The Campaign

Government surveys showed that Hanoi's nitrogen dioxide concentration levels were at 1.3x above "healthy"; Google Trends searches for 'Hanoi Pollution' had increased 133% from 2012-2016; Search queries for 'toxic street food' rose 434% from 2012-2016. We worked on a basis of concern about decreasing living standards in Hanoi and joined the conversation to paint a 'better living' picture of Ecopark. The idea was to take readers on a journey from the city to Ecopark by producing huge amounts of branded content about 'better living' in four verticals -- Home, Health, Arts and New Knowledge -- with social media distribution, engagement and sharing at the heart. All while Ecopark was amid a key sales phase of the township; Aqua Bay Sky Residences. Based on what we knew people were searching for and talking about, better living for families was the focus and it was time to join the conversation with solutions.

Creative Execution

Between 9/2016 and 2/2017, a five month launch phase, we built the identity and visual language for the content brand Song, a digital content hub and then produced branded content within the 'better living' content mix. The output was high and the production schedule was always-on: >42 articles, 245 photographs, 94 bespoke illustrations >66 videos >16 Facebook Live episodes >185 Facebook posts >3 events >1 printed magazine We published full-length 'better living' stories -- such as 'how to decorate your balcony with plants', 'a 5-minute yoga intro for beginners', 'how to buy real organic foods', 'preventing family illness during Hanoi’s changing seasons', etc -- to the content hub, which gave audiences a place to go back to and discover in Search. We then broke this into microcontent and Live executions on the client's desired social channel, Facebook, to meet engagement and organic reach objectives while growing the Ecopark audience organically.

The Song branded content for social media campaign achieved a 7,191% increase in engagements for the Ecopark fanpage and a 532% increase in Facebook organic reach, which was 34% more than our KPI target. Song content also won Ecopark a 32% organic increase in its Facebook audience (134,601 to 177,245 in five months) and Song's content hub won 1,539% more traffic to than the main site, with 56% coming via Organic Search. A reader's survey proved that public opinion of Song and Ecopark was strong: "I don't usually trust advertising content, but Song gave me the trust I needed to invest my time to research Ecopark. I ended up buying a small 55m2 apartment" - tranthuyhai.hanoi@gmail.com "Ecopark provides lots of useful information with Song" - dinhthihao2507@yahoo.com "Launching Song is a good and different step from Ecopark, compared to other urban areas in Vietnam" - 22heosua@gmail.com

Rather than only shout price at their audiences, northern Vietnam's largest real estate development Ecopark had the vision to become a publisher of branded content. The media brand "Song" gives value to the client's audiences with 'better living' tips, engages them like no other property developer is doing in Vietnam, and is a vehicle to spread Ecopark's core values and unique selling points - now and in the future. With Song, Ecopark uses myriad media formats - print, video, articles, live broadcast - to standout in a bustling Vietnamese property market and answer the "why buy at Ecopark?" question.

Insights, Strategy and the Idea

We chose one audience profile to target, Pham Ngoc Tam, a 28-year-old new mother who's started taking the future of her family more seriously. She already knows about Ecopark, but is yet to be convinced because of its distance from the city centre. Through our branded content for social, Tam would become an Ecopark ambassador, carrying the township's messages into the whole family - from her husband to her mother-in-law, who will both definitely have a say about where the new family should live. As the campaign KPIs were within Facebook, the approach was to break down Song's content hub articles into microcontent and Facebook Live episodes, which were distributed via relevant publishers and KOLs that already had Pham Ngoc Tam in their audience base. The approach was to attract audiences and engaged leads to the Ecopark fan page who are genuinely interested in the healthier lifestyle the township offers.