BEST PRACTICES

Who is the client?

Saigon Co.op is one of Vietnam's largest and most reputable retail systems, primarily operating in the distribution and retail of consumer goods.

What indstry are they in?

Saigon Co.op is gradually expanding its presence in modern retail models, targeting all customer segments, from individual consumers and households, including middle-class and office workers, to high-income customers.

What are they seeking from the campaign GP is asked to execute?

Saigon Co.op expects GP to provide comprehensive consulting solutions, offer support, and adjust strategies as needed. Additionally, GP is responsible for producing creative and compelling materials that effectively target the right audience, ensuring the achievement of agreed-upon KPI metrics.

Integrated Communication Campaign “TÍCH TEM ĐỔI QUÀ - NHẬN DAO ĐẲNG CẤP”

What does the partner aim to achieve through the campaign?

• Brand communication for Co.opmart.
• Widely promoting the program to encourage customers to sign up for membership cards and stimulate shopping at the supermarkets.

Challenges

• Meeting the KPI targets: The program must adhere to KPI evaluation standards set by an independent partner and ensure financial effectiveness.
• Complex working process: The client requires a strict content approval process, demanding rigorous compliance with deadlines.
• Divergent requirements between KOLs and the client: Balancing the client's needs with the artists' personalities in delivering the message is crucial.

Opportunities to seize:

• Strengthening the multi-channel integrated communication strategy.
• Increasing customer engagement through social media.
• Developing creative OOH advertising strategies.
• Enhancing KOL effectiveness.

Challenges to address

• GP closely collaborated with partners, continuously monitored KPIs, and adjusted strategies flexibly as changes occurred.
• GP developed a detailed working schedule with a parallel process between parties, ensuring an efficient communication system with the client.
• GP acted as a flexible intermediary between Saigon Co.op and KOLs to ensure alignment on style and content before executing the campaign.

PR:

• Information is widely distributed across 30 print and online newspapers nationwide.
• Implemented PR strategies in phases throughout the program.
• Released television news segments.

Production:

• Took responsibility for designing, producing, and executing all communication materials for the project, including: Product photography, Producing videos for digital billboards, Bus wrap advertising…

Social:

• Managed content and visuals for the program on Co.opmart's Fanpage, posting twice a week.
• Responded to customer inquiries about the program.
• Ran advertisements.
• Sourced and collaborated with the program's representative – artist Hồng Vân.
• Filmed and photographed with the product.
• Organized a minigame on the KOL's Fanpage.
• Managed post content on the Fanpage.

OOH (Out-of-Home):

• Bus advertisements on long routes across the city's main roads.
• Billboards at major intersections.

FOC (Free-of-Charge Media):

• TVC Frame – The Pizza Company.

• Number of press releases: 23 articles, achieving 109% of the target.
• Fanpage activities: 48 posts made.
  • Reach reached 2,786 CPM, an increase of 39%.
  • Total interactions reached 51,478 CPM, an increase of 72%.
  • Video views reached 221,105 CPE, an increase of 101%.
• Banner Display Ads: 4 media ads were launched over 4 weeks, reaching 30,531,800 people.
• KOLs - artist Hồng Vân, with 33,245 interactions.

The "Accumulate Stamps, Redeem Gifts – Receive Premium Knives" campaign stimulated shopping and strengthened the bond between customers and the brand by encouraging them to join the membership program. This boosted short-term sales and built a loyal customer base for Saigon Co.op in the future.

• GP possesses a team of experts with years of experience in the PR and communication industry and a deep understanding of the market and customers, enabling them to develop suitable communication campaigns.
• GP knows how to effectively combine traditional and modern communication channels, creating diverse and comprehensive campaigns that help brands reach various customer segments.