The Challenge

MSB aimed to launch on TikTok with content that engaged Gen Z while maintaining the professionalism of a trusted banking brand, positioning itself as modern and relevant.

My Approach & Solution

• Agency & Vendor Management: Organized and ran the pitch process to select the lead creative agency. Sourced and managed key KOLs (Phúc Thành, Việt Anh Pípo), ensuring their content aligned with campaign objectives.
• Strategic Planning: Built a tailored TikTok strategy, and designed a 40-video content roadmap that blended entertainment with product education while staying consistent with brand guidelines.
• Execution Oversight: Closely supervised the production process, reviewing brand fit, and coordinated with all partners to deliver assets on schedule.

The Challenge

The challenge was twofold: drive mass adoption of the bank's QR payment feature and reinforce MSB's long-term brand message of "sustainable development".

My Approach & Solution

• Strategic Concept: Positioned QR payments as enabling an easy, modern lifestyle that aligns with MSB’s vision of sustainable development.
• Campaign Execution: A high-profile music video and supporting social content drove users to an in-app game and lucky draw with valuable prizes, making the “easy lifestyle” message engaging and aspirational.
• Product Focus: Designed all social activities to drive users directly to the promoted QR payment feature on the mobile app.

The Challenge

MSB had applied for the award several years without success. The challenge was to identify why past submissions failed and create one that met the judges’ rigorous standards.

My Approach & Solution

• Proactive Research: Contacted award organizers directly to gather feedback on past submissions and clarify judging criteria.
• Project Leadership: Led the end-to-end submission process, ensuring alignment with updated insights.
• Cross-Functional Coordination: Collaborated with multiple departments to collect data and achievements tailored to the criteria.
• Strategic Narrative: Synthesized information into a compelling story that showcased MSB’s strengths in the areas judges valued most.

The Challenge

Celebrate MSB's 32nd anniversary with a brand campaign that not only boosted awareness but also fostered strong engagement with both customers and employees.

My Approach & Solution

• External Activation: Led a large-scale roadshow and bus tour across Hanoi and Ho Chi Minh City, featuring immersive passenger activities and high-visibility brand moments.
• Internal Engagement: Drove employee pride through an online dance cover challenge, talent show, and running contest. Bus tour tickets for employees and their families were used as rewards.
• Supporting Content: Launched a new animation video for the MSB birthday AZAsong and sustained visibility with digital ads and content on the official Facebook fanpage.

The Challenge

Refresh the “Social Always-On” campaign to strengthen consumer trust in Mộc Châu Milk’s long-standing reputation, at a time when widespread counterfeit milk in the market was fueling skepticism.

My Approach & Solution

• Insight-Driven Strategy: Identified authenticity as the key driver of trust. Shifted focus from polished corporate posts to transparent storytelling of the production process.
• Creative Execution: Introduced a “real shooting” video series showcasing how genuine Mộc Châu Milk is produced and educating consumers on distinguishing real products.
• End-to-End Management: Led the full project cycle — strategy development, external production house coordination, creative oversight, client communication, and performance tracking.

The Challenge

My Approach & Solution

• Phase 1 - The Pilot (Mekong Delta): Designed and executed the first activation with a 6-product showcase, managing booth layout, PG recruitment/training, and on-site logistics (power, water, transport). Introduced a family-friendly gift scheme (plush toys, tote bags, branded items) that boosted participation and memorability. The strong results successfully convinced the client to expand into 5 more provinces.
• Phase 2 - The Expansion (Southeastern Provinces): Scaled the pilot model across 5 provinces by localizing visuals and messaging, standardizing event playbooks. Oversaw budget and timelines under tight conditions, ensuring consistent quality while tailoring activities for each region, which secured client confidence for long-term rollout.

The Challenge

Launch two Toshiba products in only 3 weeks before Tết, under intense time pressure to maximize visibility and consumer interest.

My Approach & Solution

• Strategic Channel Focus: Led a “Facebook-first” approach to spotlight detailed features, amplified by TikTok, PR, and 8 KOL collaborations for reach and credibility.
• Content Roadmap: Managed a 3-week intensive calendar, coordinating with a production house to deliver KVs, iTVCs, PR articles, and KOL content on time.
• Agile Management: Acted as the key liaison between client and internal teams, resolving challenges quickly to keep the launch on track.

The Challenge

Deliver a high-profile wedding season MV for PNJ by aligning musician Khắc Hưng, chosen singers, and a production house under one cohesive vision.

My Approach & Solution

• Creative Mediation: Bridged PNJ's brand message with Khắc Hưng's artistic vision, securing a shared direction for the song.
• Talent Scouting & Curation: Scouted and selected Lyly & Anh Tú as leads, leveraging their real-life couple status to spark media buzz.
• Vendor Selection: Led a competitive pitch to appoint Antiantiart as the production partner.
• Project Coordination: Oversaw multi-stakeholder collaboration, ensuring smooth progress and on-time delivery.