Background
The end of the year is the peak period for purchasing interior decoration/home improvement equipment to prepare for the new year. This is also the time when Vinh Tuong wants to dominate the construction materials market and increase revenue.
Context
Create demand and increase awareness of Vinh Tuong brand products, especially X Super Durable Gypsum Board.
Solution
Objective
Raise customer awareness of X Super Durable Gypsum Board for the mid-range segment – especially at the end of the year.
Brand role
Vinh Tuong Gypsum Board – Gyproc Super Durable X is researched to bring to the market in line with the “Green” living trend, ensuring SUPER DURABLE quality and in line with the trend of FAST CONSTRUCTION.
Target Audience
- Vinh Tuong focuses on key customer groups including Agents/Stores, Contractors and Homeowners.
- Focus on Men aged 30 – 50
- Behavior: Interested in topics about construction/repair, home renovation/home decoration/interior & exterior, living space.
Execution
- Facebook: This is the main channel for communication and advertising for Vinh Tuong’s products, Sieu Ben X is one of the key products that contractors are interested in. Optimize access to TA files and expand LAL & RET files, in addition to optimizing cost per impression, access and interaction to help the campaign achieve the best efficiency at a reasonable cost.
- Zalo: This is a potential channel suitable for the usage behavior of TA files, using advertising to reach potential customers who are looking for and using the product.
Results
Results achieved:
Facebook:
– 8,828,65 Reach
– 97,321 Engagement
– 807,491 Impression
– 23,700 Click to web
Zalo:
– 16,721 Click to web
