VinFast — Integrated Product Awareness Campaign
Overview
As Account / Creative Planner / Part-time Brand Executive / Booking, I built and ran an integrated campaign to grow awareness, recall, and interest in VinFast's VF2, VF3, LIMO Green, EVO Grande, EVO 200, and Motio — combining KOL/KOC, lifestyle content, launch events, livestream selling, content production, and Facebook/TikTok ads so each model showed up consistently on social, at events, and in everyday-use situations.
Communications Planning
Owned the overall communications plan for the product line-up: direction per model based on product traits and target audience, a phased rollout from awareness to consideration, coordination across KOL/KOC booking, events, livestream, content, and ads, and budget/timeline management across all parties — adjusting message and format as audience feedback came in.
KOL/KOC Booking
Sourced and evaluated KOL/KOC by image fit, audience, and engagement, grouped by role (reach, product review, everyday-life content, event/livestream), then handled cost, usage rights, schedule, and creative briefs — favoring real daily-life contexts (commuting, school, city rides, meeting friends, errands, family use) over studio-only shots so each model felt native to the creator's own content style.
Launch Events & Livestream Selling
Planned launch events per model (concept, display area, engagement activities) and coordinated MC, KOL/KOC, sales, and technical teams, then repurposed event footage for Facebook/TikTok. Livestream was built as part of the campaign rather than a standalone activity — scripted to cover design, features, and real usage alongside live sales consulting, with content split across hosts and real-time Q&A handling.
Paid Media — Facebook & TikTok
Ran paid media behind model intros, KOL/KOC real-experience content, lifestyle videos, event recaps, and livestream cutdowns — phased from reach/views early on toward engagement and consideration, with audience setup, budget allocation, testing, and optimization based on real performance data.
Content Production
Built the core content system behind the whole campaign — big idea and visual direction, a content line per model, scripts for short/experience/intro videos, and platform-specific edits of event footage — so one core theme scaled into brand, KOL/KOC, ads, and livestream content while staying visually consistent.
Skills Applied
Integrated Marketing Communications; campaign planning & coordination; KOL/KOC research, booking & management; creative brief development; content strategy & production; lifestyle content direction; event planning & on-site coordination; livestream planning & production; Facebook & TikTok ads; paid media optimization; social media management; campaign performance tracking; vendor & stakeholder management.