Vinfast E-bike

VinFast Thuận Nhân, one of the leading VinFast dealerships in Ho Chi Minh City, partnered with Bespoke Marketing (BSM) to execute a marketing campaign aimed at attracting potential customers and driving higher sales. By combining an innovative digital marketing strategy with impactful offline engagements, the campaign delivered impressive results, reinforcing VinFast Thuận Nhân’s position in the electric vehicle market.

1. Business Context

VinFast is currently expanding its footprint in the electric vehicle segment, especially for electric motorcycle models such as the EVO200, Feliz S, and Vento S. However, encouraging customers to experience and ultimately purchase these products remains challenging due to intense competition from various other brands. Consequently, VinFast Thuận Nhân required a comprehensive marketing strategy to bolster brand visibility and boost sales performance.

2. Objectives

• Increase Brand Awareness
  Capture the attention of potential customers through both digital channels and offline activities.

• Enhance Test Drive Experience
  Organize test-drive events enabling customers to experience the products firsthand.

• Boost Sales
  Convert prospective buyers into actual customers via special promotional campaigns and financial advisory services.

3. Risks and Challenges

• Intense Competition
  The electric vehicle market is highly competitive, with numerous established brands vying for market share.

• Customer Perception
  Many consumers remain uncertain about the quality and performance of electric vehicles.

• Limited Budget
  The campaign needed to be executed efficiently, leveraging an optimal budget to ensure a high return on investment (ROI).

4. Campaign Idea

Bespoke Marketing proposed a strategy integrating digital marketing and offline event execution to engage customers through multiple touchpoints:

• Digital Marketing
  Focus on Meta Ads, TikTok Ads, and fanpage content management to reach and engage an online audience.

• Offline Events
  Conduct test-drive sessions at the VinFast Cộng Hòa showroom, supplemented by roadshow activities and on-site consultations.

5. Approach

Digital Marketing

1. Content Marketing
   Develop a monthly content plan, design compelling visual assets, and craft persuasive ad copy.
2. Meta & TikTok Advertising
   Optimize ad spending to reach the most relevant potential customers.
3. Reporting & Optimization
   Continuously monitor campaign performance and make timely strategic adjustments.

Offline Events

1. Test Drives
   Host two test-drive events each month at the VinFast Cộng Hòa showroom.
2. Roadshow
   Conduct promotional roadshows in the surrounding areas to attract local interest.
3. Financial Consultation
   Offer on-site guidance about installment plans and exclusive promotions.

6. Solutions & Services Implemented

• Fanpage Management
  BSM managed content planning, visual design, and promotional copywriting for VinFast Thuận Nhân’s fanpage.

• Meta & TikTok Advertising
  Ran targeted ad campaigns with optimized budgets focusing on high-potential customer segments.

• Event Organization
  BSM assisted VinFast Thuận Nhân with planning, staffing, and coordinating test-drive events.

• Pre- & Post-Event Communications
  Published event announcements on the fanpage, distributed e-invitations, and organized roadshows to draw customer attention.

7. Results

Digital Marketing

• Achieved 500,000 monthly reach and 10,000 monthly interactions on the fanpage.
• Noted a 24% increase in test-drive registrations via digital channels.

Offline Events

• Successfully held 6 test-drive events with 360 actual test drives.
• Attracted 400 participants who received discount vouchers.
• Notable rise in deposit bookings following the events.

Summary

This campaign significantly enhanced VinFast Thuận Nhân’s brand visibility and sales. Customers expressed satisfaction with the test-drive experience and valued the dedicated financial guidance offered by the VinFast team.

Conclusion

Bespoke Marketing’s campaign for VinFast Thuận Nhân exemplifies how a judicious blend of digital outreach and offline engagement can yield substantial success. Through creativity, professionalism, and commitment, BSM helped VinFast Thuận Nhân meet its objectives and strengthen its position in the electric vehicle market.