CREDENTIALS 2026
The Advocacy-First Agency, built for Qualified Impact. We turn data into trust — and trust into measurable advocacy.
Who We Are.
Founded in 2018, Fanscom is the leading Advocacy-First marketing agency in Vietnam, operating with a single mindset — placing the highest priority on transforming consumers into authentic brand advocates.
This is more than a communications strategy. It is our way of defining value, building trust, and ensuring sustainability across the entire brand journey.
In 2024, Fanscom officially joined YouNet Group, extending our reach and resources across Vietnam and Southeast Asia.
How We Think.
We combine Data Intelligence Validity with Conversational Creativity — an infinite loop where real-time signal becomes relevant talk, and every conversation feeds the next.
Conversational Creativity
We spark conversations that matter — where content inspires action and action builds trust.
Data-Qualified Mindset
Beyond having data, we ensure it is authentic, relevant, and actionable — blending analytics with empathy in every solution.
Advocacy as the North Star
Every campaign is designed with the end goal of creating long-term brand advocates.
Our Thinking in Steps.
A continuous loop — Collect, Curate, Craft, Catalyze — turning real-time signal into sustained advocacy.
Collect
- Discover market data & social listening data to synthesize opportunities & threats for Brand & Product.
- Dashboard campaign performance to keep track of conversation signals & maximizable topics of discussion.
Curate
- Define insights which can spark conversation around Brand & Product, and the relevant influential voices within the category.
- Decode relevant conversation signals & map to content strategy & planning.
Craft
- Design consumer experience that paves the way for user's discussion & highlights their testimonials.
- Deepen conversation & engagement by scaling-up new-found topics of discussion.
Catalyze
- Deploy social integration flow, igniting conversations from the most influential voices that maximize brand & campaign effect.
- Distribute sub-discussion topics to maintain conversation loops with users.
Services
We Offer.
Three integrated pillars — every engagement is qualified by data and measured by advocacy.
01 Brand Advocacy Operation Buzz, Sentiment, UGCs and qualified metrics. Buzz · Sentiment · UGCs · Qualified Metrics
02 Brand Channels Engagements, audience and optimize rate for owned channels and IMC. Engagements · Audience · Optimize Rate
03 Hub Platform Hub Platform Monetization, Social Advocators, MAU and ROI. Hub Platform Monetization · Social Advocators · MAU · ROI
Proof, in Numbers.
Selected work from 9 long-term and ad-hoc partnerships. Click any card to expand the full story.
Brand Advocacy 2022 → 2025 Brand Advocacy 2025 — Dominate SOV in Premium Aptamil Won the C-section conversation. Top 1 SOV in C-Section, Top 2 SOV in Premium IFM by Jan–Sep 2025.
Won the C-section conversation. Top 1 SOV in C-Section, Top 2 SOV in Premium IFM by Jan–Sep 2025.
IMF market is declining and C-sec became the new battleground. Aptamil needed to lead the C-sec conversation and become the Brand of First Choice for C-sec moms — paving the way for the rest of the portfolio.
- Tackled micro-insights along the C-sec mom journey to establish Aptamil as her trusted companion at every stage.
- Doubled down on outreach voices across M&B, Hospital, IVF communities, and HCPs to build authority.
- Scaled reach and diversified narratives through a multi-tier KOL engine and new channels (Threads).
Brand Channels 2025 Brand Acceleration IMC Campaign 2025 GoldSun Food Hội Đồng Ăn Uống Tự Do — turning King BBQ, Hotpot Story, and Sushi Kei into a Gen MZ dining culture.
Hội Đồng Ăn Uống Tự Do — turning King BBQ, Hotpot Story, and Sushi Kei into a Gen MZ dining culture.
GoldSun Food was losing relevance with Gen Z and Millennials. The mission: get back in the game with a culturally sharp, social-first revival, fueled by a Coca-Cola co-promotion.
- Sparked curiosity with the social stunt "The Mysterious Orange Guy" × Chị Phiến.
- Anchored the campaign on the Big Idea "Vị đúng gu — Ăn chung hội" with the signature "Thực hay Thách" Eating Game Card.
- Drove engagement via trending posts, CapCut contest, KOL/KOC reviews, and in-store activation across 56 restaurants.
Brand Channels 2018 → 2022 Owned Channel — Social & Community Gojek Gojek Super App's Social & Community retaining Partner since 2018 — across Driver/Rider and Merchant.
Gojek Super App's Social & Community retaining Partner since 2018 — across Driver/Rider and Merchant.
Gojek was sliding on buzz and sentiment versus competitors. We provided integrated solutions to elevate brand awareness and engagement on Facebook and TikTok for both Merchant and Driver/Rider.
- Built and ran the "Social Community for Motorbike Drivers" — pioneering community-first care for partners.
- Localized Merchant & Rider character expressions from Gojek Regional guidelines.
- Insightful daily content and instantly catching trends across Facebook & TikTok.
Brand Advocacy 2025 VikkiGO — 50 Years of National Pride Vikki Digital Bank Connecting national pride with modern financial convenience for Vietnam's 50th Reunification.
Connecting national pride with modern financial convenience for Vietnam's 50th Reunification.
Vikki launched VikkiGO — anonymous prepaid card — and used the 50th Reunification milestone to drive awareness and adoption among urban tech-savvy Vietnamese (18–30).
- Wave 1 — Awareness & Emotional Connection: linked national pride with the young generation.
- Wave 2 — Education & Functional Adoption: highlighted security, flexibility, and seamless daily payments.
Brand Advocacy 2023 MyVIB Social Outreach VIB Built top-of-mind for MyVIB — AR banking and Cloud Native — with Gen MZ.
Built top-of-mind for MyVIB — AR banking and Cloud Native — with Gen MZ.
VIB needed to spark meaningful conversations and authentic advocacy in a highly competitive digital banking market vs. Techcombank, VPBank, TPBank, MB Bank, and BIDV.
- Wave 1 — Awareness & Buzz via KOLs and community pages, targeting 40K monthly buzz.
- Wave 2 — Positive Advocacy on AR experience, AI Voice Banking, and seamless UX.
- Wave 3 — Gen Z Connection through viral, culturally relevant TikTok content.
Brand Advocacy 2023 Live in the Woooo — Won App Relaunch Woori Bank Relaunched Won App for Gen MZ. Buzz & reaction +794% vs committed.
Relaunched Won App for Gen MZ. Buzz & reaction +794% vs committed.
Despite pioneering Gen Z targeting, Woori suffered low awareness and weak app usage. The 2023 relaunch had to rebuild awareness and grow a younger, higher-quality user base.
- Wave 1 — Driving buzz and downloads with influencers and communities.
- Wave 2 — Linking Z Card to travel, savings, and shopping with the WOORIVERSE content series.
- Wave 3 — Re-amplifying functional benefits to drive savings account adoption.
Hub Platform 2021 → 2022 OrderUNow — Branded Channel & CRM Unilever OUN: 40%+ active members. 250–1,200 new members per month in the Hội Buôn Có Bạn community.
OUN: 40%+ active members. 250–1,200 new members per month in the Hội Buôn Có Bạn community.
Unilever launched OrderUNow (OUN) as a B2B e-commerce solution for retailers and small shop owners during Covid-19 lockdowns — a moment when eRTM became both more dynamic and more restricted.
- Delivered a distinctive brand proposition — niche-relevant messaging, mascot and salesman character.
- Built an integrated CRM journey across Zalo, Facebook, in-app notifications, and admin/advocator touch-points.
- Developed an interconnected social ecosystem — FB Group, Page, Zalo OA, YouTube.
Brand Channels 2023 Đồng Hành Bền Vững — 30 Years VN / 104 Years World Electrolux 30-year anniversary IMC: 1 TVC, 2 KVs, 30 media adaptations, 12 social posts in 1.5 months.
30-year anniversary IMC: 1 TVC, 2 KVs, 30 media adaptations, 12 social posts in 1.5 months.
Electrolux had been losing edge to Samsung, LG, Bosch, and Teka. The mission: re-capture market share in Q4/Q1 with an anniversary-themed promotion that justified "Why Electrolux".
- Anchored on "Đồng hành bền vững — Trọn lời tri ân" — every purchase joined the lucky draw and contributed to the Urban Green Tree Fund.
- Hero Film TVC for the 30-year VN / 104-year World heritage story.
- Social content plan + KV adaptations for owned channel and POSM/online.
Brand Advocacy 2023 Beer That Fits The Table Budweiser Won the moment of consumption in premium beer gardens — 1.45M organic views in 1 month.
Won the moment of consumption in premium beer gardens — 1.45M organic views in 1 month.
In premium HN/HCMC beer gardens, beer choice is made in seconds — driven by vibe, food on the table, and social energy. Budweiser had to win meaning at the exact moment of consumption.
- Lifestyle-first micro influencers — chosen for cultural fit and contextual credibility, not reach.
- Captured food-led table moments where Budweiser shows up naturally inside the dining and drinking flow.
- Native to F&B, beer garden culture, and social-first behavior.
LET'S START THE CONVERSATION.
Phi founded Fanscom in 2018 after 4 years at Leo Burnett Vietnam, where she rose to Social Outreach Director overseeing Samsung's digital communication. Master's in Marketing, Sales & Services at CFVG. Award-winning campaigns include Gold — Digital Agency of the Year.