Reference 3 From Previous Cohort

TABLE OF CONTENTS
EXECUTIVE SUMMARY .......................................................................................... 6

I. PROBLEM IDENTIFICATION ...................................................................... 7
1. Company Overview .......................................................................................... 7
1.1 Viral Town ..................................................................................................... 7
1.2 Viral Town Positioning .................................................................................. 7
1.3 Organizational structure ................................................................................. 7
1.5 Services Portfolio of Viral Town ................................................................... 9
1.6 Urgo Group ................................................................................................... 10
1.7 Urgo Vietnam ............................................................................................... 10
1.8 The case of Urgo Vietnam............................................................................ 10
1.9 The significance of the case ......................................................................... 11
1.10 Urgo Positioning......................................................................................... 11
1.11 Company’s product portfolio ..................................................................... 12
1.12 Current Customer Segmentation ................................................................ 13
1.13 Competitive landscape ............................................................................... 14
2. Symptom ......................................................................................................... 15
2.1 Low customer engagement ........................................................................... 15
2.2 Significance of the symptom ........................................................................ 18
3. Possible Problems ........................................................................................... 19
3.1 Potential problem 1: Uneven distribution of posting days ........................... 20
3.2 Possible Problem 2: Ineffective informative post content ........................... 21
4. Problem Validation ......................................................................................... 21
4.1 Possible Problem 1: Uneven distribution of posting days ........................... 21
4.2 Possible Problem 2: Ineffective informative content ................................... 23
4.3 Initial Cause – Effect Map............................................................................ 25
II. PROBLEM JUSTIFICATION .................................................................... 26
1. Problem definition........................................................................................... 26
1.1 Definition of information quality ................................................................. 26
1.2 Dimensions of information quality .............................................................. 27
1.3 The application of the information quality model to Urgo Vietnam’s fan
page on Facebook ............................................................................................... 28
1
2. Problem existence ........................................................................................... 31
3. Problem importance ........................................................................................ 37
III. CAUSES VALIDATION .............................................................................. 38
1. Potential causes ............................................................................................... 38
1.1 Overload of information ............................................................................... 38
1.1.1 Cause validation ..................................................................................... 39
1.2 Lack of personalized content for each group of target audiences ................ 40
1.3 Lack of human voice in brand communication ............................................ 41
2. Main cause ...................................................................................................... 44
IV. ALTERNATIVE SOLUTIONS ................................................................... 46
1. Alternative solutions ....................................................................................... 47
1.1 Alternative solution 1: Create a content marketing strategy developed from
the six-element concept map of Du Plessis ........................................................ 47
1.1.1 Definition ............................................................................................... 47
1.1.2 Solution description ............................................................................... 47
1.1.3 Benefits .................................................................................................. 51
1.1.4 Cost estimation ....................................................................................... 51
1.2 Alternative solution 2: Collaborating with the social media influencers to
generate branded content .................................................................................... 52
1.2.1 Definition ............................................................................................... 52
1.2.2 Solution description ............................................................................... 52
1.2.3 Benefits .................................................................................................. 54
1.2.4 Cost Estimation ...................................................................................... 55
2. Solution Justification ...................................................................................... 55
V. ACTION PLAN ............................................................................................. 57
1. Action plan objectives ..................................................................................... 57
2. Detailed planning and timeline ....................................................................... 57
2.1 Planning ........................................................................................................ 57
2.2 Production .................................................................................................... 59
2.3 Distribution and Communication ................................................................. 59
2.4 Measurement ................................................................................................ 60
2
3. Implication ...................................................................................................... 60
APPENDICES ............................................................................................................. 70
3
LIST OF FIGURES
Figure 1: Organizational Structure of Viral Town ......................................................... 7
Figure 2: Planning Team Structure of Viral Town ......................................................... 8
Figure 3: Service process at Viral Town ........................................................................ 9
Figure 4: Urgo Vietnam’s followers by genders .......................................................... 14
Figure 5: Total Facebook Engagements of Urgo Vietnam from January to November

2021 .............................................................................................................................. 16
Figure 6: Average engagement rate per post on Urgo’s fan page from January to
November 2021 ............................................................................................................ 17
Figure 7: Total Engagements by post type on Urgo’s fan page from January to
November 2021 ............................................................................................................ 18
Figure 6: Distribution of posting days on Urgo’s fan page from January to November
2021............................................................................................................................... 22
Figure 7: The initial cause-effect map .......................................................................... 26
Figure 8: Information Quality in Social Media Conceptual Model ............................. 27
Figure 9: Post about the new product lines .................................................................. 32
Figure 10: Post about the product’s features and benefits ............................................ 32
Figure 11: Post about the usage of the products ........................................................... 33
Figure 12: Post about the seasonal diseases/diseases that often occurs on special
occasions, events .......................................................................................................... 33
Figure 13 : Post about the reviews of KOLs/Influencers ............................................. 34
Figure 14: Updated cause-effect map of the main symptom........................................ 46
Figure 15: Concept map of Du Plessis’ six proposed elements of content marketing . 49
Figure 16: Conceptual Model by Brorsson and Plotnikova (61) about the
communication process from brands to audiences through social media influencers . 53
4
LIST OF TABLES
Table 1: Service portfolio of Viral Town ....................................................................... 9
Table 2: Urgo’s brief for social media campaign ......................................................... 11
Table 3: Urgo’s product portfolio ................................................................................. 13
Table 4: Urgo’s customer segmentation ....................................................................... 14
Table 5: Urgo’s competitors for each product line ....................................................... 15
Table 6: The result of the evaluation survey taken by Urgo’s information consumers 35
Table 7: The result of the evaluation survey taken by Viral Town’s creative planners
...................................................................................................................................... 36
Table 8: Evaluation towards the level of relevance for each type of Urgo’s posts ...... 37
Table 9: Respondent perception of current Urgo’s tone of voice on Facebook page .. 43
Table 10: Evaluation of influential level for each potential cause ............................... 45
5
EXECUTIVE SUMMARY
Social media has played a vital role in branding as it allows brands to connect
with their customers in a more interactive and personalized manner. However, Urgo
Vietnam, a household name in the healthcare industry, has been dealing with the
problem of low customer engagement, when compared to the benchmark of the
industry. Thanks to the supported data of Urgo Vietnam and in-depth interviews with
both client and agency sides, two possible problems leading to the symptom have been
identified as (1) Uneven distribution of posting days, and (2) Ineffective informative
post content. After validation process, the second factor was identified as the main
problem. The thesis continued to research and found three possible causes resulting in
the problem, including (1) Overload of information, (2) Lack of personalized content
for each group of target audiences, and (3) Lack of human voice in brand
communication. With the validation from the marketing manager of Urgo, cause #2 was
defined as the root cause of the issue. In the final part, the thesis proposed two
alternative solutions to tackle with the cause. Eventually, alternative solution #1 –
Create a content marketing strategy developed from the framework of Du Plessis was
chosen to handle the case of Urgo by the marketing manager.
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I. PROBLEM IDENTIFICATION
1. Company Overview
1.1 Viral Town
Viral Town Experience Ecosystem is a tech-driven creative agency, with its
headquarter in Ho Chi Minh city. Established on September 7th, 2016 by two founders
- Ms. Phuong Anh & Ms. Thao Dang, the agency has been in the industry for 7 years,
with the provision of innovative ideas and execution to different kinds of service, from
Events, Activation, Digital to PR. Over the years, Viral Town has had the opportunity
to collaborate with some of the big names like Masan Group, Grab, Bosch, Unicharm,
Samsung, etc.
1.2 Viral Town Positioning

Mission
Viral Team’s mission is that: “We empower every brand experience and elevate
with tangible results”, which also indicates the company’s dedication to providing the
best to our clients.
Vision
In Viral Town, all employees are driven by the spirit of a dreamer, a thinker, and
a doer. It means that whatever we can dream up, we can also build.
1.3 Organizational structure

Overall organizational structure
Founder/CEO
Account Operation Planning Marketing Back Office
Accountant
Human
Resources
Figure 1: Organizational Structure of Viral Town

(Source: On-Boarding Document from Human Resource Department)
7
Currently, the agency has a scale of 45 employees, working in 6 main
departments: Account, Operations, Planning, Marketing, and Back Office. Referring to
the Back Office department, there are two subdivisions: Accountant & HR. The
founders/CEO are at the highest level of the structure, managing overall activities and
governing the strategic direction of the company. All the other departments are at the
same level and share the work together.
Besides, since the company size is small, one department has no clear team
assigned by specific functions, which also means that one employee might be in charge
of different tasks.
Planning Team Structure
Head of Planning
Department
Senior Creative
Planner
Junior Creative Creative Planning

Planner Intern
Figure 2: Planning Team Structure of Viral Town

Generally, the planning department’s scope of work is about creativity and ideas.
After receiving the briefs and having all the questions answered, the department is in
charge of researching, brainstorming ideas and then developing the proposals for the
clients. The team works most closely with the account team. More specifically, the
account executives might help the planners to develop the ideas, check whether they
can be done within budget and provide quotation to the clients. The planners also works
with the members of the operation team, who are responsible for evaluating the
feasibility of the ideas and design. If the proposal wins the pitching, the planners
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continue working with them to supervise and guarantee that the execution follows the
idea.
The planning team includes 8 members, in which there are one head of the
department, three senior creative planners, one junior creative planner and three creative
planning intern. The head of the department is responsible for supervising the working
progress, listing all the projects available and assigning to the team members. The
seniors are the main task-makers, whereas the junior and the interns will assist in some
parts.
1.4 Service process at Viral Town
Figure 3: Service process at Viral Town

1.5 Services Portfolio of Viral Town

Currently, Viral Town is providing three main services to the clients in
different industries, including creative & solutions, events, and activation. Of all,
Event and Activation are the main services of Viral Town. Below is a more detailed
description of Viral Town’s service:
Service Description
Providing the strategic consulting in areas of branding
Creative & Solutions and marketing activities. Generating ideas and making
execution of visual marketing products.
Helping clients maintain the good relationship with
Event stakeholders by planning and organizing press event,
product launching, trade show, etc.
Creating interactive activities for customers to interact
Activation with brands, like organizing in-store events, making
decorations, etc.
Table 1: Service portfolio of Viral Town

(Source: Document from Human Resource Department)
9
1.6 Urgo Group
Established in 1958, French Family-owned Urgo Group is an international leading
company and world expert in advanced wound care and self-care. In Urgo, there are
two main divisions:
• Urgo Medical - the division of advanced wound healing
• Urgo Consumer Healthcare - the division of healthcare and well-being
With a view to providing life-changing therapies for the clients, Urgo Group has
focused on developing innovative wound dressings and giving access to healthcare
solutions in the fields of first aid, nutritional supplements, sexual well-being, cold, and
allergies.
Currently, Urgo Group has appeared in 22 countries, with 3,300 supporters to serve
the needs of the clients.
1.7 Urgo Vietnam

Since its arrival in Vietnam in 1995, Urgo has built its representative office in
201-203, Cach Mang Thang Tam street, District 3, Ho Chi Minh city, and quickly
established itself as the no.1 brand in areas of bandage and dressing. Urgo Vietnam has
still followed the motto of Urgo Group, aiming at providing responsible, suitable
medical solutions for various situations and Vietnamese households.
1.8 The case of Urgo Vietnam
SOCIAL MEDIA CAMPAIGN BRIEF
Project In Vietnam, Urgo has long been a household name for the unique functions and
Overview benefits of its product, especially the bandage and dressing. To reinforce the brand’s
position in Vietnam’s healthcare industry, the project requires Viral Town to develop
a four-month social media campaign via Urgo’s fan page on Facebook.
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Goal In this campaign, Urgo does not mainly focus on increasing the number of customers,
but more on making connections with them. To specify, the goals of Urgo have been
set as follows:
• Boost brand engagement with new customers (60%) & old customers (40%)
• Drive traffic to Urgo’s E-commerce sites
Key Urgo will take care of your wounds

Message (Original version: Bị thương, có Urgo thương)
Timeline February/2022 – June/2022
Budget 610.000.000 VND
Table 2: Urgo’s brief for social media campaign

(Source: Document from Account Department)
1.9 The significance of the case

Before making contract with Viral Town, Urgo Vietnam once cooperated with
another digital agency to solve this case. At first, the problem seemed to be handled,
but eventually recurred in the post-campaign period. Furthermore, if the issue keeps
continuing, it could have a negative impact on Urgo’s later objective, which is attracting
their customer base to the new e-commerce site. Hence, this time, Urgo Vietnam has
been very concerned about eliminating this issue in order not to waste more on company
resources. By helping Urgo Vietnam tackle this social media case, Viral Town can build
a sustainable cooperative relationship with the brand. Besides, with the reputation and
network connection of Urgo, Viral Town can also have the opportunity to win the
recognition and impression of the other big clients in the marketing industry.
1.10 Urgo Positioning

Urgo Mission
Urgo’s mission is to relieve and cure patients by giving them the most suitable
dressings and treatment protocols.
Urgo Positioning
Urgo’s vision is to become a “Healing Company”, which is shown by the
company’s commitment to work with health professionals to find ways to reduce
healing time.
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1.11 Company’s product portfolio
To provide holistic care for the customers, Urgo has developed 4 main product
lines, divided by the usage aims of the customers:
Product Function Main customer segment
Kid - Patient can use it to soothe, protect and treat

Filmogel herpes, insect bites, and mouth sores
Married mom with kids
& - Creating a transparent film of gel to protect and
Innovation heal wounds faster
- Help soothe sores and tiny wounds in patients’

mouth
- Orange-flavored gel, so it helps patients feel Married mom with kids
Filmogel Oral care
more comfortable Young people
- Creating a transparent film of gel to isolate the
sores from food, bacteria and relieve pain
- Used to heal cracks on patients’ foot or hand

- Creating a transparent film of gel to protect Married mom with kids
Foot care
cracks from bacteria and prevent the skin from Young people
cracking again
- Suitable for treating superficial, open wounds

Protecting - Breathable, elastic bandage.
Young people
- Causing no pain when changing the bandage
- Used to treat open, big wounds that need to be

fixed with gauzes
Fixing - Breathable, elastic bandage
Young people
- High level of wound adhesion
Legacy - Used to treat sports injuries, sprains, help fix

and shape body parts
Young, male customers who
Maintaining - Suitable for different skin types
usually take sports activities
- Breathable, elastic bandage
- High level of wound adhesion
- Used to recover special cases like Burn,

Grazes, etc.
Recovering - Healing wounds faster
Young people
- Relieving pain
- Used to soften keloid scars and prevent scar

formation Married mom with kids,
- Silktouch technology: Creating a silicone gel especially moms with c-
Dermo Scarform
that quickly penetrates into the scar section scars
- Covering red dots on skin Young, female customers
- Can be used with sun cream
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- Used to treat mild cases of acne
- No side effects, provide more anti-bacteria
Acneum Young, female customers
supplement
- Can be used with makeup products
- Used to treat patients with Eczema

- Tri-solve therapy: Help restore the protective
Eczekalm barrier and moisturize skins
Young people
- Suitable for different skin types
- Protect skin from pollution and UV rays
Table 3: Urgo’s product portfolio

(Source: Document from Urgo Vietnam)
1.12 Current Customer Segmentation

The customer base of Urgo mostly comes from the B2C group, with two main
segments: Those who are normal customers and those with medical backgrounds.
Referring to the normal customers, the segment is subdivided into two types: Young
people and Married moms with kids.
All these customer segments are categorized based on four factors:

Demographic, Geographic, Psychographic, and Behavioral.
Customers with medical

Normal customers
backgrounds
Young people Married moms with kids Medical workers
- From 26 - 40 years old

- From 18 - 25 years old - From 25 - 40 years old
- Moms with kids above 6 years
- Both men and women - Both men and women
old
Demographic - They can be university - They are currently
- They can be medium - jobbers
students or first-jobbers working in medical fields
or housewives
- Income: Low - Middle - Income: Middle - High
- Income: Middle - High
Geographic Living in Vietnam Living in Vietnam Living in Vietnam
- Tech-savvy - Tech-savvy
- Tech-savvy
- They aim for a healthy and - They care about the
- They care about their
balanced lifestyle knowledge to apply in their
appearance and image in
- They care about their family job and contribute to the
social media and real life
Psychographic and also themselves community
- In social media, they
- In social media, they are - In social media, they are
are attracted by fun,
attracted by scientific attracted by scientific
trendy content, useful
information, useful tips, real-life information and medical-
tips, real-life story
story related knowledge
13
- Prefer brand with a - Want a holistic caring treatment
variety of products that for their beloved ones
are useful for various
situation
- Tend to buy the same

- Willing to spend more money to
type of product with
protect the health of their beloved
fewer benefits, but at a
ones
reasonable price - Prefer joining medical-
Behavioral - Enjoy joining workshops and
- Enjoy joining product related workshops
meetings about healthy lifestyle,
Livestream with the
with the attendance of medical
attendance of KOLs,
experts, KOLs, influencers
influencers
Table 4: Urgo’s customer segmentation

Figure 4: Urgo Vietnam’s followers by genders

Based on the statistics of Urgo fan page, the target audience is the mix between
two segments: Young people & Married moms with kids. More specifically, they are
female, ranging from 18 to 44 years old. They could be students, first – jobbers, medium
– jobbers or housewives. In terms of their personality, they are modern, aesthetic, caring
about themselves, especially their appearance. They also care about their beloved ones.
1.13 Competitive landscape

As the brand develops a variety of treatments for different kinds of wounds,
like tiny wounds (cut, bite), big wounds (sports wounds), chronic wounds (Eczema),
Urgo Vietnam has no competitors overall, but only competitors in each product line.
14
Product Competitor
Kid Filmogel This product line has no competitor yet as the technology is exclusively
& Innovation invented by URGO Group
- Thai Nakorn Patana

Filmogel Oral care
- STADA
- Vaseline
Foot care
- Neutrogena
- Nexcare
Protecting
- Medisol
Fixing - Nexcare
Legacy
Maintaining - Bao Thach
- Rejuvaskin
Recovering - Dermatix Ultra
- A-Derma
- Hiruscar
Scarform - Dermatix Ultra
- Rejuvaskin
- Acnes
Dermo
Acneum - Paula’s Choice
- La Roche Posay
Eczekalm - Bioderma
Table 5: Urgo’s competitors for each product line

2. Symptom
2.1 Low customer engagement
Before analyzing the symptom on Urgo’s fan page, the thesis will introduce the
concept of two related metrics, which are customer engagement & engagement rate.
According to Vivek, Beatty, and Morgan, customer engagement can be defined as “the
intensity of an individual’s participation and connection with the organization’ offerings
and activities, initiated by either the customer and the organization” (1). Or, simply
saying, this definition emphasizes the linkage between customer engagement and
interactivity, customer experience. Since social networking sites like Facebook has an
15
interactive nature, customer engagement can be evaluated based on three indicators,
including likes, shares, and comments, which were supported by the research of Barger
& Labrecque (2), Kabadayi and Price (3). Meanwhile, engagement rates are metrics
used to evaluate how actively the audiences are interacting with the brand’s content (1).
Total Engagements on Urgo's Fan Page From January to

November 2021 (All Post Types)
3000
2500
2000
1500
1000
500
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
Total Facebook Engagements 2021
Figure 5: Total Facebook Engagements of Urgo Vietnam from January to November

2021
(Source: Urgo’s Fan page Report)
When browsing the fan page report of Urgo, it can be witnessed that there was
a declining trend in the total Facebook engagements from January to November 2021.
Although the page was at its peak of engagements in March, it quickly dropped to about
1000 engagements in June. Overall, the total engagements of Urgo seemed to have an
increase in only three months, including March, July, and August, while in the
remaining time, they were fluctuating around the low points.
16
Average Engagement Rate Per Post on Urgo's Fan Page
From January to November 2021 (%)
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
Average ER per post by fans (%)
Figure 6: Average engagement rate per post on Urgo’s fan page from January to
November 2021
Furthermore, the report of the average engagement rate per post also shows a
decreasing tendency throughout the same period. Based on the report of Social Media
Industry Benchmarks by Social Insider (4), only March surpassed the benchmark of the
healthcare industry, which is 0.51%. All the remaining months were below the industry
benchmark, indicating some underlying problems with the engagement metric.
However, the information above shows the surface of the situation as we only
have data on the statistics of customer engagement of all post types. In order to dig
deeper into the symptom, the thesis continues to research which type of post on Urgo’s
has the lowest customer engagement.
17
Total Engagements by Post Type on Urgo's Fan
Page From January to November 2021
2500
2000
1500
1000
500
0
Link Photo Video
Figure 7: Total Engagements by post type on Urgo’s fan page from January to
November 2021
Currently, there are three kinds of posts on Urgo’s fan page, which are Link,
Photo, and Video. The ratio of engagement in all three post types seemed to fluctuate
significantly during the period of 11 months. Of all, the engagement ratio of “Photo”
format has the most significant drop from month to month, when compared to the other
post types. More specifically, this post type witnessed a decrease of over 1500
engagements in just three months from Mar to May. From what was demonstrated, the
issue is identified to come from this post type.
2.2 Significance of the symptom

Among different social media indicators, this thesis has chosen to analyze the
customer engagement metric on Urgo’s fan page from January to November 2021 to
determine if any bizarre problem would happen. The reason for this determination is
that customer engagement was considered as a retention and acquisition strategy, which
plays a vital role in not only establishing and retaining the relationship with the
customers, but also anticipating the future of the business (5). However, in the case of
18
Urgo Vietnam, the decline in customer engagement, via its Facebook Fan Page,
indicated a negative reverse effect on the brand. Additionally, Mr. Vinh Trinh (Senior
Creative Planner of Viral Town), said that:
“When accessing to the fan page with poor interactions, users might hardly have
a deep impression of the brand”. (Appendix 1)
To supplement Mr. Vinh’s statement, a research on the feeling of customers

towards a fan page with low interaction is provided. In this research by Casablo,
Flavian, and Guinaliu (6), brand trust was considered to be affected when customers
visit a less engaged fan page. To define, based on Chaudhuri and Holbrook (7) brand
trust is the willingness of the customers to rely on the ability of the brand to provide its
product, service. The more frequently customers engage with the brand, the more it
builds and leads to brand trust. Therefore, in case brand trust is negatively impacted,
there could be an increase in risk perceptions related to the brand.
Additionally, he stated that with a variety of products/services, Urgo’s case

might become even worse as customer might not differentiate among the product
categories and barely remember anything about the brand. Moreover, this problem
could cause the risk to the upcoming objectives of Urgo Vietnam, which is driving
customers to the new e-commerce sites.
Besides, according to Ms. Anna (Creative Planning Intern of Viral Town), it is

urgent and essential to handle this symptom because as customers engage more
frequently on social media, “they might have a preference towards the brand”, which
helps increase the satisfaction and mutual connection (Appendix 2).
3. Possible Problems
From the previous section, the thesis has identified that customer engagement on
Urgo’s fan page was lower than the benchmark of the healthcare industry. Hence,
regarding this part, the aim of the thesis is to particularly focus on discovering the
potential problems causing the symptom aforementioned.
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In order to accomplish the challenge, firstly, the internal interviews with two
core members of the agency, including Ms. Chau Nguyen - Head of the Planning
Department and Mr. Vinh Trinh – Senior Creative Planner, were conducted. In
summary, based on the interview results, below are two possible reasons why the
audiences were less likely to engage with Urgo’s Facebook site.
Two possible problems leading to the low customer engagement in Urgo’s case
are:
1. Uneven distribution of posting days
2. Ineffective informative post content
By combining the perspectives of the experienced and the literature review as

well as primary data collected from the client, it is anticipated that the antecedents of
the issue can be found.
3.1 Possible problem 1: Uneven distribution of posting days

Based on the research by Rauschnabel et al. (8), Cvijikj and Michahelles (9), and
de Vries et al. (10), time and day of the week are the metrics used to evaluate how much
the users are likely to engage with the page content. Hence, the researcher has reason to
imply that the problem related to the posting schedule can have a negative impact on
the interaction of the audiences. In order to assess whether the symptom above was
caused by this problem, an in-depth interview with Ms. Chau was conducted.
From Ms. Chau’s perspective, she doubted that the uneven distribution of
posting days existing on Urgo’s fan page might result in the symptom aforementioned
(Appendix 3). To clarify, after researching Urgo’s fan page, she found that there were
more posts published on weekends than on weekdays. However, since Urgo’s target
audiences are mostly university students, first to medium jobbers, “they might have a
busy working schedule during the week and want a break from their smartphones,
laptop, etc. on weekends” (Appendix 3). Posting on the weekends might not be a suitable
time to draw their engagement effectively. This was also supported by research by
Sabate, Berbegal-Mirabent, Canabate (11), and Saraswathy (12), saying that posts on
weekdays are supposed to have a higher engagement rate than on the
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weekends. Besides, according to Chua and Banerjee (13), customers would not consider
annoying when communicating with them during their weekdays as they use Facebook
with greater intensity on these days.
3.2 Possible Problem 2: Ineffective informative post content

Studies of the brand post content in social networks by Gavilanes, Flatten, and
Brettel (14), and Wu et. al (15) indicate that brand post content can offer value to users
in different ways, which might help drive followers’ attention and later trigger their
interaction and engagement with the brand. Therefore, if post content on Urgo’s fan
page does not function effectively, this could lead to the occurrence of low customer
engagement. Before digging deeper into analyzing the potential problem, the researcher
perceived the need to identify the types of post content on Urgo’s page. Regarding the
“photo” format, Ms. Truc Anh - Head of Marketing Department at Urgo Vietnam,
shared that there were two main types of post content, including informative content
and remuneration content (Appendix 5). According to her, informative content is the
post content that contains information related to the brand, product, whereas
remuneration content focuses on offering tangible benefits, special discounts, or
exclusive campaigns to the customers.
Back to the main point, an interview with Mr. Vinh Trinh was conducted to
assess whether this problem can result in the symptom above. From what he shared, he
also agreed that there was something wrong with the informative content, which might
specifically stemmed from the content direction and angle pre-determined by the brand.
According to him, the current Urgo posts might not be able to provide the value that
Urgo’s target audiences need (Appendix 4). Furthermore, he indicated that a number of
Urgo posts had vague product information, which made him question “the usage and
benefits of these products in specific circumstances, for example, motorcycle exhaust
burn” (Appendix 4).
4. Problem Validation
4.1 Possible Problem 1: Uneven distribution of posting days
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In an attempt to assess whether the uneven distribution of posting days results in
the symptom of low customer engagement, the statistics of Urgo’s posting days via its
Facebook fan page were made and illustrated in the chart below.
Distribution of posting days on Urgo 's fan page from

January to November 2021 (%)
Mon Tue Wed Thu Fri Sat Sun
Figure 6: Distribution of posting days on Urgo’s fan page from January to November
2021
Overall, based on Figure 6, the result acquired indicates that Urgo’s fan page was
verified to have more weekend posts than weekday ones. Sunday appeared to account
for the most percentage of the total number of posts, whereas Saturday held the second
position. Apart from Wednesday, the other weekdays held less percentage of the total
number compared to the weekends.
In the next step, a group interview with five Urgo’s target audiences was
conducted to ask about their opinion on this kind of posting schedule.
According to user E, she said that
22
Sometimes, the posts are not present on my Facebook News Feed and so, I end
up forgetting about the brand several times. Not even mentioning to interact with
their page. (Appendix 6)
Meanwhile, in the case of user A, she stated
On weekends, most of my friends might go out to relax after a hard week and
post their moments on Facebook. Since my news feed is covered with their
images and status, I barely see any posts from Urgo. (Appendix 6)
Based on these information, it can be implied that this unparalleled posting

schedule had some moderately negative impact on the customer engagement with the
brand. However, most respondents said that they were not fully aware of considering
this as a major factor affecting the mutual relationship.
From the manager’s perspective, Ms. Truc Anh also considered this schedule-
related issue as a minor problem. She added that
I do not think that solving this possible problem can comprehensively solve the
symptom of low customer engagement. In my opinion, regarding this aspect, it
is a “nice-to-have” improvement rather than a “must-have” one for Urgo
Vietnam. (Appendix 8)
In alignment with her statement, posting time is demonstrated to be an

insignificant factor for Facebook follow engagement (16). Additionally, although posts
on weekdays and weekends create differing engagement levels, but, the overall effect
on customer behavior is not huge (17).
Therefore, it could be concluded that the “Uneven distribution of post days” is

not a significant issue of Urgo Vietnam for the time being.
4.2 Possible Problem 2: Ineffective informative content

After the in-depth interviews with Mr. Vinh and Ms. Truc Anh, the thesis has a
reason to start assessing whether ineffective post content results in low customer
engagement. In an attempt to evaluate the influence of this problem, a group interview
with 3 respondents, who were both Urgo’s target audiences and followers, was
23
conducted to collect their opinion on the informative post content. Generally, most of
them expressed that the content was unable to deliver what they needed/what they were
looking for from the brand.
Respondent A expressed that
It was very confusing when I was looking for the information about eczema
treatment on Urgo’s fan page, as I couldn’t find any posts mentioning the
minimum age of patients for using this kind of product. (Appendix 7)
Respondent B, stated that
The message in Urgo’s posts was pretty unclear for me, mostly because of the
usage context. After reading them, I still wondered whether this product was
suitable for my skin type or not. (Appendix 7)
Meanwhile, Respondent C stated that
A problem, like scars, can be created by different situations. Like me, I have a
scar from traffic accident. When finding some treatments on Urgo’s page, I
found that the brand did not clarify the usage for each situation, but only gave
general theoretical information, which confused me (Appendix 7)
Furthermore, the researcher continued to ask if this has an impact on customers’

possibility to engage with the brand.
Respondent C replied that
It is quite time-consuming to keep going to a page where you cannot find the
information you need (Appendix 7)
Meanwhile respondent B took a more drastic action
If I have already known that this fan page does not provide the information I
need, I might ignore or skip its posts next time. (Appendix 7)
24
Based on these insights from Urgo’s customers, the ineffectiveness of
informative content can have a bad influence on the interaction between the audiences
and Urgo’s fan page.
Moving forward, the attention is now placed on evaluating the need and urgency
of solving this potential issue. From the perspective of the insiders, Ms. Truc Anh
believed that this problem should be solved as soon as possible since the negative effect
of ineffective informative content could be detrimental to the future plans of the
company. She stated that
In the next period, Urgo’s marketing department wants to focus more on

promoting the products to customers. which also means that we will enhance
publishing more product-centric topics on Urgo’s fan page. So, if there is any
problem with the post content, especially the information-related one, it needs to
be corrected right away. (Appendix 8)
From the perspective of academic research, effective informative content is

considered to cause the greatest increase in the interaction duration between followers
and fan page (18).
By combining all the primary and secondary data, as well as academic

information, this thesis identified ineffective informative content as the main problem
leading to the symptom of low customer engagement on Urgo Vietnam’s fan page.
4.3 Initial Cause – Effect Map

From all the information provided, the initial cause – effect map of the main
symptom has been established as below.
25
Uneven distribution of
post days
Symptom
Low customer
engagement
Main problem Ineffective informative

post content
Figure 7: The initial cause-effect map
II. PROBLEM JUSTIFICATION

1. Problem definition
1.1 Definition of information quality
Based on research by Gustavsson and Wanstrom (19), information quality is
identified as the extent to which information satisfies “the stated and implied needs of
the information customers”. Additionally, information customer and consumer are
considered as the user (20), who also evaluates the quality of information. As a result,
information quality is a relative concept, in which the perception of high quality refers
to the fitness for the use of consumers. Subsequently, this could lead to the issue that
the high-quality information evaluated by one group can be considered poor from the
perspective of the others (21).
Therefore, with the information provided, this study will generally refer to the
term “information quality problem”, which is defined as a situation in which the content
or medium of information fails to satisfy the requirements of the users (22).
In terms of information quality dimensions, the construct of information quality

is considered to be multidimensional, as demonstrated by Wand and Wang (23), Strong
26
et al. (24), Knight and Bum (25). Nevertheless, in order to better analyze information
quality in the context of social media, three dimensions are selected to form the
conceptual model, including intrinsic quality, representational quality, and contextual
quality (26).
Information quality
in social media
Intrinsic quality Representational quality Contextual quality
Figure 8: Information Quality in Social Media Conceptual Model
1.2 Dimensions of information quality

Intrinsic quality According to Stvilia et al. (27), this category consists of dimensions
that can be assessed by evaluating the internal features of information based on some
reference standard in a specific culture. Some examples could be listed, like spelling
mistakes, or conformity to the formatting. In this category, there are three sub-
dimensions involved, namely objectivity, accuracy, and credibility.
Objectivity. The “objectivity” dimension refers to the extent to which the
information is not biased and prejudiced. (28).
Accuracy. In this dimension, the quality of information is evaluated based on
the degree to which the information is mistake-free, exact, and current (29).
Credibility. The dimension represents the believability or the features that make
people trust the information (31). According to Fisher et al. (30), correct but unreliable
information is perceived as useless from the perspective of the customers.
27
Contextual information quality In this category, the dimensions included describe the
extent to which information is suitable and applicable in a specific situation (32). Three
sub-dimensions are listed here, including relevancy, timeliness, and value-added.
Relevancy. The “relevancy” dimension represents the extent to which the
information is useful for a particular task. (28)
Timeliness. This relates to the degree to which the information is up-to-date for
customers to accomplish a specific task. (28)
Value-added. This dimension is associated with the degree to which the
information delivers benefits and advantages to the consumers. (30)
Representational information quality In terms of the “representational” dimension, the

dimensions describe the presentation of information and its usability for all consumers
(40). For this category, there are two dimensions that are analyzed in this section,
including conciseness and understandability.
Conciseness. The “conciseness” dimension describes the degree to which
information is succinct and to the point. (33)
Understandability. The research conducted by Chai et al. (28) also identifies
the “understandability” dimension as the extent to which the information is expressed
in an unambiguous and comprehensible manner.
1.3 The application of the information quality model to Urgo Vietnam’s fan
page on Facebook
In this section, the thesis will focus on applying each dimension of the
information quality model to the case of Urgo Vietnam’s fan page, in order to evaluate
the performance of the posts during the given period.
In terms of the “objectivity” dimension, it is claimed that the information should

not be distorted by the personal feeling or prejudices of the information providers (34).
Objectivity can be assessed based on the use of persuasive language, the sources of
alternative opinions, and the objective of providing the information. In comparison with
Urgo’s case, post content on Urgo’s Facebook fan page is presented in a neutral tone
28
and delivers certified scientific information about product features, quality, and
benefits, which is relevant to that on the official website.
In terms of the “accuracy” dimension, it evaluates the degree to which

information is reliable, accurate, and certified error-free (28). According to Nur et al.
(35), the “accuracy” dimension is identified as the most important dimension in the
category of intrinsic information quality, as it might have an impact on the trust of the
consumers. In the case of Urgo’s fan page, users can collate the information provided
in Facebook posts and Urgo’s official websites to verify its accuracy. Given any
confusing information detected, consumers can comment below the posts or message
Urgo’s fan page to receive the explanation/assistance from Urgo’s fan page moderating
team.
The dimension of credibility is in connection with reliability through the idea of

trustworthiness (36). To strengthen the trustworthiness in the posts of Urgo, the brand
has collaborated with some medical experts and beauty/healthcare bloggers to
incorporate their opinions into the content. More specifically, the experts mostly share
information about certain diseases and medical issues to raise customers’ awareness
about their symptoms and negative consequences. Meanwhile, beauty/healthcare
bloggers are invited to share their experiences of using Urgo’s product, which focuses
on reviewing its special function and benefits to the bloggers’ audiences.
The “relevancy” dimension is used to evaluate the usefulness of the information

in a specific context. According to Miller (37), if the information cannot meet the
customers’ needs, they will find it insufficient, regardless of how accurate the
information is. As analyzed in Urgo’s content, the headline, and information described
in the image/video indicate the name of Urgo’s product plus its special function. Hence,
users can briefly understand the product information to know whether it is suitable for
their situation, before closely investigating the content. However, Urgo’s posts
currently lack the hashtag section, which helps users find related information in a more
29
convenient and faster way. Hence, they only can manually scroll through the newsfeed
to find their needed information.
Regarding the “timeliness” dimension, this emphasizes the importance of

delivering timely information to the customers (38). In fact, Urgo’s posting strategy
often promotes publishing product-related content about treating seasonal illness, when
special occasions come. For example, on Tet occasion, people gather and enjoy eating,
partying together, which easily leads to the occurrence of mouth ulcers. Based on that,
Urgo’s fan page focuses on posting more content introducing about Urgo Mouth Ulcers
product line that specializes in treating this disease.
In terms of the “value-added” dimension, the evaluation of the information relies

on the number of benefits and advantages it provides (28). In fact, the posts on Urgo
mainly contain two components: the features and benefits. Regarding the features, the
post will introduce the special technology/discovery in the attributes of Urgo’s products.
Meanwhile, regarding the benefits, Urgo will focus on demonstrating how these special
features help solve the situation of the consumers.
As aforementioned, the dimension of “conciseness” reflects the succinctness of

the information. However, this does not refer to the length of the content, whether it is
long or short. More specifically, as demonstrated by Fisher et al. (30), the long
expression might be too complex to understand, whereas the short one might fail to
offer adequate and correct information. In comparison with Urgo’s fan page, to help
customers better comprehend the content, the presentation mostly comprises three parts:
the problem of customers, the solution offered by Urgo’s product, and the call-to-action.
For the last dimension, “understandability” reflects the ease of understanding,

whether the information is clear and comprehensible. Applying this dimension to
Urgo’s case, it can be observed that the post is directly focusing on the products and
free of jargon or academic language which might cause confusion to the readers. In case
there is any information difficult to understand, Urgo’s consumers can ask for support
30
from the fan page’s moderators by chatting through the fan page’s inbox or commenting
below the posts.
In summary, each dimension of the information quality model contributes a vital

part to the quality of the information in Urgo’s post content. However, the causes
resulting in the low customer engagement could also be attributed to one of these
factors. In the following section, the thesis will focus on finding the dimensions that
lead to the symptom aforementioned.
2. Problem existence
In order to assess the existence of the problem, the thesis conducted a
quantitative survey to evaluate the information quality of Urgo’s Facebook posts.
The questionnaire was based on and developed from the finding of Lee et al.
(38), including 11 questions related to 7 sub-dimensions of the information quality
model. The respondents were conveniently chosen from the relatives of the researcher.
They are the information consumers (people who use information) (20) and also the
target audiences of Urgo’s fan page.
From the information consumer’s side, the survey collected a total number of 39
responses, of which there are 34 consumers who confirmed to see the posts on Urgo’s
fan page. Before coming to the evaluation section, the respondents were presented with
five common types of content in Urgo’s informative post, in which they are about
The new product lines In this type, the content mostly focuses on briefly
introducing the new, proprietary attributes and unique benefits that the products provide
to the users.
31
Figure 9: Post about the new product lines
(Source: Urgo’s fan page)
Product’s features and benefits This kind of content is developed from the first
type, in which the attributes and benefits of the products are more specifically described.
Figure 10: Post about the product’s features and benefits

32
Usage of the products For this post content, the writer simply describes the steps
of using Urgo’s product correctly.
Figure 11: Post about the usage of the products

Seasonal diseases/Diseases that often occur on special festivals, occasions

This content type is often published on special occasions like Tet or Summer Holliday.
The post will consist of two sections, in which the first section is about the symptoms
and effects of some seasonal diseases, and the second is written to recommend suitable
Urgo products to treat these diseases.
Figure 12: Post about the seasonal diseases/diseases that often occurs on special
occasions, events
Review of KOLs, Influencers Urgo shares the reviews of KOLs, influencers on the
fan page. These reviews mostly describe their real-life experiences of using Urgo’s products,
helping the users obtain a more objective view when browsing Urgo’s page.
33
Figure 13 : Post about the reviews of KOLs/Influencers
In terms of the survey, the table below briefly describes the questionnaire and its
results. Regarding the assessment method, the questionnaire was based on the five-point
Likert scale, ranging from one to five, with
1 = Very disagree
2 = Disagree
3 = Undecided
4 = Agree
5 = Very agree
34
Dimension Category Sub-dimension Average Score
Intrinsic Objectivity 4.15
Accuracy 4.08
Credibility 4.06
Contextual Relevance 3.06
Timeliness 3.94
Value-added 4.24
Representational Conciseness 4.09
Understandability 4.26
Table 6: The result of the evaluation survey taken by Urgo’s information consumers
(Source: Report from the author’s survey)
Based on the result of the survey, it can be observed that according to the
consumers, the “relevance” sub-dimension might cause some underlying problems, due
to its lowest average score among 8 sub-dimensions of the information quality model
in the context of social media.
From the agency’s side, the questionnaire was also sent to two planners of Viral
Town: Mr. Vinh Trinh - Senior Creative Planner and Ms. Anna - Creative Planner
Intern. By asking them to evaluate Urgo’s posts, the aim of the researcher was to assess
the existence of the problem from the perspective of people with expertise and
knowledge about the field. Below is the result of the survey taken by them.
35
Dimension Category Sub-dimension Average Score
Mr. Vinh Ms. Anna
Intrinsic Objectivity 4 5
Accuracy 4.5 4.5
Credibility 4 3.5
Contextual Relevance 2 2.5
Timeliness 4 3
Value-added 4 4
Representational Conciseness 5 4
Understandability 4 4
Table 7: The result of the evaluation survey taken by Viral Town’s creative planners
In agreement with the consumers, Viral Town’s planner also stated that there
might be some problems with “Relevance” sub-dimension, as they gave it the lowest
score, compared to other 7 dimensions of the information quality model. Based on the
statistics provided so far, the thesis has grounds to believe that “relevance” is the most
problematic sub-dimension.
However, this finding was only on the surface of the problem. In order to
understand the issue - information irrelevance comprehensively and correctly, it is
necessary for the author to identify which type of post aforementioned was considered
the most irrelevant. In the second part of the survey taken by the information consumers,
they were asked to grade the level of relevance for each kind of post on Urgo’s page on
a scale of 5, with 1 being the least relevant and 5 being the most relevant. Below is the
result of the audiences’ evaluation.
36
Product’s features Reminder of Review of
New product lines Usage of the product
and benefits Seasonal diseases KOLs/Influencers
Mean 2.8 2.2 4.2 3.6 3.8
Table 8: Evaluation towards the level of relevance for each type of Urgo’s posts
According to the table above, post about new product lines and product’s features
and benefits are identified as the least relevant post, with the mean score of 2.8 and 2.2
respectively. In terms of communication goals, both types of posts are used to introduce
the product’s attributes and benefits to the customers. However, the slight difference
lies in the interpretation of each post type. While the former post briefly points out the
highlights in the new product, the latter describes them in more detail.
From all the collected evidence and information, the irrelevance of information
is verified to be existent and happens in the posts about the new product lines and
product’s features and benefits on Urgo’s fan page.
3. Problem importance
After conducting the quantitative survey, it is evident that information relevance
is the most troublesome dimension that needs improving. As aforementioned, relevance
is related to the usefulness of the information, whether it is applicable for the users in
specific situations (28). Conversely, information irrelevance is the degree to which the
information is considered “unimportant, petty, and inapplicable” to the information
users (39).
According to Miller (37), if the information cannot meet the customers’ needs,
they will find it insufficient, regardless of how accurate the information is. Besides,
according to Argawal (40), irrelevant posts can result in the issue of spam. Additionally,
the research by Guo et al. (39) also indicated that information irrelevance has a
significant impact on the avoidance behavior of the users. In the context of social media,
37
when seeing irrelevant and uninteresting information, the users might decide to directly
ignore or skip the posts.
When being asked to share his perspective about the urgency of solving this
problem, Mr. Vinh stated:
“When being frequently exposed to the irrelevant posts. the consumers might
feel annoyed and can consequently unfollow the fan page. Therefore, it is
necessary to solve the relevance-related problem as soon as possible.”
(Appendix 9)
With all the primary and secondary information given, this section has
demonstrated the urgency of solving the information irrelevance issue. The following
part will focus on researching the potential causes leading to the issue.
Back to the topic, when being asked about which part of the post causes the
irrelevance, most of them attributed the issue to the descriptive part of the product’s
features and their benefits. To explain, they expressed their embarrassment when sifting
through the post and also assumed that the information provided was put in a theoretical,
rather than a practical context.
III. CAUSES VALIDATION

In this section, the aim of the thesis is to investigate the potential causes
triggering the existence of information irrelevance in the post content of Urgo’s fan
page. Thereby, a review of related studies on this topic will be conducted to find the
relevant literature beforehand. In the latter part, a collection of primary and secondary
data will be applied to assess the significance of the causes.
1. Potential causes
1.1 Overload of information
Information overload has been demonstrated to obtain a positive correlation with
the irrelevance of information. Ordinarily, information overload simply means
38
receiving too much information. In the context of social media, information overload
can be described as a situation in which people are handling a massive amount of
information that exceeds their processing capacity (41). It is evident that information
overload relates to the cognitive barrier, which might constrain or hinder the
information-seeking process, as well as frustrate the information consumer (42).
Thereby, the users might find the content inapplicable (43) as they cannot filter what
they need to find from the vast amount of information (44).
For more information, the cause mentioned does not only rely on the
characteristics of information, like ambiguity or complexity (45) but also on the amount
of information . In the case of Urgo’s fan page, since the sub-dimensions “Conciseness”
and “Understandability”, which are considered to be parts of the information
characteristics, are highly graded by both information consumers and Viral Town’s
planners, information overload might result from the second factor mentioned above.
1.1.1 Cause validation

As mentioned above, this part aims to obtain customers’ evaluation towards the
amount of information in Urgo’s posts, in order to verify the existence of the potential
cause. To meet the goal of the assessment, an in-depth interview will be conducted with
the participation of three respondents who are both Urgo’s target audiences and
followers of Urgo’s Facebook page for a time.
At the beginning of the interview, the respondents were asked to evaluate the
presence of information in one Urgo post. For the result, 2 out of 3 agreed that there
was quite too much information presenting on one post, while the other one expressed
a neutral opinion towards it.
Next, the interviewers continued to ask their opinion on whether this problem
affected their feeling of relevance to Urgo’s post. Most of them said yes. According to
respondent A, she stated that she sometimes felt so distracted when reading the posts
that she assumed the content to be irrelevant (Appendix 11). To clarify, she attributed
39
this feeling to the fact that Urgo mixed up between the information she needed and did
not need in one post. In addition to her rationale, she took the post about the product’s
features and benefits as an example of information overload, in which the benefits and
features of three product types were listed together.
Based on what has been discussed so far, it can be indicated that information
overload exists on Urgo’s page and might result in the problem aforementioned.
1.2 Lack of personalized content for each group of target audiences

In research with the application of Uses and Gratifications Theory (UGT) (46),
each information user is demonstrated to be active and obtain a clear goal of choosing
and using the content on social media to achieve gratification. Therefore, it can be
assumed that if the content does not meet the requirements of the users, they might
become irrelevant to the users’ perspectives.
Back to the case of Urgo’s fan page, as aforementioned in section 1, Urgo’s

target audience is the mix between young people and married moms with kids, whose
characteristics and lifestyle, to some extent, are quite different from each other.
Therefore, they might have different concerns about Urgo’s products in terms of
benefits, ingredients, usage, etc. However, according to Mr. Vinh, he claimed that
“Urgo fan page does not personalize content to the specific need of each consumer
group, but only provide general information” (Appendix 10). Additionally, he took the
post about the product’s features and benefits as an example of failing to meet
customers’ specific demands. He further explained that “the content does not deliver
how the product’s benefits can vary in each specific case”. With all the information
provided, the thesis has a reason to research whether the lack of personalized content
on Urgo’s posts causes the problem of information irrelevance.

In an attempt to validate the occurrence of the problem, the researcher conducted
the interviews with the same group of respondents in the previous section. Firstly, the
40
respondents interviewed were introduced to two post types of Urgo, including New
product lines and Product features and benefits. This qualitative approach is expected
to understand how customers measure the level of relevance in each post of Urgo. When
being asked to express their opinion towards the posts,
Respondent A shared that

“Having a multi-step skincare routine, I really care about how effectively the
product works together. Should Urgo add more information about this angle, I
would feel more connected to keep reading.” (Appendix 11)
Meanwhile, respondent B expressed the concern as follows

“As a mother, I want to make sure that my family is meriting the best offerings
possible. However, when reading Urgo’s post, I was quite unclear about whether
the product was suitable for my kids. That is the reason why the post information
has not made me feel fully relevant yet.” (Appendix 11)
Respondent C expressed that

“Not really satisfying. As I care about the environment, I am pretty concerned
about the ecofriendly ingredients in the product. But, I barely see Urgo
mentioning this in their posts.” (Appendix 11)
With some sharing from the side of information customers, it is evident to imply
that the lack of personalized information in Urgo’s content exists and does have an
impact on the customers’ feeling of relevance to Urgo’s posts.
1.3 Lack of human voice in brand communication

According to Park and Cameron (47), the concept of “human voice” on social
media refers to a more natural, closer, and more human delivery of the message, which
can be detected in the way brand pages apply informally, casual language, show
emotions and use emoticons in the post content. Opposed to this pattern of online
communication, “corporate voice” is identified as the more distant and formal tone of
41
voice (48). In the context of social media, the communication style and tone of voice
can have a significant impact on customer responses (48). Therefore, since every
audience has different goals and needs in their personal situations, having only one
representative brand’s tone of voice can make some of the customers feel irrelevant to
read the posts . Applying in the case of Urgo, the fan page consistently communicates
in a “corporate voice”, which is considered rigid and inappropriate in certain contexts
by Mr. Vinh (Appendix 10). From this point, he expressed that:
“I am quite skeptical if a corporate tone voice can benefit a consumer with

hedonic goals, who simply look for enjoyment and sociability in the relationship
with the brand”. (Appendix 10)
Given all the information, it is evident that the lack of human voice in the brand’s
communication style might exist as a potential cause of the information irrelevance in
Urgo’s Facebook post.

Based on the information obtained from Mr. Vinh, an additional in-depth
interview with a group of Urgo’s target audiences was utilized to collect customers’
evaluation of the brand voice on Urgo’s Facebook page. The number of respondents
included five people, who were both followers and target audiences of Urgo’s page. The
goal of this qualitative approach was to validate the existence of the issue above from
the perspective of information consumers.
In the first stage of the interview, each respondent was asked to comment on
which tone of voice they thought Urgo performed on the fan page. For the result, 4 out
of 5 considered Urgo’s tone on Facebook quite “corporate” overall, while the other
respondent referred to a mixed tone of voice between “corporate” and “human”
characteristics. Therefore, it can be implied that Urgo’s tone was referred to as a
“corporate” style, in the opinion of the customers.
42
Based on such indications, the interviewers continued to investigate the
customer’s perception of Urgo’s representative tone of voice more comprehensively.
More specifically, all of the respondents were required to grade the level of relevance
in Urgo’s voice on a scale of 5, with 1 being very irrelevant and 5 being very relevant.
The result of the evaluation was described in the table below.
Question: How do you perceive the relevance of Urgo’s “corporate” voice?
Very relevant -
-
Somewhat relevant 1
20%
Normal 1
20%
Somewhat irrelevant 3
60%
Very irrelevant -
-
Base 5
Table 9: Respondent perception of current Urgo’s tone of voice on Facebook page

According to table 8, the majority of respondents accepted that the tone of voice
was irrelevant to some extent. With a view to clarifying this perception of them, the
interviewer asked the consumers to elaborate on the rationale behind their response.
Regarding the low evaluation of Urgo’s tone of voice,
Respondent A explained that
43
“Sometimes I was searching for some stories that can offer me with the feeling
of sympathy or being cared for in my case, I was unable to find related one on
Urgo’s page as it was full of posts with rigid “corporate” voice. Emotion-wise,
that is also the reason that has made Urgo’s posts not yet fully relevant to me.”
(Appendix 12)
Respondent B also shared the same thinking
“I also feel the same. Sometimes what I want to find is something like sincere
advice from a friend. And that is what a corporate voice cannot deliver.”
(Appendix 12)
After this in-depth discussion, the thesis has managed to validate the existence
of this potential cause and the correlation to the problem of information irrelevance. In
the upcoming part, the researcher will conduct an interview with Urgo’s manager to
validate which is the main cause of the whole case.
2. Main cause
Based on the previous section, this thesis has listed three potential causes leading
to the information irrelevance in Urgo’s posts. Especially, the posts about new product
lines and product features and benefits are given the most attention to be investigated.
Nonetheless, since the resources of Urgo and the capability of Viral Town are limited
and some causes are considered should-solve rather than must-solve, the research has
reasonably determined to handle the root cause of the problem. In order to meet the
objectives, the upcoming part focuses on garnering the information from the perspective
of Urgo’s marketing manager - Ms. Truc Anh.
At first, Ms. Truc Anh was kindly requested to assess the influential level of each
potential cause, on a scale of 5 ranging from the most influential at 5 to the least
influential at 1. The summary of her evaluation was presented in the table below.
44
Overload of Lack of personalized content Lack of human voice in
Information for each group of target brand communication
customers
Ms. Truc Anh 3 5 2
Table 10: Evaluation of influential level for each potential cause

According to the table, Ms. Truc Anh identified lack of personalized content for
each group of target audiences as the most serious cause leading the irrelevant content
with the demand of customers. Meanwhile, regarding the other two causes, Ms. Truc
considered them as “should-solve” rather than “must-solve” improvements for Urgo’s
page, at least for the near future. Also, as stated by her, these issues were not necessarily
dependent on the support of Viral Town as they can be tackled by Urgo’s marketing
department. Back to the topic, from the academic point of view, the evaluation of Ms.
Truc Anh was related to some previous studies. Based on research by Balio and Casais
(49), users want to feel involved and connected with the brand, as well as have unique
experiences.
Afterward, to elaborate on the rationale behind her grading decision, this thesis
continued to ask for more clarification from Ms. Truc Anh. From her personal
perspective, she explained that
“Understanding customer’s demand is one of the most important tasks for any
brand to accomplish, especially in the context of social media. If we could not
serve what our customers need, it is foreseeable that we will gradually
disappoint them and might eventually lose them to competitors.” (Appendix 13)
45
Also, she added that
“This style of creating posts has been maintained on Urgo’s page for so long. I
think now is a suitable time for the reinvention of the content to yield a better
result.” (Appendix 13)
Based on the answer of Ms. Truc Anh, it can be indicated how influential the
lack of personalized content is. More seriously, this problem can result in the loss of
customers to the other competitors, which can cause a significant impact on the
business. Therefore, from all of the evidence presented so far, this thesis evidently
concluded that the lack of personalized content for each group of target audiences is the
root cause for the information irrelevance in Urgo’s posts.
Figure 14: Updated cause-effect map of the main symptom
IV. ALTERNATIVE SOLUTIONS

In alignment with the previous section, the lack of personalized content for each
specific group of target audiences was identified to cause the irrelevance of information
in Urgo’s content. Therefore, moving to this current section, the main goal of the thesis
was to develop practical solutions to support the brand tackle with the issue
aforementioned within the capabilities of Viral Town and the budget offered by Urgo
Vietnam.
46
Below was the two alternative solutions respectively proposed by the researcher
to handle the case of Urgo Vietnam.
1. Alternative solution 1: Create a content marketing strategy developed from the
six-element framework of Du Plessis
2. Alternative solution 2: Collaborate with the social media influencers to generate
branded content
1. Alternative solutions
1.1 Alternative solution 1: Create a content marketing strategy developed
from the six-element concept map of Du Plessis
1.1.1 Definition
Before providing a specific description of this solution, a definition of content
marketing will be provided to help readers better comprehend the solution base. Up to
this point, numerous studies have been researching the definition of content marketing.
However, so far, the definition formulated by Content Marketing Institute remains
widely accepted among other academic literature, which was also the reason why it was
selected to propose within this thesis.
1.1.2 Solution description
In detail, content marketing is identified as the strategic marketing approach for

“creating and distributing valuable, consistent and relevant content” to attract, engage
and retain a clearly identified and understood target audience (50). Hence, it could be
implied that the content marketing strategy focuses on building the relationship (51),
which matches Urgo’s goal mentioned in the very first section - “To make better
connections with customers.”
Content marketing strategy is evidently considered a suitable solution for Urgo’s

case as it approaches a “consumer-centered philosophy” (52). To better interpret, when
applying this strategy, the company will even focus more on researching and
understanding their customers to find out what they truly need and want. Based on what
was found, the brand can manage to create more compelling and relevant content for
47
customers' cases. Besides, since content marketing is also defined as a brand storytelling
technique (51), it is easier for brands to emotionally connect with the customers, making
them feel that the content is dedicated to them.
As stated, the main base for this solution is the content marketing strategy
developed by the conceptual framework of Du Plessis (53), which included the
identification of six essential elements.
These six elements given are described below (53):
Medium Element. Referring to the nature of the platform for the content, which
influences brand taking actions like determining the volume or the frequency,
Strategic Element. Relating to the strategic approach to creating the content by using
brand positioning as the core guiding principle. Therefore, maintaining brand
consistency.
Formation Element. The formation of the brand content, which is based on the brand’s
values and brand promise.
Intrinsic Element. This element is about the natural facet of the brand content, like
creating a familiar brand voice to easily connect with customers’ online conversations.
Communication Element. Referring to the content-making technique, in which the
marketers should guarantee that the brand content is relevant and satisfies the
consumer’s current information needs.
Corollary Element. This is about the expected outcome of the brand content, which is
based on the brand strategy and objectives.
48
Figure 15: Concept map of Du Plessis’ six proposed elements of content marketing
The concept map developed from Du Plessis’s framework is given to better

demonstrate the significance of each element in the overall content marketing strategy,
as well as the interrelationship among these elements.
In the next step, the application of this alternative solution will be briefly
interpreted. According to Du Plessis (53), before conducting a content marketing
strategy, Viral Town needs to reconfirm with Urgo the target audiences and goal of this
specific campaign. Once these tasks are done, the agency might start researching and
analyzing the platform used to preliminarily determine the content format, the
frequency of distributing content, and content pillars. Then, regarding the strategic
approach, Viral Town will identify a focal point for its content and develop ways to
integrate that point into each post, to consistently communicate the brand’s values. This
will lead to the way how the content angles should be adopted (Formation) and the
intrinsic characteristics should be focused on (Intrinsic) like brand voice, and brand
personality. In alignment with the determination of these elements, suitable
communication techniques can be chosen to achieve the goals of the company and make
the content more relevant and applicable to the target audiences. In terms of the
49
corollary element, this part of the strategy is when the agency compares whether the
envisaged outcomes meet with the goals of the client set beforehand.
Of all the six elements, the communication element should be the most
concentrated theme for Urgo to handle this specific case of low customer engagement.
To explain, the theme focuses on creating and promoting the information to their
customers online which is relevant, educational, helpful, and compelling. Therefore,
when focusing on this theme, brand stories can guarantee the delivery of content to the
target audience satisfied with their current requirements of information and of value to
them in their daily lives, according to Payne et al (54) and Horrigan (55).
In summary, Viral Town will be responsible for receiving the brief from Urgo,
developing the content marketing strategy, executing the content creation, and assessing
the outcome.
To better illustrate how Viral Town will apply this model to handle Urgo’s case,
step-by-step implementation of this solution is proposed as follows.
Step 1: Planning
• Identify the goals of the campaign
• Identify the target audiences’ needs
• Identify the format of the content
• Assign the tasks
Step 2: Production
• Devise the content marketing strategy
• Create a publication schedule
Step 3: Distribution and Communication

• Determine the type of content distribution strategy (pull/push/or both)
• Create content based on the strategy
Step 4: Measurement
• Review the process
50
• Review the performance
1.1.3 Benefits
Should Urgo Vietnam apply the framework of content marketing strategy in their
case, there might be the opportunity to connect consumers with the brand on a deeper
emotional level. Content marketing plays a vital role in promoting the presence of the
brand on social media by distributing relevant content to be shared and emotionally
connected with the target audience, to the extent that they can also add more to the brand
conversation (56).
With the assistance of a content marketing strategy, brand-generated content can

encourage them to engage more, and even reinforce their trust and loyalty to the brand
(53).
1.1.4 Cost estimation
In terms of the cost of this strategy, it is calculated for the duration of the
campaign, which is 12 months. The campaign cost includes the cost of the following
tasks, namely market research, creative asset production, net media cost, and agency
fee.
Category Quantity Unit Cost Total
Market Research N/A N/A 80,000,000 VND
Creative Asset Production 120 2,300,000 VND 276,000,000 VND
Net Media Cost 108,690 (Impression) 2,025 VND 220,000,000 VND
Agency Fee (10% of Net Media Cost) N/A N/A 22,000,000 VND
Total 598,000,000 VND
51
1.2 Alternative solution 2: Collaborating with the social media influencers
to generate branded content
1.2.1 Definition
According to Lou and Yuan (57), influencer marketing. which is often referred
to as IM, is a marketing strategy for companies to identify suitable influencers to create
and/or promote the branded content to their followers. Influencer marketing strategy
can be conducted on the platforms of earned and paid media, in which brands take
advantage of the influencers for brand mentions, product reviews, or as ambassadors
(58). Therefore, with a variety of functions mentioned, social media influencers, or SMI,
are expected to reshape the relationship between potential customers and brands in a
more relevant and engaging way.
Regarding the definition of influencers, they are described as a third party who
can have a certain influence on audiences' attitudes through the use of blogs, tweets,
and other social media formats (59). However, social media influencers are not
necessarily celebrities with established public figures. According to Guruge (60), SMI
is likely to focus their interest on specific topics to create their own content and attract
their followers to the stories from their daily. Thereby, they might be popular and
considered relevant for a small group of audiences who shares common interests.
1.2.2 Solution description
Beforehand, the thesis will first present the reason why this alternative solution
is chosen to handle the case of Urgo’s fan page. Obtaining a fan base with the same
interests, branded content generated by influencers can have a positive effect on the
follower’s perception of feeling relevant and similar to their case (57). More
specifically, instead of giving general information about a non-specific character, the
influencers can play the role of protagonist to personalize the branded message
(57). Hence, despite telling their personal stories, the influencers might help their
followers feel that the content is personalized for them (61). To explain, as the
52
influencers share similar backgrounds and interests with their followers, they can easily
feel empathy and make genuine recommendations for the customers’ cases (62).
Back to the topic of the implementation, this solution is based on the influencer-
based conceptual model developed by Brorsson and Plotnikova (61).
Figure 16: Conceptual Model by Brorsson and Plotnikova (61) about the
communication process from brands to audiences through social media influencers
Based on the flow of this conceptual model, when applying this solution, the
sender of the message, or Urgo, first needs to identify the brand-related statement or
message it wants to convey to the target group. Then, Viral Town is in charge of
formulating the message and incorporating it into the content angles and pillars used to
create posts on Urgo’s fan page. Coming to the next phase, Viral Town will also be
responsible for administering the collaboration between client - Urgo and the
influencers. More specifically, the agency will cover the task of finding and
recommending a list of suitable influencers to Urgo, briefing them to deliver suitable
branded content, and monitoring their working process. In terms of selecting influencers
for this campaign, it is suggested that Viral Town should make a decision based on these
three attributes: Integrity - The level to which the influencer can express their “true self”
online (63), the level of activity, and social status and credibility (62). Regarding the
final phases of this conceptual model, the channel is the chosen platform, which will be
analyzed by Viral Town to develop a distributing strategy to the follower, or the receiver
of the brand message.
Compared to the prior solution, when applying this strategy, Viral Town is still
in charge of a similar workload. However, the agency additionally needs to handle the
influencer-related tasks, including researching, guiding, and managing them. Besides,
the social media influencers will be the group that is mainly in charge of the content
53
creation, in case Urgo and Viral Town both agree on applying this solution for the
campaign.
To better visualize how Viral Town can follow this alternative solution, a step-
by-step implementation is proposed below.
Step 1: Planning
• Reconfirm the goals of the campaign set by the client
• Identify target audiences’ needs and sort them into groups
• Determine the strategic approach based on brand positioning
• Determine the content strategy, including content pillars and content angles.
Step 2: Researching
• Identify the needs and expectations of the client for the influencers
• Research and identify the matched influencers
• Make a shortlist and report to the client
Step 3: Guiding
• Contact the selected influencers
• Create a brief and discuss the brand’s requirements and guidelines for the
campaign
• Monitor their working process

• Determine the type of content distribution strategy (pull/push/or both)
Step 5: Measurement
• Measure the results of influencers’ work periodically
• Analyze and make timely adjustments for what needs improvement
• Make a summarized report and send it to the clients
1.2.3 Benefits
As stated, the followers have a genuine interest or trust in the influencers (64),
hence, they can easily feel relevant with the content provided by them. Furthermore,
54
this trust can result in the followers supporting and feeling connected to the brands
recommended by the influencers (64).
The other benefit obtained from this solution is that the agency can save a lot of
time because the influencers literally outsource the process of creating content for you.
Instead of producing images, writing, and scheduling posts, Viral Town can use the
time to invest more in building an effective strategy to meet the outcome expected by
Urgo Vietnam.
1.2.4 Cost Estimation
Similarly, the cost for this strategy is also calculated for the twelve-month
duration of the campaign. When applying this strategy to Urgo’s case, the total cost
includes the cost of market research, strategic planning, influencers, and agency fee.
Category Quantity Unit Cost Total
Market Research N/A N/A 8,000,000 VND
Strategic Planning N/A N/A 150,000,000 VND
Influencers 6 micro-influencers 4,000,000 VND 336,000,000 VND
14 posts/Influencer
Agency Fee (10% of Influencer Cost) N/A N/A 33,600,000 VND
Total 599,600,000 VND
2. Solution Justification
55
In order to shed light on which solution should be applied to solve the problem
of Urgo, an in-depth interview with Ms. Truc Anh - Marketing Manager of Urgo
Vietnam, was conducted. From her perspective, she would prefer to select solution 1 -
“Create a content marketing strategy” to solve the problem of information irrelevance
in the informative posts. To explain, she indicated her reasons as follows. Firstly, she
found it easier for Urgo Vietnam to track the working process and manage the outcome
of the company with solely Viral Town. Although the influencers are under the direct
management of the agency to create and distribute content, the client still needs to
double-check their product to guarantee that the brand’s requirements and message
communicated through Viral Town to the influencers are correct and following the
guidelines. She further added that.
“When problems arise and need solving promptly, it is quicker for Urgo Vietnam
to contact Viral Town and receive solution consulting as it is two-way
communication. Meanwhile, if we work with a third-party like influencers, we
will need to discuss the problem with Viral Town, and then wait for the agency
to inform the influencers, which appears to be a longer and more complicated
process. That is why I believe that solution 1 is more suitable a choice for Urgo
Vietnam and Viral Town to accomplish in this context.” (Appendix 14)
Secondly, she expressed her concern about the “unnatural” delivery of the brand
message as the influencers might struggle to incorporate it into their content. In
agreement with Ms. Truc Anh, a finding by Flor Morton (62) also addressed this issue
in the application of influencer marketing, which was related to the lack of sincerity in
influencer-generated content. To clarify, some influencers might not have a professional
content-based team to help them keep it real in the way they communicate the branded
content in their normal style.
Finally, Ms. Truc Anh considered that solution 2 is not fit for Urgo’s budget as
well as the long-term process of this campaign. “We do not always have the ability to
partner with influencers to create content over the period of twelve months” - she
stated.
56
Based on the reasons presented above, creating a content marketing strategy is a
better implementation for both Urgo and Viral Town in the current situation.
V. ACTION PLAN
1. Action plan objectives
After the justification of the alternative solutions, this section aims to describe
the detailed implementation plan which serves two main objectives in total.
The first objective is to collect up-to-date target audiences’ needs by contacting

them to take surveys. Based on the results, customers’ requirements will then be sorted
into similar groups for easier analysis and control. By conducting the process of
updating information, Urgo can have more resources to understand its potential
customers better.
The second objective is to complete the content marketing strategy by

determining information corresponding to each element of the content marketing
framework, based on what was found about the customers.
2. Detailed planning and timeline

The action plan will consist of four primary phased, including
- Phase 1: Planning
- Phase 2: Production
- Phase 3: Distribution & Communication
- Phase 4: Measurement
2.1 Planning
Prior to conducting this phase, Viral Town needs to have some wrap-up
discussions with Urgo Vietnam to come to an agreement on the timeline and budget of
the project.
57
Coming to phase one, the primary objective is to have a deeper insight into what
the potential customers of Urgo truly want and need. Hence, Viral Town first needs to
re-confirm with Urgo the expected goals of this campaign as well as their visualization
of the target audiences. From that, the agency can start conducting surveys with the
right respondents, collecting insightful information about their cognition and behavior.
Based on the results, a classified table of customers’ requirements will be made.
At the end of this stage, Viral Town will complete preparing some additional
information like competitors, and existing content on the fan page, which are then used
for the next steps.
Tasks Description Timeline People involved

Prepare the timeline of the campaign and estimate
1 week Account staff
Preparation the budget
Confirm timeline and budget 1 week Urgo
Identify the goals of the Re-confirm the goals of the campaign with the
1 week Planning staff
campaign clients
Create survey and contact customers to do the survey 1 week Planning staff
Identify the target
Collect customers feedback 2 weeks Planning staff
audiences’ needs
Collect the results of the survey. Group the
1 week Planning staff
requirements into groups.
Identify the format of the Research the competitors of Urgo 2 weeks Planning staff
content
Review the existing content on Urgo’s fan page 2 weeks Planning staff
Account and
List out and assign tasks relevant to each department 1 week
Planning team
Assign the tasks
Identify the members needed for this campaign and
1 week
their scope of work
58
2.2 Production
After collecting all the information needed, Viral Town will draft a content
marketing strategy, which points out and identifies
• Strategic approach
• Content angles and pillars
• Voice, style, and communication techniques
• Allocation of resources
Then, the agency will present and discuss the plan with the clients to double-
check and clarify whether there is any correction or improvement. After final alignment,
Viral Town will start analyzing and creating a publication schedule on the fan page of
Urgo Vietnam.
Determine the strategic approach based on brand

positioning
2 weeks Planning staff
Devise the content marketing

Determine the content pillars and content angles 2 weeks Planning staff
strategy
Determine the voice, style of content, and communication
techniques
2 weeks Planning staff
Allocate the resources 2 weeks Planning staff
Account and
Create a publication schedule 1 week
Planning staff
2.3 Distribution and Communication

In order to finalize the content marketing plan, Viral Town will research and add
some findings of the platform chosen, based on which we will propose a suitable
distribution strategy.
However, the main goal of this phase is to officially start the process of creating
content, based on the guideline of the plan.
59
Devise content distribution

strategy
Research the platform chosen 1 week Planning staff
Create content based on the strategy 10 weeks Planning staff
2.4 Measurement
In this phase, the content will have been published for a time. Therefore, the
agency will have the responsibility to review the process of content creation and the
performance of the content on the fan page. Urgo will receive summarized reports of
KPIs periodically and get invited to meetings with Viral Town to assess the
effectiveness of the campaign,
Review the process Monitor the process of the campaign periodically 1 week Account staff
Arrange meetings with clients to evaluate the 1 week

Account staff
effectiveness
Review the performance 1 week Urgo and account

Analyze what needs to be improved
staff
Make a summarized report to the client 1 week Account staff
3. Implication
In this final section, this study has provided Viral Town several perspectives on
how to solve the problem of Urgo’s fan page by presenting a content marketing process
model. More specifically, the findings have made some contributions to the handling of
Urgo’s case by introducing the concept, the implementation process, and the benefits
of the content marketing strategy. Regarding the implementation process, Viral Town
can have better insights into the elements to consider when making the strategy,
especially which has the most influence on customers’ feeling of relevance with Urgo.
Based on that, the agency can develop a step-by-step implementation throughout the
campaign.
On the other hand, this thesis did not pay much attention to the tools but focused
more on the executing process. To clarify, creating the publication schedule in phase
60
two and evaluating the effectiveness in phase four can be accomplished by different
tools. However, due to limited access to the available facilities, the research was not
able to delve deeper into this aspect. For further studies, Viral Town can research the
tools and the framework of their use if the agency wants to optimize the plan in this
way.
61
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APPENDICES
Appendix 1. Symptom Interview
Interviewer: Kiet Le – Creative Planning Intern
Interviewee: Mr. Vinh Trinh – Senior Creative Planner
Duration: 10 mins
Objective: Transcript interview with Senior Creative Planner on the significance of

the symptom
When researching our client, I realized the existence of low customer engagement via Urgo’s Facebook
KL
Fan Page. Do you think that it could have a detrimental effect on the brand?
Yes, I believe so. When accessing the fan page with poor interactions, users might hardly have a deep
VT
impression of the brand.
KL Could you explain them in detail?
Customers might barely remember any traits about Urgo. What is more, they might find it struggling to
VT differentiate among the variety of products/services provided by Urgo. This might later pose great
threats to Urgo as they want to drive more traffic to their newly-established e-commerce sites.
Appendix 2. Symptom Interview
Interviewee: Ms. Anna Nguyen – Creative Planning Intern
Duration: 10 mins
Objectives: Transcript interview with Creative Planning Intern on the significance of

the symptom
KL Hello Anna! Thank you for accepting to join the interview with me today.
Anna Don’t mention it! Hope that I can help you.
KL While accomplishing tasks for the Urgo campaign, I found out that Urgo’s fan page was dealing with
the symptom of “Low customer engagement”. Have you been aware of this symptom?
Anna Yes, as I also conducted my own research about the client, I quite agree with you about the existence
of this symptom.
70
KL Wow, nice. So what do you think about it? Is it significant to handle it as soon as possible?
Anna Yes, personally, I believe that this issue should be solved right away as it has a negative impact on
customers’ trust in the brand. Besides, when customers engage with Urgo more frequently on social
media. they might have a preference for the brand.
KL Interesting. Thank you for sharing it with me!
Appendix 3. Possible Problem 1 – Uneven distribution of posting days
Interviewee: Ms. Chau Nguyen – Head of Planning Department
Duration: 20 mins
Objective: Transcript interview with Head of Planning Department on the possible

problem 1
Good afternoon Ms. Chau! First of all, I would like to say thank you for spending your precious time
KL
with me today.
CN No problem. So, how can I help you?
While researching, Urgo Vietnam was found to have their audiences lowly engaged with the fan page.
KL
So, I would like to ask your opinion about the potential reason leading to the occurence of this issue.
Yes, I am also quite aware of this symptom. Personally, I think it could result from the uneven
CN
distribution of posting days on the fan page of Urgo.
Could you please elaborate?

KL
Yes, so I have followed Urgo on Facebook for a while and realized that they published more posts on
CN weekends than on weekdays.
Would you please explain more about why you think this schedule of publication is the cause of the
KL symptom?
Since the target audiences are mostly university students, first-to-medium jobbers, they might have a
busy working schedule during the week and want a break from their smartphones, laptop, etc. on
CN
weekends. That is why I think posting on weekends might not catch their attention effectively.
Such valuable information. Thank you for your sharing.

KL
71
Appendix 4. Possible Problem 2 – Ineffective informative post content
Duration: 20 mins
Objective: Transcript interview with Senior Creative Planner on the possible problem
2
KL Good afternoon, Mr Vinh. Thank you for joining me today. To save your time, I would like to state the
purpose of this interview first, which is to clarify the factor causing the symptom we have identified on
Urgo’s fan page.
VT Okay, go on
KL So, I would like to know what do you think is the cause of this symptom – Low customer engagement?
Based on my observations, I think that there might be some problems stemming from the content
VT
direction and angle pre-determined by the brand.
What is the matter with these factors?

KL
Well, based on my experiences, I found that Urgo’s posts did not really serve the right needs of its
VT target audiences.
Why do you think that they did not provide the relevant information to their audiences’ concerns?
KL Would you please elaborate?
Okay, after reading the posts, I found some product information quite vague to me. As I tried searching
for burn and grazes treatment, I could not find the usage and benefits of these products in specific
VT
circumstances, for example, motorcycle exhaust burn, but only in general contexts.
Now I can understand better about the cause. I might need to research more about what you have said
KL and then, collect some more insights from you. Can I follow up with you later?
Sure.
VT
Appendix 5. Types of content in photo format
Interviewee: Mr. Truc Anh – Marketing Manager of Urgo
Duration: 10 mins
72
Objective: Transcript interview with Marketing Manager on types of content in photo
format
KL Hello, Ms. Truc Anh. Can you tell me how many types of content are there in the informative post?
There are two types, including informative type – which contains information related to the brand,
TA product and remuneration type – which offers tangible benefits, special discounts, or exclusive
campaign to the customers
KL Thank you for your sharing.
Appendix 6. Possible problem 1
Interviewee: A, B, C, D, and E – Target audiences of Urgo’s fan page
Duration: 20 mins
Sample: A focus group of 5 respondents to discuss the impact of the problem on their
intention to engage with the brand.
Objective: Transcript interview with the focus group on the impact of problem 1 on
their engagement with Urgo
Hello everyone! First of all, I want to thank you for joining our group discussion today. So, today we
KL will discuss about the posting time on Facebook. First, I want to ask you about your favorite time to
surf Facebook?
A Maybe weekdays
B I prefer weekdays to weekends
C Also weekdays
Weekdays, especially Thurdays and Fridays

D
Well, it depends. But mostly, I would say weekdays.

E
Why would you like to surf social media at these times?

KL
During weekdays, there are pressures from work. So, reading some posts, texting with friends on
B Facebook might help me recharge my motivation to get back to work
73
As my tasks are mostly related to social media, I use this as an opportunity to both work and entertain
C myself. For weekends, I like do some offline activities more
Nothing special. Just because I have a habit of reading news on Facebook, e-magazines before going
A to work or at break time
Near the end of the work week, I easily get bored. Surfing Facebook is a pretty effective way to boost
D my moods
As my job has flexible working hours, I might be busy at weekends but quite free during the weeks. So,
E this somehow affects my habit of using social media
I have received all your responses. Coming to the next question, what do you think about Urgo’s fan
KL page posting at weekends?
On weekends, most of my friends might go out to relax after a hard week and post their moments on
Facebook. Since my news feed is covered with their images and status, I barely see any posts from
A
Urgo
Their posts might not reach me as I often take a break from social media to enjoy outdoor activities
B over the weekends
I also prefer doing my hobbies to surfing Facebook in my free time

C
As I have followed quite a lot of pages, Urgo’s posts might flow on the newsfeed when I open my
D Facebook at the beginning of the week.
Sometimes, the posts are not present on my Facebook News Feed and so, I end up forgetting about the
E brand several imes. Not event mentioning to interact with their page.
As my job has flexible working hours, I might be busy at weekends but quite free during the weeks. So,
D this somehow affects my habit of using social networks
And do you think this will significantly affect the interaction between you and Urgo?
KL
I think they should make some adjustments. But honestly, I do not consider it affecting me much
A
Also what I think

C
I would like to see some changes, but not in a hurry

B
I still surf Facebook, Instagram, at weekends. So, not care much about this
E
Of course, if they can balance their posting time, it would be better. But actually, it is not a big deal for
D me
Thank you so much for your time today. It really helps me a lot!
KL
Appendix 7. Possible problem 2
74
Duration: 25 mins
Sample: A focus group of 3 respondents to discuss the quality of information in Urgo’s posts
Objective: Transcript interview with the focus group on the impact of problem 2 on
their engagement with Urgo
Hello everyone! In today’s interview, I want to ask about your evaluation towards the informative post
KL
content on Urgo’s fan page. What do you think?
It was very confusing when I was looking for the information about eczema treatment on Urgo’s fan
A page, as I couldn’t find any posts mentioning the minimum age of patients for using this kind of
product.
The message in Urgo’s posts was pretty unclear for me, mostly because of the usage context. After
B
reading them, I still wondered whether this product was suitable for my skin type or not.
A problem, like scars, can be created by different situations. Like me, I have a scar from traffic
C accident. When finding some treatments on Urgo’s page, I found that the brand did not clarify the
usage for each situation, but only gave general theoretical information, which confused me
KL So, does this affect your possibility to engage with the brand?
C It is quite time-consuming to keep going to a page where you cannot find the information you need
If I have already known that this fan page does not provide the information I need, I might ignore or
B
skip its posts next time
Thank you for your sharing

KL
Appendix 8. Problem Validation
Interviewee: Ms. Truc Anh – Head of Urgo Marketing Department
Duration: 15 mins
Objective: Transcript interview with Ms. Truc Anh – Head of Urgo Marketing
Department on problem existence
75
KL Good morning, Ms. Truc Anh. First of all, I would like to thank you for spending
your precious time for this interview.
TA No problem. But you should be quick as I have a meeting later.
I will pay attention to the time. In this interview, I would like to ask you some
KL
questions to understand more about the problem Urgo is dealing with.
TA What would you like to know?
Are you aware that Urgo’s page has published more weekends posts than weekday
KL ones?
TA Yes, actually we have remained this schedule of posting days for a while
Through interviews with Urgo’s target audiences, I realized that they prefer surfing
KL Facebook on weekdays to weekends. Do you think Urgo’s posting schedule might
make them less engage with the fan page?
Hmm … I see the situation, but it is kind of a minor adjustment that Urgo team can
handle themselves. Besides, I do not think that solving this possible problem can
CN comprehensively solve the symptom of low customer engagement. In my opinion,
regarding this aspect, it is a “nice-to-have” improvement rather than a “must-have”
one for Urgo Vietnam.
The next problem is about the informative post content. While interviewing, some
KL audiences reported that the post content did not provide what they need. Is this
information right?
Actually yes. Sometimes, we received such feedbacks like that in our chatbox.
TA Especially when we posted about Urgo’s products.
KL Do you think that this is the main problem leading to the low customer engagement?
Yes, I suppose that when customers cannot find what they need on our fanpage, they
TA might ignore, skip the post, or even worse, unfollow the fan page.
KL So, I assume that this problem should be handled as soon as possible?
Well, that is right. In the next period, Urgo’s marketing department wants to focus
TA more on promoting the products to customers, which also means that we will enhance
publishing more product-centric topics on Urgo’s fan page. So, if there is any
76
problem with the post content, especially the information-related one, it needs to be
corrected right away.
KL Such valuable information. Thank you so much for your sharing.
Appendix 9. Problem Importance
Duration: 15 mins
Objective: Transcript interview with Mr. Vinh Trinh on the importance of the problem
KL After having identified the problem of information irrelevance, what consequences do

you think Urgo will have to deal with?
When being frequently exposed to the irrelevant posts, the consumers might feel
VT annoyed and can consequently unfollow the fan page. Therefore, it is necessary to
solve the relevance-related problem as soon as possible.
KL That sounds terrible
VT I know
Thank you for meeting with me today. From what was shared, I will continue to
KL discover the root causes of this problem.
Appendix 10. Possible causes
Duration: 20 mins
Table (no.): Transcript interview with Senior Creative Planner on the possible problem 2
77
KL In our last meeting, you mentioned about vague product information. From what was
shared, I have discovered the problem of information irrelevance caused by the lack
of personalized content. Do you think that it is reasonable?
Yes, it could be. I also realize that Urgo fan page does not personalize content to the
VT
specific need of each consumer group, but only provide general information
KL Would you please specify what you said?
Based on my observations, I think that there are some problems with the post about
VT the product’s features and benefits. The content does not deliver how the product’s
benefits can vary in each specific case
That sounds serious to considers. Are there any other causes you think that can lead
KL to this problem?
VT I would say the corporate voice on Urgo’s page.
KL Why is that?
According to me, Urgo’s tone of voice is pretty rigid and inappropriate in certain
contexts. I am quite skeptical if a corporate voice can benefit a consumer with
VT hedonic goals, who simply look for enjoyment and sociability in the relationship with
the brand.
KL Such thoughtful sharings. Thank you for joining me today
VT No problem
Appendix 11. Validation for possible cause 1 & 2
Interviewee: A, B, and C – Followers and target audiences of Urgo’s fan page
Duration: 25 mins
Sample: A focus group of 3 respondents to validate the existence of possible causes 1 & 2
Objective: Transcript interview with the focus group on cause 1 & 2 validation
78
Good morning, everyone. Thank you for joining our group discussion today. First, I
KL would like to ask about the amount of information in Urgo’s posts. What do you
think about it?
A A bit too much information for me to process
B Also what I think
C Not a big deal for me
KL So, does this affect your feeling of relevance to Urgo’s post?
In my case, I think yes. When reading the posts, I sometimes feel so distracted that I
assumed the content to be irrelevant. It might be because the posts mixed up between
A the information I needed and did not need. I still remember being so confused when
seeing three products listed in one post.
I think so, too. I find it more problematic to identify which is relevant to my needs in
the ocean of information. Such time-consuming process might make me assume the
B
content to be irrelevant.
I see. For the next question, I will ask your opinion about Urgo’s post types I have
KL shown you, which are New Product Lines and Product Features and Benefits. What is
your evaluation?
As a mother, I want to make sure that my family is meriting the best offerings
possible. However, when reading Urgo’s posts, I was quite unclear about whether
B the product was suitable for my kids. That is the reason why the post information has
not made me feel fully relevant yet.
Having a multi-step skincare routine, I really care about how effectively the product
works together. Should Urgo add more information about this angle, I would feel
A
more connected to keep reading.
Not really satisfying. As I care about the environment, I am pretty concerned about
the ecofriendly ingredients in the product. But, I barely see Urgo mentioning this in
C
their posts.
So, I assume that you would like to see the products described in more specific
KL contexts?
That would make Urgo’s content better for me.

A
Yeah, I think I might be more encouraged to engage with the page, if Urgo If Urgo
B can produce content more personalized to customers' stories
79
That is also what I wanted to share
C
KL Such insightful information. Thank you so much for sharing me
Appendix 12. Validation for Cause 3
Duration: 25 mins
Sample: A focus group of 5 respondents to evaluate the level of relevance for each type of
Urgo’s posts
Objective: Transcript interview with the focus group on the evaluation towards the level of
relevance for each type of Urgo’s posts
Hello everyone. I would like to ask you about the brand voice on Urgo’s
KL Facebook page. Which voice do you think Urgo has performed on the fan page,
corporate or human voice?
A: Corporate for me
B: Corporate
Respondents C: Also corporate
D: I consider it a mixed voice between corporate and human
E: Corporate, as it sounds quite rigid to me
So, I see mostly everyone perceives Urgo’s voice as a corporate voice. From
KL one – Very relevant to five – very irrelevant, how do you grade the level of
relevance in Urgo’s voice?
A: Somewhat irrelevant
B: Somewhat irrelevant
Respondents
C: Normal
D: Somewhat relevant
80
E: Somewhat irrelevant
Well, most of you considered it somewhat irrelevant. Would you please explain
KL more why you said so?
A: Sometimes I was searching for some stories that can offer me with the feeling
of sympathy or being cared for in my case, I was unable to find related one on
Urgo’s page as it was full of posts with rigid “corporate” voice. Emotion-wise,
that is also the reason that has made Urgo’s posts not yet fully relevant to me.
Respondents
B: I also feel the same. Sometimes what I want to find is something like sincere
advice from a friend. And that is what a corporate voice cannot deliver.
C: That’s what I also want to share
Thank you so much for your information

KL
Appendix 13. Main Cause
Duration: 15 mins
Department on main cause
KL After researching about Urgo, I found out that information overload, lack of personalized
content and lack of human voice might result in the information irrelevance. Therefore, the
purpose of this interview is to ask for your evaluation towards the influential level of each
potential cause, on the scale from 1 – The most influential to 5 – The least influential.
I would grade 3 for Overload of information, 5 for Lack of personalized content for each
TA
group of target audiences, and 2 for Lack of human voice in brand communication.
KL Would you please elaborate your grading decision?
For me, regarding the information overload and lack of human voice, I do not consider
them major causes resulting in the problem Urgo is dealing with. Solving them is more like
TA “should-solve” rather than “must-solve” improvements for Urgo’s page, at least for the
near future. Besides, I believe that Urgo’s marketing department can handle this
adjustment.
81
KL What about the cause - Lack of personalized content for each specific group?
I think we should pay the most attention to this cause. Understanding customer’s demand
is one of the most important tasks for any brand to accomplish, especially in the context of
TA social media. If we could not serve what our customers need, it is foreseeable that we will
gradually disappoint them and might eventually lose them to competitors
KL I see. Is there any other thing you might want to share with me?
Hmm … Based on my observations, this style of creating posts has been maintained on
CN Urgo’s page for so long. I think now is a suitable time for the reinvention of the content to
yield a better result.
Thank you so much for your sharing. Later on, I might contact you for alternative solutions
KL to this problem. Are you fine with this?
Appendix 14. Solution Justification
Duration: 15 mins
Department on selecting the alternative solution for Urgo’s case
KL As I have presented to you the alternative solutions, which one do you think more suitable to deal with
Urgo’s case?
TA I would say the first solution.
KL Would you please elaborate your decision?

Regarding the second solution, I found the process quite complicated. When problems arise and need solving
promptly, it is quicker for Urgo Vietnam to contact Viral Town and receive solution consulting as it is two-
way communication. Meanwhile, if we work with a third-party like influencers, we will need to discuss the
TA problem with Viral Town, and then wait for the agency to inform the influencers, which appears to be a
longer and more complicated process. That is why I believe that solution 1 is more suitable a choice for
Urgo Vietnam and Viral Town to accomplish in this context.
Are there any other reasons?

KL
82
Yes, I am also quite concerned about the “unnatural” delivery of the brand message conducted by the
influencers as they might struggle to incorporate it into their content. One more reason I think the solution 2
TA is not suitable is that we do not always have the ability to partner with influencers to create content over the
period of twelve months, especially in terms of budget and long-term process.
Thank you for your sharing.

KL
83
Implementation plan and timeline
Month 1 Month 2 Month 3 Month 4
Person in W W W W W W W W W W W W W W W W
Steps Description
charge 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Prepare the timeline of the campaign and estimate the budget Account staff
Preparation
Confirm timeline and budget Urgo
Step 1: Planning
Identify the goals of

Re-confirm the goals of the campaign with the clients Planning staff
the campaign
Create survey and contact customers to do the survey Planning staff

Identify the target
Collect customers feedback Planning staff
audiences’ needs
Collect the results of the survey. Group the requirements into groups. Planning staff
Identify the format Research the competitors of Urgo Planning staff
of the content Review the existing content on Urgo’s fan page Planning staff
Account and
List out and assign tasks relevant to each department
Planning team
Assign the tasks
Account and
Identify the members needed for this campaign and their scope of work
Planning team
Step 2: Production
Determine the strategic approach based on brand positioning Planning staff
Devise the content Determine the content pillars and content angles Planning staff
marketing strategy Determine the voice, style of content, and communication techniques Planning staff
Allocate the resources Planning staff
Create a publication schedule Planning staff

Devise content
Research the platform chosen Planning staff
distribution strategy
Create content based on the strategy Planning staff
Step 4: Measurement
Review the process Monitor the process of the campaign periodically Account staff
Arrange meetings with clients to evaluate the effectiveness Account staff
Review the Urgo and

Analyze what needs to be improved
performance Account staff
Make a summarized report to the client Account staff
QUESTIONNAIRES FOR PROBLEM SOLVING AT URGO VIETNAM’S FAN PAGE
Question: Please grade the performance of Urgo’s post content in terms of the following statements, on a scale of 5, ranging from (1) strongly
disagree to (5) strongly agree
Code Statements 1 2 3 4 5
OBJ1 The post information can be verified in the official website of Urgo
OBJ2 The content is free of exaggeration about the product’s quality/benefits/features
ACC1 The information is free of grammar, spelling, typographical errors
ACC2 The information is relevantly accurate among the information sources of Urgo
CRE1 The content is certified by the scientific information and real-life experience
REL1 The content provides needed information for the users in a specific context
REL2 When searching, I can easily find the relevant information to my situation on Urgo’s page
TIM1 Urgo’s post provides timely product-related content in a specific time of seasonal disease (Tet, summer
holiday, etc.)
VAL1 Urgo’s posts provide sufficient information about the functions and benefits of the products
CON1 The information provided is brief and to point
UND1 The information provided is clear and easily comprehended
UND2 The fan page’s moderator quickly clarifies my confusion about the information
Question: Please grade the level of relevance for each type of post on Urgo’s page on a scale of 5, ranging from (1) the least relevant to
(5) the most relevant
1 2 3 4 5
New product lines
Product’s features and benefits
Usage of the product
Reminder of Seasonal diseases
Review of KOLs/Influencers

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TABLE OF CONTENTS

EXECUTIVE SUMMARY .......................................................................................... 6

Figure 2: Planning Team Structure of Viral Town ......................................................... 8

Figure 3: Service process at Viral Town ........................................................................ 9

Figure 4: Urgo Vietnam’s followers by genders .......................................................... 14

Figure 5: Total Facebook Engagements of Urgo Vietnam from January to November

Figure 7: The initial cause-effect map .......................................................................... 26

Figure 8: Information Quality in Social Media Conceptual Model ............................. 27

Figure 9: Post about the new product lines .................................................................. 32

Figure 11: Post about the usage of the products ........................................................... 33

Figure 13 : Post about the reviews of KOLs/Influencers ............................................. 34

Figure 14: Updated cause-effect map of the main symptom........................................ 46

Table 1: Service portfolio of Viral Town ....................................................................... 9

Table 2: Urgo’s brief for social media campaign ......................................................... 11

Table 3: Urgo’s product portfolio ................................................................................. 13

Table 4: Urgo’s customer segmentation ....................................................................... 14

Table 5: Urgo’s competitors for each product line ....................................................... 15

Table 9: Respondent perception of current Urgo’s tone of voice on Facebook page .. 43

1.2 Viral Town Positioning

1.3 Organizational structure

Account Operation Planning Marketing Back Office

Figure 1: Organizational Structure of Viral Town

Junior Creative Creative Planning

Figure 2: Planning Team Structure of Viral Town

1.4 Service process at Viral Town

Figure 3: Service process at Viral Town

1.5 Services Portfolio of Viral Town

Table 1: Service portfolio of Viral Town

1.7 Urgo Vietnam

1.8 The case of Urgo Vietnam

SOCIAL MEDIA CAMPAIGN BRIEF

Key Urgo will take care of your wounds

Timeline February/2022 – June/2022

Budget 610.000.000 VND

Table 2: Urgo’s brief for social media campaign

1.9 The significance of the case

1.10 Urgo Positioning

Product Function Main customer segment

Kid - Patient can use it to soothe, protect and treat

- Help soothe sores and tiny wounds in patients’

- Used to heal cracks on patients’ foot or hand

- Suitable for treating superficial, open wounds

- Used to treat open, big wounds that need to be

Legacy - Used to treat sports injuries, sprains, help fix

- Used to recover special cases like Burn,

- Used to soften keloid scars and prevent scar

- Used to treat patients with Eczema

Table 3: Urgo’s product portfolio

1.12 Current Customer Segmentation

All these customer segments are categorized based on four factors:

Customers with medical

Young people Married moms with kids Medical workers

- From 26 - 40 years old

Geographic Living in Vietnam Living in Vietnam Living in Vietnam

- Tend to buy the same

Table 4: Urgo’s customer segmentation

Figure 4: Urgo Vietnam’s followers by genders

1.13 Competitive landscape

- Thai Nakorn Patana

Table 5: Urgo’s competitors for each product line

Total Engagements on Urgo's Fan Page From January to

Total Facebook Engagements 2021

Figure 5: Total Facebook Engagements of Urgo Vietnam from January to November