SOCIAL STRATEGIST
STRATEGY PROJECTS
HOW BRANDS CAN HOP ON TIKTOK HASHTAG CHALLENGE, WITHOUT DANCING
Gen MZ has a high bullshit meter and they won’t engage if they see studio-quality effects, high production costs or anything that doesn't speak to them. Then how can brands join this platform where users can be their authentic selves? This is my research project to find out the secret sauce.
CULTURE PULSE #3: WHAT'S POPING IN YOUR TEEN'S PHONE AND HOW TO DEAL WITH IT?
Culture Pulse is the monthly report that captures cultural shifts (manifesting themselves through trends) representing our target audiences' ideology, insights, and behaviors (Gen MZ). So, forget about those labeling, name-calling jargons media giving to Gen MZ and look into what's underneath that connects with a broader cultural movement and reveals a new understanding of human or category behavior.
SAMSUNG TET 2022
The Brief
“Gen Z is disconnected to Tet because they have to comply with its repetitive written rules and traditions year after year” they said. But is it the case? How can Samsung drive brand relevance among that generation through an umbrella campaign to advocate for what Vietnamese Gen Z really think during Tet?
Opportunity
To say Gen Z is disconnected is unfair when you don't actually see the world through their lens. “Being disconnected” is the misunderstanding of other generations about Gen Z instead of their own internal conflict. They just create, celebrate, and share their distinctive connection to Tet in their online realm - a world almost invisible to other generations.
As Samsung Galaxy’s brand role serves to unite this divide between generations, we will be the cultural mic that champions Gen Z, while showing it to other generations in order for them
to see Gen Z through never-seen-before perspectives.
Strategy:
Open Up The Unseen Tet
The Brief
To positively shift PTO, Samsung must meaningfully activate DWYC amongst those 18-29, and do so in a way that drives brand distinctiveness and cohort participation.
The Opportunity
Samsung #DoWhatYouCan’t spirit is not only alive and kicking, but they themselves are its most powerful representatives because of how they see the world and the movements they strive to be a part of. Gen MZ do not need to be told to do what they can’t. They need a leader who always supports and inspires them to do what they're aiming for. This campaign gathers them to a stage that spotlights their can-do spirit: #TEAM UNSTOPPABLE - A movement that recruits the unstoppable crew that best represents each region.
SAMSUNG WEARABLES E-COM LIVESTREAM
Galaxy Wearables have been released with attractive promotions, especially in the upcoming year-end sale days. In the market that's oversaturated with promotion livestreams, we created a long-term platform for Wearables' livestream activities to strengthen product relevance among Gen MZ (16- 30 yo), make the promotion livestreams become something bigger than just a tactic.
UNILEVER 25 YEAR ANNIVERSARY
To deliver a statement about what Unilever has and will continue to do for Vietnamese people, and encourage people to contribute to Stay-Strong Fund by joining in Digital Packaging Contest to help Vietnam stay strong, adapt and maintain a new normal life.
SOW:
- Create proposal, content framework, social content allocations.
- Project leader in social content producing.
- Produce and Manage content on Fanpage, Influencers, Communities, PR Articles, Seeding.
- Performance report.
ALMOND BREEZE
Coming from the Blue Diamond Farm in California, USA, Almond Breeze arrived in Vietnam with a positioning: The tastiest healthy choice to treat your body. This is the first social campaign to raise awareness about superior quality & functional benefits of Almond Breeze, provoke a new healthy-but-not-boring lifestyle.
SOW:
- Create proposal, social assets allocations.
- Project leader in producing and manage social content: Fanpage, Instagram, Influencers, Communities.
KNORR - TET 2021
Khoảnh Khắc Ấm No (phiên bản thật trân) is Knorr Tet 2021 campaign to inspire moms with the most authentic moments around family members, to together warm up the kitchen and lift up Tet mood. Tet now is about their own family and their favorite dishes, not flashy or shiny moments to be the same as others.
SOW:
- Propose campaign idea, social framework, social assets allocation.
- Produce and Manage social content: Fanpage, Youtube, Influencer & Community, seeding.
- Performance report.
KNORR - TET 2020
Mom knows best to create “Vị nhà mình” - Something bonding every family member and connects them through Mom's dishes. Not like any other, mom's dishes are the best because she knows what Dad likes, what Grandmom likes,... and create a new version that suits everyone's tastebuds. And that's her love, imprinting in each delicious dish.
SOW:
- Produce and Manage social content: Fanpage, Youtube, Influencer & Community, seeding.
- Performance report.
TOTAL - MECHANIC ENGAGING PROGRAM
Total wants to build a lifetime partnership and go alongside mechanics in every stage of their careers because they are the ones connecting Total with consumers, taking care of their bikes & the engines, ensuring everyone's ride smoothly, safely, durable.
SOW:
- Establish a new group “Mechanic Fellas" to form a long-term community for mechanics & be a host for Total’s activities.
- Produce social content: Fanpage, Mechanic group, Influencer & Community, seeding.
TOTAL - TET 2020
To Vietnamese men, Tet preparation with their family members sitting on the bike is what makes Tet more meaningful and memorable. Total is there to helps men bring Tet home smoothly, safely with endurance.
SOW:
Produce and Manage social content: Fanpage, Mechanic group, Youtube, Influencer & Community, seeding.
CIF - TET 2020
An ideal Tet is when all family members join hands to clean up the entire house. Cleaning is actually the precious time when family bond together. And that's why cleaning chores shouldn't be taken as burdens. Cif will help you with that!
SOW:
- Produce social content: Fanpage.
- Performance report.
CLOSEUP - VALENTINES 2020
Closeup believes that love knows no rules, and it should not be constrained by any stereotypes or prejudices. People should feel free to be in love with anyone that they choose. To promote hero video, we create series of content to amplify the story of #freetolove
SOW:
- Ideation, social content allocation
- Product story-telling content for fanpage.
SUNLIGHT FLOORCARE ESSENTIAL OIL
For moms with young kids, they have to compromise by avoiding letting babies touching the floor with bare feet/bare skin because of the chemical in floorcare product. We will get NON-Sunlight users who have chemical concerns to switch to Sunlight Nature range by offering them 100%-naturally-derived cleaning ingredient products for safety benefits.
SOW:
- Create proposals, allocate social assets.
- Produce and manage social content.
P/S - SENSITIVE MINERAL EXPERT
To people who are tired of coping with sensitive tooth pain, there is finally a superior product to treat her sensitivity at the source. Sensitive Mineral Expert has studied mineral properties to create a unique product to treat sensitive areas at the source with Minerals.
SOW:
- Make proposal, social asset allocation including fanpage content, influencer endorsements and seeding.