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GENERAL
CREDENTIALS
W I S D O M A G E N C Y
2 0 2 2
Agenda
01. About Wisdom Agency
02. Case Study
Introduce the business philosophy, our services, our partners and our
clients.
Information about advising projects and building branding, marketing, digital
strategy.
01
.
About
Wisdom Agency
Introduce the business philosophy, our services, our partners and our clients.
About us
Wisdom Agency
WISDOM AGENCY is an integrated agency with a domestic origin and international outreach. With combined expertise, Wisdom Agency have been able to create a growth solution
of our own to stand out from the crowded marketplace. With a compact team of specialists, Wisdom is specially designed to work efficiently with middle-sized businesses assisting
clients to reach business goals by excellency of strategy and execution.
A strategic marketing agency that
Make Strategy Matter
In every stage of business growth
"How to continue growing” is the biggest challenge tod for companies who aspire to transcend to the next
level. From incubation to middle-sized and large-sized enterprise. strategy contributes differently to the
growth and success of the business. By connecting the dots and optimizing the resources toward desired
goals, strategy underpins the smooth operations and thus enhances market competency. For this reason,
Wisdom Agency does not sell marketing activities, we sell strategy-led competitiveness rooted in the
combination of deep research, insights and marketing activities enabled by modern technology.
Our business
Vision
Wisdom Agency aspires to heighten the standards of marketing firms in Vietnam by being a sample of
authentic work with strategic focus, the commitment to end results and long-term partnership.
Mission
Wisdom Agency accompanies our clients keeping up with fast pace of change in global marketing, branding
and digitalization. Our services focus on accuracy of strategy and consistency of implementation for success
in the long run.
Philosophy
Our belief that wisdom is the ultimate attribute that drives the success of every business. Wisdom Agency
continually strive to collect insights and turn them into strategies that can transform- business's prospects
Our values
Wisdom Agency are being true to our ourselves by appreciating our staff's effort and caring for the welfare of our clients authentically.
A large part of our innovations is inspired by the passion of our staff that is always ready to go the extra miles to foresee the end-result then try harder for the best services.
Authentic Try harder End result
Our team
BOD
Account Strategy Content Design Back office
Client Service
Strategic
Planning
Direction Art Director Finance
Project
Management
Digital
Planning
Curation Interactive Design Human Resources
Our services
Our services are based on four fundamental mainstays on which our business principles thrive.
Brand Research
Brand Strategy
Corporate Identity
Brand Management
Rebranding Launch
Brand
Communications Strategy
Communications Campaign
Concept Development
Content Development
Communications
Inbound Consultancy
Customer Personas
Content Strategy
Website Content
Email Marketing
CRM
Lead management
Marketing Automation
Digital
Digital Audit
Digital Architecture
Website
Search Marketing
Social Media
Analytics & Reporting
Inbound
Sand Clock Strategy (SCS)
There may be an abundance of models in business, out an original models a sign that a
consultancy has reached its maturity in knowledge and de is Sand Clock Strategy (SCS) was
integrated from NH Minh doctoral study and his participation in international consulting
projects. The SCS illustrates the minimal thinking process to get from Problem to Solution and a
wide set of 100+ collected tools for specific purposes Ike branding, communications or
digitalization.
Some of the tools are adapted from renown global agencies such as Interbrand or Landor.
Our Partners
CIM
Minh H. Nguyen, MCIM, Chartered Marketer
Minh joined Wisdom Agency in 2017 as Managing Partner and he had led and trained the
team to follow his philosophy and principles. He is a chartered member of Chartered
Institute of Marketing (CIM) in UK, expert member of two international consulting
organizations which are Landor & Fitch (L&F) and Gerson Lehman Group (GLG).
Under his supervision, Wisdom Agency update and apply his researched models and the
latest trends of marketing worldwide into our daily marketing task work to ensure the
best possible solution to our clients.
Landor & Fitch
Landor & Fitch communications Vietnam
Wisdom is dedicated to giving outcomes that are always founded on up-to-date professional
knowledge and practical methodology.
Since March 2022. Wisdom Agency has been a representative partner for Landor & Fitch in Viet Nam. Wisdom
has proven our professional ability by working on many large projects together.
Landor & Fitch not only gives Wisdom chances to work together. but also many proprietary documents and
methods, such as brand driver platform, brand experience map, etc. So Wisdom can connect them with our
strong base of knowledge to deliver better results in advertising and marketing.
Hubspot
HubSpot Certified Partner and Consultants
Wisdom Agency is certified partner of HubSpot with sufficient capabilities to consult and implement
inbound marketing system for clients across many industries.
We have helped clients in education, pharmaceutical, furniture etc. transform their business models,
integrating platforms across physical and virtual channels into a single and seamless inbound
marketing automation process.
https://www.hubspot.com/agencies/wisdom-com-vn
Agency Alliance
With BTL activities, HOKO will be an important partner
to implement events, brand activation activities in the
strategic implementation ecosystem provided by
Wisdom Agency.
Digit Matter will play a major role in the ATL section.
Specifically, Digit Matter will be in charge of
implementing marketing activities on digital channels.
Mai Linh Mediacom will be in charge of advertising
activities, building brand awareness on Mai Linn’s
vehicles. In addition, the agency also takes care of
campaigns that integrate online to offline to produce
measurable results.
Wisdom Agency announced a consortium of four new strategic partners including Digit Matter, Mai Linh Media, HOKO, Group O.
The combination is expected to help fill the gap between the implementation strategy and comprehensively solving customer problems according to the
Wisdom Agency strategy.
Together with HOKO, Group O is also a co-partner of
Wisdom Agency in planning, organizing events, and
executing brand activation activities.
VDCA
Award Winning Agency in 2018
Wisdom Agency is contributing member to Vietnam Digital Communications
Association (VDCA), an organization that promotes and rewards digital communications
excellency in Vietnam.
In 2018, we were honored to received the Digital Award for The Best Campaign
category. Since then, we have sharpened our skills and perfected our execution
operations to improve the quality of our work.
Our Clients
Education
FMCG
Real
Estate
International
Retail
Finance
F&B
Pharma
Fashion
Tech
Logistics
Auto-
mobile
Thời
trang
Công
nghệ
Furniture
Aquaculture
02.Case Study
Information about advising projects and building building branding, marketing, digital strategy.
FEATURED
PROJECTS
W I S D O M A G E N C Y
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Nova Land
01. Brand Strategy
02. Digital media planning
Situation
NovaGroup is Vietnam's leading economic development and investment corporation,
principally engaged in Services - Technology - Industry. With over 10,600 hectares of land
bank, Novaland has focused on developing three key product lines, including: Residential
Real Estate, Hospitality Real Estate, and Industrial Real Estate. Through a journey of 30 years
of establishment and development, Novaland currently owns a portfolio of more than 50
projects with trend-leading projects and products in Residential Real Estate and large-scale
Residential Hospitality Real Estate.
Since 2015 till now, Wisdom Agency has been on the shortlist of agencies of NovaLand
assisting the company in marketing and digital planning for a variety of projects which
include both resorts and residential properties.
Solution
Wisdom Agency has a long history of involvement with the real estate market sharping and defining the ways
marketing is performed in such particular industry. Early in 2015, when leads and qualified leads were still new
concepts in marketing with no defined definitions, Wisdom Agency was one of a few agencies that pioneered the
process of defining and applying these concepts in Vietnam, particularly in the fiercely contested real estate
industry. We successfully defined the standardised Marketing Qualified Leads (MQL) and Sales Qualified Leads
(SQL) as conventional understanding for performance agencies and real estate across multiple projects Wisdom
Agency has worked on with Novaland. Wisdom Agency has worked with Novaland on a Marketing Qualified Lead
(MQL) basis for residential projects and branded content management for resort real estate since then. Prospects
who express interest in the projects and are willing to visit the sales galleries are defined as MQLs for residential
properties.
Moving on to the next stage of market evolution alongside the increase in lifestyle and income of Vietnamese,
the premium and branded residences have been on the rise with the participation of internationally renowned
brands such as Marriott in this segment. Marketing practices in real estate therefore have shifted from
performance marketing to branded marketing to justify for the premium nature of such expensive properties.
Wisdom Agency was once again one step ahead of the majority when we decided to shift our focus from
performance marketing to this new demand of premium service by offering integrated brand, communications,
and content services, designed specifically for luxury property segments. Because of this, we have obtained
contracts in the resort category of Novaland - Novaworld - and worked with them throughout the launch and
completion of various projects. As early as 2022, Wisdom Agency has managed branded content for Novaland
because we understand how important it is to the target audience of the ultra-rich individuals who can afford
these luxury properties and have an exquisite taste of content as well as media habit unlike the general public.
Our cooperation throughout the years has been immense, and Wisdom Agency has
had a chance to work with NovaLand on multiple projects, including but not limited
to Sunrise Riverside, The Grand Manhattan and the latest one - Novaworld Ho Tram.
Scope of work
• Brand strategy and execution
• Content management
• Digital media planning
• Website
• Online PR
Result
The length of our collaboration demonstrates the quality and commitment of our
services. This client highly praises Wisdom Agency for its exquisite taste for premium
branded content development for luxury resort estates, complemented also by
precise digital planning and management capabilities.
Edutalk
01. Brand repositioning
02. Brand Strategy
03. Integrated Brand Management
Situation
EduTalk is an educational ecosystem for scheduling classes that best meet students' needs.
In order to directly offer suitable educational solutions for students, Edutalk also shares
ownership of prestigious education brands. The brand architecture of Edutalk consists of:
• EduTalk: Learning Service Connection Platform
• Ecoach: Live learning platform
• TOEIC Keypass: TOEIC Learning Program
• IELTS Mentor: IELTS Learning Program
• GenZ: Dermatoglyphics
• Eduteacher: A Network of Tutors
As the business model is being created and improved, Edutalk's objective for 2022 is to
standardize market operations in order to offer clients the greatest services and
experiences. Building a comprehensive brand strategy for the complete brand system is
one of the key components to ensuring coherence from identity to experience at all
customer touchpoints.
Solution
Synchronously apply 3C MODEL for the brand ecosystem (EduTalk, Ecoach, IELTS Mentor,
TOEIC Keypass).
Renew the brand strategy of EduTalk to create a strong foundation to adjust or develop a
corresponding strategy for its sub-brands.
Scope
• Brand repositioning
• Brand Strategy
• Integrated Brand Management
Result
Building and renewing the respective brand strategy and new strategy adapted for its sub-brand:
• Ecoach (Product brand)
• IELTS Mentor (Product brand)
• TOEIC Keypass (Product brand)
Successfully repositioning the EduTalk brand in the market with the big idea “More than just talk”
with the mission "Develop the country's education to its most advanced education in the world.”
Internal communication messages “Together our fleet advances” is the link between the big idea
and the employees to create a close coordination and connection.
Mai Linh Corp
01. Research
02. Branding Strategy and Packaging
03. Marketing Communications
Situation
Mai Linh is one of the largest Vietnamese brands which is associated with
transportation. After years of development, Mai Linh is now operating in
several business sectors such as media and garage. Thus, Mai Linh Group
needs a strategic partner to redirect the overall strategy from building winning
positioning to renewing the brand identity that both inherit the Mai Linh
Group’s root strength and facilitate the future plans and projects.
Solution
Mai Linh, Landor Singapore and Wisdom Agency collaborate in a united
branding project for its all business sectors, identify its new brand territory and
the necessary architecture to expand its business across ten verticals. We work
closely with internal team to communicate change be ensure smooth
transition at every branch touch point. The work includes but is not limited to
brand design, internal communications and engagement workshops.
Scope
Research, Brand Strategy, Consulting, Corporate Brand Identity,
Communications, Internal Engagement.
Results
The spin-off of an entirely new business division as Mai Linh Media and a
brand facelift. The continuous work with Mai Linh include internal
engagement, research for customer insights in new market and brand designs
for business units across all verticals. Relationship between the two entities is
on continual basis to refresh, sustain and uplift brand equity with the aim to
become top valuable transportation brands in Vietnam.
Vianco Foods
01. Branding Strategy & Pakaging
02. Marketing Communications
Solution
A comprehensive new brand strategy was designed. Collaborating with Helius Research,
the work involved a process from research from both internal side (CEO) and external
side (customers from 3 types of cookers and 6 cities, retailers). Based on the research and
understanding of the product direction in the future, we give the most suitable brand
architect with various product lines.Then restructuring brand portfolio, developing new
brand identity as well as branding strategy for each sub brand. Based on the new
branding position, developing the IMC campaign to promote the brand.
Situation
For over 60 years operating in the Vietnam market, Vianco brand image had been lesser
and lesser effective in attracting modern consumers. Thus Vianco needed to refresh the
brand not only brand image, brand identity but also its positioning to gain back the
younger segments.
Research Report from Helius with Wisdom’s direction.
Result
Branding
• Developing the brand and branding strategy that helped Vianco bounce back and recover
during the recession because of a pandemic outbreak.
IMC
• Facebook:
• Facebook engagement: 12,335,
• Video views: 120,651,
• Minigame interaction: 3000 (including 360 comments, 200 shares)
• Google Instream ads: 270,000 impressions and 191,373 views
• CSR campaign: provide free lunch for people in need during the hard time of pandemic
Covid-19
Scope of work
Market Research
Brand Strategy for Vianco and Vianco Sub-brand
Re-Packaging
Media planning and execution, TVC
Re-Packaging
After years of earning many loyal customers, we decided not to renew 100% of the packaging at the
moment. But we create a process of alternate packages from 40% to 80% change in 2 years, therefore,
the loyal customer would be used to the change of their familiar brand.
Original 40% change
60% change
After 1 year
80% change
After 2 years
Huu Nghi
01. Market research
02. Branding Strategy & Pakaging
03. Marketing Communications
Rebranding
Solution
A new brand identity and Southern trade plan were designed for new launch. The work
involved an intensive chain of actions from market research and findings to marketing to
ensure that all following elements are properly set. After that, From new brand
architecture to value proposition, Wisdom worked closely with Huu Nghi Food’s
marketing team, AC Nielsen’s team to revive the historical brand.
Situation
The fresh bread category of Huu Nghi after 12 years of fast growth on Northern market
needed a brand rejuvenation to catch up with the new trends of consumption in food
industry to ready for the new era of growth and ambitious and to launch its expansion on
Southern market.
Scope
Market Research
Brand Strategy for Staff
Southern Business Development Strategy
Renew Packaging
Research Report from AC Nielsen with
Wisdom’s direction.
Re-Packaging
Staff – the leading fresh bread brand of Huu Nghi – is now a top five leading brands in Ho Chi Minh city.
There are changes applied in fresh bread category which are being monitoring daily to ensure strategic
accuracy.
Re-launching
Solution
Base on the company and business strategy, with the support of the new rebranding
section, we design a from head to toe communication strategy for relaunching campaign.
Situation
After rebranding and repackaging all of the product SKU, Huu Nghi questioned to launch
and spread it to customer who is familiar with the-old-Staff in the North and not well-
known in the South.
Scope
Creative production: Music TVC, Product Video, Shooting, Key Visual,
Website Production
Influencer Marketing
Result
Staff – with a new look of modern and clean, new voice of young and fresh has gained a
huge interest from both internal member of Huu Nghi and external customer.
VFM
01. Brand Strategy
02. Marketing Communications
03. Digital Integration
2016.
Initial cooperation
on brand and
marketing
Our milestones
2017
.
Launching of the first
financial service for
consumer – the VF-
iSaving.
2019.
Digital integration
enhancement, building of
the marketing tech stack.
2018.
Launching of VF-
iTrade – the online
individual trading
platform.
Scope of work
Wisdom Agency first worked on the adaptation of the re-
branding and building those first blocks of marketing and digital
presence such as website, social and search marketing
Result
• Defined value proposition and brand
• Marketing strategy
• Digital presence
2 0 1 6
Situation
VFM was launching new financial products called Systematic Investment Plan (SIP) with the intent to make it as easy as
possible to the non-investor people.
Solution
Wisdom Agency expanded the work of branding to marketing launching campaign for the new product. From brand
communications to product naming and branding, Wisdom Agency worked alongside VFM’s marketing team to deliver the
The new product - VF-iSaving – was introduced together with communication campaign to launch the new product. The voice
was best tuned for audience which was working professionals, not investors by the earthly defined term of investments. Also,
it was based primarily on performance marketing to monitor and nurture qualified leads
2 0 1 7
Scope of work
• Strategic launching plan
• Key visuals development
• Content management
• Media performance
• Event & PR release
Result
Successfully introduced VF-iSaving to the market. At the end of the year, VFM
was the #1 consumer investment fund in the market. During the campaign
period, Wisdom Agency have achieved
• More than 16,500 fans on Facebook
• Reached to 2 million users
• 1000 sale leads generated
2 0 1 8
Situation
Wisdom Agency understood that every good marketing plan began with quality products and
services. In order to improve the customers’ experience, Wisdom Agency had to enhance the
service by the use of digital technology
Solution
After one year of branding work, Wisdom Agency launched the new online trading platform –
VF-iTrade – in 2018. The platform shortened the contract procedure and enable customers
quick and do-it-yourself online transactions.
Also, Wisdom Agency matched the brand and product strategies by adjusting the branding
voice and identity to a younger audience who were more tech-savvy that would allow them
to use VF-iTrade with ease.
Result
2018 marked the peak successful year of VFM with exponential-growing ratios
• Customer base growth: 200%
• Revenue growth: 10 times the base of the first year’s
Situation
VFM and Wisdom agreed to work on the extension of VFM’s brand core
and value. However, as it was no longer a market follower, the new mission
was how to extend the market and re-educate young potentials by the
benefits of fund certificates.
Solution
Wisdom Agency plan to extend the activities beyond digital platform and
communications. In fact, the brand is planned to become a sponsor of financial
planning education to young generation so that they can live, grow and achieve
more by their ambitions.
2 0 1 9
Xuan Hoa
01. Market research
02. Branding Strategy
03. Marketing Strategy
04. Digital Business Strategy
Solution
Based on our intensive market analysis, we’ve managed to completely modernize the company’s
brand identity system, develop a strategic framework for all marketing activities until 2020.
Situation
Xuan Hoa was going through a business transformation from state-own to joint-stock company.
Besides, the new brand also needed a re-positioning to the higher segment.
Result
Wisdom Agency are proud of being an exclusive strategic agency of Xuan Hoa Furniture for
two consecutive years 2016 and 2017 to build and supervise all marketing-related activities.
The transformation immediately received good feedback from customers and boosted sales
volume over the top.
Scope
• Data research: primary research extensively on product end-user together with
interviews of all stakeholders to set direction for brand growth and product
development
• Branding: a holistic brand strategy with a 5-year time frame toward international brand
status
• Marketing: a new marketing strategy with focus on digital platform and new product
design together with production optimisation advised by Japanese experts from Toyota
• Tech: new wesbite and tracking systems, the social platform provides feedbacks for
product improvement
Website
Result
Newly launched in July 2017, the new website makes good impression with audience
and support total branding effort
Situation
Together with the attempt to introduce a new brand identity system that is modern and
beautiful, Xuan Hoa also need a new website that follow the brand guidelines and up to
date for e-commerce technology.
Solution
New website was built based on the web strategy frame of WISDOM, enhanced by e-
commerce functions and mobile CMS application
Concept Q3/Q4
“CHUẨN MỰC VĂN PHÒNG HIỆN ĐẠI”
Concept Q1/Q2
“TIÊU CHUẨN QUỐC TẾ, GIÁ TRỊ BỀN LẦU”
BRANDING W I S D O M A G E N C Y
2 0 2 2
Solution
Develop the brand positioning, brand identity, brand story as well as guideline for
future communication campaign
Situation
Mai Linh Media is a media agency, which focuses on taxi advertising, and is a sub
brand of Mai Linh Corp. As a new established company, Mai Linh Media requires a
brand identity which inherited the characteristics of the Mai Linh brand as well as
modern enough to be claimed as a media agency.
Scope
Brand anatomy, positioning, theory, tagline. Brand identity (Design trends, direction
for brand)
Result
MaiLinh Media has officially put into operation in time to serve the high demands
during the holiday season.
MAI LINH MEDIA
Solution
develop brand name, brand strategy, brand identity, identify the brand architecture.
Situation
Mai Linh came up with a new service to compete with ride-hailing applications with
the desire to exploit the group's endemic advantages - such as the ability to explore
provincial markets, prestige, and professional proficiency... As a result, everyone,
from customers to drivers, benefits and lives better.
Scope
• Consulting and building brand strategy: brand architecture, brand name, brand
idea, brand belief, brand mission, brand personalities, brand tagline.
• Building brand identity: logo, brand color, image orientation, brand pattern,
fonts, application to publications.
Result
• Successfully applied brand architecture for Mai Linh Smart Car - Source brand.
• Successfully developing the brand tagline "Mobility Unlimited" in the market with
the purpose "Advance our customers life journeys”.
• Completing the Mai Linh Smart Car brand identity system.
MAI LINH SMARTCAR
Solution
building a long-term brand strategy and brand identity for Mai Linh Logistic.
Situation
in the delivery and shipping market, almost every major player focuses on
standardized shipment, the heavier segment (over 30kg) remains an opportunity for
newcomers because: the small & hi-tech players do not have enough facilities or
expansion budget to serve this new demand, meanwhile, the traditional big brands
are too complicated and slow to make a change. Mai Linh has unique advantages
which allow them to tap into this potential yet unexploited market.
Scope
• Consulting brand strategy: brand architecture, value statement, brand idea,
brand message, brand personalities, brand belief.
• Building brand identity: Logo, brand colors, art direction, brand pattern,
typography, application to publications.
Result
• Successfully applied brand architecture for Mai Linh Logistic as an umbrella brand.
• Successfully developing the "Safe - Fast - Save" position for market penetration
phase in the market with the mission "Becoming the top 10 logistics companies
providing leading logistics services by 2025 through the application of technology
- innovation in the Vietnam delivery service industry in the segment of 30 kg and
above".
• Completing the Mai Linh Logistic brand identity system.
MAI LINH LOGISTIC
Solution
Based on the insight that "Those who have, are, and will be learning IELTS,
IELTS is a difficult language qualification in terms of knowledge and requires
all four skills. While practicing, they might easily get lost when they can't help
themselves with a clear learning path, the appropriate learning method, and
motivation. Therefore, they need a mentor to accompany, help, and assist
them in the right way so that their concerns will be at ease while practicing
IELTS". Since then, Wisdom Agency has chosen to position IELTS Mentor as a
mentor, encouraging students to approach IELTS in a clear but fascinating
and simpler way, hence fostering excitement in review. With the above
positioning, IELTS Mentor has increased market awareness as well as
customer trust in the brand.
Situation
Even though IELTS MENTOR has been developing effectively in the North
market, entering the South presents many powerful competitors, like VUS,
ILA,..., making it even harder to stand out in the eyes of the public.
IELTS MENTOR
Result
• Successfully developing the brand tagline "Rigth mentor Right path" in the Southern
market. Based on the observation that students prefer active learning approaches
(with lessons combining English-language games,...) over standard classroom
instruction.
• Completing the Brand Guideline for the TOEIC Master brand.
Solution
Differentiating the TOEIC Master brand with the meaning of "MASTER": Overcome -
Conquer – Master.
Creating a journey, clarifying the message you want to convey: helping students in
all stages of the journey, from mastering basic English skills to conquering the TOEIC
test, to serve their lives or those who need them for their dream job.
Situation
Even though TOEIC MASTER has been developing effectively in the North market,
entering the South presents many powerful competitors, like VUS, ILA,..., making it
even harder to stand out in the eyes of the public.
TOEIC MASTER
Scope
Consulting brand strategy: brand architecture, value statement, brand idea, brand
message, brand personalities, brand belief.
Building brand identity: Logo, brand colors, art direction, brand pattern,
typography, application to publications.
Result
Successfully developing the big idea "MASTER TOEIC – MASTER LIFE", based on the
customer’s desire to be able to use their English skills outside of the classroom, at
work, and in daily life. They demand more than just a certificate that can be applied
in the real world.
About the meaning of the TOEIC Master logo:
• Icon: Use "negative space" to show the image of the road to success, mastering
the future in the stylized 2 letters "T" and "E".
• Color: using 3 main colors inspired by the flags and symbols of the US and UK
countries.
• Fonts: To convey the tough, strong, and serious brand image, the brand name is
stylized from Gotham font with bold strokes.
Complete the Brand Guideline for TOEIC Master brand.
Solution
Differentiate Mychef - Vianco’s new brand - with competitors which positioned
themselves as “Quick & easy cook”. Develop the brand strategy in the short and
long term and corresponding brand identity.
Situation
Vianco released a new product to complete its product profile, expand its market,
directly compete with and steal market share from competitors which are well
known by modern consumers. To do that, Vianco needs a strong positioning
strategy for its new product line - complete seasoning sauce - My Chef.
Result
• Successfully develop brand positioning “Complete sauce - Homemade delicious standard” (Gia vị hoàn chỉnh - Chuẩn ngon tự nấu) in the Vietnamese market, derived from the
idea of "Complete seasoning for modern women, making cooking a pleasure to enjoy".
• About the meaning of the My Chef logo: The My Chef logo is based on the picture of a chef with the personality of an intriguing Magician, and it is broken down from the
typography to the icons
• Complete the Brand Guideline for My Chef brand.
MY CHEF
Solution
Utilising their advantage of wholesale pricing, Wisdom Agency assisted
Mercon to identify the right target customer segment and build the proper
business model to approach them, followed by the brand identity and
communications plan.
Situation
The consumption coffee industry in Vietnam was booming. Mercon as a
leading coffee exporter in Vietnam since 1988 also wanted to take part in
this excitement by developing its own retail brand and marketing plan.
Result
Mercafe was launched and is still in its first year of business operations.
The plan was set for 2 years to come so Wisdom Agency can return on this
project real soon.
MERCAFE
Solution
Develop the brand strategy to differentiate Nang Sen from other. Adjust its current
brand identity to fit with the new positioning and brand story.
Situation
The mid-to-premium segment is increasingly competitive with the increasing
number of premium product lines. Major brands just copycat each other. They
exploit the same story, use the same marketing approach and tactics (promotion
and sampling), compete on the same aspects (quality, delicious taste, ST product),
making brand loyalty hard to achieve.
Scope
• Consulting and building brand strategy: brand idea, brand purpose, distinguish
beliefs, brand personality, brand tagline, value statement.
• Building a brand identity system: art direction, brand color, typography, brand
pattern, product packaging and application to publications.
Result
• Successfully developing the brand tagline "Love derives from love" in the market
with the purpose "Renew the image of women in the kitchen to reconsider the
view of the daily cook”.
• Complete the Brand Guideline for Lotus Rice brand.
LOTUS RICE
Solution
Taking the young generation in favor of quicks, convenience and diversity
in urban areas as the main target customers, the Bakery has launched a
wide range of brand-new fresh breads besides the traditional gateaux. The
new name - BONAMI promises to appear with a completely unique brand
identity.
Situation
Huu Nghi Bakery, a brand by Huu Nghi Food JSC founded since 2009, is a
chain of nearly 30 stores featuring and showcasing gateaux product lines.
After 10 years of development, the brand is facing the challenge to
innovate its images in order to meet the increasing diversity of customer
demands for pastry
Result
The new brand identity brings a whole new look to the brand, which
promises to become an ideal destination for all fresh bread lovers
BONAMI
Solution
Defining the suitable style that match the local trends and developing the
corresponding name and brand identity
Situation
Targeting the northern rural cafe & eatery market, the investor needs an
inspiring name and brand identity which are localized to fit the choosing
market and inspiring enough to navigate the store designing style.
Scope
Brand strategy (positioning), Brand Identity (name, logo, motif,
typography, color, stationery, art direction)
Result
The cafe & eatery become new hangout place for local officemen and
businessmen
FREELAX
Solution
Develop a new brand name, brand strategy, and brand identity which
completely deliver the brand philosophy and support the business
strategy.
The brand will focus on surface cleaning at first then expand to body wash
categories in the future.
Situation
There are many green brands in the cleaning market. However, no one can
position itself as the market leader. Most of them focus on one or some
specific categories, such as hand washing, floor cleaning, dish cleaning,
detergent, etc.
Apart from claiming almost 100% natural ingredients to avoid
environmental impacts, many sustainability aspects like plastic waste
remain unsolved.
AVCOchem approaches this issue by developing not only a comprehensive
eco-friendly product range to cover all the daily needs, but also a 3R
process (Return - Reuse - Recycle) to avoid unnecessary and single-use
plastics.
Result
• Successfully conveying the brand idea 360º GREEN in the market with the purpose of
“Promote green living and a sustainable world by applying science. And is more strongly
associated with the brand personality “Understanding, safe, sustainable, expert,
trustworthy”.
• About the meaning of the CleaniS logo:
• The outer sphere represents mother Earth and has a 360-degree coverage capability.
• The S shape, which is formed by 2 leaves, stands for green Science. By putting it at the core
of the logo, we imply that Science is what connects every part of the brand to bring out the
best from nature and nature.
• Complete the Brand Guideline for CleaniS brand.
CLEANIS
Solution
According to the product orientation that comfort and bring out the personal
beauty of women, Wisdom Agency decided to build a strategy for An Thinh’s
fashion brand along with the story about praising the natural beauty of each
person. Hence, this helps An Thinh to create differentiation towards other
competitors and emphasize the USP of product in the market.
Situation
After 2 years of building the exclusive distribution channel for Corele V. in the
Northern market, An Thinh officially develops a premium fashion brand aiming
only for women. This high-end brand mainly focuses on producing homewear,
lingeries, bikini and skivvies.
Result
“Burgundy” is created with a positioning statement “Redefine the beauty
template” which stands out on the red burgundy theme of the logo. It helps to
deliver the message in the most efficient way but still have the elegance
element of a premium brand.
BURGUNDY
MARKETING W I S D O M A G E N C Y
2 0 2 2
Solution
Building the internal communications campaign with supporting activities
which aim to connect people and give new year gifts to thank for their
devoting. Besides, a large number of marketing materials are designed to
highlight the campaign key theme as well as support the year end events.
Situation
As one of the leading corporations whose services focus on inland
transportation, Tet is the busiest time of Mai Linh group. Therefore, as a
custom, every year, Mai Linh always celebrates the Lunar New Year early
to motivate its staff who rarely stay at home during Tet. In 2021, not only
encourage the staff to keep working during Tet, Mai Linh Group also wants
to show gratitude and give a thank you message to every member who
chooses to stay with Mai Linh during the pandemic crisis despite short
term financial difficulties. As a result, Mai Linh has sought a strategic
partner to help them celebrate this internal meaningful campaign.
MAI LINH TET
Result
Proposing the internal communication plan and supporting Mai Linh
Group to actualize the campaign; designing marketing materials related to
Tet like red envelope, gift box, event backdrop, and a set of design for key
activities
Scope
Communications plan & marketing material design.
Solution
“Choose Go” in the Vietnamese sense needed to be shown, not tell. That was
why regardless of how insightful the message might sound, good celebrity
endorsement was still required plus a little bit of exoticness. Wisdom created
a campaign based on the idea of shoes delivered by running celebrities and
free orders to attract the youth’s attention and leveraged from this big idea to
a 2-to-3-month campaign.
Situation
Nike React featured a revolutionized cushion technology for sportswear
shoes. The “Choose Go” global concept had been well established around the
world. The task was how to adapt that concept in Vietnam but still preserve
the local relevance.
Result
6 mil impressions generated
2300 pairs of shoes sold
USD270,000 revenue increment
NIKE
Highlight
• 6M digital impressions were generated, with placement in multiple
media channels – on Facebook, Youtube, influencers, online publisher,
hyper local and ad network.
• Nike fanpage continues to grow in popularity, with over 13.868 fans
grew without advertising.
• The React Delivery video has been viewed over 2.2M times since its
released in August, making it Nike Vietnam most-viewed videos.
• Nike contest and photo booths creating an extraordinary number of
brand impressions with the right audience in a unique, joyful way.
Solution
Wisdom understood that Big C was looking for big hit at the end of 2017. Big C is a
part of Vietnamese modern culture, so Wisdom decided to make incorporate the
Three-God theme of Tet into the campaign and built an extremely easy game
mechanism to spread the good luck of Tet and viralise Big C game
Situation
Big C – the Asean leading retainers with 35 supermarkets in Vietnam – has been in
business since 1998. Every year, Big C launches a mega campaign to celebrate Tet
and appreciate loyal customers
Result
The campaign was executed mostly on digital platform plus integrated activation
activities at all the outlets of Big C chain. Wisdom built everything from the microsite
to social posts on fanpage.
BIG C
Result
Here is the gained achievements listing:
• Total of impression is over expectation (approximate 410%). more than 189 million impressions in 3 months.
• Wisdom Agency built communication activities via ads network, mass publishers and social hot profiles for BigC.
189,015,034
Impressions
169,184
Social
Engagements
2,082,782
Video Views
649,297
New Users
1,146,280
Sessions
313,743
Players
Tết Campaign Game Session
Solution
A launching plan for Coco Ichibanya was designed based on the concept of Yin Yang
to promote both the deliciousness of Indian cuisine and healthy essence of Japanese
culture.
Situation
Lotus Group was planning for the new carry brand in Vietnam, which is a mix
between Japanese and Indian cuisine – the Coco Ichibanya.
Scope
Event
Social management
PR
COCO ICHIBANYA
Result
Reach: 1,332,456
Engagement: 9,642
Social fan growth: 1.594
Solution
Using KOLs and micro influencers for seeding and raising brand awareness before
nurturing and remarketing via social campaigns.
Situation
As a new commerce business who had entranced in personal care and cowin in
somesmetics market, Akutis needed an effective approach strategy to raise the brand
awareness, survive under the pressure of competitors and win in some niche
markets.
Scope
Communication planning, social content, livestream
AKUTIS
Result
Defining the niche market for each product line and establishing the brand position in
market
Solution
Among all the functions, light-activated whitening technology was the brand positioning for
first launch of Blanx to trigger
Situation
BlanX is the only toothpaste that combines cosmetic and scientific properties; it is the only
natural non-abrasive whitening toothpaste with an exclusive formula based on Arctic
lichens. BlanX laboratories gave rise to BlanX White Shock in 2012, the new range of
products with the revolutionary patented formula based on ActiluX, the active ingredient
that whitens teeth by using the power of light.
Scope
Localised brand proposition and communications
Digital e-commerce platform
Digital communications and content
BLANX
Result
Wisdom successfully launched the brand and is continuously supporting them to achieve
the first year’s trade expansion and financial targets.
Solution
Wisdom was involved in the marketing activities of Prep from the very beginning.
Understanding that multi-function cream concept was not a familiar one in Vietnam.
Wisdom designed a marketing plan with broad trade base and intensive communications
activities to educate a new Vietnamese generation about this concept mostly via digital
environment.
Situation
Standard-bearer of Made in Italy with regard to the skin protection, Prep combines
innovation and tradition along with gentleness and efficiency across its entire range of
products, designed for complete skin treatment.
Scope
Localised brand proposition and and communications
Digital e-commerce platform
Digital communications and content
PREP
Result
Wisdom successfully launched the brand and is continuously supporting them to achieve
the first year’s financial targets.
COMMUNICATIONS
W I S D O M A G E N C Y
2 0 2 2
Situation
Novaworld Ho Tram introduces the sixth subdivision: Long Island - the only place in Ho Tram has a
private yacht dock and a "sea-forest-lagoon" nature setting.
Long Island needs a suitable communication strategy to differentiate itself on the market, highlight
the location's strengths, and reach the high-end target audience through digital platforms.
Solution
Long Island came up with the creative idea of "luxury American lifestyle" to turn up the luxury and
class.
However, the American lifestyle is over-communicated in the resort segment in particular, and real
estate market in general. So our aim was to define Long Island's American style and how it differs
from others.
In contrast to most American lifestyles, which are defined as modern, vibrant, luxurious, flashy, or
unique and upper-class. Wisdom provides clients with another value: a lifestyle inspired by the
freedom of the American island lifestyle.
Novaworld Ho Tram - Long Island requires a more unique, distinct, and genuine approach to the
target client group's insights.
NOVAWORLD HO TRAM
Result
• Reaching over 7 million Facebook reach equates to exceeding 126% of the initial KPI.
• Reaching 2,388,447 views, equivalent to 615% KPI and 17,499 clicks through the campaign's media channels.
• Received 17,499 clicks to the landing page through media channels.
Scope of work
• Channel strategy planning
• Social media content strategy
• Graphic design
Solution
Belong’s business model is relatively new and different from other housing brands on the Vietnam
market. Wisdom has proposed the overall message and communication activities towards a community
with different, diverse, and high-class lifestyles coming together in Belong.
Belong's differences and strengths are expressed through images and content that exude a youthful,
dynamic, and modern spirit.
Then digital activities strongly promote to the exact target audience and get effective growth results.
Situation
Belong has an impressive brand identity but has not built a meaningful brand concept.
The motifs and publications that do not have a rationale to explain and associate with the brand, are
also generic.
Scope
• Microsite
• Social management
• GDN
• PR
BELONG
Result
• Facebook page reach: 178.124
• Engagement: more than 24..000 per month
• Obtaining 280 leads equates to meeting 185% of the KPI.
Solution
Implementing inbound and outbound marketing strategies simultaneously. Outbound
marketing is used to raise brand awareness, acquire leads, and aid inbound marketing efforts.
The goal of inbound marketing is to take care of potential audiences and naturally attract them
through relevant content and products.
Connect with the appropriate partners for product integration and audience cross-mining.
Situation
Even though digital transformation was a hot topic during the isolation period, only a small
percentage of businesses implemented it. Businesses are hesitant to alter after bad experiences
in the past and are more cautious because of the epidemic’s financial situation.
The industry's specifics require trust and a lengthy period of learning and trying before making a
decision rather than relying solely on feelings. As big players roll out trial and support plans - in
which the 1st year is a free trial - the market becomes more competitive.
WEONE
Result
• 310 leads in 4 months.
• Qualified lead achieves a ratio of 130/310, 42%.
Solution
Implement a communication plan to raise brand awareness and associate products with the
new era of intensive shrimp farming, hence increasing demand and piquing the interest of
distribution agents, who play a key part in the farmer's final purchasing decision.
Situation
Cargill's Aquaxcel brand of shrimp feed products, owned by Cargill - America's largest agriculture
feed manufacturer. Products are frequently communicated primarily through events, training
sessions, and offline consultations in Ca Mau and Bac Lieu, but their effectiveness is decreasing,
since the pandemic's impact.
Furthermore, despite the fact that it has been on the market for years, the product has not been
solely promoted through digital media but is frequently bundled with other items under the brand
Cargill. The company hopes to promote Aquaxcel as a significant product of innovative technology
and build momentum to expand into other important shrimp farming locations.
As a result, the company wishes to launch a marketing effort to raise product recognition and
competitiveness.
CARGILL
Result
• 17,000 Facebook fans as a result.
Solution
The “Redefine to refine” campaign was created to educate target customers about a Mercon
leader in providing quality coffee. Through it Wisdom has demonstrated other strengths of the
global Mercon brand.
Optimized advertising formats have helped Mercon fully convey the media message in the
campaign.
Situation
Mercon Coffee Group is widely known in the coffee industry around the world, but its
appearance in the Vietnam coffee market is fully new, not to mention that Vietnam Specialty
Coffee market is also a new in the developed market here. The task was how to adapt that
concept in Vietnam but still preserve the local relevance.
MERCON
Result
• Reach more than 208.814 / users
• Engagement: more than 57.000
Solution
Delivering the message Vietfish - The most prestigious and high-quality connection exhibition
in Vietnam, to reaffirm its position as the leading exposition conference in Vietnam and the
globe, and to unify material and visuals on multi-channel communication from online to offline.
Situation
Vietfish is an exhibition convention held by the VASEP organization that has been running for
over 20 years. Vietfish, being the hub of trade, connection, and sale of seafood-related
products and services in Vietnam, not only possesses prestige and diversity in products and
services. However, there is a lack of uniformity in the substance of transmission from the
media orientation to the media channels, events, material, and visuals.
VIETFISH
Scope
• Media strategy
• Communication strategy
• Content strategy
• Blog
• Email marketing
Scope
• Reach 1600 Facebook engagements.
• Drive 3400 visitors to the landing page.
• The campaign's media pages received 13900
clicks.
Solution
The strategy of Pocari focused on the niche but effective segments by utilising mostly
digital platform and store activation. The brand character was built by a more matured
characteristics and expert-like positioning.
Situation
Pocari entered consumer market with the mission to bring refreshing and healthy
Japanese drinks to Vietnam. The product was quite different to competitors’ one, so they
accordingly would need a different brand strategy to stand out from the marketplace.
POCARI
Scope
Wisdom managed social marketing for the brand and adapted all general brand guide
materials into digital and social content of attraction. There was a variety of format used
to keep the brand up to date with digital trends. Wisdom Agency also contributed with
feedback from social platform to sharpen the brand character during the year.
Result
After 1 year of execution to the beginning of 2018, Wisdom Agency
have achieved:
• More than 39,000 fan growth
• Total fan interactions were up to743,971
• 341 posts with 10,453 comments on fanpage
TOPCAKE
Result
Successful execution to introduce Topcake on digital platform:
• Click to link game per month: 32,000.
• Engagement: 50,000.
Solution
One of the key campaigns during the year for Topcake was Tet. WISDOM was
in charge of promoting this new brand on social platform and committing
traffic to page.
Situation
Topcake is a newly launched brand in Vietnam, who focused mostly on digital
platform to develop its brand and business.
Scope of work
Social marketing as key activities, WISDOM employed many games and
rewarding schemes to drive traffic to microsite and eventually to store.
Solution
The intention is to popularize the new American flavour with a menu tailored to Vietnamese
palates.
As their launch marketing agency and annual social management partner, we infuse the
global brand's spirit into the local business with a twist. We added the local "Suadaccino,"
which is nothing more than our traditional milk coffee, to the menu, but this decision caused
a stir among the younger generation, which was not a fan of this beverage and was more
interested in trendy new drink lines.
In addition, we frequently promoted family combos in our marketing, based on the
understanding that children's sweet tooth is the driving force behind their visits to Dunkin'
stores. Attracting children and their parents is an efficient means of attracting more
customers and fostering expansion.
The plan was anticipated to result in Dunkin' Donuts' next major expansion. If successful, the
next step was to centralize all social media across provinces in HCMC and showcase
Vietnam's market as a regional success story.
Situation
Dunkin’ Donuts is an iconic American brand. However, the cultural gap make the products
distant to Vietnamese customers.
DUNKIN’ DONUTS
Result
Dunkin' Donuts had an increase of 4,000 fans and 20,000 social media
engagements as a result of the campaign. Along with in-store efforts,
Dunkin' Donuts sold out on the first day of launching.
The store remained crowded for the next two weeks and during the
first year, Dunkin’ Vietnam (formerly known as Dunkin’s Donuts)
opened 20 stores across the country.
Solution
Promote Domino’s Pizza using viral clip and focus on Facebook Client expectation and KPI:
50,000 fans at 8% engagement, 50 online orders a day
Situation
Domino’s Pizza is the No. 1 delivery pizza chain in the world. In Vietnam, Domino’s Pizza
applies the same concept and promote them all on digital platform.
DOMINO’S PIZZA
Scope
• Social content management
• Social advertising
• Website revamp
Scope
• Number of fans: +53,000 at 9% involvement during the campaign's run
• The promotion had a direct effect on sales volume as well, which hit a peak of up to 65
orders per day.
Solution
To promote this unique characteristic of Dairy Queen, Wisdom Agency built a campaign of
“Flipping Over” in which Dairy Queen encourages the audience to flip their things over and look at
the conventional issues from an entirely new perspective and capture the moment of joy with
Dairy Queen. For example, a sudden rainfall could be a chance to get closer with your loved ones,
or to bring back childhood memories, or simply to chill out in a day of summer’s crazy hot air.
Beside that, Dairy Queen has localised products that suit the taste of local Vietnamese people.
Continuously, Wisdom Agency established and maintained the social platform for the funny spirit
of Dairy Queen by promoting “Cheese Burger 1K" to get more and more customers to try the
cuisine and encourage people to purchase a Blizzard upside-down ice cream to get a Dilly Bar with
only 1000 VND add-on.
Situation
In 2014, Dairy Queen opened the first DQ Treat Store in Ho Chi Minh City, Vietnam. After 2 years
in the Vietnam market, DQ wants to launch a promotion campaign on their social platform during
the Christmas Season of 2016.
DAIRY QUEEN
Result
The success of the communication campaign can be measured by
30,000 clicks per month and over 13,000 engagements per month.
These achievements can directly result in the next sales report and
ongoing expansion of Dairy Queen.
Solution
The Pizza Company Hau Giang applies "Buy one, get one" promotion for pizzas of size M and
larger, it makes sense for customers to receive the same-sized classic pizza flavour line.
The plan is to attract attention to the launch of The Pizza Company Hau Giang by creating social
media engagements and games to interact with current and potential customers with the "Buy 1
Get 1" promotion for online registration and offline purchase, as well as additional games.
Situation
In 2016, The Pizza Company wanted to launch the 22nd store in Hau Giang (District 6, HCMC) to
increase awareness and attract more customers to experience the restaurant chain.
THE PIZZA COMPANY
Result
The campaign met The Pizza Company's goal of raising awareness by earning 7,675 engagements
and 10,579 website views. On the launching day, there were 4,511 registrations for the
promotion code, both online and offline, leading to in-store direct purchases.
Hậu Giang restaurant launching
Solution
Understanding that ice cream is more than just a summer treat; it can be comfort food for
everyone on any given day, Wisdom Agency has proposed and executed Swensens in 6 months to
direct social media content and follow-up campaigns.
Using the first syllable of Swensens, come up with an idea for a Swenday event with "Buy 1 get 1"
on every Tuesday, run through the Swensen's restaurant chain to encourage in-store purchases.
Situation
Vietnam got the scoop and welcomed Swensen in 2010, the first store located in District 1, Ho Chi
Minh City.
SWENSENS
Result
Swenday's ideas on social media brought significant sales results in Swensen's store. These
activities support Swensen's long-term growth by reassuring people with the toothsome flavour
of the US.
Solution
Content strategy on social platform was what Wisdom Agency did together with offline
event and product gifts. In the end, nothing is better at tailor-made solution as Facebook
and that is what Wisdom Agency want to achieve when attaching this new brand with this
new platform.
Situation
Corele V. is the domestic lingerie producer with a French style and quality. The company
inherits passion from its founder and technology from all its global partners before
launching its own product line customised for Vietnamese women. The request was to
communicate French quality with affordable pricing but still retain the high position of the
brand.
CORÈLE V.
Result
26,667 fans growth
2,485,016 fans engagement is 1 years
Reached out 9,3 millions users on Facebook
Drive 10,571 traffics to website without media support
Solution
For this reason, Wisdom approach is to create a different brand platform from Corel V.’s
which is younger and more energetic based on different characteristics of the two girls.
The tailored work also relates to media targeting and game mechanism
Situation
Belonging to the same company but Marguerite is a brand for much younger audience.
The brand is for younger girls with middle-class positioning, For this reason, they need a
different look and feel to attract young girls.
MARGUERITE
Scope
Digital marketing social & content management
Result
Reach: 100,000
Fan growth: 32,386
Solution
Men were irrational and a little bit lazy towards their underwears use. Wisdom knew that a educational tone of
voice would not work, so Wisdom Agency tried for something more fun but polite like the French way.
Situation
Also a part of Corele V. group, Malefix was undergarment product line for man, affordable for daily use. The
mission Malefix carried was to change perception of Vietnamese men to be more fashionable even for their
underwears.
MÂLEFIX
Scope
Brand platform & Social marketing
Result
The social content and activities sparked humour by the smart and casual tone of voice and triggered a lot of
attention from young population. All of promotion campaigns following afterward were a success with sold-out
results.
In the early of 2018, Wisdom Agency have achieved:
116,904 user engagements
3 million users reached
30,548 users were driven to Mâlefix website
Almost half million video views on Facebook
Solution
Since the brand targeted working professionals, Wisdom believed the best brand proposition should be comfort.
Wisdom Agency also executed the brand strategy primarily on digital platform to approach the right target
groups with a friendly tone of voice.
Situation
Kaylee is a young fashion startup specialised in shoes and accessories. Unlike other startups, they knew from the
beginning that in order to prosper in fashion industry they needed a well thought out and invested brand
strategy.
KAYLEE
Scope
Brand platform
Digital marketing
Social marketing
Result
Increased 5,042 fans
46,676 fans engagements
Over 2,3 millions users reached
214,511 traffics were pulled to Kaylee website
Solution
Running a digital campaign to support the promotion activities and seasonal collections during
Christmas and Lunar New Year to pull customers from digital to store. Besides, utilizing the
strengths of varied display ad formats and localized channels to boost the brand awareness in
new entranced markets.
Situation
To strengthen the brand image as well as get an opportunity ahead of competitors during the
new year season, Khatoco was seeking a communication strategy that either improves the
brand coverage in selected digital platforms or supports the year end promotion. The main
segment is office men who are over 35 years old in the Mekong Delta.
Scope
Media planning, content planning, Digital planning & execution, landing page design
KHATOCO
Result
There was a sharp growth in revenue in comparison with the same period of the previous year.
Solution
Rearranging the app content to enhance the user flow and experience as well as
running a performance campaign to define which elements will drive users away,
which element should be optimized to maximize the future result.
Situation
Jirnexu is a startup mobile app that was developed in order to simplify the digital cash
loan process for blue collar class. To optimize the user experience as well as adjust the
product, Jirnexu planned to run a testing campaign to check the market response
before officially launching the app.
Scope
Media planning, social content, landing page design, UX design, tracking system
JIRNEXU
Result
Click through rate is up to 62% and many insightful datas is drawn.
Solution
A PR and activation strategy focusing on highlighting the PSI values - the brand’s core
USPs, as well as encouraging service trials via promotion and direct marketing activities
Situation
As a hitech car washing startup which aims to serve the upper class, Powersteam needed
an effective strategy to attract their target audiences.
Scope
Media planning, social content, Pr booking, website audit
POWER STEAM
Result
Raise the brand awareness as well as trigger the service trials
Solution
Wisdom creates a clear content strategy and digital plan which directly fit with the right
customer of O2O. Therefore, we drive them from engaging on Social to the launching
event and website purchasing.
Situation
O2O experience is the revolutionary new service that bring toghether online and offline
shopping to make shopping easier, fast and more exciting! The request was to
communicate and introduce Vietnamese customer about the new way of purchasing
service.
URBAN FOX – O2O
Result
1,920 fans growth
104,268 fans engagement is 2 months
Reached out 189 millions users on Facebook
Drive 5,772 traffics to website without media support
DIGITAL
W I S D O M A G E N C Y
2 0 2 2
Situation
Sunrise Riverside is the newest project in Ho Chi Minh City's south, located on the arterial route
Nguyen Huu Tho and in the densely populated residential area Tran Thai.
Sunrise Riverside requires a suitable content plan to differentiate itself on the market, highlight the
location’s strengths. Furthermore, Sunrise Riverside needs an effective digital strategy to reach and
convert target audiences into leads via digital platforms.
Solution
Officers and managers are defined up to the C level as the target customers interested in real estate
investment and family-oriented lifestyles. The plan is to approach current Facebook fanpage followers
and track the code to create a database. We are leveraging different platforms (from Facebook Ads to
GDN) to drive traffic to the landing page with the created call-to-action content.
With the clear objectives and audience mentioned above, Wisdom Agency has designed content
direction for this campaign. Firstly, by highlighting Sunrise Riverside & Project's unique selling points
and emphasizing the value retrieved from the prime location—close to everywhere, Sunrise Riverside
came up with the creative idea of "Khi cự ly là ưu thế". Then, provide informative content and a Call-
to-Action effect with promotions or events to drive users to the sales gallery. Lastly, provide the
benefits of purchasing the Sunrise Riverside project, from social status, investment value, and strategic
and long-term vision, to a modern lifestyle and more.
SUNRISE RIVERSIDE
Result
After 4 months of campaign running, there were 1,500 leads created
in a total of 375,000 clicks with the level of CPL at 1,500,000 VND.
Solution
Wisdom Agency immediately realized what ORR needed was a fully digitalized business
operations system with priorities to content development and digital marketing. Since our
audience was niche and recurring, the business model also required a certain level of automation
to shorten the time gap between each engagement and increase the personalization of content.
Situation
One Road Research (ORR) is an international business that focuses on financial research and
reports that guide international investors who are interested in Asian emerging markets such as
Vietnam. With this strategic partnership, Wisdom Agency worked alongside the client from
incubation to execution, helping them to build the brand and digital strategy that matched their
business model and operations
ONE ROAD
Result
The business is up and running now. For the first of operations, it has attracted 30,000+ and
growing subscribers. In stage 2, Wisdom Agency plan to promote the paid subscription and
reports and broaden the research base to global scale.
Solution
Popiwork makes student job searching easier than ever thanks to the Pop&Pick principle, where
users have a multitude of job choices from many different employers. Exploiting this unique
selling point, Wisdom Agency reaches a young audience through a "paid career" campaign—both
an opportunity to experience jobs, discover their strengths and passions, and bring them back to
easy income.
Situation
Popiwork is a mobile app that connects employers and people who search for freelancer or part
time jobs. As a startup, Popiwork need an effective solution that can optimize their limited
resources but bring high return-on-investments
POPI WORK
Result
Within 3 years of providing services for Popiwork, the conversion rate in marketing activities has
remained steady at 40%, bringing businesses relatively successful and sustainable traffic and
service usage.
Solution
Wisdom Agency proposed the digital strategy to relieve the pressure on experience in SES.
The strategy was also supported via digital communications.
Situation
Samsung was launching the Samsung Galaxy S10. With a hole new design and function, SES
– the Samsung Experience Store, wanted customer to aware about that. Then, attract
them to come in and experience the product in SES.
SAMSUNG
Result
Total Facebook Reach: 202,348 Reaches
Total Instagram Reach: 91,243 Reaches
Scope
Media Planning, Social Content, Online PR
Solution
One of the most outstanding achievements with VIB was the creation of “Teddy Bears” to be
friendly but inspired characters for “Completed Dreams” campaign
Situation
The bank repositioned as friendly and innovative bank. They decided on the new concept and
looked for social strategy that is suitable for younger audience
VIB
Result
The use of “Teddy Bears” image was so successful that it contributed more than 10.000 leads and
increased 10% of sales conversion during that period.
WISDOM had been Facebook retainer partner for VIB in 3 years. Under our management, the
fanpage grew up from 60,000 fans to more than 120,000 fans, monthly contributing 50 – 100
potential sales deals in retail banking.
Scope
Sociall & Content & Media Management
Solution
Dat Xanh for this area is already a new known brand, so Wisdom Agency decided that performance
marketing is the most effective way to attract new buyers. Furthermore, Wisdom Agency can optimise for
better quality of the leads by having landing page with better user quality.
Situation
Dat Xanh Group is among the top real estate developers in Vietnam. The most Southeast area of Ho Chi
Minh city is still full of potential since not so many companies have paid enough attention to this far areas.
However, there are residential projects under development at that time being, so the first ones will get all
the benefit.
DAT XANH
Result
Leads generated 135 leads compared to a KPI of 130, surpassing expectations by 3.8%
For GDN, total number of Clicks reached 3,668; total display volume reached 1,113,433.
For SEM, total number of Clicks reached 2,195; total display volume reaches 19.511. The contrast
between Clicks and Impressions is insignificant. As a result, this impact demonstrates effective channel
coordination and support.
Solution
WISDOM proposed the performance strategy to relieve the pressure on registrations for the test-drive.
The strategy was also supported via digital communications.
Situation
Product launching for the new Subaru
SUBARU
Result
The project proposed by Wisdom Agency has brought 450 participants and 200 experts for the client. On
the day of the event, the campaign brought 5 immediate successful sales for Subaru, creating the brand's
prestige and reputation in the Vietnamese market.
Solution
Performance marketing, social media, online PR
WEBSITE
W I S D O M A G E N C Y
2 0 2 2
Scope
Website
Result
A new website with new style following the brand
guidelines, developed booking – functions.
VIETNAM AIRLINES
Scope
Website
Result
New website was built based on the web strategy frame
of Wisdom Agency, enhanced by e-commerce functions.
AO SMITH
Scope
Website
Result
A new website with new style following the new brand guidelines,
add in booking – functions.
SILVERLAND
Scope
Website
Result
A new website with new style following the new brand guidelines
NEW CITY GROUP
Scope
Website
Result
A new website with new style following the new brand
guidelines.
CRILA
OTHER SERVICES W I S D O M A G E N C Y
2 0 2 2
Scope
OOH
Result
Completing Masterise's billboard designs and maximized the visual effect & impressed
the target audience in a short time with the brand message "A WORLD-CLASS REAL
ESTATE DEVELOPER" to let them easy to remember the brand.
MASTERISE
Solution
Online PR: Editorials on Vnexpress, Dantri, tuoitre, Thanhnien, and 30+ online newspapers
Television: FBNC – 3 Spots news, HTV9 -2 Spots news, HTV7 – 3 Spot news, VTV1 – 4 Spots news
Radio: VOV 3 Spot news
Social Media: 20 KOLs sharing (MC Phan Anh, Khan Van PR, Anh Tu Sang, Ha Okia...),
Situation
Intending to change Diabetes in Vietnam, Novo Nordisk established its Representative Office in Ho Chi Minh
in November 2012. In the path of gaining awareness in a new market like Vietnam, Novo Nordisk needs to
have a good reputation and be thinking of what Wisdom Agency could help them with. Their expectations are
that the core value and business philosophy be spread in an official, authoritative, and trustworthy manner.
NOVO NORDISK
Result
Reach: +2 million unique reach
Participants: +300
Solution
Media planning
Event coordination
Situation
Based on the insight that "Asian people are relatively timid and especially fearful of rejection in
love affairs", Paktor - the first social dating app developed specifically for Asians, launched and
officially entered the Vietnamese market in 2013. However, when compared to a formidable
competitor like Tinder, Paktor faces a shortage of awareness among young consumers.
So the challenge is how to leave Paktor's mark in the hearts of young people as a dating app that
is close and intriguing while also conveying youthful energy without being commercial or
sensitive.
Solution
Paktor has taken advantage of a new trend in music marketing by incorporating Paktor's easy-
to-remember The "swipe left, swipe right" feature to create a mark for the video "Forever
Alone (No More)". The music video was created using the melody of the hit "Forever Alone"
and the collaboration of two singers who are said to be "national" boyfriend models with
opposing characteristics, Chi Thien representing the "Good boy", and Justatee representing
the "Bad boy". This opposing combination is intriguing, and the repetition of the action "swipe
left, swipe right" in the lyrics has created a closeness and is easy to remember with the target
audience.
PAKTOR
Result
With Paktor, the first social dating app developed specifically for Asians, MV has
achieved coverage and awareness for young users in Vietnam, with approximately
500,000 views on YouTube. Social indices are as follows:
• Sentiment: 80% positive
• Engage: +20,000
• Download: +5,000
2nd floor, 68 Nguyen Hue Street, Ben Nghe Ward, Dist 1, HCMC
36,14 Street, Him Lam Residence, Tan Hung Ward, Dist 7, TP. HCMC.
162 Peach Blossom Crescent, Kitchener N2E 3Z6, ON, Canada
contact@wisdom.com.vn
+84(28) 710 999 78
Contact

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Wisdom Agency's General Credentials 2022

  • 1. GENERAL CREDENTIALS W I S D O M A G E N C Y 2 0 2 2
  • 2. Agenda 01. About Wisdom Agency 02. Case Study Introduce the business philosophy, our services, our partners and our clients. Information about advising projects and building branding, marketing, digital strategy.
  • 3. 01 . About Wisdom Agency Introduce the business philosophy, our services, our partners and our clients.
  • 4. About us Wisdom Agency WISDOM AGENCY is an integrated agency with a domestic origin and international outreach. With combined expertise, Wisdom Agency have been able to create a growth solution of our own to stand out from the crowded marketplace. With a compact team of specialists, Wisdom is specially designed to work efficiently with middle-sized businesses assisting clients to reach business goals by excellency of strategy and execution.
  • 5. A strategic marketing agency that Make Strategy Matter In every stage of business growth "How to continue growing” is the biggest challenge tod for companies who aspire to transcend to the next level. From incubation to middle-sized and large-sized enterprise. strategy contributes differently to the growth and success of the business. By connecting the dots and optimizing the resources toward desired goals, strategy underpins the smooth operations and thus enhances market competency. For this reason, Wisdom Agency does not sell marketing activities, we sell strategy-led competitiveness rooted in the combination of deep research, insights and marketing activities enabled by modern technology.
  • 6. Our business Vision Wisdom Agency aspires to heighten the standards of marketing firms in Vietnam by being a sample of authentic work with strategic focus, the commitment to end results and long-term partnership. Mission Wisdom Agency accompanies our clients keeping up with fast pace of change in global marketing, branding and digitalization. Our services focus on accuracy of strategy and consistency of implementation for success in the long run. Philosophy Our belief that wisdom is the ultimate attribute that drives the success of every business. Wisdom Agency continually strive to collect insights and turn them into strategies that can transform- business's prospects
  • 7. Our values Wisdom Agency are being true to our ourselves by appreciating our staff's effort and caring for the welfare of our clients authentically. A large part of our innovations is inspired by the passion of our staff that is always ready to go the extra miles to foresee the end-result then try harder for the best services. Authentic Try harder End result
  • 8. Our team BOD Account Strategy Content Design Back office Client Service Strategic Planning Direction Art Director Finance Project Management Digital Planning Curation Interactive Design Human Resources
  • 9. Our services Our services are based on four fundamental mainstays on which our business principles thrive. Brand Research Brand Strategy Corporate Identity Brand Management Rebranding Launch Brand Communications Strategy Communications Campaign Concept Development Content Development Communications Inbound Consultancy Customer Personas Content Strategy Website Content Email Marketing CRM Lead management Marketing Automation Digital Digital Audit Digital Architecture Website Search Marketing Social Media Analytics & Reporting Inbound
  • 10. Sand Clock Strategy (SCS) There may be an abundance of models in business, out an original models a sign that a consultancy has reached its maturity in knowledge and de is Sand Clock Strategy (SCS) was integrated from NH Minh doctoral study and his participation in international consulting projects. The SCS illustrates the minimal thinking process to get from Problem to Solution and a wide set of 100+ collected tools for specific purposes Ike branding, communications or digitalization. Some of the tools are adapted from renown global agencies such as Interbrand or Landor.
  • 12. CIM Minh H. Nguyen, MCIM, Chartered Marketer Minh joined Wisdom Agency in 2017 as Managing Partner and he had led and trained the team to follow his philosophy and principles. He is a chartered member of Chartered Institute of Marketing (CIM) in UK, expert member of two international consulting organizations which are Landor & Fitch (L&F) and Gerson Lehman Group (GLG). Under his supervision, Wisdom Agency update and apply his researched models and the latest trends of marketing worldwide into our daily marketing task work to ensure the best possible solution to our clients.
  • 13. Landor & Fitch Landor & Fitch communications Vietnam Wisdom is dedicated to giving outcomes that are always founded on up-to-date professional knowledge and practical methodology. Since March 2022. Wisdom Agency has been a representative partner for Landor & Fitch in Viet Nam. Wisdom has proven our professional ability by working on many large projects together. Landor & Fitch not only gives Wisdom chances to work together. but also many proprietary documents and methods, such as brand driver platform, brand experience map, etc. So Wisdom can connect them with our strong base of knowledge to deliver better results in advertising and marketing.
  • 14. Hubspot HubSpot Certified Partner and Consultants Wisdom Agency is certified partner of HubSpot with sufficient capabilities to consult and implement inbound marketing system for clients across many industries. We have helped clients in education, pharmaceutical, furniture etc. transform their business models, integrating platforms across physical and virtual channels into a single and seamless inbound marketing automation process. https://www.hubspot.com/agencies/wisdom-com-vn
  • 15. Agency Alliance With BTL activities, HOKO will be an important partner to implement events, brand activation activities in the strategic implementation ecosystem provided by Wisdom Agency. Digit Matter will play a major role in the ATL section. Specifically, Digit Matter will be in charge of implementing marketing activities on digital channels. Mai Linh Mediacom will be in charge of advertising activities, building brand awareness on Mai Linn’s vehicles. In addition, the agency also takes care of campaigns that integrate online to offline to produce measurable results. Wisdom Agency announced a consortium of four new strategic partners including Digit Matter, Mai Linh Media, HOKO, Group O. The combination is expected to help fill the gap between the implementation strategy and comprehensively solving customer problems according to the Wisdom Agency strategy. Together with HOKO, Group O is also a co-partner of Wisdom Agency in planning, organizing events, and executing brand activation activities.
  • 16. VDCA Award Winning Agency in 2018 Wisdom Agency is contributing member to Vietnam Digital Communications Association (VDCA), an organization that promotes and rewards digital communications excellency in Vietnam. In 2018, we were honored to received the Digital Award for The Best Campaign category. Since then, we have sharpened our skills and perfected our execution operations to improve the quality of our work.
  • 22. 02.Case Study Information about advising projects and building building branding, marketing, digital strategy.
  • 23. FEATURED PROJECTS W I S D O M A G E N C Y 2 0 2 2
  • 24. Nova Land 01. Brand Strategy 02. Digital media planning
  • 25. Situation NovaGroup is Vietnam's leading economic development and investment corporation, principally engaged in Services - Technology - Industry. With over 10,600 hectares of land bank, Novaland has focused on developing three key product lines, including: Residential Real Estate, Hospitality Real Estate, and Industrial Real Estate. Through a journey of 30 years of establishment and development, Novaland currently owns a portfolio of more than 50 projects with trend-leading projects and products in Residential Real Estate and large-scale Residential Hospitality Real Estate. Since 2015 till now, Wisdom Agency has been on the shortlist of agencies of NovaLand assisting the company in marketing and digital planning for a variety of projects which include both resorts and residential properties.
  • 26. Solution Wisdom Agency has a long history of involvement with the real estate market sharping and defining the ways marketing is performed in such particular industry. Early in 2015, when leads and qualified leads were still new concepts in marketing with no defined definitions, Wisdom Agency was one of a few agencies that pioneered the process of defining and applying these concepts in Vietnam, particularly in the fiercely contested real estate industry. We successfully defined the standardised Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL) as conventional understanding for performance agencies and real estate across multiple projects Wisdom Agency has worked on with Novaland. Wisdom Agency has worked with Novaland on a Marketing Qualified Lead (MQL) basis for residential projects and branded content management for resort real estate since then. Prospects who express interest in the projects and are willing to visit the sales galleries are defined as MQLs for residential properties. Moving on to the next stage of market evolution alongside the increase in lifestyle and income of Vietnamese, the premium and branded residences have been on the rise with the participation of internationally renowned brands such as Marriott in this segment. Marketing practices in real estate therefore have shifted from performance marketing to branded marketing to justify for the premium nature of such expensive properties. Wisdom Agency was once again one step ahead of the majority when we decided to shift our focus from performance marketing to this new demand of premium service by offering integrated brand, communications, and content services, designed specifically for luxury property segments. Because of this, we have obtained contracts in the resort category of Novaland - Novaworld - and worked with them throughout the launch and completion of various projects. As early as 2022, Wisdom Agency has managed branded content for Novaland because we understand how important it is to the target audience of the ultra-rich individuals who can afford these luxury properties and have an exquisite taste of content as well as media habit unlike the general public. Our cooperation throughout the years has been immense, and Wisdom Agency has had a chance to work with NovaLand on multiple projects, including but not limited to Sunrise Riverside, The Grand Manhattan and the latest one - Novaworld Ho Tram.
  • 27. Scope of work • Brand strategy and execution • Content management • Digital media planning • Website • Online PR Result The length of our collaboration demonstrates the quality and commitment of our services. This client highly praises Wisdom Agency for its exquisite taste for premium branded content development for luxury resort estates, complemented also by precise digital planning and management capabilities.
  • 28. Edutalk 01. Brand repositioning 02. Brand Strategy 03. Integrated Brand Management
  • 29. Situation EduTalk is an educational ecosystem for scheduling classes that best meet students' needs. In order to directly offer suitable educational solutions for students, Edutalk also shares ownership of prestigious education brands. The brand architecture of Edutalk consists of: • EduTalk: Learning Service Connection Platform • Ecoach: Live learning platform • TOEIC Keypass: TOEIC Learning Program • IELTS Mentor: IELTS Learning Program • GenZ: Dermatoglyphics • Eduteacher: A Network of Tutors As the business model is being created and improved, Edutalk's objective for 2022 is to standardize market operations in order to offer clients the greatest services and experiences. Building a comprehensive brand strategy for the complete brand system is one of the key components to ensuring coherence from identity to experience at all customer touchpoints. Solution Synchronously apply 3C MODEL for the brand ecosystem (EduTalk, Ecoach, IELTS Mentor, TOEIC Keypass). Renew the brand strategy of EduTalk to create a strong foundation to adjust or develop a corresponding strategy for its sub-brands.
  • 30. Scope • Brand repositioning • Brand Strategy • Integrated Brand Management Result Building and renewing the respective brand strategy and new strategy adapted for its sub-brand: • Ecoach (Product brand) • IELTS Mentor (Product brand) • TOEIC Keypass (Product brand) Successfully repositioning the EduTalk brand in the market with the big idea “More than just talk” with the mission "Develop the country's education to its most advanced education in the world.” Internal communication messages “Together our fleet advances” is the link between the big idea and the employees to create a close coordination and connection.
  • 31. Mai Linh Corp 01. Research 02. Branding Strategy and Packaging 03. Marketing Communications
  • 32. Situation Mai Linh is one of the largest Vietnamese brands which is associated with transportation. After years of development, Mai Linh is now operating in several business sectors such as media and garage. Thus, Mai Linh Group needs a strategic partner to redirect the overall strategy from building winning positioning to renewing the brand identity that both inherit the Mai Linh Group’s root strength and facilitate the future plans and projects. Solution Mai Linh, Landor Singapore and Wisdom Agency collaborate in a united branding project for its all business sectors, identify its new brand territory and the necessary architecture to expand its business across ten verticals. We work closely with internal team to communicate change be ensure smooth transition at every branch touch point. The work includes but is not limited to brand design, internal communications and engagement workshops.
  • 33. Scope Research, Brand Strategy, Consulting, Corporate Brand Identity, Communications, Internal Engagement. Results The spin-off of an entirely new business division as Mai Linh Media and a brand facelift. The continuous work with Mai Linh include internal engagement, research for customer insights in new market and brand designs for business units across all verticals. Relationship between the two entities is on continual basis to refresh, sustain and uplift brand equity with the aim to become top valuable transportation brands in Vietnam.
  • 34. Vianco Foods 01. Branding Strategy & Pakaging 02. Marketing Communications
  • 35. Solution A comprehensive new brand strategy was designed. Collaborating with Helius Research, the work involved a process from research from both internal side (CEO) and external side (customers from 3 types of cookers and 6 cities, retailers). Based on the research and understanding of the product direction in the future, we give the most suitable brand architect with various product lines.Then restructuring brand portfolio, developing new brand identity as well as branding strategy for each sub brand. Based on the new branding position, developing the IMC campaign to promote the brand. Situation For over 60 years operating in the Vietnam market, Vianco brand image had been lesser and lesser effective in attracting modern consumers. Thus Vianco needed to refresh the brand not only brand image, brand identity but also its positioning to gain back the younger segments.
  • 36. Research Report from Helius with Wisdom’s direction. Result Branding • Developing the brand and branding strategy that helped Vianco bounce back and recover during the recession because of a pandemic outbreak. IMC • Facebook: • Facebook engagement: 12,335, • Video views: 120,651, • Minigame interaction: 3000 (including 360 comments, 200 shares) • Google Instream ads: 270,000 impressions and 191,373 views • CSR campaign: provide free lunch for people in need during the hard time of pandemic Covid-19 Scope of work Market Research Brand Strategy for Vianco and Vianco Sub-brand Re-Packaging Media planning and execution, TVC
  • 37. Re-Packaging After years of earning many loyal customers, we decided not to renew 100% of the packaging at the moment. But we create a process of alternate packages from 40% to 80% change in 2 years, therefore, the loyal customer would be used to the change of their familiar brand. Original 40% change 60% change After 1 year 80% change After 2 years
  • 38. Huu Nghi 01. Market research 02. Branding Strategy & Pakaging 03. Marketing Communications
  • 39. Rebranding Solution A new brand identity and Southern trade plan were designed for new launch. The work involved an intensive chain of actions from market research and findings to marketing to ensure that all following elements are properly set. After that, From new brand architecture to value proposition, Wisdom worked closely with Huu Nghi Food’s marketing team, AC Nielsen’s team to revive the historical brand. Situation The fresh bread category of Huu Nghi after 12 years of fast growth on Northern market needed a brand rejuvenation to catch up with the new trends of consumption in food industry to ready for the new era of growth and ambitious and to launch its expansion on Southern market. Scope Market Research Brand Strategy for Staff Southern Business Development Strategy Renew Packaging Research Report from AC Nielsen with Wisdom’s direction.
  • 40. Re-Packaging Staff – the leading fresh bread brand of Huu Nghi – is now a top five leading brands in Ho Chi Minh city. There are changes applied in fresh bread category which are being monitoring daily to ensure strategic accuracy.
  • 41. Re-launching Solution Base on the company and business strategy, with the support of the new rebranding section, we design a from head to toe communication strategy for relaunching campaign. Situation After rebranding and repackaging all of the product SKU, Huu Nghi questioned to launch and spread it to customer who is familiar with the-old-Staff in the North and not well- known in the South. Scope Creative production: Music TVC, Product Video, Shooting, Key Visual, Website Production Influencer Marketing Result Staff – with a new look of modern and clean, new voice of young and fresh has gained a huge interest from both internal member of Huu Nghi and external customer.
  • 42. VFM 01. Brand Strategy 02. Marketing Communications 03. Digital Integration
  • 43. 2016. Initial cooperation on brand and marketing Our milestones 2017 . Launching of the first financial service for consumer – the VF- iSaving. 2019. Digital integration enhancement, building of the marketing tech stack. 2018. Launching of VF- iTrade – the online individual trading platform.
  • 44. Scope of work Wisdom Agency first worked on the adaptation of the re- branding and building those first blocks of marketing and digital presence such as website, social and search marketing Result • Defined value proposition and brand • Marketing strategy • Digital presence 2 0 1 6
  • 45. Situation VFM was launching new financial products called Systematic Investment Plan (SIP) with the intent to make it as easy as possible to the non-investor people. Solution Wisdom Agency expanded the work of branding to marketing launching campaign for the new product. From brand communications to product naming and branding, Wisdom Agency worked alongside VFM’s marketing team to deliver the The new product - VF-iSaving – was introduced together with communication campaign to launch the new product. The voice was best tuned for audience which was working professionals, not investors by the earthly defined term of investments. Also, it was based primarily on performance marketing to monitor and nurture qualified leads 2 0 1 7 Scope of work • Strategic launching plan • Key visuals development • Content management • Media performance • Event & PR release Result Successfully introduced VF-iSaving to the market. At the end of the year, VFM was the #1 consumer investment fund in the market. During the campaign period, Wisdom Agency have achieved • More than 16,500 fans on Facebook • Reached to 2 million users • 1000 sale leads generated
  • 46. 2 0 1 8 Situation Wisdom Agency understood that every good marketing plan began with quality products and services. In order to improve the customers’ experience, Wisdom Agency had to enhance the service by the use of digital technology Solution After one year of branding work, Wisdom Agency launched the new online trading platform – VF-iTrade – in 2018. The platform shortened the contract procedure and enable customers quick and do-it-yourself online transactions. Also, Wisdom Agency matched the brand and product strategies by adjusting the branding voice and identity to a younger audience who were more tech-savvy that would allow them to use VF-iTrade with ease. Result 2018 marked the peak successful year of VFM with exponential-growing ratios • Customer base growth: 200% • Revenue growth: 10 times the base of the first year’s
  • 47. Situation VFM and Wisdom agreed to work on the extension of VFM’s brand core and value. However, as it was no longer a market follower, the new mission was how to extend the market and re-educate young potentials by the benefits of fund certificates. Solution Wisdom Agency plan to extend the activities beyond digital platform and communications. In fact, the brand is planned to become a sponsor of financial planning education to young generation so that they can live, grow and achieve more by their ambitions. 2 0 1 9
  • 48. Xuan Hoa 01. Market research 02. Branding Strategy 03. Marketing Strategy 04. Digital Business Strategy
  • 49. Solution Based on our intensive market analysis, we’ve managed to completely modernize the company’s brand identity system, develop a strategic framework for all marketing activities until 2020. Situation Xuan Hoa was going through a business transformation from state-own to joint-stock company. Besides, the new brand also needed a re-positioning to the higher segment.
  • 50. Result Wisdom Agency are proud of being an exclusive strategic agency of Xuan Hoa Furniture for two consecutive years 2016 and 2017 to build and supervise all marketing-related activities. The transformation immediately received good feedback from customers and boosted sales volume over the top. Scope • Data research: primary research extensively on product end-user together with interviews of all stakeholders to set direction for brand growth and product development • Branding: a holistic brand strategy with a 5-year time frame toward international brand status • Marketing: a new marketing strategy with focus on digital platform and new product design together with production optimisation advised by Japanese experts from Toyota • Tech: new wesbite and tracking systems, the social platform provides feedbacks for product improvement
  • 51. Website Result Newly launched in July 2017, the new website makes good impression with audience and support total branding effort Situation Together with the attempt to introduce a new brand identity system that is modern and beautiful, Xuan Hoa also need a new website that follow the brand guidelines and up to date for e-commerce technology. Solution New website was built based on the web strategy frame of WISDOM, enhanced by e- commerce functions and mobile CMS application
  • 52. Concept Q3/Q4 “CHUẨN MỰC VĂN PHÒNG HIỆN ĐẠI” Concept Q1/Q2 “TIÊU CHUẨN QUỐC TẾ, GIÁ TRỊ BỀN LẦU”
  • 53. BRANDING W I S D O M A G E N C Y 2 0 2 2
  • 54. Solution Develop the brand positioning, brand identity, brand story as well as guideline for future communication campaign Situation Mai Linh Media is a media agency, which focuses on taxi advertising, and is a sub brand of Mai Linh Corp. As a new established company, Mai Linh Media requires a brand identity which inherited the characteristics of the Mai Linh brand as well as modern enough to be claimed as a media agency. Scope Brand anatomy, positioning, theory, tagline. Brand identity (Design trends, direction for brand) Result MaiLinh Media has officially put into operation in time to serve the high demands during the holiday season. MAI LINH MEDIA
  • 55. Solution develop brand name, brand strategy, brand identity, identify the brand architecture. Situation Mai Linh came up with a new service to compete with ride-hailing applications with the desire to exploit the group's endemic advantages - such as the ability to explore provincial markets, prestige, and professional proficiency... As a result, everyone, from customers to drivers, benefits and lives better. Scope • Consulting and building brand strategy: brand architecture, brand name, brand idea, brand belief, brand mission, brand personalities, brand tagline. • Building brand identity: logo, brand color, image orientation, brand pattern, fonts, application to publications. Result • Successfully applied brand architecture for Mai Linh Smart Car - Source brand. • Successfully developing the brand tagline "Mobility Unlimited" in the market with the purpose "Advance our customers life journeys”. • Completing the Mai Linh Smart Car brand identity system. MAI LINH SMARTCAR
  • 56. Solution building a long-term brand strategy and brand identity for Mai Linh Logistic. Situation in the delivery and shipping market, almost every major player focuses on standardized shipment, the heavier segment (over 30kg) remains an opportunity for newcomers because: the small & hi-tech players do not have enough facilities or expansion budget to serve this new demand, meanwhile, the traditional big brands are too complicated and slow to make a change. Mai Linh has unique advantages which allow them to tap into this potential yet unexploited market. Scope • Consulting brand strategy: brand architecture, value statement, brand idea, brand message, brand personalities, brand belief. • Building brand identity: Logo, brand colors, art direction, brand pattern, typography, application to publications. Result • Successfully applied brand architecture for Mai Linh Logistic as an umbrella brand. • Successfully developing the "Safe - Fast - Save" position for market penetration phase in the market with the mission "Becoming the top 10 logistics companies providing leading logistics services by 2025 through the application of technology - innovation in the Vietnam delivery service industry in the segment of 30 kg and above". • Completing the Mai Linh Logistic brand identity system. MAI LINH LOGISTIC
  • 57. Solution Based on the insight that "Those who have, are, and will be learning IELTS, IELTS is a difficult language qualification in terms of knowledge and requires all four skills. While practicing, they might easily get lost when they can't help themselves with a clear learning path, the appropriate learning method, and motivation. Therefore, they need a mentor to accompany, help, and assist them in the right way so that their concerns will be at ease while practicing IELTS". Since then, Wisdom Agency has chosen to position IELTS Mentor as a mentor, encouraging students to approach IELTS in a clear but fascinating and simpler way, hence fostering excitement in review. With the above positioning, IELTS Mentor has increased market awareness as well as customer trust in the brand. Situation Even though IELTS MENTOR has been developing effectively in the North market, entering the South presents many powerful competitors, like VUS, ILA,..., making it even harder to stand out in the eyes of the public. IELTS MENTOR Result • Successfully developing the brand tagline "Rigth mentor Right path" in the Southern market. Based on the observation that students prefer active learning approaches (with lessons combining English-language games,...) over standard classroom instruction. • Completing the Brand Guideline for the TOEIC Master brand.
  • 58. Solution Differentiating the TOEIC Master brand with the meaning of "MASTER": Overcome - Conquer – Master. Creating a journey, clarifying the message you want to convey: helping students in all stages of the journey, from mastering basic English skills to conquering the TOEIC test, to serve their lives or those who need them for their dream job. Situation Even though TOEIC MASTER has been developing effectively in the North market, entering the South presents many powerful competitors, like VUS, ILA,..., making it even harder to stand out in the eyes of the public. TOEIC MASTER Scope Consulting brand strategy: brand architecture, value statement, brand idea, brand message, brand personalities, brand belief. Building brand identity: Logo, brand colors, art direction, brand pattern, typography, application to publications. Result Successfully developing the big idea "MASTER TOEIC – MASTER LIFE", based on the customer’s desire to be able to use their English skills outside of the classroom, at work, and in daily life. They demand more than just a certificate that can be applied in the real world. About the meaning of the TOEIC Master logo: • Icon: Use "negative space" to show the image of the road to success, mastering the future in the stylized 2 letters "T" and "E". • Color: using 3 main colors inspired by the flags and symbols of the US and UK countries. • Fonts: To convey the tough, strong, and serious brand image, the brand name is stylized from Gotham font with bold strokes. Complete the Brand Guideline for TOEIC Master brand.
  • 59. Solution Differentiate Mychef - Vianco’s new brand - with competitors which positioned themselves as “Quick & easy cook”. Develop the brand strategy in the short and long term and corresponding brand identity. Situation Vianco released a new product to complete its product profile, expand its market, directly compete with and steal market share from competitors which are well known by modern consumers. To do that, Vianco needs a strong positioning strategy for its new product line - complete seasoning sauce - My Chef. Result • Successfully develop brand positioning “Complete sauce - Homemade delicious standard” (Gia vị hoàn chỉnh - Chuẩn ngon tự nấu) in the Vietnamese market, derived from the idea of "Complete seasoning for modern women, making cooking a pleasure to enjoy". • About the meaning of the My Chef logo: The My Chef logo is based on the picture of a chef with the personality of an intriguing Magician, and it is broken down from the typography to the icons • Complete the Brand Guideline for My Chef brand. MY CHEF
  • 60. Solution Utilising their advantage of wholesale pricing, Wisdom Agency assisted Mercon to identify the right target customer segment and build the proper business model to approach them, followed by the brand identity and communications plan. Situation The consumption coffee industry in Vietnam was booming. Mercon as a leading coffee exporter in Vietnam since 1988 also wanted to take part in this excitement by developing its own retail brand and marketing plan. Result Mercafe was launched and is still in its first year of business operations. The plan was set for 2 years to come so Wisdom Agency can return on this project real soon. MERCAFE
  • 61. Solution Develop the brand strategy to differentiate Nang Sen from other. Adjust its current brand identity to fit with the new positioning and brand story. Situation The mid-to-premium segment is increasingly competitive with the increasing number of premium product lines. Major brands just copycat each other. They exploit the same story, use the same marketing approach and tactics (promotion and sampling), compete on the same aspects (quality, delicious taste, ST product), making brand loyalty hard to achieve. Scope • Consulting and building brand strategy: brand idea, brand purpose, distinguish beliefs, brand personality, brand tagline, value statement. • Building a brand identity system: art direction, brand color, typography, brand pattern, product packaging and application to publications. Result • Successfully developing the brand tagline "Love derives from love" in the market with the purpose "Renew the image of women in the kitchen to reconsider the view of the daily cook”. • Complete the Brand Guideline for Lotus Rice brand. LOTUS RICE
  • 62. Solution Taking the young generation in favor of quicks, convenience and diversity in urban areas as the main target customers, the Bakery has launched a wide range of brand-new fresh breads besides the traditional gateaux. The new name - BONAMI promises to appear with a completely unique brand identity. Situation Huu Nghi Bakery, a brand by Huu Nghi Food JSC founded since 2009, is a chain of nearly 30 stores featuring and showcasing gateaux product lines. After 10 years of development, the brand is facing the challenge to innovate its images in order to meet the increasing diversity of customer demands for pastry Result The new brand identity brings a whole new look to the brand, which promises to become an ideal destination for all fresh bread lovers BONAMI
  • 63. Solution Defining the suitable style that match the local trends and developing the corresponding name and brand identity Situation Targeting the northern rural cafe & eatery market, the investor needs an inspiring name and brand identity which are localized to fit the choosing market and inspiring enough to navigate the store designing style. Scope Brand strategy (positioning), Brand Identity (name, logo, motif, typography, color, stationery, art direction) Result The cafe & eatery become new hangout place for local officemen and businessmen FREELAX
  • 64. Solution Develop a new brand name, brand strategy, and brand identity which completely deliver the brand philosophy and support the business strategy. The brand will focus on surface cleaning at first then expand to body wash categories in the future. Situation There are many green brands in the cleaning market. However, no one can position itself as the market leader. Most of them focus on one or some specific categories, such as hand washing, floor cleaning, dish cleaning, detergent, etc. Apart from claiming almost 100% natural ingredients to avoid environmental impacts, many sustainability aspects like plastic waste remain unsolved. AVCOchem approaches this issue by developing not only a comprehensive eco-friendly product range to cover all the daily needs, but also a 3R process (Return - Reuse - Recycle) to avoid unnecessary and single-use plastics. Result • Successfully conveying the brand idea 360º GREEN in the market with the purpose of “Promote green living and a sustainable world by applying science. And is more strongly associated with the brand personality “Understanding, safe, sustainable, expert, trustworthy”. • About the meaning of the CleaniS logo: • The outer sphere represents mother Earth and has a 360-degree coverage capability. • The S shape, which is formed by 2 leaves, stands for green Science. By putting it at the core of the logo, we imply that Science is what connects every part of the brand to bring out the best from nature and nature. • Complete the Brand Guideline for CleaniS brand. CLEANIS
  • 65. Solution According to the product orientation that comfort and bring out the personal beauty of women, Wisdom Agency decided to build a strategy for An Thinh’s fashion brand along with the story about praising the natural beauty of each person. Hence, this helps An Thinh to create differentiation towards other competitors and emphasize the USP of product in the market. Situation After 2 years of building the exclusive distribution channel for Corele V. in the Northern market, An Thinh officially develops a premium fashion brand aiming only for women. This high-end brand mainly focuses on producing homewear, lingeries, bikini and skivvies. Result “Burgundy” is created with a positioning statement “Redefine the beauty template” which stands out on the red burgundy theme of the logo. It helps to deliver the message in the most efficient way but still have the elegance element of a premium brand. BURGUNDY
  • 66. MARKETING W I S D O M A G E N C Y 2 0 2 2
  • 67. Solution Building the internal communications campaign with supporting activities which aim to connect people and give new year gifts to thank for their devoting. Besides, a large number of marketing materials are designed to highlight the campaign key theme as well as support the year end events. Situation As one of the leading corporations whose services focus on inland transportation, Tet is the busiest time of Mai Linh group. Therefore, as a custom, every year, Mai Linh always celebrates the Lunar New Year early to motivate its staff who rarely stay at home during Tet. In 2021, not only encourage the staff to keep working during Tet, Mai Linh Group also wants to show gratitude and give a thank you message to every member who chooses to stay with Mai Linh during the pandemic crisis despite short term financial difficulties. As a result, Mai Linh has sought a strategic partner to help them celebrate this internal meaningful campaign. MAI LINH TET
  • 68. Result Proposing the internal communication plan and supporting Mai Linh Group to actualize the campaign; designing marketing materials related to Tet like red envelope, gift box, event backdrop, and a set of design for key activities Scope Communications plan & marketing material design.
  • 69. Solution “Choose Go” in the Vietnamese sense needed to be shown, not tell. That was why regardless of how insightful the message might sound, good celebrity endorsement was still required plus a little bit of exoticness. Wisdom created a campaign based on the idea of shoes delivered by running celebrities and free orders to attract the youth’s attention and leveraged from this big idea to a 2-to-3-month campaign. Situation Nike React featured a revolutionized cushion technology for sportswear shoes. The “Choose Go” global concept had been well established around the world. The task was how to adapt that concept in Vietnam but still preserve the local relevance. Result 6 mil impressions generated 2300 pairs of shoes sold USD270,000 revenue increment NIKE
  • 70. Highlight • 6M digital impressions were generated, with placement in multiple media channels – on Facebook, Youtube, influencers, online publisher, hyper local and ad network. • Nike fanpage continues to grow in popularity, with over 13.868 fans grew without advertising. • The React Delivery video has been viewed over 2.2M times since its released in August, making it Nike Vietnam most-viewed videos. • Nike contest and photo booths creating an extraordinary number of brand impressions with the right audience in a unique, joyful way.
  • 71. Solution Wisdom understood that Big C was looking for big hit at the end of 2017. Big C is a part of Vietnamese modern culture, so Wisdom decided to make incorporate the Three-God theme of Tet into the campaign and built an extremely easy game mechanism to spread the good luck of Tet and viralise Big C game Situation Big C – the Asean leading retainers with 35 supermarkets in Vietnam – has been in business since 1998. Every year, Big C launches a mega campaign to celebrate Tet and appreciate loyal customers Result The campaign was executed mostly on digital platform plus integrated activation activities at all the outlets of Big C chain. Wisdom built everything from the microsite to social posts on fanpage. BIG C
  • 72. Result Here is the gained achievements listing: • Total of impression is over expectation (approximate 410%). more than 189 million impressions in 3 months. • Wisdom Agency built communication activities via ads network, mass publishers and social hot profiles for BigC. 189,015,034 Impressions 169,184 Social Engagements 2,082,782 Video Views 649,297 New Users 1,146,280 Sessions 313,743 Players Tết Campaign Game Session
  • 73. Solution A launching plan for Coco Ichibanya was designed based on the concept of Yin Yang to promote both the deliciousness of Indian cuisine and healthy essence of Japanese culture. Situation Lotus Group was planning for the new carry brand in Vietnam, which is a mix between Japanese and Indian cuisine – the Coco Ichibanya. Scope Event Social management PR COCO ICHIBANYA Result Reach: 1,332,456 Engagement: 9,642 Social fan growth: 1.594
  • 74. Solution Using KOLs and micro influencers for seeding and raising brand awareness before nurturing and remarketing via social campaigns. Situation As a new commerce business who had entranced in personal care and cowin in somesmetics market, Akutis needed an effective approach strategy to raise the brand awareness, survive under the pressure of competitors and win in some niche markets. Scope Communication planning, social content, livestream AKUTIS Result Defining the niche market for each product line and establishing the brand position in market
  • 75. Solution Among all the functions, light-activated whitening technology was the brand positioning for first launch of Blanx to trigger Situation BlanX is the only toothpaste that combines cosmetic and scientific properties; it is the only natural non-abrasive whitening toothpaste with an exclusive formula based on Arctic lichens. BlanX laboratories gave rise to BlanX White Shock in 2012, the new range of products with the revolutionary patented formula based on ActiluX, the active ingredient that whitens teeth by using the power of light. Scope Localised brand proposition and communications Digital e-commerce platform Digital communications and content BLANX Result Wisdom successfully launched the brand and is continuously supporting them to achieve the first year’s trade expansion and financial targets.
  • 76. Solution Wisdom was involved in the marketing activities of Prep from the very beginning. Understanding that multi-function cream concept was not a familiar one in Vietnam. Wisdom designed a marketing plan with broad trade base and intensive communications activities to educate a new Vietnamese generation about this concept mostly via digital environment. Situation Standard-bearer of Made in Italy with regard to the skin protection, Prep combines innovation and tradition along with gentleness and efficiency across its entire range of products, designed for complete skin treatment. Scope Localised brand proposition and and communications Digital e-commerce platform Digital communications and content PREP Result Wisdom successfully launched the brand and is continuously supporting them to achieve the first year’s financial targets.
  • 77. COMMUNICATIONS W I S D O M A G E N C Y 2 0 2 2
  • 78. Situation Novaworld Ho Tram introduces the sixth subdivision: Long Island - the only place in Ho Tram has a private yacht dock and a "sea-forest-lagoon" nature setting. Long Island needs a suitable communication strategy to differentiate itself on the market, highlight the location's strengths, and reach the high-end target audience through digital platforms. Solution Long Island came up with the creative idea of "luxury American lifestyle" to turn up the luxury and class. However, the American lifestyle is over-communicated in the resort segment in particular, and real estate market in general. So our aim was to define Long Island's American style and how it differs from others. In contrast to most American lifestyles, which are defined as modern, vibrant, luxurious, flashy, or unique and upper-class. Wisdom provides clients with another value: a lifestyle inspired by the freedom of the American island lifestyle. Novaworld Ho Tram - Long Island requires a more unique, distinct, and genuine approach to the target client group's insights. NOVAWORLD HO TRAM
  • 79. Result • Reaching over 7 million Facebook reach equates to exceeding 126% of the initial KPI. • Reaching 2,388,447 views, equivalent to 615% KPI and 17,499 clicks through the campaign's media channels. • Received 17,499 clicks to the landing page through media channels. Scope of work • Channel strategy planning • Social media content strategy • Graphic design
  • 80. Solution Belong’s business model is relatively new and different from other housing brands on the Vietnam market. Wisdom has proposed the overall message and communication activities towards a community with different, diverse, and high-class lifestyles coming together in Belong. Belong's differences and strengths are expressed through images and content that exude a youthful, dynamic, and modern spirit. Then digital activities strongly promote to the exact target audience and get effective growth results. Situation Belong has an impressive brand identity but has not built a meaningful brand concept. The motifs and publications that do not have a rationale to explain and associate with the brand, are also generic. Scope • Microsite • Social management • GDN • PR BELONG Result • Facebook page reach: 178.124 • Engagement: more than 24..000 per month • Obtaining 280 leads equates to meeting 185% of the KPI.
  • 81. Solution Implementing inbound and outbound marketing strategies simultaneously. Outbound marketing is used to raise brand awareness, acquire leads, and aid inbound marketing efforts. The goal of inbound marketing is to take care of potential audiences and naturally attract them through relevant content and products. Connect with the appropriate partners for product integration and audience cross-mining. Situation Even though digital transformation was a hot topic during the isolation period, only a small percentage of businesses implemented it. Businesses are hesitant to alter after bad experiences in the past and are more cautious because of the epidemic’s financial situation. The industry's specifics require trust and a lengthy period of learning and trying before making a decision rather than relying solely on feelings. As big players roll out trial and support plans - in which the 1st year is a free trial - the market becomes more competitive. WEONE Result • 310 leads in 4 months. • Qualified lead achieves a ratio of 130/310, 42%.
  • 82. Solution Implement a communication plan to raise brand awareness and associate products with the new era of intensive shrimp farming, hence increasing demand and piquing the interest of distribution agents, who play a key part in the farmer's final purchasing decision. Situation Cargill's Aquaxcel brand of shrimp feed products, owned by Cargill - America's largest agriculture feed manufacturer. Products are frequently communicated primarily through events, training sessions, and offline consultations in Ca Mau and Bac Lieu, but their effectiveness is decreasing, since the pandemic's impact. Furthermore, despite the fact that it has been on the market for years, the product has not been solely promoted through digital media but is frequently bundled with other items under the brand Cargill. The company hopes to promote Aquaxcel as a significant product of innovative technology and build momentum to expand into other important shrimp farming locations. As a result, the company wishes to launch a marketing effort to raise product recognition and competitiveness. CARGILL Result • 17,000 Facebook fans as a result.
  • 83. Solution The “Redefine to refine” campaign was created to educate target customers about a Mercon leader in providing quality coffee. Through it Wisdom has demonstrated other strengths of the global Mercon brand. Optimized advertising formats have helped Mercon fully convey the media message in the campaign. Situation Mercon Coffee Group is widely known in the coffee industry around the world, but its appearance in the Vietnam coffee market is fully new, not to mention that Vietnam Specialty Coffee market is also a new in the developed market here. The task was how to adapt that concept in Vietnam but still preserve the local relevance. MERCON Result • Reach more than 208.814 / users • Engagement: more than 57.000
  • 84. Solution Delivering the message Vietfish - The most prestigious and high-quality connection exhibition in Vietnam, to reaffirm its position as the leading exposition conference in Vietnam and the globe, and to unify material and visuals on multi-channel communication from online to offline. Situation Vietfish is an exhibition convention held by the VASEP organization that has been running for over 20 years. Vietfish, being the hub of trade, connection, and sale of seafood-related products and services in Vietnam, not only possesses prestige and diversity in products and services. However, there is a lack of uniformity in the substance of transmission from the media orientation to the media channels, events, material, and visuals. VIETFISH Scope • Media strategy • Communication strategy • Content strategy • Blog • Email marketing Scope • Reach 1600 Facebook engagements. • Drive 3400 visitors to the landing page. • The campaign's media pages received 13900 clicks.
  • 85. Solution The strategy of Pocari focused on the niche but effective segments by utilising mostly digital platform and store activation. The brand character was built by a more matured characteristics and expert-like positioning. Situation Pocari entered consumer market with the mission to bring refreshing and healthy Japanese drinks to Vietnam. The product was quite different to competitors’ one, so they accordingly would need a different brand strategy to stand out from the marketplace. POCARI Scope Wisdom managed social marketing for the brand and adapted all general brand guide materials into digital and social content of attraction. There was a variety of format used to keep the brand up to date with digital trends. Wisdom Agency also contributed with feedback from social platform to sharpen the brand character during the year. Result After 1 year of execution to the beginning of 2018, Wisdom Agency have achieved: • More than 39,000 fan growth • Total fan interactions were up to743,971 • 341 posts with 10,453 comments on fanpage
  • 86. TOPCAKE Result Successful execution to introduce Topcake on digital platform: • Click to link game per month: 32,000. • Engagement: 50,000. Solution One of the key campaigns during the year for Topcake was Tet. WISDOM was in charge of promoting this new brand on social platform and committing traffic to page. Situation Topcake is a newly launched brand in Vietnam, who focused mostly on digital platform to develop its brand and business. Scope of work Social marketing as key activities, WISDOM employed many games and rewarding schemes to drive traffic to microsite and eventually to store.
  • 87. Solution The intention is to popularize the new American flavour with a menu tailored to Vietnamese palates. As their launch marketing agency and annual social management partner, we infuse the global brand's spirit into the local business with a twist. We added the local "Suadaccino," which is nothing more than our traditional milk coffee, to the menu, but this decision caused a stir among the younger generation, which was not a fan of this beverage and was more interested in trendy new drink lines. In addition, we frequently promoted family combos in our marketing, based on the understanding that children's sweet tooth is the driving force behind their visits to Dunkin' stores. Attracting children and their parents is an efficient means of attracting more customers and fostering expansion. The plan was anticipated to result in Dunkin' Donuts' next major expansion. If successful, the next step was to centralize all social media across provinces in HCMC and showcase Vietnam's market as a regional success story. Situation Dunkin’ Donuts is an iconic American brand. However, the cultural gap make the products distant to Vietnamese customers. DUNKIN’ DONUTS Result Dunkin' Donuts had an increase of 4,000 fans and 20,000 social media engagements as a result of the campaign. Along with in-store efforts, Dunkin' Donuts sold out on the first day of launching. The store remained crowded for the next two weeks and during the first year, Dunkin’ Vietnam (formerly known as Dunkin’s Donuts) opened 20 stores across the country.
  • 88. Solution Promote Domino’s Pizza using viral clip and focus on Facebook Client expectation and KPI: 50,000 fans at 8% engagement, 50 online orders a day Situation Domino’s Pizza is the No. 1 delivery pizza chain in the world. In Vietnam, Domino’s Pizza applies the same concept and promote them all on digital platform. DOMINO’S PIZZA Scope • Social content management • Social advertising • Website revamp Scope • Number of fans: +53,000 at 9% involvement during the campaign's run • The promotion had a direct effect on sales volume as well, which hit a peak of up to 65 orders per day.
  • 89. Solution To promote this unique characteristic of Dairy Queen, Wisdom Agency built a campaign of “Flipping Over” in which Dairy Queen encourages the audience to flip their things over and look at the conventional issues from an entirely new perspective and capture the moment of joy with Dairy Queen. For example, a sudden rainfall could be a chance to get closer with your loved ones, or to bring back childhood memories, or simply to chill out in a day of summer’s crazy hot air. Beside that, Dairy Queen has localised products that suit the taste of local Vietnamese people. Continuously, Wisdom Agency established and maintained the social platform for the funny spirit of Dairy Queen by promoting “Cheese Burger 1K" to get more and more customers to try the cuisine and encourage people to purchase a Blizzard upside-down ice cream to get a Dilly Bar with only 1000 VND add-on. Situation In 2014, Dairy Queen opened the first DQ Treat Store in Ho Chi Minh City, Vietnam. After 2 years in the Vietnam market, DQ wants to launch a promotion campaign on their social platform during the Christmas Season of 2016. DAIRY QUEEN Result The success of the communication campaign can be measured by 30,000 clicks per month and over 13,000 engagements per month. These achievements can directly result in the next sales report and ongoing expansion of Dairy Queen.
  • 90. Solution The Pizza Company Hau Giang applies "Buy one, get one" promotion for pizzas of size M and larger, it makes sense for customers to receive the same-sized classic pizza flavour line. The plan is to attract attention to the launch of The Pizza Company Hau Giang by creating social media engagements and games to interact with current and potential customers with the "Buy 1 Get 1" promotion for online registration and offline purchase, as well as additional games. Situation In 2016, The Pizza Company wanted to launch the 22nd store in Hau Giang (District 6, HCMC) to increase awareness and attract more customers to experience the restaurant chain. THE PIZZA COMPANY Result The campaign met The Pizza Company's goal of raising awareness by earning 7,675 engagements and 10,579 website views. On the launching day, there were 4,511 registrations for the promotion code, both online and offline, leading to in-store direct purchases. Hậu Giang restaurant launching
  • 91. Solution Understanding that ice cream is more than just a summer treat; it can be comfort food for everyone on any given day, Wisdom Agency has proposed and executed Swensens in 6 months to direct social media content and follow-up campaigns. Using the first syllable of Swensens, come up with an idea for a Swenday event with "Buy 1 get 1" on every Tuesday, run through the Swensen's restaurant chain to encourage in-store purchases. Situation Vietnam got the scoop and welcomed Swensen in 2010, the first store located in District 1, Ho Chi Minh City. SWENSENS Result Swenday's ideas on social media brought significant sales results in Swensen's store. These activities support Swensen's long-term growth by reassuring people with the toothsome flavour of the US.
  • 92. Solution Content strategy on social platform was what Wisdom Agency did together with offline event and product gifts. In the end, nothing is better at tailor-made solution as Facebook and that is what Wisdom Agency want to achieve when attaching this new brand with this new platform. Situation Corele V. is the domestic lingerie producer with a French style and quality. The company inherits passion from its founder and technology from all its global partners before launching its own product line customised for Vietnamese women. The request was to communicate French quality with affordable pricing but still retain the high position of the brand. CORÈLE V. Result 26,667 fans growth 2,485,016 fans engagement is 1 years Reached out 9,3 millions users on Facebook Drive 10,571 traffics to website without media support
  • 93. Solution For this reason, Wisdom approach is to create a different brand platform from Corel V.’s which is younger and more energetic based on different characteristics of the two girls. The tailored work also relates to media targeting and game mechanism Situation Belonging to the same company but Marguerite is a brand for much younger audience. The brand is for younger girls with middle-class positioning, For this reason, they need a different look and feel to attract young girls. MARGUERITE Scope Digital marketing social & content management Result Reach: 100,000 Fan growth: 32,386
  • 94. Solution Men were irrational and a little bit lazy towards their underwears use. Wisdom knew that a educational tone of voice would not work, so Wisdom Agency tried for something more fun but polite like the French way. Situation Also a part of Corele V. group, Malefix was undergarment product line for man, affordable for daily use. The mission Malefix carried was to change perception of Vietnamese men to be more fashionable even for their underwears. MÂLEFIX Scope Brand platform & Social marketing Result The social content and activities sparked humour by the smart and casual tone of voice and triggered a lot of attention from young population. All of promotion campaigns following afterward were a success with sold-out results. In the early of 2018, Wisdom Agency have achieved: 116,904 user engagements 3 million users reached 30,548 users were driven to Mâlefix website Almost half million video views on Facebook
  • 95. Solution Since the brand targeted working professionals, Wisdom believed the best brand proposition should be comfort. Wisdom Agency also executed the brand strategy primarily on digital platform to approach the right target groups with a friendly tone of voice. Situation Kaylee is a young fashion startup specialised in shoes and accessories. Unlike other startups, they knew from the beginning that in order to prosper in fashion industry they needed a well thought out and invested brand strategy. KAYLEE Scope Brand platform Digital marketing Social marketing Result Increased 5,042 fans 46,676 fans engagements Over 2,3 millions users reached 214,511 traffics were pulled to Kaylee website
  • 96. Solution Running a digital campaign to support the promotion activities and seasonal collections during Christmas and Lunar New Year to pull customers from digital to store. Besides, utilizing the strengths of varied display ad formats and localized channels to boost the brand awareness in new entranced markets. Situation To strengthen the brand image as well as get an opportunity ahead of competitors during the new year season, Khatoco was seeking a communication strategy that either improves the brand coverage in selected digital platforms or supports the year end promotion. The main segment is office men who are over 35 years old in the Mekong Delta. Scope Media planning, content planning, Digital planning & execution, landing page design KHATOCO Result There was a sharp growth in revenue in comparison with the same period of the previous year.
  • 97. Solution Rearranging the app content to enhance the user flow and experience as well as running a performance campaign to define which elements will drive users away, which element should be optimized to maximize the future result. Situation Jirnexu is a startup mobile app that was developed in order to simplify the digital cash loan process for blue collar class. To optimize the user experience as well as adjust the product, Jirnexu planned to run a testing campaign to check the market response before officially launching the app. Scope Media planning, social content, landing page design, UX design, tracking system JIRNEXU Result Click through rate is up to 62% and many insightful datas is drawn.
  • 98. Solution A PR and activation strategy focusing on highlighting the PSI values - the brand’s core USPs, as well as encouraging service trials via promotion and direct marketing activities Situation As a hitech car washing startup which aims to serve the upper class, Powersteam needed an effective strategy to attract their target audiences. Scope Media planning, social content, Pr booking, website audit POWER STEAM Result Raise the brand awareness as well as trigger the service trials
  • 99. Solution Wisdom creates a clear content strategy and digital plan which directly fit with the right customer of O2O. Therefore, we drive them from engaging on Social to the launching event and website purchasing. Situation O2O experience is the revolutionary new service that bring toghether online and offline shopping to make shopping easier, fast and more exciting! The request was to communicate and introduce Vietnamese customer about the new way of purchasing service. URBAN FOX – O2O Result 1,920 fans growth 104,268 fans engagement is 2 months Reached out 189 millions users on Facebook Drive 5,772 traffics to website without media support
  • 100. DIGITAL W I S D O M A G E N C Y 2 0 2 2
  • 101. Situation Sunrise Riverside is the newest project in Ho Chi Minh City's south, located on the arterial route Nguyen Huu Tho and in the densely populated residential area Tran Thai. Sunrise Riverside requires a suitable content plan to differentiate itself on the market, highlight the location’s strengths. Furthermore, Sunrise Riverside needs an effective digital strategy to reach and convert target audiences into leads via digital platforms. Solution Officers and managers are defined up to the C level as the target customers interested in real estate investment and family-oriented lifestyles. The plan is to approach current Facebook fanpage followers and track the code to create a database. We are leveraging different platforms (from Facebook Ads to GDN) to drive traffic to the landing page with the created call-to-action content. With the clear objectives and audience mentioned above, Wisdom Agency has designed content direction for this campaign. Firstly, by highlighting Sunrise Riverside & Project's unique selling points and emphasizing the value retrieved from the prime location—close to everywhere, Sunrise Riverside came up with the creative idea of "Khi cự ly là ưu thế". Then, provide informative content and a Call- to-Action effect with promotions or events to drive users to the sales gallery. Lastly, provide the benefits of purchasing the Sunrise Riverside project, from social status, investment value, and strategic and long-term vision, to a modern lifestyle and more. SUNRISE RIVERSIDE Result After 4 months of campaign running, there were 1,500 leads created in a total of 375,000 clicks with the level of CPL at 1,500,000 VND.
  • 102. Solution Wisdom Agency immediately realized what ORR needed was a fully digitalized business operations system with priorities to content development and digital marketing. Since our audience was niche and recurring, the business model also required a certain level of automation to shorten the time gap between each engagement and increase the personalization of content. Situation One Road Research (ORR) is an international business that focuses on financial research and reports that guide international investors who are interested in Asian emerging markets such as Vietnam. With this strategic partnership, Wisdom Agency worked alongside the client from incubation to execution, helping them to build the brand and digital strategy that matched their business model and operations ONE ROAD Result The business is up and running now. For the first of operations, it has attracted 30,000+ and growing subscribers. In stage 2, Wisdom Agency plan to promote the paid subscription and reports and broaden the research base to global scale.
  • 103. Solution Popiwork makes student job searching easier than ever thanks to the Pop&Pick principle, where users have a multitude of job choices from many different employers. Exploiting this unique selling point, Wisdom Agency reaches a young audience through a "paid career" campaign—both an opportunity to experience jobs, discover their strengths and passions, and bring them back to easy income. Situation Popiwork is a mobile app that connects employers and people who search for freelancer or part time jobs. As a startup, Popiwork need an effective solution that can optimize their limited resources but bring high return-on-investments POPI WORK Result Within 3 years of providing services for Popiwork, the conversion rate in marketing activities has remained steady at 40%, bringing businesses relatively successful and sustainable traffic and service usage.
  • 104. Solution Wisdom Agency proposed the digital strategy to relieve the pressure on experience in SES. The strategy was also supported via digital communications. Situation Samsung was launching the Samsung Galaxy S10. With a hole new design and function, SES – the Samsung Experience Store, wanted customer to aware about that. Then, attract them to come in and experience the product in SES. SAMSUNG Result Total Facebook Reach: 202,348 Reaches Total Instagram Reach: 91,243 Reaches Scope Media Planning, Social Content, Online PR
  • 105. Solution One of the most outstanding achievements with VIB was the creation of “Teddy Bears” to be friendly but inspired characters for “Completed Dreams” campaign Situation The bank repositioned as friendly and innovative bank. They decided on the new concept and looked for social strategy that is suitable for younger audience VIB Result The use of “Teddy Bears” image was so successful that it contributed more than 10.000 leads and increased 10% of sales conversion during that period. WISDOM had been Facebook retainer partner for VIB in 3 years. Under our management, the fanpage grew up from 60,000 fans to more than 120,000 fans, monthly contributing 50 – 100 potential sales deals in retail banking. Scope Sociall & Content & Media Management
  • 106. Solution Dat Xanh for this area is already a new known brand, so Wisdom Agency decided that performance marketing is the most effective way to attract new buyers. Furthermore, Wisdom Agency can optimise for better quality of the leads by having landing page with better user quality. Situation Dat Xanh Group is among the top real estate developers in Vietnam. The most Southeast area of Ho Chi Minh city is still full of potential since not so many companies have paid enough attention to this far areas. However, there are residential projects under development at that time being, so the first ones will get all the benefit. DAT XANH Result Leads generated 135 leads compared to a KPI of 130, surpassing expectations by 3.8% For GDN, total number of Clicks reached 3,668; total display volume reached 1,113,433. For SEM, total number of Clicks reached 2,195; total display volume reaches 19.511. The contrast between Clicks and Impressions is insignificant. As a result, this impact demonstrates effective channel coordination and support.
  • 107. Solution WISDOM proposed the performance strategy to relieve the pressure on registrations for the test-drive. The strategy was also supported via digital communications. Situation Product launching for the new Subaru SUBARU Result The project proposed by Wisdom Agency has brought 450 participants and 200 experts for the client. On the day of the event, the campaign brought 5 immediate successful sales for Subaru, creating the brand's prestige and reputation in the Vietnamese market. Solution Performance marketing, social media, online PR
  • 108. WEBSITE W I S D O M A G E N C Y 2 0 2 2
  • 109. Scope Website Result A new website with new style following the brand guidelines, developed booking – functions. VIETNAM AIRLINES
  • 110. Scope Website Result New website was built based on the web strategy frame of Wisdom Agency, enhanced by e-commerce functions. AO SMITH
  • 111. Scope Website Result A new website with new style following the new brand guidelines, add in booking – functions. SILVERLAND
  • 112. Scope Website Result A new website with new style following the new brand guidelines NEW CITY GROUP
  • 113. Scope Website Result A new website with new style following the new brand guidelines. CRILA
  • 114. OTHER SERVICES W I S D O M A G E N C Y 2 0 2 2
  • 115. Scope OOH Result Completing Masterise's billboard designs and maximized the visual effect & impressed the target audience in a short time with the brand message "A WORLD-CLASS REAL ESTATE DEVELOPER" to let them easy to remember the brand. MASTERISE
  • 116. Solution Online PR: Editorials on Vnexpress, Dantri, tuoitre, Thanhnien, and 30+ online newspapers Television: FBNC – 3 Spots news, HTV9 -2 Spots news, HTV7 – 3 Spot news, VTV1 – 4 Spots news Radio: VOV 3 Spot news Social Media: 20 KOLs sharing (MC Phan Anh, Khan Van PR, Anh Tu Sang, Ha Okia...), Situation Intending to change Diabetes in Vietnam, Novo Nordisk established its Representative Office in Ho Chi Minh in November 2012. In the path of gaining awareness in a new market like Vietnam, Novo Nordisk needs to have a good reputation and be thinking of what Wisdom Agency could help them with. Their expectations are that the core value and business philosophy be spread in an official, authoritative, and trustworthy manner. NOVO NORDISK Result Reach: +2 million unique reach Participants: +300 Solution Media planning Event coordination
  • 117. Situation Based on the insight that "Asian people are relatively timid and especially fearful of rejection in love affairs", Paktor - the first social dating app developed specifically for Asians, launched and officially entered the Vietnamese market in 2013. However, when compared to a formidable competitor like Tinder, Paktor faces a shortage of awareness among young consumers. So the challenge is how to leave Paktor's mark in the hearts of young people as a dating app that is close and intriguing while also conveying youthful energy without being commercial or sensitive. Solution Paktor has taken advantage of a new trend in music marketing by incorporating Paktor's easy- to-remember The "swipe left, swipe right" feature to create a mark for the video "Forever Alone (No More)". The music video was created using the melody of the hit "Forever Alone" and the collaboration of two singers who are said to be "national" boyfriend models with opposing characteristics, Chi Thien representing the "Good boy", and Justatee representing the "Bad boy". This opposing combination is intriguing, and the repetition of the action "swipe left, swipe right" in the lyrics has created a closeness and is easy to remember with the target audience. PAKTOR Result With Paktor, the first social dating app developed specifically for Asians, MV has achieved coverage and awareness for young users in Vietnam, with approximately 500,000 views on YouTube. Social indices are as follows: • Sentiment: 80% positive • Engage: +20,000 • Download: +5,000
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