Wolfoo x Bell Home
Overview
Role: Brand Marketing Lead · 12 people · VND 150M/month · Mother & Baby · FMCG
Bell Home needed to launch a mother-and-baby product line in a crowded market where trust and channel coverage shaped trial speed. I led a 12-person Brand Marketing and E-commerce team, building the go-to-market plan across content production, KOL/KOC, livestream, retail activation, TikTok Shop, and Shopee. The product line recorded around VND 8B in all-channel revenue in the launch month, alongside retail activations that reached an estimated 100,000 visitors.
The Problem
Bell Home needed to launch a mother-and-baby product line in a crowded market where brand trust and channel coverage determined how fast trial happened.
The challenge wasn't just running a nice-looking campaign — it was connecting product, sales channels, retail activation, and commerce content into one launch with enough force behind it.
What I Did
Led a 12-person Brand Marketing and E-commerce team, built the go-to-market plan, and assigned each channel a role against awareness, trial, and sales targets.
Coordinated content production, KOL/KOC, livestream, retail activation, TikTok Shop, and Shopee, while managing a marketing budget of around VND 150M/month.
Connected in-store activity with online content so brand trust and purchase demand were pushed together during the launch period.
Results
The product line recorded around VND 8B in all-channel revenue in the launch month.
Retail activation reached an estimated 100,000 visitors.
Established a case that demonstrates go-to-market capability for new products, not just running social or ads in isolation.
What I Learned
When launching a mother-and-baby product, brand trust needs to be built at the same time as the sales channel.
Revenue results should be framed as all-channel results within the launch context, rather than attributing the entire impact to marketing alone.
A strong launch needs team, content, trade, and e-commerce running on one plan instead of each part optimizing on its own.