DEVELOPING AN
ADVERTISING
CAMPAIGN
OF PAWRADISE
GROUP 1 - OPTION 1
GROUP 1 - OPTION 1
DEVELOPING AN
ADVERTISING
CAMPAIGN
OF PAWRADISE
GROUP 1 - OPTION 1
GROUP 1 - OPTION 1
BUSINESS
OVERVIEW
Col
Pawradise is a pet fashion brand founded by passionate animal n
lectio
shio
lovers who believe pets deserve more than basic care—they
deserve a lifestyle. We create more than outfits; we craft identities
n Fa
that celebrate the emotional bond between pets and their owners,
elevating pets to true family members with style and individuality.
Rooted in love and connection, Pawradise is dedicated to
delivering stylish, high-quality products designed for comfort,
safety, and uniqueness—so pets feel and look their best
VISION To become the leading pet fashion brand where every pet is a true style icon.
MISSION To provide high-quality, unique, and comfortable fashion products that let pets express their personality.
SWOT
Strengths Weaknesses
Pawradise offers creatively designed and diverse pet fashion products, helping the
brand stand out in an increasingly competitive and fast-growing market.
Products are made from premium materials such as linen and organic cotton, Developing a strong distribution network remains a challenge for Pawradise,
ensuring not only aesthetic appeal but also durability and comfort for pets. especially due to a lack of partnerships with retail and logistics channels.
As a newly established business, Pawradise has the flexibility to quickly adapt its As a young brand, Pawradise may face difficulties in supply chain management,
strategies in response to emerging trends and evolving market demands. demand forecasting, and operational optimization, which could hinder its ability to
The brand has the potential to develop creative marketing and advertising maintain a stable inventory or meet sudden surges in customer demand.
campaigns—from messaging to visuals—which can help capture significant market
share among target customers while optimizing marketing costs.
Opportunities Threats
The pet fashion market is becoming increasingly saturated, with both large-scale
The pet fashion industry is experiencing rapid growth, especially in major cities
brands and small independent shops competing for attention. These competitors
where pet ownership and lifestyle spending are on the rise.
often have advantages in scale, advertising budgets, and distribution networks,
Online pet-loving communities are becoming increasingly active and tight-knit.
making it harder for Pawradise to stand out and capture market share.
Leveraging these communities can help Pawradise build strong customer
Fluctuations in raw material prices—particularly textiles—can impact production
relationships, increase brand loyalty, and drive revenue growth through word-of-
costs and profitability, posing a risk to the brand’s ability to maintain competitive
mouth and community-based campaigns.
pricing.
OBJECTIVE
SMARTGOALS DETAIL
Increase brand awareness for Pawradise within the pet-loving community in Vietnam, targeting Gen Z (aged 23-33) and middle-aged groups
SPECIFIC
(aged 40-55), through the #TwinsWithMyPet hashtag campaign and social media activities.
Achieve at least 20,000 video/photo posts using the #Tuy2Ma1 hashtag on TikTok and Instagram.Increase website traffic by a minimum of
MEASURABLE 10,000 visits within 3 months.Gain 10,000+ new followers on TikTok and Instagram.Achieve at least 10 million impressions (reach) and 2 million
engagements across the entire campaign.
With a media budget of approximately 120 million VND over 6 months for digital ads and mid-tier KOLs, combined with UGC content and
ACHIEVABLE attractive offers, these goals are entirely feasible based on benchmarks from similar campaigns:– Pedigree Vietnam – “Cùng thú cưng dạo phố”
(2023): 12,000 UGC, 300% increase in followers.– LazPet Campaign (Shopee Pets): achieved 3 million reach in 2 months.
The goals are fully aligned with the brand’s direction to build awareness within the fashion-forward pet-loving community, boost engagement,
RELEVANT
and set the stage for future conversion phases.
TIME-BOUND The goals are set within a timeframe of 3 months: from 01/06/2025 to 31/07/2025.
MARKET
DEFINE
The pet fashion market in Vietnam is rapidly growing, creating opportunities for new brands like Pawradise.
With approximately 12 million pets in 2023 and a steady annual growth rate of 5%, the demand for pet
products—especially clothing and accessories—is increasing. A report by Metric.vn shows that sales of pet
apparel on e-commerce platforms reached 1.6 billion VND, growing by 101% in just one quarter, highlighting
the booming trend of pet fashion. In this context, Pawradise, with its diverse and stylish designs at affordable
prices, has a great opportunity to target young pet owners and establish itself in a market segment that lacks
diversity and personalization.
DIRECT COMPETITORS
Company Key Features Target Market Advertising Strategy
Korean/Japanese-inspired designs, Middle/upper-class,
Facebook/Instagram ads (70% budget), Google
Petizen – The World of Pets premium materials (linen, organic Price: 200,000 – 800,000
Shopping (SEO)
cotton) VND
Pet fashion, accessories, care Young pet owners, Facebook/Instagram ads, short video
HiHa Pets Shop
products creative pet lovers trends, e-commerce (Shopee, Lazada)
Affluent families,
Luxury pet fashion (evening gowns, Google Ads with premium pet fashion
Posh Puppy – Imported Brand Price: 500,000 –
accessories) keywords
2,000,000 VND
BRAND DNA
Emotional Benefits
Functional Benefits
Pet owners experience
pride and joy seeing their
High-quality, ergonomic
pets in stylish fashion,
designs for comfort and strengthening the bond
safety. Durable, easy- through
care materials suitable “Instagrammable”
for all seasons and moments and ensuring
occasions. Affordable peace of mind with pet-
pricing for accessible pet friendly materials.
fashion.
Brand Essence
“Pawradise – Pet Fashion, Human Style”
Reason to Believe Product Development Priciples
Perfect balance of style, comfort, and craftsmanship. Built on three pillars: Pet-Centric Design, Trend-Driven
Soft cotton, tailored fits, and attention to durability. Innovation, and Responsible Creation. Products are
BRAND Easy to care for, and suits various sizes and occasions. crafted based on pets' needs (movement, safety) and the
latest fashion trends. We follow the "3 No's" philosophy:
Discriminator No substandard materials, no impractical designs, and no
ignoring customer feedback.
Seasonal, occasion-based designs with personalized
D tailoring services. Three collections: Luxury, Basic, and
Custom. Unique, one-of-a-kind looks for pets and their
owners.
Values Beliefs
Safety, quality, and diversity in every product. Fashion Pets are family. We follow the “3 No’s” principle:
N that reflects love, care, and responsibility, ensuring
pets feel confident and comfortable.
no discomfort, no skin irritation, and no
compromise on quality. Style and practicality
combined.
Brand Personality
Luxurious, sophisticated, yet friendly and
A approachable. Confident, joyful, professional,
and emotionally engaging.
POSITIONING
MAP
Pawradise is positioned as a "Premium Affordable" brand (150k-300k VND), filling the gap between
Petizen (200k-800k VND) and HiHa Pets Shop (100k-500k VND). Unlike Petizen and Posh Puppy,
Pawradise focuses on creative designs and uses recycled organic cotton for cost efficiency and quality.
This targets urban young customers seeking stylish, durable products at reasonable prices, offering a
competitive edge over HiHa in quality and Petizen in price.
TARGET SEGMENT
Target Segment Primary Secondary
Age: 23–33 years old Age: 40–55 years old
Gender: Male and Female Gender: Male and Female
Demographics
Income: VND 4.5–15 million/month Income: VND 7.5 million/month and above
Occupation: Diverse professions Occupation: Diverse professions
Urban areas with high pet ownership
Geographics Major cities, some in suburban/rural areas
rates
Trendy, value for money, seek stylish
Psychographics Family-oriented, prioritize quality and durability
designs
Shop online, influenced by social media,
Consumer Behavior Cautious, trust referrals, prefer timeless designs
KOLs
PRIMARY TARGET
AUDIENCE
Demographic:
Shopping Behavior:
Name: Minh Anh
Age: 27 Frequently browses Instagram
Occupation: Marketing Executive and TikTok for style inspiration.
Income: VND 12 million/month
Makes purchases via Shopee or
Status: Single, owns a Poodle
TikTok Shop, always reading
reviews thoroughly before
Psychographics: buying. Easily drawn to “Buy 1
Get 1” deals or limited edition
Passionate about taking items.
aesthetic photos with her pet
and keeping up with the latest
pet fashion trends. Willing to
spend VND 100,000–
400,000/month on stylish
outfits for her furry friend.
SECONDARY TARGET
AUDIENCE
Shopping Behavior:
Demographic:
Trusts familiar stores or
Name: Duc
recommendations from
Age: 48
colleagues. Prefers in-
Occupation: Veterinarian
store shopping to inspect
Income: VND 25 million/month
stitching and fabric quality
Status: Married, owns two British
firsthand. Willing to pay
Shorthair cats
20–30% more for products
that are durable and
Psychographics: functional.
Prioritizes safe, easy-to-
clean materials over flashy
designs. Only invests in
products with clear origins
and expert endorsements.
Insight
"We want our pets to reflect our lifestyle and
showcase the bond we share. Fashion is a
meaningful tool to express affection and create
memorable, emotional moments in everyday life."
3C
Company Truth Category Truth Consumer Truth
Pawradise is a pet fashion brand for the The pet fashion market in Vietnam is growing but Pet owners view their pets as loyal
young, dynamic generation who value style lacks professionalism in design, branding, and user companions and are willing to
and the bond with their pets. The brand experience. Many affordable products fall short in invest in stylish, high-quality
emphasizes high-quality, hypoallergenic quality and safety, with most brands not tapping into fashion that strengthens the
materials, comfort, and durability, offering the emotional bond between pets and owners. This emotional connection with their
accessible prices and a wide range of stylish creates an opportunity for Pawradise to be a trend- pets.
options for both young and middle-aged driven brand fostering harmony between pets and
pet lovers. owners.
BIG IDEA, KEY MESSAGE, TAGLINE
Big Idea: "Pawfect Match, Fashion to Catch"
“We want our pets to reflect our lifestyle and bond. They deserve
the best—stylish, high-quality products that make them part of our
personal style.”
"Pawfect Match" symbolizes the perfect style harmony between pet
and owner. "Fashion to Catch" highlights eye-catching designs that
express the close bond and modern, fashionable lifestyle.
KEY MESSAGE
“PAWRADISE - TUY 2 MÀ 1”
TAGLINE
“SONG HÀNH PHONG CÁCH”
COMMS FRAMEWORK
Living Looking Buying
Strategic
“Pawfect Match, Fashion to Catch”
Target
#TwinsWithMyPet
The idea Storytelling - “Tuy 2 mà 1” Program: “We are One”
Challenge
Target audience is Audience shows initial interest but lacks
Comms unaware of Pawradise compelling reasons to engage deeply or
Customers haven’t found a strong enough reason to shop during the year-end season.
Barrier or cannot distinguish it doesn’t clearly understand which product
from other brands. suits them.
Establish strong brand
recognition for the “Two
But One” message Build emotional connection between Stimulate purchasing behavior with a strong CTA: “Buy Pawradise, get a custom-designed matching outfit” – linking emotion
Comms Task
through creative, customers and the Pawradise brand. with personalization.
emotionally-driven, and
shareable content.
TikTok, Instagram YouTube & Facebook, TikTok, Instagram
Channels Facebook/Instagram, TikTok, Email Marketing, Website & Landing Page, Shopee/Lazada Store
Reels/Stories, YouTube Reels, Website & Email, Collab KOL
Build strong brand
awareness for
Pawradise within
Vietnam’s pet-loving Deepen customer interest and understanding
Convert potential customers into actual buyers through a combination of:Attractive promotional offersPersonalized product
Goal community, targeting of Pawradise and its product offerings,
designEmotionally-driven festive season messaging
core segments: Gen Z fostering trust and increasing engagement.
(aged 23–33) and
middle-aged customers
(aged 40–55).
ACTIVITY 1
Time From June 1, 2025 to July 31, 2025
To build strong brand awareness for Pawradise within the pet-owning community in Vietnam,
Overall Objective
targeting two primary audience segments: Gen Z (ages 23–33) and adults aged 40–55.
Creative idea #TwinsWithMyPetChallenge
Message "Pawradise – Tuy 2 mà 1!"
A user-generated content (UGC) challenge inspired by the popular “matching outfits” trend,
inviting participants to create videos or photos of themselves wearing coordinated outfits with
their pets—using products from any brand.Participants are encouraged to include hashtags
#Tuy2Ma1 and #PawradiseStyle, and tag friends to join the challenge.Rationale for Concept
SelectionThe #TwinsWithMyPet Challenge merges trending fashion culture, emotional appeal,
and strategic communication. The “matching outfit” concept is currently a hot trend among
youth, especially in couple/family photoshoots and on social media platforms.By extending this
Campaign Description
trend to the pet world, Pawradise not only keeps pace with viral movements but also innovates
—offering a fresh and highly shareable visual concept.Moreover, the campaign taps into
emotional marketing: matching outfits with a pet isn’t just about style—it’s a gesture of love and
connection, making it highly likely to be shared.Lastly, the focus on UGC reduces paid media
costs and facilitates organic reach within the pet-loving community, fostering sustainable brand
awareness.IncentivesAll participants have a chance to win shopping vouchers or free pet
products as rewards.
Channels TikTok, Instagram Reels/Stories, YouTube
ACTIVITY 2
Timeline August 1 – September 30, 2025
Deepen customer interest, build trust, and increase engagement with
Objective
Pawradise products.
Creative Idea Storytelling – “Tuy 2 mà 1”
Message "Pawradise understands you – and your pet."
A 60-second commercial video: Lan and Milo, her Poodle, wear
matching Pawradise hoodies. After Milo runs off, a young man returns
Description
him, saying, “Because he’s dressed just like you.” The video ends with
the tagline: "Pawradise – Tuy 2 mà 1."
YouTube, Facebook, TikTok, Instagram Reels, Website, Email, KOL
Channels
collaborations
ACTIVITY 3
From October 1, 2025, to December 30, 2025 (before and during the
Time
Christmas season)
Convert potential customers into actual buyers by combining:Attractive
Objective promotionsPersonalized designsEmotional connection during the festive
season
Creative
Program: “We are One”
idea
Message “Mua Là Có Đôi – Paw Christmas Deal”
When customers purchase any product from the Paw Christmas
collection, they will receive:2 plain t-shirts (1 for the owner and 1 for the
Description pet)Access to Pawradise’s online design tool to customize prints, add
names, pet images, etc.The t-shirts will be printed and shipped with the
order.
Main
Facebook/Instagram, TikTok, Email Marketing, Website & Landing Page,
Media
Shopee/Lazada Store
Channels
MEDIA STRATEGY
MEDIA OBJECTIVES
Objective Specific Measurable Achievable Realistic
mplemented via
Increase brand awarenessIncrease brand awareness by 30% multi-platform
Increase brand Measured through surveys on Budget of 120 million VND, in-house
within the target audience (1.2 million people) aged 23–33 Ads, TikTok
awareness reach and impressions team, agency collaboration.
who own pets in major cities. Challenge,
KOLs.
Increase website Drive 2,500 visits per month to the website pawradise.top Measured through Pawradise Via Google Ads, Target audience behavior aligns, high
traffic through digital channels. website tracking. SEO, Social CTA. online frequency.
Via promotions,
Increase online orders by 1,000 in 6 months (June– Measured through revenue
Increase online remarketing, Suitable for the pricing position &
December 2025) from the website & e-commerce platforms reports from e-commerce
orders and livestream Gen Z/Y online shopping behavior.
(Shopee, TikTok Shop). platforms.
sales.
Leverage
Increase TikTok &
Increase engagement by 30% on both platforms (TikTok and Measured through Instagram petfluencers, Target audience actively engages on
Instagram
Instagram). Insights and TikTok Analytics. trending videos, social media platforms.
engagement
giveaways.
MEDIA STRATEGY
MEDIA DECESION
Category Decision
Media Mix 100% of the budget allocated to Digital Media.
Preferred
Facebook Ads, TikTok Ads, Google Ads, E-commerce Platforms (Shopee, Tiki, Lazada), Influencers.
Channels
Budget Allocation Instagram (25%), TikTok (35%), E-commerce (15%), Influencers (25%).
Reason for Aligns with the consumption behavior of Gen Z/Y, optimizes conversion, and offers measurable effectiveness as these channels each have their
Selection own tracking systems.
MEDIA STRATEGY
MEDIA SCHEDULING AND TIMING
Phase Objective Main Channels Detailed Activities
- Hashtag Challenge- Video Reels outfit boss-sen- IG Story
Living (1/6–31/7/2025) Create brand awareness TikTok, Instagram
Teaser
Looking (1/8–30/9/2025) Stimulate demand, create interaction TikTok, Instagram, Influencer - Booking KOL reviews for the collection
Shopee, Lazada, official Pawradise Flash Sale on 11.11 & 12.12Combo deals + free shippingNative ads
Buying (1/10–31/12/2025) Drive purchases
website on platforms
MEDIA STRATEGY
MEDIA KPIS
Channel Key KPI
Instagram Ads ≥ 1 million impressions, ≥ 20,000 interactions, 3% CTR
TikTok Ads ≥ 150,000 views/video, Engagement Rate > 10%
Shopee/Lazada Ads ≥ 500 orders, ≥ 15,000 product page visits
Influencer Marketing ≥ 40 posts, total reach ≥ 1 million views
Tổng cộng ≥ 1,000 orders, ≥ 30,000 actual interactions
MEDIA STRATEGY
BUDGET ALLOCATION
Channel Budget Percentage
Instagram Ads 30.000.000 VND 25%
TikTok Ads 42.000.000 VND 35%
Shopee/Lazada Ads + Flash Sales 18.000.000 VND 15%
Influencer Marketing (KOL, Petfluencer) 30.000.000 VNĐ 25%
TOTAL 120.000.000 VNĐ
THANK YOU
