Content

1 Who we are

2 What we do

3 Our work
Who we are

A digital performance marketing

agency. We blend art and
science to create marketing
solutions and deliver maximum
value to our clients.
 Our team - Organization

LONG LE | CEO HANH LE | COO TRUNG TRAN | AD

Strategic Business Back

Account team Optimization team Creative team Data - Tech
Plan Development Office
LONG LE | CEO
• Ex-CMO of Lazada VN
CEO • Ex-McKinsey consultant
• 5 years of experience in performance marketing

TRUNG TRAN | CD TIEN NGUYEN |

TRUNG TRAN | AD HANH LE | COO
TD
-Ex-Display -Ex-Head of
Director channel manager Mobile, Lazada
of Lazada -5 years of experience
-5 years of experience in performance
in performance marketing
marketing

Manager 3 managers 4 managers

Executive 20 members 25 members 4 members 1 member 2 member 6 members 5 members

 CLIENT FIRST DIGITAL EXPERTISE
Our team was born out of
We put our client’s digital, breaths digital and
interest before ourselves strive to be the best
in digital
INNOVATION
This new world is not about
big fish eats small fishes, but
FAST fishes will win

CREATIVITY DATA DRIVEN

We create not only to entice the We pride ourselves in a data
customers to buy products but also to driven approach
win the customers’ hearts and minds
1. Trusted Performance Agency
Leading performance marketing agency in Vietnam
6+ years in performance marketing
Apply PMS optimization approach to make decisions

2. In-depth Ecommerce Expertise

Core team hailing from Lazada, Adayroi, Tiki and Shopee
Partner with leading ecommerce platforms
Help 20+ brands to launch and optimize their own ecommerce platforms

3. Comprehensive Marketing Solutions

4 solutions to address various business needs
Tested framework with multiple case studies
Utilize industry benchmarks for optimization
1 Who we are

2 What we do

3 Our work
 BRANDING E-COMMERCE LEAD GENERATION
● Marketing strategy ● Ecommerce strategy consulting
● Lead generation
● Brand strategy ● Conversion optimization
● Lead quality
● Big idea generation ● User acquisition
optimization
● Communication ● Value optimization
● Website UI/UX
planning ● Onsite merchandising
● Landing page production
● Integrated campaign ● Website UI/UX
● Creative expression ● App installs
● Media planning ● Social commerce
BRANDING SOLUTION - CAMPAIGN FRAMEWORK
Strategic ABC XYZ
direction
Comm Awareness Consideration
objective Drive trial

Viral video / FB, Youtube KOL / Influencer review / FB, Youtube

PR article / Online news Demo livestream / FB, Youtube
Teasing content / FB Cosmetic review / Website, forum
Activities/ Enhanced content / FB

channels Subscription sampling / Paid media

Onsite activation / ecom platform
Mini event / fanpage
Media event / store

Content hub with full information, registration form, activation to trigger user’s interest

Simulati
Retargeti ng /
PUSH lookalike
ng to UTILIZED
SALE custome
convert CREATIVE & DATA
(Always potential rs for
on) users Ecom better
Offline store targetin
platform g
BRANDING SOLUTION - CAMPAIGN FRAMEWORK
We use different tactics to achieve each funnel Objective based on Audiences’ behaviors.

Maximizing Reach & Frequency

AWARENESS
Mass audience in brand business location. ❏ Unskippable video.
❏ Budget increase in hot online time.
Acquire Visitors
❏ Engaging content: video series, Trueview for Action,etc.
❏ Call to action to take further action: view categories, promotion,
FINDABILITY &
People who already saw ads, interacted with product page.
REPUTATION ❏ Visitors to trial event.
page or trailed products in awareness phrase.
Convert Online Visitors
❏ Retargeting tactics based on actions on page.
❏ Customized deal and promotions.
❏ Customized content, visual and call to action button.
People who are interested in Brand ‘s
CONVERSION
product & promotion and having intent to
buy online or offline.
Convert Offline Users

❏ Driving offline visitors to store.

❏ Creating special offline event at store.
❏ Offering special promotion for offline purchase.
Purchasers being satisfied
ADVOCACY
with Brand product and Maximizing Re-Orders
having additional demand.
❏ Segmenting purchasers by number of orders, AOV and purchase
frequency.
❏ Retargeting audience people who have ordered
BRANDING SOLUTION - CAMPAIGN FRAMEWORK
Funnel flow
1. Audience 2. Offline 3. Online
Tactics
Insights data data

DATA SOURCES

CUSTOMER
JOURNEY

RESULT
 ECOM SOLUTION
PMAX E-commerce solution covers both strategy consulting and executing
services that support Platforms & Brands to build and scale online businesses.
CAMPAIGN MANAGEMENT Consulting/Working
with partners
Execution
B2C ORDERS
1. COMMERCIAL 2 . MERCHANDISING 3. MEDIA 4 .
OPERATION Sale Revenue
Business want Page Impression
to increase
sales on their Customer
owned website Acquisition
Customer
Assortment Conversion
Website UX/UI Inventory Acquisition
Management Marketing
Sale Marketing
Brands want to Onsite Multi-channel order Efficiency
Pricing Management Branding Marketing
increase sales Merchandising management
on their owned Re-purchase
Ecommerce Analytics & Customer Warehousing
insights Performance Creative
Platforms Delivery Operations

Technology + Data science

ECOM SOLUTION - STRATEGY
PMAX Strategic planning team will work closely with you on strategic analysis &
target setting to develop a successful ecommerce strategy for your business.
STRATEGIC ANALYSIS
MARKET COMPETITOR BRAND &
CUSTOMER PLATFORM
RESEARCH RESEARCH RESEARCH BUSINESS
Direct, Indirect, UNDERSTANDIN
Size, Growth, Trends, Segmentation, UNDERSTANDIN
PESTEL, Five Forces
Positioning, G
Benchmark
Behavior, Journey G

ECOMMERCE STRATEGY

BUSINESS STAGE
Newborn | Growth | Mature

Product
Commercial Marketing Operation Tech & Data
(Platform)
GROWTH MODEL
Acquisition | Monetization | Retention & Reactivation | Referral
E-COMMERCE SOLUTION - CAMPAIGN MANAGEMENT
Campaign Management is a compulsory activity in which the team leverages every single
marketing aspect from Commercial to Media to enhance customer experience and maximize
revenue
COMERCIAL
1.

Cam
MERCHANDISING

r
nda

pai
2.

gn
ale
nc

me
g
CAMPAIGN

cha
pai MANAGEMENT

n
Cam

ism
3. MEDIA

Campaign strategy
CREATIVE
4.
E-COMMERCE SOLUTION | MERCHANDISING
Merchandising activities aim at maximizing revenue from onsite traffic by optimizing user experiences on the website.

Content & Visibility

Promotion Marketing Rating/Review
Planning management
Enhancement UTM tracking

Follower Building Banner Performance

UI/UX trigger Operation Checking
CS Consulting
Heatmap
Freeship
GWP Product Content
Game +
Voucher
Layout
User Flow Management Bundle Shopper Engagement Tech tools & Data Analytics
E-COMMERCE SOLUTION | MEDIA
We have unique skills and expertise in Ecommerce marketing to improve lower funnel of customer journey.

TA OBJECTIVE TACTICS
Unskippable video.
Mass audience in Maximizing Reach
Awareness Budget increase in hot online
business location. & Frequency
time.

People who already

saw ads, interacted Acquire Visitors Engaging content: video series,
Consideration
with page Trueview for Action,etc. Qualified
Audience
People who having Retargeting tactics based on actions
Convert Online
Conversion intent to buy online on page.
visitors
or offline. Customized deal and promotions.
Purchasers is
Leverage Data tagging those
satisfied product Maximizing
Loyalty already in-market and re-target
and have additional Re-Orders
demand. them with right message.
E-COMMERCE SOLUTION | CREATIVE

We offer unique creative for

Define Creative
performance solution specially Creative set
dimension building & Creative asset Report
up
designed for E-commerce and value testing plan

players to maximize
Data analysis And Optimization
performance of both their
online and offline creative
assets,

Creative strategy Creative

& planning production
Creative
Creative Creative
reporting optimization
 E-COMMERCE SOLUTION | OUR PACKAGE
Our E2E E-commerce marketing solution with listed services/Scopes of work.

CAMPAIGN MERCHANDISI
STRATEGY MEDIA CREATIVE TECH & DATA
MANAGEMENT NG

User flow Technical set-up for

Strategic analysis Campaign planning Media planning Strategy & Planning
management tracking & CRM

Strategy Campaign execution & Media campaign Realtime reporting

Promotion marketing Creative production
development monitoring set-up dashboard

Strategy Campaign post Creative set-up and

Shopper engagement Media optimization Data analytics
implementation mortem optimization

Content & Visibility

Media reporting Creative reporting
enhancement

Tech tools & Data

analytics
SOCIAL ECOMMERCE CONVERSATION COMMERCE

CONVERSATIONAL COMMERCE

OBJECTIVE Sale Channel + Maximize Omni channel CX + Data Exploitation

FUNNEL Awareness Engagement Consideration Purchase Retention Referral

STRATEGY CREATIVE MEDIA

Research, Analyze and Develop Paid, Owned, Earned channel
Creative Direction & Production
Strategic Plan optimization

MERCHANDISING COMMERCIAL OPERATION

Store front, Inquiry & purchase,
Brand page & satellite pages Assortment, Stock & Pricing
Order management & fulfillment,
KEY management Management
Vendor management
ELEMENTS
CAMPAIGN (Campaign planning & strategy, Campaign management)

TECHNOLOGY (Chatbot, Order tracking, Report)

DATA (Data warehouse, Data science , Data utilization)

DEVELOPMENT PHASES

Generally, development of CC could happen in 3 phases with each specific areas

:
PHASE 1: Must PHASE 2: PHASE 3:
have Critical to win Advanced

TECH INTEGRATION
MEDIA CHATBOT DATA MANAGEMENT
OPERATION
CREATIVE TRACKING
COMMERCIAL
ORDER MANAGEMENT SOCIAL BRANDING
MERCHANDISING
CAMPAIGN
MANAGEMENT
TESTING PHASES | Phase 1

1 2 3
MEDIA CREATIVE ORDER MANAGEMENT

Paid Media: Creative planning & - Chat management

- Digital Advertising Strategy tool
- Community page Affiliate - Concept/ Idea - Customer Service
- KOLs Affiliate - Direction management
Owned Media: - Content plan along the - Customer flow design
- Brand page (Fanpage/ funnel - Scenario script
Brand profile): Facebook, Creative production
Tiktok, Landing page... Creative production
- Brand group (Facebook) - Video production
- Messenger - Livestream production
- Livestream - Photo shooting
Earned Media - Banner design
- User group (user loyalty) - Content creation
- Forum/ Article
Optimization model
TESTING PHASES | Phase 2

1 2 3
CHATBOT TRACKING SOCIAL BRANDING

- Chatbot assessment Tracking - Fanpage

and selection - Full funnel tracking management
- Scenario Script - Online to offline - Content planning and
- Integrate Chatbot tracking development
with Operations - Datafication - KOL management
system Report - Mini games and
- Audience - Full funnel report engagement
segmentation - Branding Report activities
- Chatbot push - Customer - Community
notification conversation report management
- Livestream, chatbot
report
- Sale report
TESTING PHASES | Phase 3

1 2 3
TECH INTEGRATION DATA MANAGEMENT OPERATION

- Vendor shortlist: CRM, chat - Marketing data: Facebook - Fulfillment

tool, ... - Customer data: CRM tool - Payment options
MERCHANDISING
- Data management (Kiotviet), Chatbot tool - Shipping and delivery
- Pricing - Dashboard, performance
- Way of working: Marketing management
& Sale on CRM

4 5 6 CAMPAIGN
COMMERCIAL MERCHANDISING
MANAGEMENT

- Assortment management - Brand page & satellite - Campaign planning &

- Pricing Management page set up strategy
- Stock management - Store set-up - Campaign Scheme
- Analytics & Customer - Onsite merchandising + Promotion theme
insights + Livestream
LEADGEN SOLUTION - CAMPAIGN FRAMEWORK
To get the best ROI from lead-gen campaign, clients have to work closely with PMax to
optimize along the campaign as well as take care potential leads.

Customer
Collect lead Data management
experience audit

Design/audit landing Design & Optimize ads on ● Push data into CRM system
page and lead forms digital channels ● Verify the quality based on filter criteria and Telesales feedback

Content 1 Call 1
Good
Channel 1 Call 2
Content 2 Bad
……..
...

Keyword 1 Call 1
Good
Channel 2 Call 2
Keyword 2 Bad
... Call hotline
1 Who we are

2 What we do

3 Case studies
IZZI Approach & Result Case Study | Branding

CONTEXT OBJECTIVE
• IZZI is a leading brand of body mist for teenage
girls in the • Increase trials & recruit new users in
fragrance segment. The brand aims to be the TOM Q4/2017
perfume for teen girls, increase trials & recruit new
users in Q4/2017
APPROACH
• Strengthen IZZI’s brand by a multi-channel digital branding campaign with activities:
○ create online contest
○ recruit users to offline event
○ promote for ticket sales
• Create viral videos to promote for the contest from script to final material.
• Build up campaign microsite as the main platform for contestants to
upload online videos
• Manage Social Network page daily
• Leverage online marketing to create awareness of products, ultimately entice
the customer to visit physical stores to make a purchase and exchange
tickets to offline event

RESULT ACHIEVE 120% KPI with Recruit Submissions Converted 100%user

more than 3M target achieved from Online to
audience 100% as planned Offline
Carrie Junior Approach & Result Case Study | Branding

CONTEXT
OBJECTIVE
• Carrie Junior is a TOM baby shower in Malaysia for
children aged between 3 and 6 years old. The brand • Build brand awareness for product and
plans to roll out a launching campaign in Vietnam increase trials
in Q4 2017 to build brand awareness for product
and increase trials

APPROACH
• Create Brand Awareness by a a multi-channel digital branding campaign in
device both mobile & desktop
• Hourly optimize base on real time data to make strong impression towards
customers
• Manage, control quality & KPI of group of Hot influencers on their social
networks
• Create content & manage quality of PR promotional article on: eva.vn, afamily.vn,
dantri.com,...
• Manage Social Network page in daily
• Spread awareness on online and drive User to visit physical stores to make a
purchase

RESULT REACH >5M Successfully drive 20k

target audience and people join offline
2M views event in Hanoi
Canon Approach & Result Case Study | Branding

CONTEXT OBJECTIVE
● Canon plans to celebrate its 15th anniversary in Vietnam by
• Create brand awareness about the events and
these activities
● Car Journey: The parade of Canon Car through 15 key cities of generate online sign-ups/show-up at the events in
Vietnam from North to South each city
● Canon photo marathon: The competition to create
photographic masterpieces in line with assigned themes

APPROACH
• Develop a digital marketing plan which focuses on 03 key channels:
Facebook, SEM, Display to build brand awareness and recruit user to
Canon offline event
• Manage a group of 05 hot fan pages to promote for the event on
Social channel
• Flexibly set-up ads and change optimize tactics for different
locations
• Constantly customize content & KV for each location & each phase
of the campaign to achieve the highest KPI

SIGN UP SHOW UP ENGAGEMENT

RESULT
overachieved
archive 110% increase 20%
compared to compared to 110%
KPI last year’s event compared to KPI
Suzuki Approach & Result Case Study | Branding

CONTEXT OBJECTIVE
• Total sales of Suzuki Vitara is on decreasing • Remind VITARA brand awareness and
trend in Q4/2016 while its competitors are very encourage sales by promoting sales support
active in communication & promotion activities
through online advertising & PR article

APPROACH
• Develop a digital marketing plan which focuses on 03 key channels: Facebook,
SEM, Display to build brand awareness and promote for sales support
• Develop content & KV customized for each product lines of Suzuki Vitara to
leverage on online communication
• Produce a review video of Suzuki Vitara & push media to viral the clip on
Youtube & Facebook
• Develop content & distribute PR promotional article on big websites about
automotives in Vietnam: dantri.com, vietnamnet,vn, vnexpress.net,...

IMPRESSION & CLICKS SALES

RESULT
achieve 110% compared to uplift 30%
KPI
Sharp Approach & Result Case Study | Branding

CONTEXT OBJECTIVE
• Sharp is a TOM brand of air conditioner in • Enhance the Awareness for Sharp Air
Vietnam Conditioner in summer 2016 by planning &
execute a digital campaign

APPROACH
• Develop real-time & dynamic creative to use on online channels
• Develop automatically-display banners based on real-time location & outside
Temperature to impress users

• Segment audience and use different channels to approach with the relevant message

CTR
RESULT Impression and Click
Increase 50% vs last Over 100% KPIs
campaign
Clinic 418+ Approach & Result Case Study | Branding

CONTEXT
• Clinic 418+ as the first clinic provide beauty service using
OBJECTIVE
● Increase brand awareness and the number of
standardized stem cells with a customized solution for each
person that gain back your beauty and youth from inside registers to 418's service
out.
• The brand is new in the market.

APPROACH
● Develop a full channel digital plan with 2 phases: build brand awareness,
educate audience about the value of standardized stem cells and recruit
User to join launching event day & to trial during event month (Lead Gen)
such as:
● Manage to deliver alternative creative solution to enhance performance.
● Manage to deliver qualified Lead and optimize to specific location.
● Constantly analyze and optimize daily.

Event response
RESULT
Achieve 102% Impression achieve 124% and Lead achieve
compared to plan
118% compared to plan
Rohto on Tiki Approach & Result Case Study | Branding

CONTEXT OBJECTIVE
• Rohto is a multinational fast-moving consumer goods and • Rohto campaign on Tiki desires to maximize revenue
OTC pharmaceutical corporation headquartered in by combining paid, owned, and earned channels of
Ikuno-ku, Osaka, Japan, with a presence in North America, Tiki
Europe and Asia • Our role is to manage local display channels and
monitor performance of total campaign of Rohto on
Tiki

APPROACH
• Planning for total campaign of Rohto on Tiki. Develop baseline for each channel
on Tiki
• Develop monitoring dashboard to ensure performance quality by date and
forecast till end of month of campaign
• Develop role for each channel: Display, Facebook, search, retargeting and Tiki
inhouse to push for the campaign
• Daily crosscheck campaign execute, campaign analysis and synthesis base on
Rohto/Tiki campaign calendar.

Total items Revenue increase

RESULT
Improve 100% after 4 week increase by 2.1x
since
starting campaign
starting campaign
Xiaomi - C3B Campaign Approach & Result Case Study | Branding

CONTEXT OBJECTIVE
• Xiaomi Xiaomi Inc. is a Chinese electronics • Xiaomi desires to target right customer
company headquartered in Beijing. Xiaomi is audience to maximize user registrations
launching new product purely online on Lazada online and purchase in a series of flash sales
platform. on Lazada.

APPROACH
• Planning campaign for 2 main phases: Teasing and
flash sale, Channel selection và allocation. Creative
planning for A/B testing
• Develop optimization tactics with Xiaomi core
audience and Xiaomi in target audience to maximize
registration and flash sales.
• Bi-hourly optimizations for registration and flash sales

Registration Conversion uplift

RESULT
Achieved 120% compared increases by 1.8x compared
vs Plan to first launching
Leflair Approach & Result Case Study | Ecommerce

CONTEXT OBJECTIVE
• Leflair aspires to becoming the number 1 • Leflair wants to scale up media
online destination for brand shopping in
Vietnam.

APPROACH
• Leflair's main problem resolution is scale up but still holds a reasonable CiR level.
+ SEM: scale up non-brand keywords.
+ Display: scale up quality traffic, expand some channels running
retargeting.
+ Facebook: scale up traffic & try hard to pushing sale.
+ Branding: Run video ads on youtube and Facebook.
• Consult way of tracking, fix errors on utm, code types.
• Multi-control ad networks and update all information about campaigns,
products and promotions continuously

RESULT
RESUL
T
Lazada
Lazad Approach & Result CaseStudy
Case Study| Ecommerce
|
a Result Ecommerce
CONTEXT
CONTEX OBJECTIVE
OBJECTIVE
● Lack of capacity T to manage thousands of • Improving efficiency metrics, i.e. CAC, CIR, while
Lack of capacity to
●creative/campaign manage
across all thousands
channels of
(more scaling
scaling up
upthe
thespending
spendingovertime
overtime
creative/campaign across all channels (more
than 10 ad networks,...) •• Need
Need to adjust KPIs flexible due
to adjust KPIs flexible due to
to changes
changes in
in
than 10 adnetworks,....
business objective
business objective

APPROACH
● Implement an hourly optimization model &
flexible algorithm which can take into account
CAC & CiR at the same time
● Multi-control ad networks and update all
information about campaigns, products and
promotions immediately

CIR CAC
RESUL
T decrease 50% after 5 decrease 40% after 5
months months
VStyle Approach & Result Case Study | Ecommerce

CONTEXT
• VStyle is an organization has been focusing OBJECTIVE
on offline ● Need to increase revenue and
private sale events, recently shifted to online optimize CiR
retail with vstyle.vn website.

APPROACH
● Audit website and consult on merchandising to
support marketing campaign
● Prioritize the most potential audiences (Website
visitors & Fanpage engagements) on channels with
high ROI (Facebook, SEM)
● A/B test product, audience, and creative (ad format,
content, banner) to find the best practices.

CIR Revenue
RESULT
decrease 60% compared to increase by 2.7x compared
starting point to
first week
Lotte Approach & Case Study | Ecommerce
Result
CONTEXT OBJECTIVE
Lotte.vn is Lotte Co. ‘s website Ecommerce ● Lack of experience to build strategy in
launching in 2017 Ecommerce platform.
● Need to scale up and increase Revenue

APPROACH
● Provide strategy consulting, planning, sharing
ecommerce experiences
● Utilize a multi touch model to best approach e-users
in the fast way
● Implement flexible KPI to optimize objectives at
every location: Revenue - CiR - CAC
● Setup from basic to advanced level SEM, GDN, LDN,
Coccoc

RESULT CR IMPROVE CiR decrease =

345% 10%
compared to starting point
Shiseido/Senk Approach & Result Case Study | Ecommerce
a
CONTEXT OBJECTIVE
• Senka is a cleanser brand, from face to body, with
8-years-continuously number 1 face cleanser in Japan (from ● Need to scale up and increase Revenue
2008 – 2016). However, the brand is still new player in Vietnam
market.
• Senka desires to understand customer insight on Digital in 4

APPROACH
• Set-up campaign to drive traffic to Senka’s shop and product pages on Lazada

• Break the campaign into 2 phases: Insight and Performance

• The insight from the 1st phase is applied and continuously updated to optimize CiR in
the 2nd phase

• Use data shared from Lazada to optimize ads hourly

• Breakdown and analyse performance by different dimensions: location, audience (age,

interest & behavior), ad format, and creative to consolidate best practices

• Share insight and next actions required from both sides to improve performance in the
report of each sub-campaign

CIR Total Revenue on

RESULT decrease 67% Lazada increase by 2.8x
compared to starting compared to normal
point month without marketing
JBL Approach & Result Case Study | Ecommerce

CONTEXT OBJECTIVE
• JBL is a music’s accessories brand, They are ● Increase brand awareness for launching
distributed by Phuc Giang company for long new product.
time in Vietnam but they do not used to invest ● Push sales online on ecommerce platform
more about marketing for Vietnam market.JBL such as Lazada and others
desires to
APPROACH
• Set-up campaign to drive traffic to JBL’s shop and product pages on Lazada
• Build full digital strategy to adapt to overall campaign strategy from phase to phase
• Build SEO, SEM campaign to increase website ranking
• Share insight and next actions required from both sides to improve performance in the report of
each sub-campaign

RESULT CTR Over 200% than ROAS total achieve 100%

plan compare with plan
Watsons Approach & Result Case Study | Ecommerce

CONTEXT OBJECTIVE
● Build awareness and gain trust
● Watsons VN is a member of AS.Watsons Group -
Asia’s No 1 Beauty and Wellness retailer. However, ● Push sale for eCommerce website
Watsons is still a new brand in Vietnam and app
● Build audience data
APPROACH

• Planning and sharing ecommerce experiences in Vietnam to optimize for revenue and ROAS
• Support to solve technical issues
• Breakdown and analyse performance by different dimensions: channel, audience, ad format, and creative to
consolidate best practices
• Share insight and next actions required from both sides to improve performance in the report of each month

ROAS Revenue
RESULT
increase x2 compared to 3 increase x2 compared to 3
months ago months ago
Khơ Thị Approach & Result Case Study | Lead Gen

CONTEXT OBJECTIVE
• Kho Thi Clinic is one of the leading brands in the • Their main marketing objective in 2017 is to
beauty industry of Vietnam with thousands of generate leads of potential customer for
successful plastic surgeries every year.
Kho Thi.

APPROACH
● Develop a digital marketing plan which focuses on 03 key
channels:
Facebook, SEM, Display to generate leads of potential customers
● Separate client into different groups to target and optimize
Retargeting, Direct targeting, Lookalike)
● Combine different factors to optimize campaign: Gender,
Location, Job, Behavior, Interest,...
● Constantly change banner/content to optimize
● Work closely with Kho Thi’s sale team to update the performance
of leads to optimize

RESULT Lead
over 104% vs KPIs
VIB Approach & Result Case Study | Lead Gen

CONTEXT OBJECTIVE
• VIB is launching “Social Keyboard” on MyVIB • To promote App and convert audience
app, which help to transfer money faster on to use MyVIB-Social
any social chat apps’ keyboard.

APPROACH
• Deep research about customer journey of bank, especially VIB to
design unique approach for this campaign
• Test several optimization models to control online sign-up on
campaign landing pages
• Combine branding and lead gen phase with different spending
ratio and timeline so as to optimize for all metrics

Lead Traffic & Engagement

RESULT
increase 2x compared to over 100% KPIs vs
first month target
VNG - PC Game Approach & Result Case Study | Lead Gen

CONTEXT
• VNG is an leading PC game in market with many PC OBJECTIVE
game release in year. ● Increase the number of game players and add
• VNG run campaign PC game with PMAX with some more money to play games
game as So Kieu,… with channel Coccoc, Facebook and
GDN.

APPROACH Launching Maintain

• Focus on Content to maximize CR

• Facebook can get high quality users while
coccoc can maximize number of NRU
• Realtime optimization is key for success of the
campaign due to large traffic for launching campaign

RESULT Daily NRU

>500 NRU
FE Credit Approach & Result Case Study | Lead Gen

CONTEXT OBJECTIVE
• FE credit is a brand of VPbank
• Get lead generation and maintain it stable of lead
• Lead generation capture active digital
daily, balance number qlead of each product
demand through different digital channels • Scale up number qlead and decrease cost per lead
for credit and loan.
•
APPROACH

• Combine different factors to gain best performance

including content, banner, audience, location
• Use different tactics to improve performance: Audience
segmentation, retargeting and lookalike
• Modify content seasonally to match audience
• Achieved 102% KPI, and the number of leads from PMAX is
the second of total channels.

CPL
RESULT Number of leads
decreases by 62.5%
increases 3x
compared to first month
Manulife Approach & Result Case Study | Lead Gen

CONTEXT OBJECTIVE
• Manulife Financial provides insurance and • Increase number of lead through digital
investment solutions for individuals and channels.
organizations. • Build Zalo channel as an digital channel to
connect between Manulife and their users
as well as their agent
APPROACH
● Change creative from functional to emotional. Focus 3 - 4 contents.
● Narrow down targeting from big group to specific group (Retargeting, engagement,
look alike…)
● Combine factors to target precisely included: Gender, Location, Audience interest and
behaviour
Achieve: CPL decreases 438% and the number of leads increases 188%.
Zalo campaign:
● Combine both native ads and referral from top Zalo channel to gain both organic and
paid followers
● Always refresh content and banners to refresh users.
Achieve: Deliver 296% of KPI for Dec and Jan

Follower Lead
RESULT
102% vs KPIs over 104% vs KPIs
Timo Approach & Result Case Study | Lead Gen

CONTEXT OBJECTIVE
● Aim at bringing a new trend in banking service.
• Timo is the first digital bank in Vietnam
● Build brand awareness and increase debit card
• Aim at bringing a new trend in banking registration in HCMC and HN with an efficient
service. CPL

APPROACH
● Propose full strategy for digital channels to spread
reputation and to acquire maximum number of Leads,
including social, SEM and display channels.
● Customize content based on outstanding services of Timo
(free money transfer, free online banking, free withdrawn)
● Build an automatic optimization dashboard to hourly
update and optimize for minimizing wasted clicks/traffic,
algorithm to maximize CR and leads

RESULT
Number of lead increases 2x CPL decreases 40% after
after 2 months 2 months
Yola Approach & Result Case Study | Lead Gen

CONTEXT
● Yola is a renown English center with branches all over OBJECTIVE
Vietnam. ● They wanted to scale up lead registering for
● Client lack of capacity to run big campaign during English course in big campaign
summer (Back to school) to earn a great number of
leads

APPROACH
● Restructure Facebook & SEM campaigns to up-scale
number of lead
● Pick up the best target audience and targeting tactics
to optimize for CPL
● Apply various content angles to cover all potential
audience

RESULT CPL Number of lead

decrease 55% after 7 weeks increase 15Xvs

non campaign
Precita Approach & Result Case Study | Lead Gen

CONTEXT
OBJECTIVE
• Precita is a new jewelry brand launching the
● Need a campaign to help spread Precit
1st branch in 2017, the 2nd branch was out a
launched in July (Phan Dang Luu) brand on social media.
● Increase number of user visit
offline store.
APPROACH
● Run both branding & conversion campaign to
enhance brand awareness as well as boost foot
traffic to store
● Test various audience segmentations & campaign
objectives customized for Jewelry industry
● Apply Online to Offline modelto
track which campaign/audience bring the
most value

RESULT OFFLINE TRAFFIC COST PER TRAFFIC

increases 10x compared to decreases 1/2 compared to

starting point KPI
FE $NAP Approach & Result Case Study | App

CONTEXT OBJECTIVE
● $nap is an app launched in July 2018, allows faster ● Increase the number of installations & Loan
and more accurate customer verification, loan application.
approval automatically in with 15 minutes, 24/7 &
NO paperwork requirement.

APPROACH
● Combine different factors to gain best performance including content, banner,
audience, location
● Use different tactics to improve performance: Audience segmentation, retargeting
and lookalike
● Modify content seasonally to match audience
● Analyse data & conduct cohort report to get insight & improve in-app event
performance.

Number of install increase by Achieve install and

RESULT
6x application KPIs
within 20 days 121%
ZALOPAY Approach & Result Case Study | App

CONTEXT OBJECTIVE
● ZaloPay is one of mobile payment providers in ● Grow user base while and maintaining
Vietnam, launched in 2016 and aimed to become improving efficiency, measured by CAC.
the leader in mobile payment industry by
growing the user base aggressively from 2018.

APPROACH
● Campaign Planning & Execution: Test & measure campaign performance with different conversion events
(either install or in-app event), bid amounts, and targeting tactics to find the most performing combinations.
● Performance Management: Score users based on their conversion paths and purchasing frequency and work
closely with ad-networks to monitor campaign on the daily basis
● Data analytics: Consolidate data from various sources (Appsflyer, backend) to analyze performance and
generate insights for next steps.

RESULT Reduce CAC (NPU) by

AVERAGE NEW PAYMENT
SCALE UP BY
30%
5x
MOMO Approach & Result Case Study | App

CONTEXT OBJECTIVE
● MOMO is top Vietnamese Fintech pioneer focus ● Acquire high volume of Mapped users at
on digital wallet. reasonable Cost.
● Lack of capacity of inhouse team to leverage
Digital channel to achieve target of Mapped
users.

APPROACH
● Propose full strategy for digital channels to acquire maximum number of Mapped users
● Define customer flow and product funnels. Break down KPIs in smaller goal need to achieve
for each funnels
● Use deep targeting + remarketing to segment users into key main group
● Customize content for each group users to make sure user can see the ads that have most
relevant

RESULT Mapped users increases by

3x
in 5 months
TRAVELOKA Approach & Result Case Study | App

CONTEXT OBJECTIVE
● Traveloka is a flight ticket and hotel booking ● Acquire new customers for iOS and Android at
service provider with over 15 millions users, improving CAC overtime by scaling up number
having the demand of scaling up #install of qualified install.
through non-Facebook & non-Google Channels.

APPROACH

● Propose an app user acquisition plan to approach the target audience on Ad-network sites.
● Optimize performance at publishers/sites level to maximize #install from sites with low CAC while excluding
sites with high CAC.
● Leverage cohort analysis and retention report in Adjust to assess the quality of install for further
adjustments.

Reduce CAC (Flight & Hotel) NEW CUSTOMER

RESULT
3x after 12 months
scale up more than

10x
TRAVELOKA Key learning Case Study | App

1. Optimization - Improve CAC

● Optimize at Pub ID level with performance breakdown by

product (flight & hotel) and OS (iOS & Android)
● Apply rules to scale up ads with high Conversion rate (CR =
NC/install )
● Leverage retention rate report to optimize in case new
customer report does not work
● Re-engagement with users through customized deferred
deep link

2. Optimization - Improve #loyal user

● Prioritize the top publishers with high in-app retention rate

within the last 1 -30 days
● Segment app users by based on events leveraging device IDs

3. Season & creative

● Budget should be prioritized for high season of flight & hotel

booking which is usually 3-4 months before high season for
travelling (March & April, September & October)
● Video works better than banner
ROBINS Approach & Result Case Study | App

CONTEXT OBJECTIVE
● Robins is a Fashion Ecommerce player in ● Acquire install at lower CPI while
Vietnam, recently built the app and have a maintaining and improving efficiency,
demand to acquire more install with lower cost. measured by CiR.

APPROACH
● Campaign Planning & Execution: Test & measure campaign performance with different campaigns/ products,
targeting tactics, ad formats, designs & contents, and conversion events to find the most performing
combinations.
● Performance Management: Build optimization sheet with set of formulas to assess performance at ad level
and take action according to the achievement compared to the KPIs on the daily basis.
● Data analytics: Consolidate data from various sources (ad platforms, Adjust) and breakdown performance by
different dimensions to generate insight for the next campaign.

RESULT Decrease CPI by 50% Achieve 100% CiR

compared to the previous target
month
SENDO Approach & Result Case Study | App

CONTEXT OBJECTIVE
● Sendo was established in 2012, Sendo is a ● Sendo need to scale up app install on both
e-commerce retailer and online platform with platform iOS and Android and optimize for
the holding company is FPT purchase rate

APPROACH
● Campaign Planning & Execution: Propose the ad-network sites to acquire app installs with high purchase rate
● Performance Management: Test & measure each sites with good purchase rate to optimize for sale
● Data analytics: Consolidate data from various sources (backend, Appflyers) and breakdown performance by
different dimensions to generate insight for the next campaign.

RESULT Purchase rate increases Number of install increases

X2 compared to the X2.5 compared to the

previous month previous month
MYTOUR Approach & Result Case Study | App

CONTEXT OBJECTIVE
● Mytour is an hotel booking service provider, ● Mytour go with Pmax to maximize app
having the demand of scaling up #install install and optimize for first order
through all channels

APPROACH
● Campaign Planning & Execution: Pmax run campaign with all channels as FB, GG, Adnetwork
● Performance Management: Test new audience from Appflyers and diversify creative to maximize
performance
● Data analytics: Consolidate data from various sources (backend, Appflyers) and breakdown performance
by dimensions to get insights for next months

RESUL Achieve 120% KPI Achieve 169% install

T of CPA
THANK YOU