In the heart of Vietnam’s booming digital economy, PRecious Communications is charting a course through innovative strategies, leveraging a digital-first approach to communications. With over 70% of the nation’s population online, we, at Marketing In Asia (M.I.A), personally gathered insights from Lars Voedisch, MD and founder, PRecious Communications, on how the firm strategically uses social media platforms for brand-building and penetrating the local market.
“We help global companies create localized, social-first campaigns,” Lars shared, emphasising the importance of organic relationships with local media and key stakeholders. PRecious Communications employs an Integrated PESO Model, focusing not only on social media but broadening its scope to paid advertising, media coverage, and owned content.
Navigating the Competitive Landscape of Vietnam’s Thriving Market
The impressive growth of Vietnam’s economy is enticing to foreign businesses. Lars shared his experiences of Vietnam’s progress and PRecious Communications’ strategies to aid brands in navigating this competitive landscape. PRecious has introduced a ‘One Southeast Asia’ approach, offering flexible retainer models and providing comprehensive services such as brand benchmarking, industry insights, investor relations, and more.
We also offer services including Employer Branding, Social Listening, Issues and Crisis Monitoring, and KOL (Key Opinion Leader) Management. Our aim is to offer integrated solutions that empower marketers to shape their narrative, gauge perception across channels, and measure overall impact.
Lars Voedisch
Showcasing Success in Vietnam’s Emerging Sectors
Delving into PRecious’ successful campaigns in Vietnam’s emerging sectors, Lars presented the case of a blockchain-based Weather Index Insurance for rice farmers. This campaign, executed for an insurance tech firm, leveraged PRecious’ media relations and storytelling prowess. The result? A robust brand recall, with approximately 40 articles in tier-1 and tier-2 Vietnamese media, and successful regional media coverage.
Adapting to Market Evolution and Diverse Industry Needs
PRecious Communications acknowledges the need for specialized local knowledge and insights to ensure relevance and connection in the fragmented Southeast Asian market. They advocate for local teams to align with the regional branding direction to enhance brand image comprehensively.
The Role of Senior Comms Leaders in Enhancing PRecious Communications’ Approach in Vietnam
The recent addition of two senior comms leaders, Pham Thanh Hien and Vu Dinh Khanh, who bring over 25 years of combined experience in the local market, promises to deepen PRecious’ understanding of the Vietnamese media landscape.
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“The two comms leaders in Hanoi and Ho Chi Minh City… provide incredible insight into the Vietnamese media landscape,” Lars added, further explaining how their extensive experience and deep local understanding can enhance PRecious’ work in Vietnam.
Integrating Traditional PR Practices with Digital Marketing Campaigns
In an increasingly digital-focused landscape, PRecious Communications is pioneering the integration of traditional PR practices with digital marketing campaigns for a more comprehensive communication strategy. This is backed by significant investments to expand their digital team to better support clients in the region, including Vietnam.
Engaging the Digitally Savvy Vietnamese Population
According to the Digital Vietnam Report 2023 by We are social, more than 75% of Vietnamese are using internet services. Individuals spend an average of 6 hours and 23 minutes each day on the web, watching video, reading print media or on social media, which has become an important part of daily life. PRecious Communications is capitalizing on Vietnam’s digital channels to engage with target audiences and create compelling narratives. Lars shared that PRecious is focused on building relationships with key opinion leaders and influencers in Vietnam, intending to add dedicated digital/social media teams to cater to the local market.
With the expansion of their digital services and an integrated approach to communications, PRecious is well-positioned to support their clients’ growth in the flourishing Vietnamese digital economy. They are committed to helping brands build meaningful connections, amplifying their stories, and ultimately driving their success in the rapidly evolving Vietnamese market.
By maintaining a strong local presence and utilising their profound understanding of the local market, PRecious Communications is bridging the gap between foreign brands and Vietnam’s digitally-savvy population. As Vietnam continues to establish itself as a digital powerhouse in Southeast Asia, businesses are poised to benefit from PRecious’ strategic guidance, which can enable them to tap into the potential of this exciting market and foster genuine, lasting connections with local consumers.
We believe in the power of data and storytelling. It’s not just about reaching your target audience; it’s about reaching them in a way that resonates and drives engagement.
His vision encapsulates the PRecious Communications approach: blending art and science to create compelling narratives that truly engage audiences and drive business results. Looking to the future, PRecious Communications plans to continue harnessing the dynamic potential of the digital landscape in Vietnam, pushing boundaries, and innovating their strategies to meet the evolving needs of their clients in this fast-paced market.
We see Vietnam’s digital economy as an incredible opportunity. We are excited to empower businesses to thrive and grow in this dynamic market, creating communications strategies that are locally relevant and globally impactful.
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