BACKGROUND
Posh London was established in 2014 with its head office in London, UK, main activities in the field of importing and providing retail services from the UK to Vietnam. So far, Posh London has gradually affirmed its position as a prestigious import company in the retail industry, such as: consulting services, ordering, shipping, buying and selling goods directly. In 2016, Posh London became the first and only distributor for the premium Gold Collagen product.
In Vietnam, collagen products have also been the “craze” for many years. Portable products dominate the market and are sold through many channels: online (facebook, zalo), shops, spas, beauty salons, pharmacies… with a variety of products, brands and prices. As a completely new product on Vietnam market, Gold Collagen needs a breakthrough, multi-channel marketing strategy to occupy this attractive market share.
CHANNEL
With experience in implementing many comprehensive communication strategies for major brands, especially pharmaceutical industry, Michia has invested in thorough research and identification of key communication channels to help the Gold Collagen brand reach the target audiences, at the same time optimize costs, including: Digital, Clip Viral, Influencers, VOVGT Consumer Experience series.
Digital: The combination of social media, GDN, Google, content marketing is highly effective because of its convenience as well as the “power” that it brings: Target customers by gender, age, action , geographic areas suitable for items of Gold collagen along with reasonable costs.
KOLs: Michia filters out the people who are suitable for Gold collagen products, prepares interesting content for KOLs, implements interactive content (seeding) so that the ads are more effective, helping the content and brand of Gold Collagen to spread more widely.
Viral clip: Ekip Michia came up with the idea of performing a viral clip with the message ‘‘Cherish women – taking care of yourself has never been selfish ’. This is the trump card in the marketing strategy for Gold Collagen.
VOVGT Consumer Experience: The series provides objective and effective information of Gold collagen to 1.2 to 1.6 million people each broadcast.
ACHIEVEMENT
Not being mixed up with competitors that has been familiar with the market since before, Gold Collagen “broke out” thanks to the resonance of the media channels consulted by Michia. Fanpage is more attractive thanks to interesting content, creative viral clips, rich in humanity, easily going into the hearts of people attracting hundreds of thousands of interactions, a wide network of influencers and OOH VOVGT channel create a strong,consistent communication effect.
Gold Collagen placed the first bricks on the path to conquering the potential Vietnamese market while optimizing advertising costs. The start was a resounding success thanks to the comprehensive marketing strategy implemented by Michia Communication and helped Gold collagen increase sales right from the first stage of entering the market.
