PORTFOLIOYEN MI TRAN

UPDATED JANUARY 3RD, 2017

“Culture is the intersection of people and life itself. It’s how we deal with life, love, death, birth, disappointment… All of that is expressed in culture” – Wendell Pierce

Yen Mi is a cross-cultural kid. Born and bred in Vietnam by Chinese parents and subsequently received education in Vietnam and currently, France, Yen Mi is well-versed in cross-cultural talks and deeply invested in uncovering powerful human insights that act as the backbone to develop effective communication strategy to solve client’s business.

With 4.5 years of experience in Advertising and 1.5 years of experience in consumer research, Yen Mi’s experience covers a wide range of categories, from feminine care to food, corporate branding, baby care, pharmaceutical and retail strategy.

Yen Mi TRANMSc International Marketing & Business Development

Skema Business School

FEMININE PRODUCTS CATEGORY

CHANGING WORLD

DIANA

In Vietnam, sometimes being a girl can feel like a punishment. There are a lot of expectation as well as prejudices imposed upon girls to behave in a certain way. Diana wants to inspire girls to rise above these

prejudices, embrace who they are and pursue what they love.

‘It’s great being girls’Change the conversation of being girls from negative to positive

ROLE OF THE BRAND Diana empowers a new generation of girls

THE IDEA “BÁNH BÈO” VÔ ĐỊCHINVINCIBLE GIRLS

RESULT • The platform “It’s great being girls” elevated Diana from a small local brand mainly in northern Vietnam to a huge brand competing for number 1 spot against Kotex by international player, Kimberley Clark

• Diana sees steady growth in sales albeit a declining market

TVC Key Visual Digital Social KOLs

TVCKey Visual

Social KOLs seeding Vlog

CHANGING WORLD

LACTACYD SOFT & SILKY

In Vietnam, there’s a widespread perception that feminine wash is for married women or to use during menstruation to maintain feminine hygiene, not for daily use. Hence, growth of the

category remained stagnant.

Daily Confidence CampaignChange the perception of feminine wash from a “special occasions”

product to a quintessential everyday feminine care product

ROLE OF THE BRAND Lactacyd Soft & Silky gives women confidence with daily usage

THE IDEA Banish 3 factors that take away women’s confidence

RESULT

TVC Print KV for

merchandising

TVC

Print KV for merchandising

FOOD CATEGORY

CHANGING WORLD

MAGGI Soya Sauce

In a market concerned with unsafe soya sauce with 3MPCD, it is easy to forget that for food and seasoning category, the fundamental driver is always on TASTE

Naturally tasty campaignFrom safe, 3MCPD-free soya sauce

to tasty and healthy soya sauce

ROLE OF THE BRAND MAGGI Soya sauce with 100% Natural Fermentation is a healthy and tasty choice for moms

THE IDEA Natural bean to dipping bowl

RESULT • Increased 4.4% market share and become market leader• Achieved strongest BEI score in the category

TVC Social Digital PR Editorial POS Activation

TVC

Digital PR

POS

Sampling

ActivationSocialPrint PR

POS

CHANGING WORLD

MAGGI Oyster Sauce

Stir-fry dishes are a staple in home-cooked Vietnamese meals with an average Vietnamese family consuming stir-fry dishes at least 3 times a week. As such, stir-fry

dishes can become predictable and boring

Revolutionize home-cooked stir-fry campaignFrom boring, predictable to exciting stir-fry dishes

ROLE OF THE BRAND MAGGI Oyster Sauce elevates daily stir-fry dishes by providing great taste, irresistible thick and rich texture

THE IDEA No more boring stir-fry dishes with MAGGI Oyster Sauce

RESULT Grew market penetration to 25%

TVC Print Social Digital POS

TVC

POS

SocialPrint

FESTIVE COMMUNICATION

CHANGING WORLD

KINH ĐÔ

Traditionally, Trung Thu is known as the festival for children. However, with the commercialization of the festival, Trung Thu nowadays has become an occasion for gifting. It

has since lost its original beautiful meaning.

Trung Thu (Mid-autumn Festival) CampaignChange the perception of Trung Thu from a gifting occasion back to

its original meaning of being a beautiful festival for family

ROLE OF THE BRAND Kinh Đô reminds the beautiful meaning of a traditional mid-autumn festival

THE IDEA Family re-union for mid-autumn festival

RESULT Helped the brand to maintain number 1 position in Trung Thu category albeit fierce competition

TVC Booth Design POS Catalogue

TVC

Catalogue

Booth Design

CORPORATE COMMUNICATION

CHANGING WORLD

Nestle Corporate

During Tet, product communications dominate consumer headspace. Nestle is the first FMCG company to build corporate communications during this time

Welcome Tet with Phuc Loc Tho CampaignFrom individual brands communications during Tet to corporate Tet

communications under one umbrella message

ROLE OF THE BRAND Nestle with its tasty and nutritional-balanced products brings you a Tet full of luck, prosperity and wellness

THE IDEA The trio of God PHUC LOC THO act as ambassadors to bring people together and spread the love around

RESULT Top 10 Tet ads 2 years in a row Number 2 most engaging Digital campaign Tet 2015

TVC Digital Partnership

with Uber Packaging POS Activation

TVC

Activation

Partnership with UberDigital

Packaging

POS

CHANGING WORLD

Nestle Corporate

Owning the at home breakfast occasion

A wholesome breakfast is the start of a great dayFrom Vietnamese habit of grabbing a quick, on the go breakfast to

a tasty and healthy breakfast at home with the family

ROLE OF THE BRAND Nestle range of tasty and nutritional-balanced products provide a great way to enjoy breakfast

THE IDEA A wholesome breakfast is the start of a great day

RESULT• Increased sales by 25%• Significantly enhanced consumers’ perception of Nestle

Corporate on key attributes ‘delivering the best quality products’ and ‘a company I can trust(*)

(*) Source:: Millward Brown Post Launch Study

TVC Key Visual Digital POS Activation

TVC

POS

Key Visual

Activation

Digital

PHARMACEUTICALCATEGORY

CHANGING WORLD

ENTEROGERMINA THEMATIC CAMPAIGNFrom a strict pharmaceutical consumer benefit

to easy explanation of how digestion work

ROLE OF THE BRAND Enterogermina restores the balance in you

THE IDEA Good bacteria vs. bad bacteria

SANOFI-AVENTISIn the pharmaceutical category, there is always this challenge to make information regarding

health and medications in an easy to understand and simple format. How did we communicate about the brand in an accessible way but at the same time, still come across as credible?

TV POS (Pharmacy) OOH

THANK YOU