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Table of contents

01 02 03
Why What How
Why marketers looking What is insight?
How to find insight?
for insights? A good & great insight?
01 Why marketers
looking for
insight?
Consumer choose a
product/brand Marketers are the ones who diversify and elevate the
base on their need to make products evolve into specific brands,
proposing consumers a RELEVANT AND INSPIRING
basic needs. choice.
Brand is founded
when it stands
for a distinctive
value BEYOND the
product and
functional
features,speaking
to a specific
consumer segment
they choose to
serve.
Brand is born to
understand and serve
sizable segment of
consumers
Brands exist when there is competition, when there is more than one choice for consumers (supply
exceeds demand) and when consumers have diverse criteria for buying decisions.
Brand is born fundamentally on basic needs, yet try to own a certain criteria that influences buying
decision of a sizable segment of consumers.
For fashion desires
Affordable fashion

For comfortable seekers

Life-Wear
And to define such
potential criteria of
potential segments of
consumers, Brands need
to try to understand
about consumers – from
their behaviors,
attitudes to their
perspectives, their
….that influence the target audiences to
dreams, their emotions, consume one brand than another.
etc.
Insight not only
influence communication
but also all aspect of
brand: product, pricing,
distribution,
packaging...

….that influence the target audiences t

consume one brand than another.
Products Stores Price Promo

Adapt fashion Fancy stores Relatively High fashion

designs from Premium location affordable concept, use
biggest fashion Make shopper a fashionista
event, as fast as fashionista
possible
 Products Stores Price Promo

Casual designs with Neat & Zen display Affordable Life wear concept
comfort-innovation Navigating by needs Use normal talents,
or life-innovator
02 What is
insight?
Good vs. Great
insight
insight
(noun) the ability to see & understand the truth
about people or situation
insight
Insight is a penetrating understanding <?> which provides
hooks or clues that lead to brand building opportunities.
 deely inside: emotion, expectation,
dream, desire,fear, tension...

we can see outside: habit,

attitude, usage, say, act,
behavior...
 Young Marketers x UEH

Marketers can understand ‘Insight’ as ‘In’ + ‘Sight’ – where ‘Sight’

represents the observable behaviors, habits, attitudes that are driven
by ‘In’ – which relates to the emotion, expectation, dreams within. Brand
will tap into this deep understanding to show that brands are
representing the consumers' point of voice

Consumer
insight is the
lifeblood of
marketing
 Young Marketers x UEH

Insight is the deep understanding that consumers...

Have not seen

Have not realized
Have realized but
not get satisfied
9/26/21 19
What I say...

Tôi nhất quyết không mua thêm gì

nữa, đã shopping quá nhiều rồi
9/26/21 20
What I say... What I do...

Tôi nhất quyết không mua thêm gì Cũng là tôi vào 11.11...
nữa, đã shopping quá nhiều rồi
9/26/21 21
What I say... What I do... Why I do what I do..

FOMO - Sợ lỡ deal ngon

“Săn sale là đầu câu

chuyện…” - Sợ lỡ nhịp
chuyện trò, sợ mất kết
nối với cộng đồng xung
quanh

Tôi nhất quyết không mua thêm gì Cũng là tôi vào 11.11... > That why on sale-days,
E-com brand activate many
nữa, đã shopping quá nhiều rồi convo on social media
9/26/21 22
Basically, Insight is
categorized as enemies/tension
or dreams/desires or both, but
deep within these two is all
rooted in fear, and all human
have fear.
What is the fear behind those brands?

Starbucks Tinder

Apple Facebook
 Young Marketers x UEH

Information
Observation
Insight
The leaves - INFORMATION:
The general and superficial data and
indication on market and consumers
that are easy to see and get.
The leaves - INFORMATION:
The general and superficial data and
indication on market and consumers
that are easy to see and get.

The branches as OBSERVATION:

The behaviors and attitudes that take
time to observe behind the leaves
The leaves - INFORMATION:
The general and superficial data and
indication on market and consumers
that are easy to see and get.

The branches as OBSERVATION:

The behaviors and attitudes that take
time to observe behind the leaves

The root as INSIGHT:

The inner concern, fear,
motivation that fuel
observable behaviors or
attitudes.
INFORMATION / DATA
OBSERVATION / BEHAVIOR & ATTITUDE
INSIGHT
 Young Marketers x UEH

Great insight
The deepest level of
insight is the tension
& the inconvenient
truth of human beings
that can fuel further
brand marketing
TENSION
INCONVENIENT TRUTH: DOVE REAL BEAUTY SKETCH CAMPAIGN
03 How to find
insight?
Treat
consumer
as a
human, not
a target Always try to sympathize with consumers’ lives,
empathize with their dreams and tensions and

audience compassionate with them.

Compassion
-ate
love, forgive with consumer, deeply understand them
and want to do things which make them better.
Find the suitable belief, a geography, a demographic, a lifestyle driven or, more
group of likely, a psychographic; and give a competitive/unique service to
them.
consumers that You cannot serve all humans, instead, segmenting to find your
our brand can fit potential consumers, who will be seeking for your brand unique
offerings or in other words, your brand can serve best and
in sustainably that segment.
Here 3 big verticals we often use to
look at consumers to find the fit-in

Demographic

Lifestyle
Life values

Category
understanding
3 big verticals to look at consumers

Demographic Ages, Income, Hometown, Marial Status, Working fields, Education

status

Lifestyle
Life values

Category
understanding
 3 big verticals to look at consumers

look 2
dimensi Demographic Ages, Income, Hometown, Marial Status, Working fields, Education
status
ons at
the
same Lifestyle How their lives going?
time Life values What they want for their lives?
What matters? what their priorities?
What they define themselves?
Category
understanding
3 big verticals to look at consumers

Demographic Ages, Income, Hometown, Marial Status, Working fields, Education

status

Lifestyle How their lives going? & What they want for their lives?
Life values What matters? what their priorities?

Category Their behavior & knowledge, usage & attitude toward a category
understanding
Maslow Hierarchy
04
Case study
PANASONIC Achievable Wellness Solution
Insight level: UNMET NEED

Opportunity for business, product,

brand building
 HAPACOL BRAND REFRESHMENT PROJECT

RESUMING FAMILY
TOGETHERNESS
The team
Creative planning: Livio Grossi, Van Kieu, Phuc Le,
Thao Nguyen, Xuan An
Art: Thanh Ngoc, Tuong Nguyen
Impact: Minh Le, Phuong Bui, Ngoan Nguyen
Producer: Sang Ngo, Tho Phan, Tran Le

Background
Hapacol is the market leader in Kid fever relief & want
to enter the adult pain relief market. So they came to
us and want to be the solution for Family Quick Pain
& Fever Relief

Brand communication platform

Knowing this is the beginning of Hapacol next chapter, we not
only do the launching idea but co-create the brand
communication platform, for the long term consistency of
brand comms activation.

Taking the familiar tension: Fever & pain are the most common
factors interrupting family bonding moments. Hapacol plays a
role of quick & fit solution to RESUME FAMILY
TOGETHERNESS.

Launching insight & Big idea

Inspired from the most popular local children song “Dad is
everything”, we found out that parents are the ultimate joy of
Result Execution kids. Playing with parents like having fun at the most
Performed very well the task of increasing brand awareness with An exceptional high quality piece of ads in pharma industry. exciting playground.
new brand message Not a scary ad but a playful one.
When family are sick because of pain & fever, the family
bonding interrupted just like the playground closure!!
+14 million brand awareness 1- The key visual 2- The music 3- Digital-Social- KOLs-PR cross
+21 million views from series of Family commercial “Dad is channel media plan & content to
Youtube & Facebook platform +8.6% brand seach keywords Playground, still local everything” telling the impress the message to every In that situation, Hapacol is not only the pain & fever relief,
view thru rate 45% 21.21% call to action of brand stories with brand stories in playful digital family. Especially in Covid
FAMILY
but also the solution to help
international crafting tone & mood which taken Vaccine period.
1,5X vs. pharma industry keywords groups, 4X vs. pharma industry quality (artist from moms heart & love. PLAYGROUND RE-OPENING
benchmark Brazil)
benchmark
HAPACOL
PNJ
Insight level: BRAND PLATFORM

Opportunity for brand building in

terms of communication,
activation, campaigns
KIDO
Insight level: BRAND PLATFORM

Opportunity for brand building in

terms of communication,
activation, campaigns
VAN LANG
UNIVERSITY
Insight level: REBRANDING -
CAMPAIGN

Opportunity for campaign

storytelling, visual & other
campaign activities
CHUPA CHUPS
Background Mini crawlers Result
Tok-yo
SOCIAL insight
It always start with a simple request to
Chupa Chups Mini Crawler might seems creepy at first, but
insight With only 13K budget each campaign, we
TRANSFORMATION introduce Chupa Chups new product Chupa Chups Tok-yo with Japan-inspired flavors
that scary look is what makes it super fun to eat - it delivers
is so delicious that make your eyes open wide like
achieved exceptional result & transform Chups
PROJECT (MiniCrawlers & Tok-yo) on social media,
the Fun Taste of Fear Being Eaten! Waifu characters! social media content!
leveraging brand stories of Forever Fun &
low budget but the most targeting to kids & teen. idea: Make Fear Fun (ngon hết hồn!) idea: Make your eyes Waifu
interactive campaign that Low budget is a must, each project we just got (ngon tròn xoe mắt) Highest ever interaction campaign
in Chupa Chups social media
transform Chupa Chups around $13K budget.
Strategic intention execution
social media Eating Mini Crawlers make the scary demons become execution
HOW TO MAKE IMPACT ON SOCIAL MEDIA WITH
funny! 1- Taking the WAIFU culture (cute Japanese girls)
+545,292 interaction
Creative director: Livio Grossi, TINY BUDGET is the key challenge. Learning that
Creative planner: Thao Nguyen, Xuan An, Van 1- Taking that idea, the series of key visuals were to create the impressive key visuals of cute
teens & kids have great responses to high-quality piece
Kieu of art contents, we decided to put greater effort on
co-created with international illustration artist. The very 1st Japanese eyes. +2,500,000 organic reach
Art: time we bring that quality execution to Chups fanpage. 2- Amplifying the ideas with Manga content,
making great ideas that delivering the product
2- Then we amplified the idea through social game, Tiktok Social photo filter, KOLs applying filter… which
Impact: Minh Le, Phuong Anh, Minh Pham deliciousness through consistent fun & high quality
Kols review to introduce them how to eat Mini Crawler in gain great interaction from teens & kids.
+326% brand love uplift
Producer: visual concept