Success Story

When POPMART Vietnam officially entered the Vietnamese market, the brand quickly encountered a variety of reactions from the online community. However, thanks to a well-executed and strategic Social Seeding campaign, we helped POPMART not only turn public opinion around but also build a positive image, increase consumer trust, and establish a solid foundation for long-term growth in Vietnam.

2. Context

Right during the grand opening week and initial sales events, POPMART Vietnam faced a strong backlash from customers. The controversies centered on product shortages, the purchasing process, and overall customer experience—posing a major challenge and negatively affecting the brand’s image. Products were selling out fast while demand was huge, leaving many customers disappointed and triggering negative discussions on social media. In this situation, a flexible and effective communications strategy was critical to turning things around, restoring trust, and boosting customer enthusiasm for the POPMART brand.

3. Objectives

  • Turn Public Opinion Around: Control and mitigate negative discussions to reduce customer disappointment.
  • Establish a Positive Brand Image: Shift customer perception of POPMART from an initially imperfect impression to a trustworthy and approachable brand.
  • Grow a Community of Fans: Attract and build a loyal fan base that loves collecting POPMART products.
  • Boost Sales: Increase interest and encourage customers to experience the products firsthand, while laying a sustainable development foundation for POPMART in Vietnam.

4. Risks & Challenges

  • Communications Crisis: Contrary to expectations, product shortages and a less-than-smooth buying process led to intense criticism from the online community.
  • Effective Use of Media Channels: Implementing social seeding requires precise targeting to avoid backfire or negative sentiment.
  • Ensuring Customer Satisfaction: Quickly resolving customer issues during the shopping experience is crucial to prevent lasting negative impressions.

5. Campaign Ideas

Social Seeding was the core strategy of POPMART’s communications campaign. We rolled out specific activities to manage public opinion and steer the conversation:

  • Strategic Comment Seeding: Proactively joined discussions on social groups and fan pages, deploying about 50–60 Facebook accounts to create 350 strategic comments highlighting positive shopping experiences.
  • Community Discussion Stimulation: Initiated topics around POPMART’s unique values such as product design and the fun shopping experience.
  • Sponsored Posts in Social Groups: Collaborated with relevant community groups to increase credibility and build a devoted fan community.
  • Enhanced Experience via Visuals & Stories: Shared photos and videos from the grand opening, emphasizing the joy of owning POPMART products and the excitement of attending the event.
  • Opinion Control & Guidance: Monitored conversations and promptly responded to customer questions with transparent information, encouraging positive reviews.

6. Approach

  • Broadening Discussion Topics: We utilized social groups and fan pages to foster a positive space where customers could share good impressions of POPMART.
  • Sharing Real-Life Experiences: Developed posts detailing the grand opening event and memorable moments, allowing customers to feel the excitement and sense of community.
  • Proactive Response and Q&A: Ensured rapid resolution of customer issues, building trust and minimizing disappointment.

7. Achieved Results

The POPMART Social Seeding campaign yielded impressive outcomes, clearly reflected in the following indicators:

  • Reduced Negative Reactions: After the campaign was launched, negative posts and comments dropped by 40%. The decrease in critical responses on community groups and fan pages significantly improved brand image.
  • Increase in Positive Discussions:
    • Positive Discussion Volume: Went up by 150% compared to pre-campaign levels. Conversations about the shopping experience and product quality garnered thousands of comments and shares in Facebook groups.
    • Positive Feedback Rate: 75% of comments on products and services were favorable, solidifying consumer trust.
  • Building a Loyal Fan Community:
    • Fan Page Growth: POPMART’s page followers increased by 120%, creating a committed, passionate community around the brand.

Conclusion (Sub-Heading)
The POPMART Social Seeding campaign not only helped the brand overcome its initial challenges but also led to a breakthrough in brand recognition, the cultivation of a loyal fan base, and a notable boost in sales. These results clearly prove that with a well-structured and effective communications strategy, POPMART turned challenges into opportunities for sustainable development in the Vietnamese market.

8. Conclusion

POPMART’s Social Seeding campaign not only helped the brand move past its initial obstacles but also paved the way for developing a positive image and deeper customer engagement. This case exemplifies how a meticulous communications strategy can transform difficulties into long-term growth opportunities.