Each phase connects strategy with action. The goal: make ideas not just sound good, but actually perform.
| Phase | Description | Activities |
|---|---|---|
| Market Discovery | Researching market insights, competitor positioning, and consumer behavior to identify white space | Consumer surveys, keyword research, and desk research |
| Strategic Planning | Defining audience, product positioning, messaging house, channel mix, and launch tactics | USP building, message testing, channel prioritization |
| Execution via IMC | Deploying the right assets to the right audiences at the right time through 360° planning | KV creation, KOL seeding, paid media, events |
| Performance Optimization | Tracking KPIs by channel, running A/B tests, and refining strategy to improve ROI | Fanpage content testing, cost-per-engagement reduction, gifting campaign tracking |
Step 1: Discover the Insight
Goal: Understand market dynamics, consumer needs, and opportunity gaps.
- Competitive research
- Target audience profiling
- Message testing
- Internal brand audit
This is where we define “what truly matters” to your audience.
Example:
In the “Kiến tạo lối sống xanh” campaign, insight from young urban dwellers showed a desire for sustainability—but lack of space. That became our entry point: "Small space, big impact."
Step 2: Shape the Strategy
Goal: Translate insights into clear GTM and IMC frameworks.
- Define positioning and messaging
- Build channel mix
- Set KPIs and budget allocation
- Align cross-functional teams
Here, the thinking gets tactical: what we say, where we say it, and to whom.
Example:
For “Give Some Space,” we centered messaging on the emotional tension of crowded city living for pets, then aligned content pillars and seeding plans to amplify that tension and solution.
Step 3: Execute with Impact
Goal: Activate the right assets across the full funnel.
- Fanpage content strategy
- KOC/KOL seeding
- PR stories, photoshoots, and videos
- Offline/online activation
- Digital performance push
No loose threads—each asset connects to a bigger story.
Example:
The “You Are My Star” campaign used a multi-touch execution: emotional storytelling, influencer engagement, and fan-driven content that celebrated young moms. The result? A viral response and strong emotional equity.
Step 4: Measure, Learn & Optimize
Goal: Track what works, iterate, and scale intelligently.
- Data dashboard setup
- Performance review by channel
- Creative/content A/B testing
- Insights loop back into the next campaign
Marketing isn’t one-and-done—it’s living and evolving.
Example:
For “Give Some Space,” mid-campaign testing revealed certain post formats triggered more shares. We pivoted messaging on-the-fly and saw a 2x increase in organic reach.
When you work with me, you get:
- Structure to avoid chaos
- Strategy rooted in empathy and data
- Creative that connects
- Results you can report on
