5th Anniversary Hanoi Store Opening
When MUJI arrived in Hanoi, it chose to blend in — not stand out.
FRISO – RESCUE SUMMER
Overcoming category challenges by combining emotional engagement, real-time interaction, personalized offers, and effective brand messaging.
- Office
- Vietnam
- Client
- Friso
Challenge
In Vietnam, Mum & Baby (M&B) is a highly competitive category with low consumer loyalty. The brands were facing critical challenges with brand communications and marketplaces. As a result, Friso saw no future in commerce as one of their key sales channels:
1) Decreasing share of voice across the path to purchase journey from brand communications to commerce marketplace.
2) A big brand issue: Friso lacked a strong and compelling integrated brand presence across integrated communication channels & marketplaces, resulting in low product preference & sales.
3) Specifically on the marketplace: Friso was losing its Lazada customer base due to a change in the marketplace’s investment strategy. Previously, they had been heavily financially backing up mega sales campaigns and free shipping offers. However, with the halt of this investment also came a huge drop in users across the entire marketplace.
4) Friso’s biggest competitor Enfa opened a price war with massive discounts.
Idea
The “One Commerce Solution" strategy presents an opportunity for Friso to overcome its challenges in the Vietnamese Mum & Baby category by combining emotional engagement, real-time interaction, personalized offers, and effective brand messaging to create a compelling and immersive shopping experience for its consumers.
Adaptable Content: Friso's continuously updated content reflects evolving COVID-19 circumstances, staying relevant and connected to consumers.
Emotional Connection: Emotional content resonates with mothers, deepening loyalty and connection with Friso.
Commerce in Livestreams: Friso integrates commerce into livestreams, offering real-time deals, enhancing convenience, and boosting sales.
Facebook Engagement: Utilizing features like hashtags, Friso expands reach and engages users effectively, driving brand awareness.
Livestreaming Engagement: Friso hosts series on platforms like MKP, offering exclusive deals, enhancing satisfaction, and driving sales.
Personalized Content: Leveraging user data, Friso tailors content and promotions, increasing relevance and conversion rates.
Brand Communication: Friso seamlessly integrates brand messages into promotions, reinforcing identity and boosting consumer loyalty.
Growth
TOP#1 IN CATEGORY
+40% SALES
