Pmax

Successful Story Revenue grew sixfold accompanied by a corresponding threefold increase in the Revenue Over Advertising Spend (ROAS). Successfully implemented a performance media campaign, combining customer behavior research and content development planning to optimize marketing effectiveness. Project Context Watsons is a cosmetics and healthcare retailer under the Watsons AS Group, with a vision to become number one in Asia. To solve the challenge of increasing revenue along with effective ROAS when entering the Vietnamese market in 2019, Watsons chose PMAX as its partner for performance marketing. Project Goals Continuous monthly growth in revenue and ROAS. Campaign Direction Initially, PMAX partnered with Watsons as a media partner, focusing on consulting and executing activities to grow both revenue and ROAS. Later, to optimize marketing performance, PMAX delved into customer behavior research, providing solutions for analyzing and understanding customer behavior, from which it developed content strategies on-platform (onsite) and advertising (offsite). Read More

Cuckoo Electronics is one of the famous brands from the land of Kimchi, holding up to 70% of the rice cooker market share in South Korea. Present in Vietnam since 2002 and distributed through various retailers and agents, Cuckoo only started focusing on online distribution channels in 2021 and was not well-known on e-commerce platforms at that time. Project Context Overall, Cuckoo’s search volume increased by +3.15% year-over-year (YoY) in 2022, while the industry demand declined by -15% YoY. By the end of the year, the market showed improvement in Q3 and Q4, however, a notable trend at that time was the aggressive inventory clearance by various brands. Project Goals The campaign goal was achieved 100% of the planned target with the most optimized budget. Campaign Direction PMAX played a pivotal role in developing the strategy and deploying advertising across multiple channels, analyzing the strengths and weaknesses of each channel to deliver a comprehensive effect when combining these channels. Off-site: The goals were to drive traffic and convert orders, with different allocations for each phase and different audience segments. An analysis combining multiple factors (objectives, audience, creative content, advertising forms, etc.) was used to identify the most effective combinations and push them in each campaign. Read More

FE CREDIT is the Consumer Finance arm of Vietnam Prosperity Joint Stock Commercial Bank (VPBank). It is currently the leading entity in Vietnam’s consumer finance market, dominating over 50% of the unsecured lending market share for five consecutive years. In the Cross-selling With Real-time Data campaign, FE CREDIT collaborated with PMAX Vietnam to achieve the goal of digitization and maximize disbursements for the brand’s existing customer base. Overcoming stringent regulations and a lineup of prominent ‘warriors’ across the country, nothing could stop FE CREDIT and PMAX. The Cross-selling with real-time data campaign, jointly implemented by these two entities, impressively scored on both the Gold Board for the Lead Generation category and won the Silver award in the Real-time Marketing category at MMA Smarties 2022. According to a study from FiinGroup, the consumer finance market in Vietnam, which had begun to recover early in 2021, was disrupted for six consecutive months by the fourth wave of the Covid-19 pandemic. However, the growth momentum appeared to be recovering throughout the last quarter, as the pressure from the pandemic was no longer as challenging as it was in the initial phase. By the end of 2021, the annual credit growth had officially returned to pre-pandemic levels, reaching 13.6%. Facing fierce competition from formidable new entrants, FE CREDIT is determined to maintain its leading position in the consumer lending market. The company aims not only to attract and retain customers but also to increase the credit limits for its existing customer base. With this goal, the brand hopes to continue dominating a large share of the consumer lending market and, moreover, to optimize the Customer Lifetime Value (CLV). Read More

PMAX, along with Vietjet Air, surpassed many outstanding projects worldwide to successfully win 7 prestigious MMA Smarties awards from national to APAC and global levels. To achieve both marketing and business objectives, Vietjet Air – together with PMAX – developed an integrated communication and creative strategy to reach consumers at multiple touchpoints. This marketing campaign marked Vietjet Air’s pioneering application of CDP in the Vietnamese aviation industry. The airline has proven the effectiveness of maximizing marketing efficiency, encouraging other businesses in the industry to consider wise investments in CDP or data in general. Additionally, the campaign doubled the travel demand of customers by 2.7 times (according to Google Search Trend), contributing to the recovery and growth of the entire tourism industry in Vietnam and APAC post-Covid-19. Overcoming the challenges of the post-Covid-19 aviation industry. In 2022, along with the general impact on airlines, Vietjet Air still faced several major challenges including: Macro factors: The international market continues to be affected by global economic fluctuations and political instability. Particularly in the Asia-Pacific region, a key international market for Vietjet Air, people are facing layoffs due to the post-Covid-19 macroeconomic factors, directly impacting consumer spending power. Changes in consumer behavior: Although entering the “new normal” state from 2022, there are still many concerns related to traveling abroad, such as proving vaccinations, the risk of travel disruptions, quarantine, and other factors. This has encouraged Vietnamese people to prefer short trips or domestic travel over international travel. Global standardization and local marketing: Vietjet Air must ensure that they can adapt to global standards while simultaneously conducting marketing campaigns suitable for each local market. This requires a deep understanding of the travel preferences and psyche of consumers in each foreign market. International market recovery rate: Achieve at least 85% of pre-pandemic seating capacity – 2019 (according to forecasts by the Civil Aviation Authority of Vietnam); International market share: Increase seat capacity share compared to pre-pandemic levels; International market revenue & CiR: Increase by at least 300% for both indices for annual international flights; Brand recognition & international demand: Enhance awareness of the Vietjet brand in the Asia-Pacific region and generate international travel demand with Vietjet; The message ‘Happiness is to Enjoy Flying’ is a positive and consumer-friendly message. It portrays the image of an airline that is joyful, attentive, and delivers a happy experience. This message also aligns with the ‘Healing Travel’ trend—a trend many wish to experience post-COVID-19. Read More