MKT318m - DIGITAL MARKETING 2

Group Assignment

NERMAN VIETNAM

Team Members: Class: MKT1704

Nguyen Thi Phuong Thao - HS160473 Lecture: Bui Thi Hanh Thao
Nguyen Thi Hoa - HS160870 Date: 12/03/2022
Khuat Thi Nga - HS160154
Nguyen Thi Ngoc - HS160744
Nguyen Duy Hieu - HS160583
Nguyen Thi Ngoc Huyen - HA 163045

1
 TABLE OF CONTENT

Executive summary
I. Introduction
Brand analysis
1. Business model and strategy for growth
2. Online presence
3. Customer
Marketing research and Customer insights
4. Secondary research
5. Primary research
Campaign objectives and KPIs

II. Campaign strategy and analysis

A. Channel Strategy
B. Content Strategy
C. Evaluation and Control

III. Recommendations and Conclusions

IV. References and Appendices

2
Executive Summary

Nerman is a beauty and skin care company founded in 2019 with a focus on developing a
unique ecosystem for men's health and beauty. The main goal of the company is to produce
high quality products using advanced Korean technology. With the message "Intoxicating
scent, Nerman and you shine with your charm" Taking advantage of the development of the
digital technology platform Nerman has done very well in social, media and online
marketing. But we realize that for comprehensive development, besides activities on social
platforms, it is necessary to integrate actual community interaction activities to bring exciting
and positive effects. We decided to launch a campaign to connect people and continue to
grow, spreading the power of the community from online to offline with competitions related
to physical activity and social networking effects. . Besides, the combination of olfactory
stimulation brings a feeling of love, closeness and comfort with the desire to gradually go
into the subconscious to become a part of the customer's life. We created a machine that can
spread scent instantly called "Scent Door". The message throughout the entire campaign is:
"Mùi hương quyến rũ, Nerman cùng bạn tỏa sáng với sức hút của mình"

3
I. INTRODUCTION

A.Client/Brand Analysis

Nerman is a men's health and beauty brand that provides a full range of products from bath,
skincare, to makeup for men. The company is headed by CEO Đặng Thanh Định, COO
Nguyễn Văn Nhật, and Director of Operations Hồ Xuân Hải. Currently, Nerman sells its
products through both B2C and O2O channels and is focusing on the Vietnamese, Thai, and
Indonesian markets.

With the orientation of B2C and O2O, the majority of Nerman develops on retail channels
such as Website, Tiktokshop, Lazada, Shopee, Tiki and even on the Zalo Shop platform.

Nerman had 150,000 customers and sold over 330,000 products by the end of Q1/2022, with
revenue of 848,000 USD and a pre-tax profit of 10% due to the impact of COVID-19 in
2021. The company is expected to generate revenue of 10.2 million USD in 2022 and grow
between 50% and 100% in the following years.

Nerman is confidently leading in Vietnam in the field of men's health and beauty care.
Nerman plans to enter the Thai market by the end of 2022, and it has already tested the
market for a month, generating revenue of around 30,000 USD. The company currently uses
influencer marketing, with around 300 video reviews and unboxings every month, garnering
over 10 million views per month with a conversion rate of around 7%. The conversion rate is
higher on e-commerce platforms, at around 11%. Nerman has around 10 SKUs and many
product combos.

Nerman's actual capital contribution is 2 billion VND, and the company received a 1 billion
VND investment with a 5% stake in June 2021, with a valuation of 1 million USD. The
company currently has 8 billion VND in assets, including 4 billion VND in cash, 4 billion
VND in raw materials, and inventory.

Notably, Nerman has no debt, and the company's production costs are around 25% but can be
optimized to 20% with larger production volumes. Labour and office costs account for
around 11%, while operating and marketing costs are around 15-16%, and sales costs are
around 4-5%. The company plans to raise 1 million USD in this round, with a previous
investor committing to investing 500,000 USD.

Nerman Joint Stock Company

Head office: Lot 43, lane 37, lane 100 Dich Vong Hau, Cau Giay District,
Hanoi City, Vietnam.
Email: hotro@nerman.asia

4
Hotline: 1900 4628

A product can have multiple functions, such as being able to shower, wash your face, and
shampoo your hair all in one. Nerman's marketing strategy is simple: send the product to Key
Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) for review. The number of
videos on platforms such as TikTok per month reaches thousands, with over 1 million
followers. The product is distributed on various e-commerce platforms such as Lazada,
Shopee, Tiki, Tik Tok Shop, and Zalo Shop.

Recently, Nerman has "expanded" into the offline market (selling directly in stores).
Currently, the products have been linked and placed on shelves in the 30 Shine system.
Nerman aims to become the leading health and beauty brand for men in Southeast Asia
within the next five years.

ONLINE PRESENCE

Website
According to Ubersuggest's data analysis, there are a total of 250 useful organic keywords
and the website attracts 2,761 monthly visits from natural search results on search engines.
This shows that the website has a fairly stable amount of traffic from those keywords.

In addition, the website has a domain authority of 15 points, indicating that it needs to
improve to be recognized and evaluated higher by search engines.

The website has a total of 301 backlinks, of which 94 are no follow links. However, this
number does not guarantee that the website has a quality link network, especially when we do
not know the quality of these links.

Overall, the website needs to improve and strengthen SEO operations to increase credibility
and attract more useful traffic. It also needs to consider strengthening the link network with
reputable websites in the same field to enhance its online presence.

5
6
Nerman has demonstrated an impressive level of proficiency in implementing a
comprehensive SEO strategy that has resulted in the creation of a website that is expertly
optimized for search engines. This has enabled the attainment of numerous top-ranking
keywords on Google, with many other relevant keywords also appearing in the top 10 or 20
search results.

By leveraging a diverse range of techniques and tools, Nerman has been able to identify and
target a wide variety of valuable keywords that are relevant to the website's content and
offerings. This has allowed for the creation of a comprehensive and cohesive online presence
that is capable of drawing in high levels of organic search traffic from a broad range of
sources.

As a result of Nerman's success in capturing a significant number of strong keywords, the

website has been able to attract a relatively high daily traffic volume, ranging from 100 to
350 users per day for each respective keyword. This is a testament to the effectiveness of the
SEO strategy that Nerman has implemented, which has enabled the website to achieve a
strong online presence and a significant level of visibility within the relevant search engine
results pages.

Overall, Nerman's expertise in the realm of SEO has enabled the creation of a powerful
online presence that is well-optimised for search engines and capable of attracting high levels
of traffic on a daily basis. By continuing to refine and enhance their SEO strategy over time,
Nerman is poised to continue achieving high levels of success in the increasingly competitive
digital landscape.

TIKTOK

7
Tiktok is currently the most popular and potential platform, with a pocketed follow count of
up to 1.3 million followers and 15.7 million likes. This platform is considered potential
because it plays a major and important role in Nerman's marketing strategy, which is to use
KOL and KOC reviews, unbox the product with an average of over 10 million views per
month, demonstrating the platform's ability to spread information and the effectiveness of
Nerman's marketing strategy. As of March 11, 2023, the revenue generated from sales,
including combos, SKUs, and individual products,is171.4K.

FACEBOOK - Fanpage

8
The Facebook platform still maintains a stable following for Nerman with 25K likes and 25k
followers on the original platform to announce and update information about the website,
TikTok, e-commerce platforms such as Shopee Mall, LazMall, Tiki Mall, TikTok Shop and
Zalo Shop as well as promotions, discounts, and knowledge about health care, along with
spiritual life targeting potential customers.

In general, the fanpage achieved 26k likes.

The weekly increase in followers and likes is about 11%, the daily ad value is $99/day. Post
engagement increased by 0.043%.

9
Shopee

Nerman is considered to be an e-commerce platform with a huge sales volume, ranging from
1.2K to 63K depending on each combo or SKU among a total of 41 products. It can be said
that the quality of Nerman's products and services is highly appreciated by customers. The
social media platforms are synchronised to optimise search for users, such as Nerman - All in
for Men, which is sold on Shopee Mall. The number of followers has reached 509.3K within
32 months. Nerman is rated 4.9 stars out of a total of 116K reviews. Achieving a 100%
response rate shows that their customer support team is very dedicated and enthusiastic. This
can help build trust and positive evaluation from customers, while enhancing Nerman's
credibility and reputation in the market.

Instagram

Currently with 8,112 followers, different from other platforms, Nerman's instagram focuses
on customer psychology, daily life skills, living habits to easily get into the hearts of
customers, so that the audience can can interact, share and better understand the body as well
as how to care for, protect and develop the knowledge itself as well as the interaction between
Nerman and them.

10
Lazada

Keeping up with the trend, Nerman has also strengthened its presence on other major
e-commerce platforms such as Lazada, which is sold at Lazada Mall and has garnered 24222
followers with positive reviews of about 98%.

In addition, on Tiki, Nerman has also garnered around 2.2K followers with slightly less
interaction and a lower rating of 4.6 stars compared to other platforms.

Other platforms

Recently, Zalo Shop has also been developed to approach a wider range of customers with
diverse ages, demographics, and lifestyles.

11
3. Nerman customer

Demographic Customer segment

Gender Male

Location The main focus is on two cities: Ha Noi,

HCMC

Age 18-24 (51%), 25-34(31%), others(18%)

Income Nerman's customers belong to the segment with

income from 5 million to -100 million VND

Family Life Cycle Focus on men interested in quality beauty

products, perfumes, oils in Vietnam

Education College, University, Post-graduate

To be able to take care of people, you have to take care of yourself, that's why Nerman was
born to provide periodic health and beauty product packages for modern and busy men.
Nerman helps take care of you while you can focus on your career and family. Towards the
convenience of recurring packages, all-in-one products, Nerman always accompanies
customers to all goals.

B. Marketing research and Customer insights

12
1. Secondary research

Overview of Gen Z (18-24 years old)

Social media, YouTube advertising, and internet search are the top ways for Gen Z to
discover new products.
Instagram, YouTube, and TikTok are the top social media apps for Gen Z33% of Gen Z have
purchased a product based on an influencer's recommendation in the past three months and
28% have purchased through an in-app store1 in 2 Gen Z want companies to take a stand on
social issues, specifically racial justice, LGBTQ+ rights, gender inequality, and climate
change. When companies advocate these issues, it has a powerful impact on Gen Z's
purchasing decisions
Ads on streaming services beat cable to reach Gen Z. Retail discovery still relevant but less
often than digital channels

Overview of Millennials (25-35 years old)

Social media, internet search, and YouTube advertising are also top ways Millennials
discover new products.
Facebook, YouTube and Instagram are the top social media apps in Millennials
28% of Millennials have purchased a product through an in-app store in the last three months,
and 26% have purchased based on an influencer recommendation 41% of Millennials want
companies to take a stand on social issues, specifically could be racial equity, income
inequality, climate change, affordable health care, and LGBTQ+ rights. When companies
advocate these issues, it has a powerful impact on Millennial purchasing decisions
Cable TV ads beat streaming services to reach Millennials by a small distance. Retail
discovery is still relevant but less frequently than digital channels.
Where do consumers discover products?
Social media, internet search and Youtube advertising are key to reaching Gen Z and
Millennials, while TV, search and retail are favored by Gen X and Boomers.

As for social media, Boomers, Millennials, and Gen X all use Facebook more than any other
app.

13
Meanwhile, Gen Z is all about YouTube, Instagram, and TikTok. Gen Z not only socializes
with friends and entertains, but also discovers (and buys) products on social media more than
any other generation.

Where do consumers like to buy products?

All generations prefer to buy products in-store more than any other channel, but this
preference declines significantly with age. Buying through online retailers like Amazon and
directly from the company's website is also popular. Gen Z, Millennials, and Gen X are most
interested in buying through social media and from the company's mobile app.

2. Primary Research

Primary research is any type of research that you collect yourself. Examples include surveys,
interviews, observations, and ethnographic research. A good researcher knows how to use
both primary and secondary sources in their writing and to integrate them in a cohesive
fashion.(Purdue University2021).
Nerman Viet Nam obtained 93 responses after conducting an online survey.

1. Giới tính

93 response

14
The first question concerns gender; based on the survey results, we can observe that 76.3
percent of males are interested in programming, while 23.7percent of women are.This
accurately reflects the proportion of men today who are more concerned with body care
issues than women.

2. Bạn đang trong độ tuổi nào?

84 response

According to the survey results, the majority of people interested in body care issues are
young people between the ages of 18 and 25 and 25 to 35. 56 percent between the ages of 18
and 25 and 28.6 percent between the ages of 25 and 35.

3. Nghề nghiệp hiện tại của bạn là gì?

93 response:

15
The survey results show that students are interested in body care issues (55.9%), then office
workers (32.3%). This is the main market segment where the brand has been targeted.

4. Thu Nhập trung bình 1 tháng của bạn là bao nhiêu ?

86 response:

Because they are students and office workers, their income is not high. Regarding salary, it
shows that 38.4% of income is under 5 million, 30.2% of income is from 5 million to 10
million and 23.3% of income is from 10 million to 20 million.

5. Bạn có quan tâm đến mùi hương cơ thể mình không ?

93 response

According to the actual survey, 91.4 percent of people are interested in body scent and the
remaining 8.6 percent are not interested.

16
6. Bạn thường dùng mỹ phẩm nào khi tắm ?

93 response:

Nowadays, people, especially men, know how to use body care products such as:
up to 68.8%( 64 people) use shower gel;
75.3%( 70 people) of people use cleanser;
88.2% (82 people) shampoo users
51.6% ( 48 people) of people use cleaning solutions
and 25.8% ( 24 people) use bath soap
The above figures show that men have gradually begun to pay more attention to scent issues
and take care of their bodies.

7. Bạn đã biết đến hay đã sử dụng thương hiệu nào dành cho nam giới

93 response:

Big brands like clear or romano are still the most popular brands. Clear accounted for 69.9%
and romano accounted for 84.9%.

8. Bạn có biết đến thương hiệu Nerman Việt Nam không ?

93 response:

17
According to a survey of 93 respondents, 69.9 respondents know about Nerman and 30.1% of
respondents do not know this brand.

9. Bạn đã dùng thử Nerman bao giờ chưa?

93 response:

Out of 93 respondents, only 39.8% of people have used Nerman brand products and 60.2%
have never used a product before.

10. Anh/ chị cảm thấy bao bì hiện tại của Nerman như thế nào?

18
Most people agree that the Nerman brand packaging is eye-catching, easy to see,
recognizable, beautiful, and has clear instructions. From the above survey, it shows that the
Nerman brand is easily noticed and cared for by people.

3. Customer Insight

Nerman is a body care brand for men, so Nerman's main customers are men aged 18 to 35
years old. Based on the survey in the (primary research) section, up to 91.4% of people are
interested in body scent. It shows that today men have begun to pay more attention to body
care products. With Nerman here we provide a full range of products that men need to have a
clean and fragrant scent. Men will love the convenience, quickness and ability to carry it for
travel. This helps you better understand the characteristics of your customers, thereby
offering products and strategies suitable for each customer group. With the needs of finding
products that are fast, convenient and easy to use. According to the above survey, there are
(64 people) use shower gel; 75.3% (70 people) of people use cleanser; 88.2% (82 people)
shampoo users; 51.6% ( 48 people) of people use cleaning solutions and 25.8% (24 people)
use bath soap. It shows that men are more interested in body care products and are suitable
for income that is not too expensive to buy for daily use. With the above criteria, Nerman
Vietnam is one of the favorite brands with eye-catching, easy-to-see, easy-to-recognize and
instructions for use.

C. Campaign objectives and KPIs

Objective: Increase brand awareness by 30% in the Vietnam market within 3 months.
Target audience: Age between 18 and 35, both male and female
Message: "Mùi hương quyến rũ, Nerman cùng bạn tỏa sáng với sức hút của mình"

1. Qualitative Goals
Build brand awareness , grow loyalty

2. Quantitative Goals
KPIs
Total reaches: 3.005.000 reaches
Social Media: 1.500.000 reaches
OOH: 300.000 reaches
Gamification: 5.000 reaches
Interactive marketing: 200.000 reaches
Influencer MKT: 700.000 reaches
Email MKT: 200.000 reaches, open rate 10%
Ecommerce (each platform): visisters ~ 500.000, followers increase 20.000, conversion rate
5%
Actualization - TikTok: reach 7.000, increase 300 followers

19
II. CAMPAIGN STRATEGY AND ANALYSIS

A. Channel strategy

1. Social Media

In the past few years, social media has become integrated into the daily life of most
Vietnamese alongside Vietnam’s increasing smartphone and internet penetration rates
(statista.com). According to DataReportal (2023), there were 77.93 million internet users in
Vietnam at the start of 2023, when internet penetration stood at 79.1 percent, internet users in
Vietnam increased by 5.3 million (+7.3 percent) between 2022 and 2023. Vietnam was home
to 70.00 million social media users in January 2023, equating to 71.0 percent of the total
population. (Image 1)
Moreover, Vietnamese are more active on the social media, they spend an average 2 hours
and 32 minutes each day on social media each day. At that time, 50.6 percent of Vietnam’s
social media users were female, while 49.4 percent were male. (Image 2)

Image 1: Essential Digital Headlines ( DataReportal, 2023)

20
 Image 2: Overview Of Social Media Use (DataReportal, 2023)

The top 3 social networking platforms are Facebook, Zalo, Tiktok respectively with the
percentage of 91.6%, 90.1% and 77.5% per month. (Image 3)

Image 3: Most Used Social Media Platforms (DataReportal, 2023)

Figures published in ByteDance’s advertising resources indicate that TikTok had 49.86
million users aged 18 and above in Vietnam in early 2023. In early 2023, 49.7 percent of
TikTok’s ad audience in Vietnam was female, while 50.3 percent was male.

21
Data published in ByteDance’s own ad planning tools show that TikTok’s potential ad reach
in Vietnam increased by 9.9 million (+24.9 percent) between the start of 2022 and early 2023.

Image 4: Tiktok: Advertising Audience Overview (DataReportal, 2023)

Meanwhile, figures indicate that the potential reach of ads on TikTok in Vietnam decreased
by 1.2 million (-2.4 percent) between October 2022 and January 2023. ad audiences often
only account for a subset of a platform’s total users, and given that TikTok’s ad tools only
publish data for users aged 18 and above. (Image 4)
ByteDance allows marketers to target TikTok ads to users aged 13 and above via its
advertising tools, but these tools only show audience data for users aged 18 and above.
The specific reason above for the context we chose Facebook, Tiktok to run digital marketing
strategy for Nerman - All in 1 for men. This is a good and suitable platform for brand
development in Vietnam.

2. OOH Marketing

OOH is a form of outdoor advertising in public places with a 24/7 presence, so it is easy to
attract public attention. It is easy to see that the effectiveness of OOH advertising compared
to television advertising has many outstanding advantages. With the development of
industrialization and digital, OOH has become more and more popular, highly interactive,
providing many utilities to help advertisers unleash their creativity.

According to a recent report from the American Outdoor Advertising Association (OAAA),
after a period of severe decline due to the COVID-19 pandemic, outdoor advertising (OOH)
is on the way to recovering. Specifically, outdoor advertising revenue recorded a growth of

22
37.4% in the fourth quarter of 2021 and the whole of 2021 increased by 16.7% compared to
2020.

They are effective public means of communication with a constant presence 24 hours a day, 7
days a week
Research indicates that: When an outdoor campaign is over, 36% of people can recall the ad.
Six weeks later, awareness was still high at 35%. By comparison with TV commercials, the
effectiveness of remembering decreased significantly after 2 weeks after the end of the
campaign.

23
OOH will continue to take the throne in 2023. In the digital marketing era, although many
other forms of advertising are born, the effectiveness of outdoor advertising cannot be denied.
Understanding what OOH is, it can be seen that compared to other advertising channels,
OOH has a reasonable and stable cost, not affected as much as advertising on television or
online newspapers.

3.Influencer Marketing

Influencer Marketing is one of the explosive trends and is increasingly widely applied. That's
because of the benefits it brings. Influencers are people who influence the thoughts, opinions
or even behavior of a certain group of people. Brands can cleverly send their messages to
customers through the voice of Influencers. Or turn your followers into your customers.
Influencer marketing grew to have an estimated market size of $16.4 billion in 2022.
Furthermore, this is expected to jump a further 29% to an estimated $21.1 billion in 2023.
(from InfluencerMarketingHub)

67% of respondents budget for influencer marketing intend to increase their influencer
marketing budget in the next 12 months. An additional 15% said they wanted to keep their
budget the same as it was in 2023. Another 11% said they weren't sure how their influencer
marketing budget would change. This leaves only 7% intending to reduce their influencer
marketing budget.

24
These results show that influencer marketing spend has grown significantly in 2023,
following similar increases in 2022.
Overall, this is further proof that influencer marketing continues to be successful and is now
popular enough that it can't be dismissed as a fad. This is why we chose to use Influencer
Marketing.

3. E - commerce

Vietnam’s e-commerce is projected to continue booming in 2023 and developing firmly in the
following years, aided by a series of growth drivers such as the wave of digital
transformation, consumers’ trust, technological infrastructure, and favourable mechanisms
and policies issued by the Government. (VietnamPlus)
By 2023, the number of people buying consumer goods via the internet has reached $57.62
million, an increase of 11.3% over the previous year. Total annual costs for online
consumption amount to $12.81 billion.(DataReportal, 2023)

25
According to the White Book on Vietnamese E-Business 2022, up to 74.8% of Vietnamese
internet users purchased goods and services online, with the most consumed items named
apparel and cosmetics, household items, and technological and electronic devices.
Below is a detailed list of consumables as of January 2023:

In which, the personal & householdcare category reached $1.21 billion, up 6% over the
previous year. It can be seen that we choose ecommerce because of the potential for
development and suitable for brand products.

26
4. Mobile Marketing

Data from GSMA Intelligence shows that there were 161.6 million cellular mobile
connections in Vietnam at the start of 2023, equivalent to 164.0 percent of the total
population in January 2023.

The number of mobile connections in Vietnam increased by 4.7 million (+3.0 percent)
between 2022 and 2023.

Mobile phones can take place anywhere at any time. Average daily time Vietnamese users
spend using mobile internet is 3 hour and 32 minutes. With a huge number of mobile phone
and internet users today, Vietnam is a "fertile land" creating a breakthrough for Mobile
Marketing campaigns.

27
5. Email Marketing

Email marketing is the most direct and effective way of connecting with your leads, nurturing
them, and turning them into customers, consistently winning out over all other marketing
channels.
50.7% buy from email marketing at least once a month. And 23.8% buy from email
marketing multiple times in 1 month

Effective email marketing converts leads into customers and turns one-time buyers into
repeat customers and raving fans.

6. Gamification Marketing

Gamification marketing is an innovative form of marketing that is being widely used by

many brands and delivering impressive results. Gamification Marketing is the skillful
integration of the mechanics of a game into marketing activities in a creative and impressive
way to achieve the set marketing goals. This form helps to increase customer interaction and
loyalty with the brand.
In just 5 years from 2016 to 2021, the worldwide Gamification Marketing market value
tripled (according to data from Statista).

28
With an attractive game on the website, you will easily keep people on the page and urge
them to share with your friends. Thereby, helping to increase the number of visits to the
website. The conversion rate can be increased many times if the game is integrated with gifts
such as discount codes, gifts, etc.

7. Interactive Marketing

Interactive marketing - interactive marketing is a one-on-one marketing method, focusing on

the activities of potential customers and their individual activities. Interactive marketing
involves marketing initiatives that are researched by customer behavior and preferences; For
this reason, it's a big change from traditional campaign-based marketing efforts.
This form allows businesses to create multi-dimensional communication channels and
information channels for the purpose of connecting with customers. Interactive marketing
platform is mainly built on Digital channels and especially developed on Social Media
system.
In the competition, the bigger the prize, the more participants it attracts. This type of
interactive marketing motivates people to participate and strive to win.
Contests help companies achieve many goals such as: Brand Awareness, Brand Loyalty,
Increase Sales, Boost Conversion Rate, etc. (KooToro)

29
B. Content Strategy

1. Social Media

FACEBOOK

As mentioned above, Fanpage helps promote brands/products. It helps us to reach customers

quickly, increase brand awareness, thereby promoting the business of businesses and stores.
Nerman's fanpage has been very successful in building a personal brand through the
development of diverse content strategies.

The main objective of this campaign:

Want more people to access and know Nerman's products and Increase product understanding
for potential customers.

Therefore, we came up with the idea of ​implementing on Facebook channel all related to a
joint campaign “Mùi hương quyến rũ, Nerman cùng bạn tỏa sáng với sức hút của mình"
.

During the 3 months of running this campaign, we will also actively publish articles about
product uses, ways to choose gifts for lovers, or methods to help couples become more
passionate,... All follow the direction that Nerman's fanpage is taking.

30
In addition, to support the communication on Tiktok channel more effectively, at the
facebook fanpage we have planned to communicate off "Checkin - receive gifts" at FPT
University to increase brand awareness. The campaign was implemented in 2 days and has
brought the expected results.

Timeline:
https://docs.google.com/spreadsheets/d/1eJF0iMXuLL_DRpcfqd95KVSSJM9si3v73ATcTMr
xnhw/edit#gid=51643645

TIKTOK

As mentioned above, the average TikTok user spends 87 minutes a day on the platform. This
is a huge amount of time that brands can exploit.

Still following one main goal, which is to want more people to access and know about
Nerman's products and increase product knowledge for potential customers.

We have uploaded short videos with the content: How to crush your crush at first meeting:
Top 1: Nerman; Test the scent of Nerman, Swing trending TikTok (with Nerman products),
The secret to love is always fresh; Give the best to your other half,...

Timeline:
https://docs.google.com/spreadsheets/d/1eJF0iMXuLL_DRpcfqd95KVSSJM9si3v73ATcTMr
xnhw/edit#gid=1345369289

We also developed categories of short videos on Nerman's tiktok channel such as: hair care,
men's hair styling to promote shampoo; skin care tutorial videos; light makeup to advertise
Nerman's cleanser, balm, and concealer,...

2. Out-of-home Marketing

Out-of-home advertising is the national advertising channel because it can reach a large
number and variety of customers. All members of the family can see and receive the content
transmitted through OOH, regardless of age, gender, interests, and income.

So far, Nerman has not had any outdoor advertising campaigns for its products. Therefore, we
have the idea to follow them for the following general purpose:

The campaign was carried out in the first 1 month. We will place posters of Nerman products
in front of the entrance of the Mall, outside the cinema. In addition, we released a short TVC
of about 10 seconds that was shown on the big screen of the Hanoi intersection. On all

31
posters and billboards, a QR code link will be attached to lead to Nerman's website to receive
a purchase voucher.

3. Influencer Marketing

Nerman also booked a lot of KOLs and KOCs to advertise products. So we decided to book
100 KOLs (which have been carefully selected in the client file that Nerman is targeting) to
upload videos about Nerman according to a pre-made script that we compiled, and all those
videos will be Posting in a fixed time frame is at 9 pm because this is the golden hour with
the most traffic of the day because it is the time for everyone to rest and relax after a day of
studying and working hard. fig. Out of 100 videos posted on average, there will be about 5-10
videos that will trend, which will increase Nerman's reach to users significantly.

4. E-commerce

Currently, Nerman's products are mainly traded on e-commerce platforms such as Shoppe,
Lazada, Tiki and recently, TikTokshop.

In this campaign, we will launch coupon codes for 5-10% discount in time frames such as
0am - 9am - 12pm - 9pm, and discounts along with monthly events of e-commerce platforms.

Along with that, will develop a plan to give away mini bottle samples for customers to try
when buying any product. Get a 10% discount voucher on your next purchase

Finally, we will place promotional and discount banners at the top of the homepage of the
exchanges to attract customers' attention as quickly as possible.

5. Mobile Marketing

In the Mobilde Marketing campaign, we created a QR code that was pasted in the elevators of
the mall, at the cinema, at the contest organized by Nerman, and in the "scent room", so that
customers could Scan the code to lead to Nerman's website, then customers will be able to
spin the lucky wheel to receive gifts.

6. Email Marketing

In email marketing campaign, our goal is to build customer loyalty. This strategy must be
related to the joint campaign of “Mùi hương quyến rũ, Nerman cùng bạn tỏa sáng với sức hút
của mình".

The audience that the email is aimed at is current Nerman customers. In terms of mailing
frequency, each email is sent 2 weeks apart. Basically, in this strategy, our campaign will
follow these steps:

32
First: our goal in 3 months is to have about 200,000 emails sent.

Second: Nerman's customers are mainly 18-35 years old, so we will focus on this customer
file more on the whole sentence when greeting. Besides, in order to have an email that
attracts customers' attention and can make a good impression on customers, it is necessary to
note: Subject: short, easy to understand. The content must be clearly related to the email
subject and have beautiful, eye-catching images.

Finally: analyze and optimize our email marketing campaigns, measure the results. Some
important metrics to keep in mind include: unique opens, click-through rate, unsubscribe rate,
spam complaints.

Besides, we will also monitor and send emails to customers when they have not bought
products for a long time by sending more 10-20% discount codes so that customers pay
attention to promotions and will buy products.

7. Gamification Marketing

We have organized the program “Online Couple Checkin”. At the venue, there will be a QR
code for customers to scan the code leading directly to a couple photo app with enough filters
for couples to choose, after customers send photos, they will be linked to the website to enter.
Lucky spin to get Nerman's mini size products. The gift will be delivered to the customer's
hand when checking in at the Trade Center. If customers join on Nerman's facebook Fanpage,
the gift will be freeship nationwide for all customers to try and experience the product in the
most comfortable way.

8. Interactive Marketing

The project " Scent Door - Cánh Cửa Hương Thơm "

With the desire to eliminate the smell of food on customers after leaving the restaurant,
Nerman has launched the device "Cánh Cửa Hương Thơm".

33
Appearance: Device with rectangular box design and transparent door with Nerman's poter
sticker and Nerman's QR code link page. Inside there is an automatic perfume spray system
right after the customer presses the "START" button.

Equipment placement: Nerman will place 400 free-to-use "fragrance door" devices in front of
restaurants in commercial centers in Hanoi and Ho Chi Minh City, which are:

In Hanoi: Vincom Mega Mall Times City, Vincom Mega Mall Royal City, Aeon Mall Long
Bien, Vincom Center Ba Trieu, Vincom Center Pham Ngoc Thach, Vincom Center Nguyen
Chi Thanh, Vincom Plaza Long Bien, Trade Center Indochina Plaza Hanoi, Big C Thang
Long, Savico Mega Mall

In Ho Chi Minh City: Saigon Centre, Crescent Mall, Van Hanh Mall, Aeon Mall Tan Phu,
Aeon Mall Binh Tan, Saigon Garden, Vincom Dong Khoi, Parkson Hung Vuong, Parkson
Saigon Tourist, Bitexco Financial Tower

Target:
- Total 20000 people use the machine / 1 day
- 10% of customers using the device will visit and website of Nerman

Besides the campaign "Scent Door- Cánh Cửa Hương Thơm", we will organize the campaign
"Chạy Cùng Nerman" which will be carried out in 14 days from May 6 to May 20, the
contest will be held at 6pm - 11pm on the same day. 20/5 with a distance of 5km at Hanoi
Walking Street. With 200 participants.

First: Open the application form: The link to register for the contest will be posted on the
fanpage Nerman - All in for man. Application period is from May 6-13.

After that, registrants will be sent a set of Nerman's 30ml extraction products including: 3in1
shower gel, facial cleanser, cleaning solution. (Encourage participants to use the kit before
entering the contest).

Throughout the contest, posters will be erected along 5km of the contest distance (Place 1
poster from 500m away).And Nerman's exclusive "Scent Door" machine will also be located
at the start and end of the race to serve the runners and the runners.

Prize:
First prize: VND 10,000,000 in cash and a 1-year voucher to use Nerman's products for free
Second prize: VND 5,000,000 in cash and a 1-year voucher to use Nerman's products for free
Third Prize: 1,000,000 VND in cash and a 1-year voucher to use Nerman's products for free
Consolation prize: 1 year free Nerman product voucher

The contest will be broadcast live on Nerman's Facebook Fanpage and TikTok.

34
C. Evaluation and control (analyze the results of your campaign
benchmarked against the Campaign objectives and KPIs)

The campaign brought positive results for Nerman

Tiktok

Goals and KPIs on our Tiktok platform are: 300 Follow, 7000 View and Reach, 200
Engagement. With a period of 14 days (February 24 to March 8) we exceeded our original
target: 300 Follow ,11714 View and Reach , and 380 Engagement .

35
Facebook ( mini Game and announcement articles ) :

On the facebook platform, our initial goal is to post announcements about direct
communication at FPT University and mini-games with the initial goal of 500 interactions.
With 12 days of implementation, we have achieved more than expected results of
Engagement : 997 .

Direct communication

Create a place "Check in to receive gifts with Nerman '' at the canteen and in front of the Beta
court at FPT University in 2 days (2/3-3/3/2023) with the initial goal of 100 check-ins and
100 more followers. tik tok channel and engagement 50 . After 2 days of implementation, in
addition to completing the goal, we also received more than 50 interactions than expected

This is a picture after 2 days of communication at FPT University

36
In short, we see that we have accomplished the goal of the project we set

III. RECOMMENDATION AND CONCLUSION

A. The contribution of digital strategy to the overall strategy of the

Nerman VietNam.

As listed above, our digital marketing campaign is mainly focused on social media platforms
to enhance customer interaction and increase brand awareness. The strong point in the

37
campaign must be marketing through the tiktok platform. Specifically, we are marketing on
tiktok platform using influencer channels (KOL). Every month, Nerman has more than 300
review (intro) and unboxing videos, averaging over 10 million views/month. Nerman's
overall marketing strategy is being implemented very well. Our online campaign will only
make a small contribution to Nerman's online channels. But currently Nerman is lacking
offline activities, interacting with customers. We decided to do more media campaigns in
outdoor locations combined with online elements. We have organized running contests,
created many check-in programs, and interacted directly with customers. In short, our
campaign has helped increase brand awareness and customer loyalty, increase connection and
interaction with customers.

B. Recommendations for Nerman Vietnam on future digital marketing

strategy.

Conceived and formed in 2019, Nerman was born with the mission of building a health and
beauty care ecosystem exclusively for men, at the time of its formation under the strong
impact of the Covid-19 epidemic because So Nerman's strength is selling online through
social networking platforms. To continue to develop and increase brand awareness, Nerman
needs to focus more on mobile platforms: In the digital age, mobile is the most used platform.
Organizations need to focus on developing a digital marketing strategy not only on Facebook,
Tiktok but also on mobile platforms like Youtube, Instagram and LinkedIn to optimize reach
to customers. Moreover, in order for customers not to get bored with unboxing videos
introducing products, Nerman needs to build attractive quality content that hits the customer's
psychology, which will help the organization attract more interactions and increase the level
of customer satisfaction. customer trust. Creating interactive experiences is also an effective
method that Nerman should focus on. Exciting interactive experiences engage customers to
capture their interest and retain them. For example, create games, promotions or social media
contests to receive rewards. Take better care of your customers by focusing on better
customer interaction and care through communication and connection channels such as email,
text, phone or online chat. The 4.0 technology era has brought us many benefits, so using new
technologies such as AI, AR, VR, chatbots and data analysis to optimize digital marketing
strategies. These technologies will help organizations understand customer needs and provide
a better marketing experience.

In conclusion, the marketing campaign was a success and met its objectives. Through a
combination of various marketing channels and tactics, we were able to increase brand
awareness, generate leads, and drive sales. The campaign was well-planned and executed,
with a strong focus on understanding and targeting our audience effectively.
The results of the campaign were impressive, with a significant increase in website traffic,
social media engagement, and lead generation. We were able to successfully reach our target
audience and communicate the key messages of our brand, resulting in a higher level of
engagement and interest.

38
IV. REFERENCE AND APPENDICES
1. TikTok (2021). Thanks a billion! [online] Newsroom | TikTok. Available at:
https://newsroom.tiktok.com/en-us/1-billion-people-on-tiktok.
2. DataReportal – Global Digital Insights. (n.d.). Digital 2023: Vietnam. [online]
Available at: https://datareportal.com/reports/digital-2023-vietnam.
3. V
‌ ietnamPlus (2023). Vietnam’s e-commerce forecast to continue booming | Business |
Vietnam+ (VietnamPlus). [online] VietnamPlus. Available at:
https://en.vietnamplus.vn/vietnams-ecommerce-forecast-to-continue-booming/247944
.vnp.
4. Anon, (2021). Gamification Marketing: Xu hướng tiếp thị sáng tạo cho doanh nghiệp
2021. [online] Available at:
https://mobile.vmarketing.vn/gamification-marketing-xu-huong-tiep-thi-sang-tao-cho-
doanh-nghiep-2021/ [Accessed 12 Mar. 2023].
5. Tinney, S. (2022). Email Marketing Statistics You Should Know in 2022. [online]
AWeber. Available at: https://blog.aweber.com/learn/email-marketing-statistics.htm.
6. k‌ ootoro.com. (n.d.). Interactive marketing là gì? Ví dụ về marketing tương tác.
[online] Available at: https://kootoro.com/news/interactive-marketing-la-gi [Accessed
12 Mar. 2023].
7. Tạp chí Thị trường Tài chính - Tiền tệ. (n.d.). Startup Nerman: Câu chuyện khởi
nghiệp, tư duy chiến lược và tham vọng chiếm lĩnh thị trường Đông Nam Á. [online]
Available at:
https://thitruongtaichinhtiente.vn/startup-nerman-cau-chuyen-khoi-nghiep-tu-duy-chie
n-luoc-va-tham-vong-chiem-linh-thi-truong-dong-nam-a-41241.html.
8. nerman.com.vn. (2021). Trang chủ - Nerman - All in one for man. [online] Available
at: https://nerman.com.vn/ [Accessed 12 Mar. 2023].
9. Project, T.M.I. (2022). The news consumption habits of 16- to 40-year-olds. [online]
American Press Institute. Available at:
https://www.americanpressinstitute.org/publications/reports/survey-research/the-news
-consumption-habits-of-16-to-40-year-olds/.
10. blog.hubspot.com. (n.d.). How Each Generation Shops in 2023 [New Data from Our
State of Consumer Trends Report]. [online] Available at:
https://blog.hubspot.com/marketing/how-each-generation-shops-differently?hubs_con
tent=blog.hubspot.com%2Fmarketing%2Fhow-each-generation-shops-differently&hu
bs_content-cta=Jump%20to%20our%20Millennial%20deep%20dive%20%3E%3E&f

39
 bclid=IwAR1ht1s5-raTYSCm1SFsdP-h2GGd2hYGct0dxPnwQQMG0MzCP2V56Zz
oRNk [Accessed 12 Mar. 2023].
11. ‌Geyser, W. (2022). The State of Influencer Marketing 2022: Benchmark Report.
[online] Influencer Marketing Hub. Available at:
https://influencermarketinghub.com/influencer-marketing-benchmark-report/.
12. ‌Anon, (2022). OOH là gì? Tiềm năng của OOH Marketing tại Việt Nam 2023.
[online] Available at:
https://marketingai.vn/ooh-la-gi/#OOH_giup_nang_cao_nhan_thuc_thuong_hieu_tren
_thi_truong [Accessed 12 Mar. 2023].
13. https://cafebiz.vn (n.d.). ‘Rẻ mà sang’ - Chiến lược thú vị của startup mĩ phẩm nam
Nerman vừa gọi thành công 1 triệu USD từ liên minh shark Phú - Bình. [online]
cafebiz.vn. Available at:
https://cafebiz.vn/re-ma-sang-chien-luoc-thu-vi-cua-startup-mi-pham-nam-nerman-vu
a-goi-thanh-cong-1-trieu-usd-tu-lien-minh-shark-phu-binh-202206201313473.chn?fb
clid=IwAR2C_HHlm_B0xNHKBmsPWprrCn3MDMtCxt8-DSN9bo0Ar6VjLVyg0jw
yV5A [Accessed 12 Mar. 2023].
14. ‌Tạp chí Thị trường Tài chính - Tiền tệ. (n.d.). Startup Nerman: Câu chuyện khởi
nghiệp, tư duy chiến lược và tham vọng chiếm lĩnh thị trường Đông Nam Á. [online]
Available at:
https://thitruongtaichinhtiente.vn/startup-nerman-cau-chuyen-khoi-nghiep-tu-duy-chie
n-luoc-va-tham-vong-chiem-linh-thi-truong-dong-nam-a-41241.html.
15. shopee.vn. (n.d.). Nerman - All in 1 for men. - Cửa Hàng Online Chính Hãng | Shopee
Việt Nam. [online] Available at: https://shopee.vn/nerman.vn [Accessed 12 Mar.
2023].
16. ‌tiki.vn. (n.d.). Nerman - All in 1 for men , cửa hàng online | Tiki. [online] Available at:
https://tiki.vn/cua-hang/nerman-my-pham-nam-gioi?source_screen=search_listing&so
urce_engine=sponsored [Accessed 12 Mar. 2023].
17. ‌Facebook. (n.d.). Log into Facebook. [online] Available at:
https://www.facebook.com/Nerman.Men [Accessed 12 Mar. 2023].
18. ‌Lazada.vn. (2021). Available at:
https://www.lazada.vn/shop/nerman-all-in-1-for-men/?itemId=1666282698&spm=a2o
4n.pdp_revamp.seller.1.155f44a8xhDell&path=promotion-37135-0.htm&tab=promoti
on&channelSource=pdp [Accessed 12 Mar. 2023].
19. ‌TikTok. (n.d.). NERMAN - All in 1 for men (@nermangazine) Official. [online]
Available at: https://www.tiktok.com/@nermangazine [Accessed 12 Mar. 2023].

40