jewelry collections.!
Strategy
Concept “Thế Giới NàngTỏa Sáng” highlights each individual
girl as a lively color of life, distinctive by her uniqueness.The
concept follows target audience of PNJ Silver from high-school
time to maturity, taking it as chance to re-new the brand and
introduce accessories as part of Silver product lines.!
!
Channel: social media, microsite, banner ad, music video, PR,
forum seeding and influencers!
Result
KPI fanpages: fans increased 200%, !
Talking about is over 40%!

18. British Council – Road to IELTS
Objective
!Brand preference and sales conversion
Situation
!As IELTS is well known among target
audience, the campaign’s sole purpose
is to emphasizes the message of why
one should take it with British Council!
Strategy
Approach: performance-based marketing in which IDM commits
leads and quality leads for British Council!
!
Concept:“Road to IELTS” in which British Council not only
approaches but also assists students to have high scores with IETLS !
by their online content and free tests!
!
Time: May 2014 – July 2014!
!
Channels: Microsite, social media, seeding content, search marketing !
!
Execution: the campaign embraces the needs of high-schoolers and
students for overseas study and future career advancement by
providing helpful content virtual real-time consultancy!
Result
899 qualified leads generated, accurate
revenue recorded!

19. Road to IELTS

20. British Council – 1001 Ways to Speak English
Objective
!Brand awareness, brand preference and sales conversion!
Despite the familiarity of IELTS, the campaign positioned IELTS
on new market segment – the US market!
Situation
!Inheriting success from previous
campaign, this campaign’s objective
also announces IETLS as an
alternative toTOEFL for students
who want to study in the US.!
Strategy
Approach: it was more difficult to break the perception of IELTS as
a UK-made product only, so a bold approach was taken to place
IELTS as direct competitor toTOEFL on every single message sent
out.!
!
Concept:“1001Ways to Speak English” in which the US way to
speak English is accepted in IELTS.!
!
Time: November 2014 – March 2015!
!
Channels: Microsite, social media, seeding content, search marketing !
Result
900 sales leads generated, accurate
revenue recorded!

22. VCBF - Are You Investing Smarter than VCBF
Objective
!Brand awareness, brand preference, sales conversion, !
sales on loyalty!
Situation
!Started digital marketing
activities back in 2014,VCBF
gradually established its online
presence to younger audience as
leading investment funds !
Strategy
Approach: the strategy was set for long-term vision in which IDM is
responsible for digital marketing as key hub for all sales and trade
activities!
!
Time: June 2014 and on going!
!
Channel: website, search marketing, social media, PPC, PR articles,
media booking, email marketing!
!
Execution: the execution focuses more on branding to establish a
concrete brand identity for the firm and then promote product
alternately based on needs and segments of target audience.
Accurate analytics on site enablesVCBF to measure indexes of all
four brand and sales objectives from the unknown to loyalist.!
Result
EstablishVCBF as leading investment
firm on digital platforms. Measure and
convert leads to actual customers.!

25. TRALAISUNGMAN.VN
Objective
!Brand awareness and brand preference for the new launch of Neo
Hormoviton, a supplement tablet for men’s health!
Situation
!This marketing is booming in recent
time and being led by Alipas product
from Eco Pharma!
Strategy
Approach:The campaign was set up for 2-year time to build
brand awareness among target audience which considered!
!
Time: Jan 2013 – Jan 2015!
!
Concept:A microsite of doctor consultancy was built where people
can ask whatever questions about their sexual health and life!
!
Channels: Microsite, PR, social viral content, search marketing !
Result
Digital marketing coordinates with trade
marketing to help customers make a good
& fast decision and be consulted about
their health issues as after service !

28. KIRIN - Super Cool, Super Fresh
Objective
!To raise brand awareness for new launched Ice+ product with !
grape-flavored!
Situation
!Kirin has been inVietnam for a
long time with two other
products of Ice+ but they are still
not popular among target
audience!
!
Strategy
Approach: Strategic planning with focus on creative concept,
utilize the image of teen model Bao Tran to illustrate emotional
benefits of Ice+ “Cool, Fun, Joyful”!
!
Concept: Ice+ City and the tagline “Super cool, super fresh” !
!
Channels: Social media as key hub, content and search marketing,
game, megazine PR,TV program!
!
Execution: the campaign lasted 6 month through year-end to the
beginning of 2014 with Facebook as key hub of communication,
illustrating the Ice+ city as an icy place and the secret girl played!
by BaoTran model!
Result
Reach: 5 million !
Fan growth: 30 thousand!
Grape-flavored Ice+ established equal !
other two products!

31. An Gia Garden
Objective
!Brand awareness, brand preference, sales conversion to complete
the sales cycle of real estate project within dedicated timeline!
Situation
!An Gia Garden is a real estate
project located inTân Phú
district for middle-income
audience.The project comprises
of 900 apartments which is
expected to sell out after 3
months of marketing campaign.!
Strategy
Approach: Digital marketing is utilized to support direct marketing
and distribution network of sales !
!
Time: 3 months from May 2014 to July 2014!
!
Concept:“Nơi muốn đến, chốn muốn về” to emphasize the
convenience factor of project’s adjacency to AEON Small, the
airport!
!
Channels: microsite, seeding content, search marketing, media
booking, PR articles traditional & online, social listening!
!
Execution: Accurate analytics helps to separate leads from
marketing channels and identify revenue flow from each lines!
Result
The project with nearly 900 departments
was sold out in less than 2 months.!

32. Microsite Media bookingSeeding content PR articlesSearch marketing Social listening

34. Situation
!Vietcombank needed an official
social media channel to
represent their true voice, since
there were many unofficial
fanpages that may confuse
consumers. !
Strategy
Approach!
A fanpage was selected and rebuilt with new contents and images, in line with
Vietcombank’s brand image and tone of voice.The contents are re-directed to
communicate more aboutVietcombank’s products and activities.The page also
acts as a real-time customer service hub for consumers.!
Time: 2014 – present!
Execution:!
Several functional tabs were created to deliver organized information to
audience; whether they need to located an ATM nearby, search for latest bank
offers, or to learn more aboutVietcombank’s history. !
The page communicate the most updated information on new products,
promotions, and the bank’s social activities while maintaining close interaction
with customers, making the brand appear more friendly to online audience. !
The page’s first photo contest, announcing the official fanpage, received more
than 500 participants within a month. !
Channels: Facebook!
Result
Facebook fans: more than 34,000!
Vietcombank – Social Media & Production

35. Situation
!PVISL is a joint stock company of PVI and Sun Life Financial !
who provides life insurance and pension service!
Strategy
!PVI Sun Life website is supported by thoroughly refined online
platform for both corporate and pension sites to ensure smooth
customer experience.!
!
The sites are also customised for performance-based marketing to
accurately measure brand objectives and sales objectives of online
marketing activities.!
Web Production & Strategy