Behind the scenes of Purple Horse
Services
Overview
Purple Horse wanted to increase their user base (muses registrations) into Vietnam. A challenge we were ready to undertake and very much excited about it. They needed a clear rebranding strategy in to a new and dynamic market. Saigon Digital's mission was clear - to enhance Purple Horse's brand awareness and boost lead generation through insightful and tailored strategies.
Purple Horse entered the market with two significant challenges:
- Brand Recognition: There was a general lack of awareness about Purple Horse. Their social media engagement was minimal, indicating that the brand was not yet on the radar of their target audience.
- Refining Visual Strategy: The brand’s signature purple, synonymous with creativity and innovation, required adaptation to appeal to Vietnam's Gen Z, a group that values vibrant and diverse visual experiences.
Approach and Execution
Research and Insights
Saigon Digital began with market research, a persona-driven approach, delving into the cultural nuances, preferences, and digital habits of Vietnamese Gen Z. This helped understand the gap between Purple Horse's current branding and the audience's expectations. We mapped out the persona journey to make sure every touchpoint and message was related and drove interest to the target audience.
Rebranding for Resonance
Acknowledging the need for a visual and verbal guide, Saigon Digital created a new social media guide. This guide included detailed verbal and visual guidelines to ensure that every piece of content was cohesive, appealing, and resonant with the youthful audience. We incorporated Purple Horse’s purple with a more balanced and relatable colour palette.
Enhancing Social Media Engagement
Understanding that social media is more than a platform for consumption but a space for interaction and self-expression among Gen Z, Saigon Digital optimised the brand's visual language. The strategy involved using the purple hue as a dynamic, yet approachable element, complemented by a wider colour palette that was both bold and relatable.
Engagement-Driven Content
With the user-centric approach in place, Saigon Digital produced and curated a series of engaging content pieces. Each post, story, and ad was designed to not only attract but also retain and engage the target audience, encouraging interaction, and driving the action of registrations.
Targeted & Retargeted Campaigns
Utilising the insights from the research phase, targeted PPC campaigns and dynamic social media management were implemented to maximise reach and engagement among the specific audience segments identified. Besides, we used the retargeted PPC campaigns to boost the awareness of existing muses (current members at Van Hien University) and aligned with the target audience to expand the lead generation.
Detailed Analysis of Results
1. Visual and Brand Transformation:
- Before: Inconsistent branding and strong purple visuals that didn't engage the target demographic.
- After: A cohesive, appealing brand presence tailored to resonate with the Gen Z audience in Vietnam. The transformation led to increased brand recognition and a more visually appealing identity across platforms.
2. Detailed Campaign Metrics:
- CTR and Engagement: The campaign saw an overall CTR of 2.17%, with specific strategies like 'Click to Web' and 'Web Lead' driving substantial traffic and engagement. This was a direct result of the more targeted and appealing visual and verbal content.
- After: A cohesive, appealing brand presence tailored to resonate with the Gen Z audience in Vietnam. The transformation led to increased brand recognition and a more visually appealing identity across platforms.
Consistent and Relatable Branding
The new, consistent branding and adjusted visual strategy were critical in capturing and sustaining the attention and interest of the target audience.
Understanding Your Audience
The importance of aligning brand visuals and messaging with the audience's preferences was clearly demonstrated. The research-driven approach allowed Saigon Digital to tailor the campaign effectively.
Engagement and Conversion
A strategic mix of compelling visuals and aligned targeted & retargeted messaging led to high engagement and conversion rates, surpassing industry averages and campaign targets.
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Conclusion
The collaboration between Purple Horse and Saigon Digital highlights the power of strategic rebranding and targeted marketing. By understanding and overcoming initial challenges, including brand recognition and visual disconnects, Saigon Digital helped Purple Horse not just increase the muse registrations but make a significant impact in the Vietnamese market.
Thoughts from Purple Horse
- Meeting with Saigon Digital was totally by chance when I searched for “Trustful” digital marketing agencies.
- It was my first time hiring a marketing agency in Vietnam. During the time we worked with Saigon Digital for the 3 months, the performance and delivery exceeded my expectations - the communication was concise and clear from the beginning.Â
- Saigon Digital was creative and proactive. I was extremely satisfied with their professional online branding guidelines that they produced and suggestions to attract more leads in view of the local consumers.Â
- I will keep working with Saigon Digital afterwards, and I’m willing to recommend Saigon Digital to my clients as well because I value “Communication” very highly. This was one of the key reasons the project was successful, and I would recommend them again in the future.
Jinny Lee
CEO at Purple Horse
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