Data-Driven Creative Agency

2nd FLOOR, LU GIA PLAZA

70 Lu Gia, P15, Q.11, HCM City
www.mangodigital.vn

Ver Aug 2021

OUR 13-YEAR CORPORATE DEVELOPMENT HISTORY

2008 2012 2014 2019 2020

13
YouNet
Social
YouNet
Media
YouNetS
I
YouNet
DC
Mango
Digital YEARS

YouNet YouNetAM
Buzzmetri Digital
cs

2015
OUR PRIDE
WHO WE ARE

A Data-driven
Creative Agency
From data to ta-dah.
Mango Digital linked with YouNet

Founded in 2012 as a boutique digital creative agency, we have surprised our clients by
providing them with breakthrough digital communications solutions. Since 2015, we took
our first leap as Mango has become a member of GroupCom.

After years of continuous upgrading, 2020 has witnessed the biggest milestone of us so far
as we have become the first and only Data-driven Creative Agency in Vietnam by
merging with YouNet Digital.

Since Mango Digital linked with YouNet has been established, our creative works have
been supported by our mar-tech ecosystem, especially SocialHeat and SociaLift. We are
now more than capable of turning your requests into remarkable products that do not only
stay long in people minds but also boost your business.

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WHY WE ARE HERE

Digital Transformation
Digital Transformation is why we are here today and how we share a unique
perspective towards the digital environment.

Digital Intelligence
Leverage the 02 powerful tools, SociaLift, the largest pool of qualified influencers and
SocialHeat, social listening tool, which can accurately extract valuable data needed.

Digital Audience
Start from this point, we apply martech ecosystem to analyze customer insights. Even
the smallest acts can not be out of our sight.

Digital Creativity
At this point, we have enough raw materials to sharpen creative works that would
surprise not only you but also your target audiences.

Digital Monitoring
This is how we keep our work transformed continuously by tracking tools and data
report in-depth learning.

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WHAT WE DO
Consumer-centric
Digital Communications
Digital Campaigns
We know how to conduct
digital campaigns in which
elements are in perfect
harmony to drive engagement,
conversions, traffic, or revenue.
Digital Production
If a full-packed campaign is not
really what you wish for, you can
certainly count on us to produce
hero assets that meet your
expectation. Breathtaking product
shooting, hero video, interactive
websites, etc.
Social Reputation Consultancy
Our up-to-date experiences over a
long period allow us to offer your
brand a social voice that can easily
get along with your digital
audiences by the practice of
building and managing social media
platforms and influencer network.
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WHY US?

#1 SOCIAL
PERFORMANCE UPLIFT

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WHY US?

Mango Digital in
collaboration with YouNet
Media proudly introduce
our Innovation:

SOCIAL MEDIA
BRAND UPLIFT

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Webinar: https://youtu.be/g_MHelTK26g
WHY US?

#2
EFFECTIVE EVALUATION
METHOD FOR CREATIVITY
ON SOCIAL MEDIA

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WHY US?

Mango Digital in collaboration

with Buzzmetrics proudly
introduce our Innovation:
“EFFECTIVE EVALUATION
METHOD FOR CREATIVITY
ON SOCIAL MEDIA” https://bit.ly/3ch8Mo9

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Social Media is all Have you ever been in this situation?
Clip 1 Clip 2

about conversations
When we run a Social Media campaign,
we usually use number of clicks, views,
<
or impression... as key metrics to 30 mil views (pushed media) 30 mil views (pushed media)
10 shares 1k shares
evaluate effectiveness of creativity. 10 comments 1k comments

To win on Social Media, campaign’s creativity

should be able to trigger conversations

How to guide creativity on Social Media

to trigger conversation?
 8 common types of S.MEDIA campaign

Type 1: Type 2: Type 3: Type 4:

Product launch/relaunch, Corporate Promotion campaign Brand sponsorship
new SKU launch branding/rebranding campaign
campaign,
Brand campaign

Type 5: Type 6: Type 7: Type 8:

Brand event campaign Occasional campaign CSR campaign Social Media Channel
management
WHY US?

#3
TRENDVERTISING

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 THE CONCEPT

Buzzmetrics

Package trend monitoring service

based on passion points or hot
topics.

Mango Digital Brand

Based on the trend reports,

react by content on social
Trending
(Reactvertising) topics on
social

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 THE PRODUCT:

#1 HY trend #2 Full year trend

reactvertising reactvertising

Service lines in the product:

#1 #2 #3
Trend monitoring Social reaction Brand tracking

Daily and weekly trend updates Facebook content reaction Tracking brand performance
Ad-hoc content reaction (KOLs,
Groups, Community)

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OUR
WORKS

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AN YÊN
TỰ TẠO

Project
-
Digital Campaign

Client Date
- Jun 2020 -
Hanwha Life Sep 2020
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Link: https://youtu.be/HuCZQ6d0TbU 23
AN YÊN
TỰ TẠO SITUATION
Hanwha Life Vietnam is about to launch the new insurance product “Tôi Chọn An Yên - not only as a
fresh tonic for brand image, but also the alpha foundation for “I choose…” communication platform.

CHALLENGE
As the data extracted from Social Heat tool, An Yên has long been associated with “meditation” or
“serenity”. To make An Yên more eligible, a new approach of practical inspiration is definitely needed.

INSIGHT
Apparently, everyone has their own definition of An Yên- the choice of actions that makes them
happy, joyful & secure. That wise choice of An Yên is to firm a strong foundation for oneself or their
family, especially in the currently pandemic situation - when life is haunted with emergency risks

IDEA
Everything is busy creating An Yên. How about you?
Leverage a new viewpoint from common things to share An Yên definition: the travelling fish, a hard-
working traffic light, a carefree cloud or positive leaves. Thus to create relevant rapport with users
and inspire them with the self-created An Yên concept (An Yên Tự Tạo): An Yên is not to rest, An Yên
is to create . Start creating yours today!

RESULT
● 64.5K Discussion about Hanwha Life Vietnam, 24.2K about "An Yên Tự Tạo", 60% positive
● Increase from 0 to 15% Share of voice in Insurance Industry
● 330.1K Reachs, 200K Views, 13K Interactions for An Yên là phải để dành MV- within only 1 month

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Key Visual

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Music Video

Check it out here!

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Social Post

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Microsite

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CSR

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SỐNG
NHƯ Ý
TẾT 2020

Project
-
Digital Campaign

Client Date
- -
Generali December 2019 -
January 2020 30
Link: https://bit.ly/2RLf1af 032
SỐNG ABOUT GENERALI
Even though the company has only operated in Vietnam for 8 years, Generali is currently the most famous insurance

NHƯ Ý
company in Europe with nearly 190 years of history.

TẾT 2020
CHALLENGE
Generali Vietnam has been spreading “Sống Như Ý” – the Vietnamese message that perfectly blends 2 harmonizing
narratives, “Live like Italians”: embedded the happy, optimistic La Dolce Vita lifestyle of the Italians and the second
meaning “Live the life you desire”: You only live once - don’t waste time pleasing anyone by living their dream, but
chasing your own definition of happiness.
With the message, the objective is to create a user-centric campaign with a living ideas that can draw audience
towards Sống Như Ý message, establish emotional rapport & inspire them to fearlessly live the life they desire,
regardless of the barriers from social norms and prejudices.

INSIGHT
At Tet, among the excitement, there are also pressure, preconceptions and social benchmark waiting – disguising as
the scrutiny questions. Although originates from loving concerns & worries, the inevitable query session builds up the
heavy expectation about a happy successful life which the society frame for the young.

IDEA
“May you can live according to your wish this year”. Via this especially tailored message for Tet, we want to empower
audience with daringly living life according to their wish, with the empathy from family and beloved ones. The
delicate word choice shapes up the connection between brand’s aspiration message with audience, hence to own
Sống Như Ý definition.

RESULT
Generali “Sống Như Ý” campaign was the only representation of Vietnam appearing in the honor campaign ranking
of APAC.
More than 50 million total with 52% view rate which is significant on Youtube
Lead generation increase 230%
259K total impression (140% KPI), 29K total reach (181% KPI) & 4K total engagement (170% KPI)

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KEY VISUAL

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BUMPER ADS LINK: https://www.youtube.com/watch?v=SY5AhjKKJOM

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TVC LINK: https://www.youtube.com/watch?v=oRUbmW7UaQI
TET MUSIC VIDEO

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SOCIAL POST

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FULL DAY EVENT
AT INDEPENDENCE PALACE

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AQUA

Project
-
Digital Campaign

Client Date:
- October 2020 -
AQUA Vietnam January 2021
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AQUA About AQUA
AQUA Vietnam Electrical Appliance Co., Ltd. was established in 1996 under the name SANYO HA ASEAN, was
one of the leading enterprises in the home appliances industry and was popular in many Vietnamese
À QUÁ VỪA families at that time. By 2014, the company officially became a member of the National Haier Electronics
Group with the name AQUA Vietnam Electrical Appliances Co., Ltd.

Challenge
During the pandemic, AQUA launched a pair of new products - front-loading washing machine AQD-A800F
and refrigerator AQR-S541XA.
The products perfectly meet the need of advanced technology as well as maximizing living areas and
exquisite design from customers during COVID-19 pandemic.
Moreover, reasonable price is also a plus for newlywed couples and young parents as target audience.

Insight
Using SocialHeat, data from more than 4.8 millions discussions has been mined to come up with a riveting
insight.
Contrary to the usual joyful image, the target audience tend to express displeasure in terms of family
accommodation, living budget and their companions.

Idea
À QUÁ VỪA is what couples said when they find the perfect choice that matches with their marriage.
The hashtag #AQuaVua is a clever combination between the brand name and the USPs of the products.
AQUA washing machine fits with cozy home and AQUA refrigerator fits with newlywed budget, therefore
makes a perfect match with young couples.

Result
In terms of brand discussion:
- 24,000 discussions with over 8,800 target users participating in discussions.
- 83.5% of discussions related to the campaign.
- 21.3% (top 3 sectors) of total discussion of the whole industry.

In terms of brand love:

- 1.0 (maximum) user-sentiment score.
- 8.12% of buying decision discussion.

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Case Study Clip

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Product Inspirational Photo Album

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Social Outreach Activities & PR

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Fanpage Content

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NUNUT

Project
-
Digital Campaign

Client Date:
- October 2020 -
NuNut December 2020
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NUNUT About Nutricare
Nutricare is a healthcare & wellness company in Vietnam, founded by leading nutrition scientists. Understanding that to
have a comprehensive health foundation, it is impossible to pay attention only to one stage but to take care of nutrition
throughout the life cycle, Nutricare pioneered in providing specialized medical nutrition & nutrition solutions for each
age & expertise in each disease such as diabetes, cancer, liver, kidney, lactose-intolerant children, reflux.

Challenge
Re-launching the seed milk product NuNut with the message "BÁT HẠT THANH THOÁT - DINH DƯỠNG KHOẺ LÀNH"
and elevating the brand, helping consumers to understand the benefits of 100% natural seed milk.

Insight
2020 with the boom of Megatrend "eat clean" becomes the focus after 2 times of social gap.
Seed milk is currently a product group with a rapid growth rate in the world and Vietnam market.
Using SocialHeat, 66% of Vietnamese consumers want more products made entirely from natural ingredients; 79%
actively change the appropriate diet to prevent health problems.

Idea
#SỮA BÁT HẠT is the viral nickname on social media, also is the name of the product.
The name # SỮA BÁT HẠT was born with the message of "healthy drinking, healthy life" with the image of a wellness
NuNut girl with wholesome eating habits.

Result
In the pre-campaign period (September 2020), the number of discussions about the Nunut brand was the lowest (5.63%)
compared to the 3 competitors.
During the campaign (October 2020), Nunut took the lead in discussion market share (77.69%) compared to other dairy
competitors in the same segment.
The campaign generated 2,316 discussions per month on average, 24 times more than a month before the campaign
Positive discussions in the campaign and post-campaign accounted for 49.1% (3,352 discussions), came from fan page
posts, KOLs and users expressed compliment, love campaigns/products, participated in minigames.

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Series Hero 3 Video 15s LINK

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Social Outreach Activity & PR

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Fanpage Content

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VIETRAVEL

Project
-
Digital Campaign

Client Date:
- December 2020
Vietravel - February 2021
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VIETRAVEL About VIETRAVEL
Established in 1995 until now for 25 years, Vietravel has grown strongly, becoming leading in the travel
industry of Vietnam and Asia, possessing about 2 million customers in the past year.
Vietravel was formerly known as a traditional travel agency, organizing tours for families, and the
elderly. 7 years ago, it was equitized but still kept the travel business model. In recent years, Vietravel
has expanded into other areas such as schools, education, import-export, and aviation, but nearly 80%
of customers still recognize Vietravel in tourism.

Challenge
Promote tours or not during COVID-19 outbreak for the 2nd time.

Insight
Using SocialHeat, 5300 discussions related to travel during Covid-19 epidemic phase 2 (July 19 - August
20, 2021), 60% want to travel.
Travel is the need also is a chance to heat the motivation of nation pride (took high rationale on
discussion) to encourage to go on travel.

Idea
‘Cả Nước Du Xuân’ is the movement when people long time not going out, strong enough to call to
action every Vietnamese.
Refreshed a tough year with a bright future.

Challenge
_ 4,729 total discussions, 473 posts, 2,631 comments, 41,782 likes, 1,625 shares.
_ 2,077,212 Impressions, 1,469,371 Reachs, 611k Views, 102% KPI for ‘Cả Nước Du Xuân’ MV.

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MV Cả Nước Du Xuân
LINK

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Banner Ads

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Fanpage Content

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DIBAO
LAUNCH

Project
-
Digital Campaign

Client Date
- -
Tan Thanh June 2018 -
Company August 2018 56
DIBAO ABOUT DIBAO
LAUNCH Imported by Tan Thanh corporation, Dibao is an electric bike company famous for its premium designs, top
quality and safety.

CHALLENGE
In the period from May - Aug 2018 which was also the summer season, our mission was to raise awareness
of Dibao and engage with its target audience in other to boost sales in Dibao’s whole distribution network.

INSIGHT
According to the data gained, we found out that teenagers believe that riding well-designed and premium
personal vehicles can truly make them cooler and stand out from their peers.

IDEA
With the key message: “Sành điệu chính hiệu hot teen”, we produced a hero clip within which we featured
Phuong Ly happily riding Dibao electric bikes to hang out with her friends. The music used in the video was
a re-written version of Phuong Ly’s massive hit “Mặt trời của em”
After launching the hero clip, we employed a combination of different tactic such as social content series,
influencer sharings, comic pages content to widely amplify our communication message.

RESULT
Over 3 million reach and 200k engagement on social. The hero music video with special treatment earned
over 500k MV views.

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SOCIAL POST

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iTVC LINK: https://www.youtube.com/watch?v=F2JcgdNntVk

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VINFAST

Project
-
Promotion And After service Content

Client
-
VinFast
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SOCIAL CONTENT

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SỐNG
NHƯ Ý
8/3

Project
-
Digital Campaign

Client Date
- -
Generali March 2020
62
SỐNG CHALLENGE

NHƯ Ý After the strike of “Sống Như Ý” New Year campaign, Generali Vietnam successfully owned Sống Như Ý (Life
the life your desire) as a ready creative platform to elaborate.
As the International Women’s day (08/03) was approaching, our next target was firmly set to be the feminine –
8/3 those who continuously bare the pressure of strict Eastern society.

INSIGHT
It is quite obvious that there is the virtue standard and regulations that put women under a harsher grip, thus
gradually makes them stack their own higher barrier to self-definition of being happy and successful.

IDEA
Inherit the success formula of the former campaign, we again produced our key asset as a music video. The
MV exhibited women’s portraits of various forms and characteristic colours. Among the featured women, a
woman stands out from her friends with her strange focus priority: being a mom.
The catching-up query immediately circulated around the mom: their friends took turn to show their endless
regrets and give out tons of advice in desperate efforts to save her boring life. To their surprise, the mom
gently explained her translation of “being happiness” and got them to realize: “Happiness of all shapes and
sizes should be respected.”

RESULT
15 million views on Youtube only was truly a satisfied paid-off.
Compelling content that quickly grasp social attentions: 1M views milestone was made in the first 1,5 day.
Deep connections that stayed with people after releasing key video asset: 37K reactions – 19M views.
5,300 interactions recorded via 1 single followed engagement activities, proving the attractive stimulations
that draw audience to react and discuss about brand message.

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POSTER

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TVC LINK: https://www.youtube.com/watch?v=9Sy3Nb7At-g

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PHIÊU
KHÔNG
CÔ-ĐƠN

Project
-
Digital Campaign

Client
Date
-
April 2020 –
Vietnam Brother
June 2020
Club 66
PHIÊU About Vietnam Brother Club

KHÔNG A hub where men can gather with each others and enjoy multiple content productions about daily live,
habits, knowledge, inspirational stories and so on.

CÔ-ĐƠN Challenge
Because of Covid-19, social distancing was strictly practiced. Thus, most of the outdoor events, including
those of Vietnam Brother Club, are completely restricted. However, Vietnam Brother Club did not want the
connections between brothers and brothers and the well-built connection between the brand and its fans to
be diminished.

Insight
At that time, there was a very big opportunity for us and the brand as we recognized that since the
pandemic happened, men started spending significant amount of time on social networks, which was much
more than usual.

Idea
From the insight, “Phiêu Zone - Phiêu không cô đơn” was launched to achieve two ultimate goals: to create
an online entertaining hub for men and to become a great opening for the following offline events in the
future.
The key asset of the campaign was a real-time livestream series. In every episode, we invited well-known
KOLs to join our delightful quiz, games and activities that highly reflected the KOL personalities.
Before the idea were formed, our two in-house tools Social Lift and Social Heat played their important roles in
enhancing the effectiveness of the campaign. While Social Heat allowed us to find effective trends to set
appropriate topics for the series, Social Lift helped us select KOLs that perfectly met our criterias.

Result
460.000 reach, 163.000 engagement earned after the series was aired.
188.000 total views.
The highest peak view 7.500 and the average peak view for all the episodes was 6.600.

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KEY VISUAL

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SOCIAL POST

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TRUNGNGUYEN
LEGEND
Tết Khác Biệt

Project
-
Digital Campaign

Client Date
- -
Trung Nguyen December 2019 -
February 2020 70
TRUNGNGUYEN ABOUT TRUNG NGUYEN COFFEE
With nearly 25 years of history, the brand is not only one of the biggest coffee manufacturer in Vietnam but
LEGEND also a well-known player internationally.

Tết Khác Biệt

CHALLENGE
As Tet 2020 was coming, Trung Nguyen demanded a campaign to re-promote their 05 SKUs. They assigned us
a mission: create a whole new Tet spirit in order to make the campaign stand out from other campaigns.

INSIGHT
In recent years, we have noticed the fact that brands keep celebrating common Tet spirits that usually
highlight cheerful and funny moments. However, we believe that Tet holiday is more than drinking alcohol,
meeting up with friends, gathering with tons of people.. It can be the time for people to enjoy peacefulness
themselves, to contemplate what they did in the old year and to carefully set goals the coming year.

IDEA
Base on the insight, we used “Đón Tết khác biệt - Tết đặc biệt” as the key message for the campaign and a
short movie series was our choice to express the message . Within the series, instead of celebrating usual Tet
spirits and rituals, we offered viewers a comfort time when they could truly find the true values of Tet holiday,
which is not necessarily about drinking, crowdedly gathering...
Moreover, our content series on the client’s fan page also played an essential role in amplifying the
communication message.

RESULT
3 million views on Youtube.
1.906.877 million reach and 19.209 engagement in 18 days.
Generated appropriate number of discussions on social media among people, offering them a new experience
of Tet holiday.

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SOCIAL POST

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TVC LINK: https://www.youtube.com/watch?v=ULEWtdiuvGI

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• Total: 12 campaigns since 2015
• Strategic communications partner of the Wel-yo Kido brand since the launch time until now
• The engagements: 100K – 300K/ campaign (1,5 – 2 months)
• Revenue: From 150 billion VND/year (2015) – 300 billion VND/ year (now), 20% growth annually
TVC
WEL-YO
TVC
DEVONDALE
GRAB
DRIVER
2018

Project
-
Social outreach

Client Date
- -
Grab March 2018 -
June 2018 78
GRAB ABOUT GRAB

DRIVER Grab is a technology company that offers the ride-hailing, ride sharing and logistics services through its app.

2018 CHALLENGE
As the communication to drivers was terribly fragmented, in 2018, Grab wanted to communicate to its drivers
in a clearer yet more systematic and meaningful theme: “you can have the abilities to do lots of things when
you become Grab’s partner”.

INSIGHT
According to our data and in-depth interview results, we found that like other people, drivers DO dream big as
they also set goals and work hard to achieve them.

IDEA
We promoted a big idea: “ĐÁNH TAY LÁI, HÁI THÀNH CÔNG”, meaning that with Grab, the drivers would
always have chances to pursue what they wanted. To leverage the message the campaign, we kicked-off the
campaign by producing a series of 6s spots. In each spot, we featured common goals of drivers such as
getting married, purchasing cars, settling down… to provoke the inspiration of the drivers, make them more
enthusiastic to achieve their goal.
To amplify the message more effectively, conducting content productions on Grab’s Facebook channel was
another useful tactic of ours.

RESULT
Grab succeeded in acquiring a huge number of new drivers, consequently widening its workforce.

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KEY VISUAL

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SOCIAL POST

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WEBSITE

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SU:M37

Project
-
Social Outreach

Client Date
- -
SU:M37 May 2018 -
August 2018 83
SU:M37 ABOUT SU:M37
Su:m37° is a luxury cosmetics brand from Korean that is famous for their precious and unique "naturally
fermented" skin-care secret.

CHALLENGE
As "fermented cosmetics" is quite new to the market, our mission is to educate users on the benefits of
naturally fermented method, especially remarkable proprietary Cytosis formula.

INSIGHT
Through data collected, we found out that Vietnamese women are very curious and they are usually willing
to pay a significant amount of time to seek for new formulas, methods that can help their skins nicer.

IDEA
From the core ingredients that made each product, we formed a vivid picture for each product lines from
their strong advantages: Secret Essence cushion which is inherited from the well-known Secret Essence,
Effortless Detoxifying experience with Bubble-De Mask & the Worry-free Sun-away product line.
Despite the differences, 3 products were depicted with significant poetry and dedicated writing style, as
well as clean & bright designs.

RESULT
After our informative content series were established, awareness to SU:M37 raised significantly among
urban women.
Via the Facebook channel, many users were willing to receive trial products from the brand.

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SOCIAL POST

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NAPAS

Project
-
Digital Campaign

Client Date
- -
NAPAS October 2019 -
April 2020 86
NAPAS ABOUT NAPAS
Established in 2004, Napas is currently responsible for the management of 18.600 ATM, 261.000 POS and
more than 100 million payment cards of 48 domestic and international banks.

CHALLENGE
Napas’s brand awareness is not high enough, despite the fact that they have almost 100 million users.
Hence we needed to design a 2018 – 2020 communication roadmap for Napas to achieve the mission of
“Cashless Vietnam”. Raise brand awareness and trigger Napas usage among current card owners.

INSIGHT
The majority of consumers in Vietnam still prefers paying by cash.

IDEA
Promoted “Never miss a thing” philosophy for Napas and encourage card usage with the key message
“Swipe Napas, never miss a thing”.
Optimized the power of advertainment to gain interests for 2 key products, POS & iBFT, and to increase
earned media.
Built a cashless culture for the younger generation through almost 40 promotional offers, PR and
influencer marketing tactics.

RESULT
Viral video series reached more than 1.4 million views after one month launched.
Activated 237,000 Napas card owners to go cashless.
Reached over 8.5 million and engaged 2 million users on Facebook and Google.

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KEY VISUAL

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SOCIAL POST

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TVC LINK: https://www.youtube.com/watch?v=CjcXO6DEWzI
THUỶ TINH TOÀN THẮNG

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TVC LINK: https://www.youtube.com/watch?v=0ui9_SpmFi0
ĂN KHẾ TRẢ GÌ?

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MERINO
& BAP
LAUNCH

Project
-
Digital Campaign

Client Date
- -
KIDO FOODS April 2018 –
May 2018 92
MERINO
& BAP ABOUT MERINO

LAUNCH
As a 17-year-old business, Merino is surely a top-of-mind ice-cream brand among generations.

CHALLENGE
To Vietnamese teenagers, corn has been an ordinary kind of snack which is not very cool.

INSIGHT
As for young internet browsers, hilarious memes have become an indispensable part of the online environment.

IDEA
When Merino launched its corn flavored ice cream, we conducted “Merino X Factor” campaign whose key asset
was an innovative mobile app “Tuyệt đỉnh meme” allowing users to create hilarious memes for themselves and
their friends.
To amplify the outbreak of the app, we generated hilariously designed content series to drive users to
encourage them to use the app.

RESULT
The campaign exceeded 279% of KPI which is 6 billion VND in sale value and still counting within 2 months.
This is by far the most successful new flavor launching campaign for Merino.

Note: X-Factor is used solely for the purpose of explaining the case and they have the meaning of “fun factor or
something fun”. It is not referring to the brand X-Factor.

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SOCIAL POST

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MERINO
CLICK A
PRIZE

Project
-
Digital Campaign

Client Date
- -
MERINO October 2019 -
December 2019 95
MERINO
CLICK A
PRIZE CHALLENGE
Merino wanted to launch a campaign whose mission was to gain more brand consumers by offering them
opportunities to instantly win valuable prizes.

INSIGHT
When coming to any brand’s promotion, consumers usually pay interest to the prizes rather than the brand.

IDEA
Our mission is to transcend the instant win interest into brand love. That was with our idea “The Gods Of
Luck”, we featured Quang Hai and Tien Dung as a powerful hook for the campaign so that their fans and
Kido consumers could connect emotionally with the brand while participating in the promotion.
To kick-off the campaign, we produced a Hero video within which the two famous soccer players enjoy
icecream. Then we launched “Lick A Prize” promotion across all social media using interactive and friendly
formats to attract our desired audiences.

RESULT
More than 799,025 engagements after 3 months of launching.
More than 6,500 participants joining the event.
10% growth with 400 million products sold within 1 month compared to LAP 2017.

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SOCIAL POST

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MARTELL
BE
CURIOUS

Project
-
Digital Production

Client Date
- -
Pernod Ricard November 2017 –
April 2018 98
MARTELL
BE ABOUT MARTELL

CURIOUS
As one of the oldest cognac houses with more than 300 years of history, Martell has been always in
the minds of whoever wants to seek new experiences and widen their horizons, which is clearly
shown in the key message: “Be curious”

ISSUE
Our mission is to approach young wine-consumers in Vietnam market by inviting them to a whole
new perspective of social gathering: the H.O.M.E - house of Martell Entertainment.

INSIGHT
Curiosity is in youngster’s gene and they are always more than willing take part in new and
interesting experiences.

IDEA
“H.O.M.E - The place where curiosity minds belong” was embed with every activities and assets we
made in order to encourage users to “Open and experience yourself”. To accomplish that mission, the
combination between optical illusion and other sophisticated yet modern art has been employed to
provoke their inner thirst to live, to discover and to enrich themselves.

RESULT
Over 30.000 engagement & 500 thousands reach by re-targeting on social.
"Be Curious - Come H.O.M.E" viral clip with special optical treatment got over 150.000 views.

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KEY VISUAL

100
SOCIAL POST

101
THUYỀN
XƯA

Project
-
Social Outreach

Client Date
- -
Thuyền Xưa December 2019 -
February 2020 102
THUYỀN ABOUT THUYỀN XƯA
Having specialty in manufacturing traditional seasoning products, Thuyen Xua’s ultimate goal is always about

XƯA selling products that accurately reflect the traditional tastes yet meet the safety and quality criterias.

CHALLENGE
A majority of users did not favor convenient and cheap “industrial” fish sauce.
Consumers usually incorrectly concerned that traditional fish sauce was not really good for their health.
The company’s communication tactics had not been executed well, therefore consumers had not been able to
consider Thuyen Xua a premium brand.

INSIGHT
In recent years, consumer behavior has become more “retro” as they have started seeking for things rich of
traditional values. Authenticity seems more and more important to the consumers.

IDEA
As our ultimate goal was to correct consumer’s misperception, we kicked-off the Tet campaign for Thuyen Xua
with an sketched album illustrating the whole process of manufacturing traditional fish sauce which is safe
and traditional.
Afterwards, we established our Hero asset: a elegant and premium photograph series in which Thuyen Xua
fish sauce is nicely displayed alongside with traditional dishes of the nation.
Furthermore, to amplify the message, we also employ content production on Thuyen Xua fanpage, using well-
designed formats to gain back the premium position for the brand.

RESULT
By employing and utilizing new media formats well, along with the ideal engagement and fans acquired, we
successfully triggered the sale volume of the brand, helping the brand gained more consumers.

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SOCIAL POST

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ILLUSTRATION POST

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PHOTO SHOOTING

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CITIBANK
WEBSITE

Project
-
Digital Production

Client Date
- -
Citi Bank December 2017 -
January 2018 107
CITIBANK ABOUT CITIBANK

WEBSITE Being well-known all over the world, CitiBank is famous with its multiple financial services.

CHALLENGE
In 2017, CitiBank Vietnam started launching its newest product at that time: “Simplicity+ card”, which had
highlighted features as follow:
10% refunded interest rate.
0% interest rate in the first 03 months.
Ideal annual fee.

INSIGHT
At that time, we witnessed that using credit card was not as convenient as it should be cause there were rules
that limited the experience of the users. Hence, people were really in need of an easy-to-use credit card with
more benefits added-in.

IDEA
From the features of the card and the the insight, we created a communication message “Chọn đơn giản,
chọn Simplicity+”. By inviting 03 KOLs (Will, Min, Tiến Đạt) whose profiles could easily attracted the target
audiences, an engaging activity was our Hero asset to promote this card. To support the main asset, a mix of
different productions were conducted to amplify the engaging activity more effectively.

RESULT
600 participants for the hero activity.
2 million views on Facebook channel for the video productions.

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WEBSITE

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ACECOOK
FANPAGE

Project
-
Social Outreach

Client Date
- -
Acecook Vietnam On Going
110
ACECOOK
FANPAGE
ABOUT ACECOOK
Since 1995, Acecook Vietnam Joint Stock Company has become a leading manufacturer of foodstuffs in
Vietnam by producing and selling instant foods.

CHALLENGE
“Instant noodle is certainly unhealthy”. This misperception has been the biggest obstacle of Acecook Vietnam
for a very long time.

INSIGHT
Recent years, consumers have been more eager to acquire information of what they consume.

IDEA
We have kicked-off a campaign to correct the issue. Through the brand’s fanpage, we have gradually and
continuously provided users with informative content productions which have been conducted using
innovative formats.

RESULT
The campaign is going-on, receiving good attention from online customers.

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SOCIAL POST

112
SAMSUNG 68

Project
-
Social Outreach

Client Date
- -
Samsung January 2019 -
November 2019 113
SAMSUNG 68
ABOUT SAMSUNG 68
One-of-the-kind experience located right in the city center. Once visitors enter Samsung 68, they will
completely be breathtaking because of the huge number of tech-items within.

CHALLENGE
Impress users with the iconic 1st Samsung Showcase in Vietnam through differentiated experience in
order to increase brand awareness & purchase intention.

INSIGHT
For many people, technology devices are far more than just basic necessities. Currently, laptops,
smartphones, tv… have become a mean to express the owner’s personality. That is why people has
become more and more curious in high-tech items, especially the luxury ones.

IDEA
With an inspirational message: “Turn on your possible”, within the campaign we continuously
generated attractive and informative always-on content productions using newest and breakthrough
formats to trigger the curiosity of the users, driving them to Samsung 68

RESULT
Samsung 68 has become a familiar destination for those who seek for new and inspirational
technology experiences.

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KEY VISUAL

115
ANIMATION POST

116
TUONG AN

Project
-
Campaign

Client Date
- -
KIDO December 2019 -
February 2020 117
TUONG AN ABOUT TUONG AN
One of the biggest cooking oil manufacturers possessing the second biggest share of the market..

CHALLENGE
Tuong An, in its second attempt, tried to enter the premium segment and position itself as a premium
brand. In their previous attempt, they had not been able to achieve what they wanted because of
multiple reasons.

INSIGHT
As for consumers, they do realize that they always want the best quality cooking oil for their families.
The problem is that they do not how to assess the cooking oil they are using.

IDEA
With the key message: “Chuẩn mực mới, lựa chọn mới”, we wanted to announce that Tuong An
Premium (TAP) cooking oil would be a whole new standard satisfying consumer’s needs. To achieve
what we desired, we produced a TVC as a key asset within which TAP’s benefits are promoted
perfectly. At the same time, we also employed channels Influencer seeding and social content
productions as mediums to amplify the message.
As Tet was coming at the middle of the campaign, we also released a dedicatedly design set of
artwork “Tet la An” drawn by TAP cooking oil. Besides, we also produced a series of 6s motion video. All
these assets were released to promote the giftbox of Tuong An.

RESULT
117.9% KPI achievement for Youtube Views of the TVC: 204.904 views.
676% KPI achievement for engagements: 84.505.
161.3% KPI achievement for reach: 968,071.

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ILLUSTRATION POST

119
SOCIAL POST

120
TVC LINK: https://www.youtube.com/watch?v=nvgIpQuHgO0
TƯỜNG AN PREMIUM

121
TVC
TẾT CÓ TƯỜNG AN,
LINK: https://www.youtube.com/watch?v=FQj3gVr_vos
CÁT TƯỜNG AN KHANG

122
VIETRAVEL

Project
-
Campaign

Client Date
- -
Vietravel December 2019 -
February 2020 123
VIETRAVEL
ABOUT VIETRAVEL
The biggest and most trusted tour seller in Vietnam.

CHALLENGE
Being a long-established company in the travel industry in Vietnam, Vietravel was also perceived as an
iconic, national brand. However, consumers saw Vietravel as old-fashioned, uncreative and lack of
connection.

INSIGHT
As for generations especially gen Y, brands are currently more than offering products or services. At
this time, winning brands are those who successfully established emotional connections between
them and their customers.

IDEA
With an idea: “Better Together”, we conducted a campaign celebrating Vietravel’s 23-year-long
journey by bringing meaningful and treasurable memories offred to the customers and highlighting
the brand’s unique values.
By leveraging Chau Dang Khoa’s image which is young and energetic, we launched a music video
“Together we explore the world” to refresh the image of Vietravel. Parallelly, always-on content on
social media, KOLs’ endorsements and public social contest were also our important assets helping
amplify the message.

RESULT
21 times more engagement than the company’s other traveling campaigns released at the same time.
After the campaign, Vietravel has gained the highest sentiment score in the category.

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TVC
ĐI TRỌN THẾ GIAN
LINK: https://www.youtube.com/watch?v=FQj3gVr_vos
MUSIC VIDEO

125
OUR
CLIENTS

126
127
THE
TEAM

128
MANAGING
DIRECTOR
“Anyone can be creative”.

Lucas Pham always inspires everyone over 10 years in

Communications, Digital and IMC, both in local and global
agencies: Mirum, Reach Communications (Square Group)...

Armed with extensive market understanding, prestigious

background of brand building, Lucas Pham always craves
for insightful approaches to help brands engage with
consumers via digital effective interaction experience.

Clients: Suntory PepsiCo, Unilever, Nutrilite, Mitsubishi,

Suzuki, Prudentials, Lazada, Johnson’s, Grab, Topcake, LG
Vina Cosmetic...

When not in the office, he can be found in sharing and

teaching activities. Currently, he’s a lecturer for Brands
Vietnam, Droom - School of Digital Communication.

Lucas Pham

129
HEAD OF
ACCOUNT

“Sustainable development and win-win for everyone”

Appreciated as a dedicated and goal-oriented person, Jessy

has continually been making an effort for the best
customer experiences she could bring to clients and their
brands.

For over 10 years, Jessy has been upgrading her career in

advertising industry where she could show her great ability
in Digital-driven-IMC Campaign planning &
implementation management and create values day by
day, both in local and global agencies, Dentsu One, Reach
Communication (Square Group), etc.

Clients to name a few: TH Food Chain JSC, Vietnam Airlines,

Manulife, Unza, Rohto, Diana Unicharm, Castrol, Heineken,
Vietnam Beverage, B’S mart, VietCredit, Skechers.
Jessy Nguyen

130
PLANNING
SUPERVISOR

Being a Creative Planner, Vu loves strategic planning as

much as loves creative ideas. With the combination of
critical and creative thinking,
he has been widening 5-year-experience across many
creative agencies: DSquare, Golden PR & Communication
and Richard Moore Associates.

He has been planning and implementing campaign for a

lot of global and local clients such as: Samsung, Sabeco,
USAid, FPT, Minh Long, VinGroup and some F&B big clients.

In 2021, Vu has joined Mango team with the role of Planning

Supevisor. He believes that advertising & communication
can drive better changes for business & society.

Vu Nguyen

131
CEATIVE
LEAD

Global PR Awards Winner 2019

With digital mindset and creative DNA, Tam has been

immersed herself in innovative digital advertising and PR
industry across global and local digital creative agencies,
TBW\A, Publicis Groupe, Hakuhodo for multi-category
clients, FMCG, E-commerce, Mom & Baby, Dark market.

She used to work as senior writer and concept manager

over 6+ years for award winning creative campaigns,
named a few, PR Awards 2019 (Durex World Cup 2018),
Youtube ads Leaderboard 2018 (Vinamilk)

In 2020, Tam took a Master degree of professional

Marketing and Communications Management in Belgium
and joined Mango team for promising successful
experimental digital marketing.

Iris Tam Nguyen

132
THANK YOU
For Business, please contact:

Ms. Jessy Nguyen

0973 498 917
Account Director
jessy.nguyen@mangodigital.vn

Mr. Lucas Pham

0903 667 666
Managing Director
lucas.pham@mangodigital.vn