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Integrated Tết campaign · Content Executive
Vietnipa
Turning a seasonal gifting insight into one connected campaign — from feed to offline moment to sale.
2024–25 · Planning / Content / Optimization
(Scroll Down)
(The brief)
Make a Tết gift feel timely, consistent and easy to choose.
Vietnipa needed an integrated seasonal campaign that could build awareness, support consideration and contribute to sales during the most competitive gifting period of the year.
As Content Executive, I helped plan content by campaign stage, managed the posting timeline, coordinated visual execution and monitored performance throughout the rollout.
(Campaign outcome)
Attention moved.
Products moved too.
(Campaign rhythm)
One idea.
Every touchpoint.
- 01
Insight
Started with the emotional and practical jobs of Tết gifting: expressing care, choosing confidently and delivering at the right moment.
- 02
Plan
Mapped content across awareness, consideration and sales support, with a timeline tied to seasonal decision points.
- 03
Execute
Coordinated messages and key visuals with design, then connected Facebook content to offline campaign activity.
- 04
Optimize
Read Meta Business Suite data during the campaign and adjusted priorities based on audience response.
(Campaign architecture)
Content designed for
the decision journey.
Set the season
Recognizable Tết cues and an emotional gifting context opened the campaign world.
Make value clear
Product meaning, presentation and usefulness helped audiences compare and choose.
Support the sale
Timely calls to action and practical information reduced friction close to purchase.
One campaign voice
Key messages, visuals and posting rhythm stayed coordinated across the rollout.
Extend the story
Physical activity made the campaign tangible beyond the social feed.
Read and respond
Live performance data informed optimization while the seasonal window was still open.
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