CREDENTIALS 2026

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).

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.

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.

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.

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.

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.

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.

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.

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.