Thien Nam Hoa
5,762,400
Impressions
900K
Video
Views
462.8%
CTW
135.9%
KPI
Challenge
“Back to School” Campaign for Thien Nam Hoa
Thiên Nam Hòa Joint Stock Trading and Service Company (formerly Thiên Nam Hòa Trading and Service Company Limited) was officially established and put into operation on November 24, 2001, with its main business being Electronics – Home Appliances. Starting from a store selling small electrical – electronic – refrigeration items in Ho Chi Minh City, to date, Thiên Nam Hòa has developed into a large-scale chain of Electronics – Home Appliances centers with 10 large, modern centers attracting many customers to visit and shop.
In order to respond to the back-to-school season, Thiên Nam Hòa chose Perform Media as its partner to increase awareness and launch the “Back to School” program within 5 weeks, with the two main tasks being: Building a viral video and building an online plan.
Idea
Perform Media quickly launched the campaign to launch it in time for the back-to-school season for students.
Strategy
- Propose a communication strategy including Big concept / Concept Viral / Communication message / Concept seeding.
- Propose an online approach strategy
Plan
- Produce viral video / Produce content / images for the program.
- Deploy media channels including GDN/ Booking / ADX
- Social media including youtube /Facebook / Seeding / Booking KOL/ Influencer Booking PR.
Result
After 5 weeks of implementation, the “Back to School” campaign achieved its main goal, as evidenced by the following indicators:
- Reached 83% of potential customers, achieving 135.9% KPI for online channels:
- Facebook achieved 5,762,400 impressions
- Video attracted 900K views, reaching 110%
- CTW accounted for 462.8%
- Interaction CTR accounted for 8.72%
Conclusion
It can be said that the “Back to School” brand awareness campaign of Thiên Nam Hòa Electronics is a typical example of the effective use of online media channels to achieve business goals.
The campaign attracted strong attention and interaction from the target audience, contributing to significantly increasing brand awareness and boosting sales for the business.
