Project Description

This Strategic Partnership is based on Media planning competency

Key issue: Danisa, a cookie brand of Mayora, focus its communication for years only on:

  • Traditional channel – TV.
  • During only year end – Tet season.
  • And the brand hasn’t been recognised as top Tet brand.

Our solution:

  • FIGHTING for upweight media spending to MARKET REQUIREMENT LEVEL.
  • Proposing a HOLISTIC & INTEGRATED media planning to all MULTIPLE relevant media touch points.
  • Apply PULSING & RECENCY strategy and push strongest at certain week prior to TET.
  • PPIB is a must to maximize opportunity to see.

The result:

  • Danisa has been ranked No.5 in top Tet brands, amongst OMO, CocaCola, Kinh Do.
  • Sale has grown double digits.