TRENDVERTISING HANDBOOK 2022

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TRENDVERTISING HANDBOOK 2022

HELLO! As the term ‘Social Media Marketing’ was first used in Vietnam many
years ago, a question popped up in my mind since then.
“How to make brands communicate more effectively on social media?”

Using various social media platforms, consumers can actively raise their
opinions about a brand, a TVC, a viral clip or even a brand campaign
whenever they want. Brands will need to be more careful and rethink
the way brands engage with consumers on social media. Triggering
and managing positive discussions about branded activities on social
media are really important.

2020 was a big milestone for Mango Digital as we joined YouNet Group.
Fuelled with the biggest source of social data in Vietnam, over the past
2 years, Mango Digital and YouNet Group team have been developing
this Handbook to introduce our own creative methodology:
Trendvertising.

With Trendvertising, we are confident to help brands in better,

more effective communication on Social Media.

Yours sincerely,
LUCAS PHAM
Managing Director
of Mango Digital

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TRENDVERTISING HANDBOOK 2022

IN THIS
HANDBOOK

OUR SOCIAL ANALYTICS PLATFORM

TRENDVERTISING PLANNING MODEL

ABOUT MANGO DIGITAL

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TRENDVERTISING HANDBOOK 2022

PLATFORM

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TRENDVERTISING HANDBOOK 2022

BRAND NEEDS
A SOCIAL IDENTITY

Social media is a part of our daily life. Everyday, we

HOW TO MEASURE THE EFFECTIVENESS OF

search for information, communicate and raise our
opinion to the world in many social media platforms.
At each platform, we ourselves create many social BRAND COMMUNICATION ON SOCIAL MEDIA?
identities.

As audience proactively control what information

they consume and hardly to be connected than in
the past decades by TV, Radio, Prints… Brands can
not stay out of this game.
New social media platforms come to birth yearly or even quarterly.
Social media marketing is the use of social media In order to measure the effectiveness of brand communications on
platforms to connect people in order to build brand. social media, brands need to detect, update methods and convert
many metrics on each social media platform to evaluate the
Therefore, brands need to have a social identity. performance.

Besides, how to know the response of audience towards brand

communications even though brands do really good with all metrics
on each social media platform?

Understanding social metrics can help us out of these challenges.

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TRENDVERTISING HANDBOOK 2022

INTRODUCING OUR POWERFUL

SOCIAL LISTENING TOOL

SocialHeat is a top ranked social listening tool in Vietnam,

developed by YouNet Group. Integrated by AI technology
and real-time social data, SocialHeat mission is to provide
brands with the most in-depth data sources.

5.8M+ 1.5M+ Collect data from

a specific source
Collect data by a
specific keyword,
72+ ~10K 4,5K+ and is updating
these data time
of Pages/Groups of Accounts E-commerce online newspapers Blogs/Forums/ by time…
hashtag
platforms Reviews

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TRENDVERTISING HANDBOOK 2022
WHAT WE
GOT FROM
SOCIALHEAT

WHY IS IT IMPORTANT FOR

EVALUATING YOUR CAMPAIGN
ON SOCIAL MEDIA?
High buzz volume means that the campaign succeeded in attracting
the audience to generate discussion on social media.
WHAT IS BUZZ VOLUME?
Number of collectable discussions (public posts CAMPAIGN 1 CAMPAIGN 2
& comments & shares of those posts, new
articles,...) which is generated from topics
(mentioning campaign keywords) relevant to
the campaign across social media channels.

No
. o f Au di e n c e
No
. o f A u di e n c e
WHAT IS
AUDIENCE SCALE?
Number of Audience generating
Buzz Volume

BUZZ VOLUME SHOULD GO ALONG WITH Campaign 1 and Campaign 2 had equal Buzz Volume but No. of audience
AUDIENCE SCALE generating conversation of campaign 2 was higher.
Campaign 2 reached more Audience than Campaign 1.
Campaign 2 was more effective than Campaign 1.

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TRENDVERTISING HANDBOOK 2022

WHAT WE
GOT FROM
SOCIALHEAT

Number of discussion displays on Social Media

including public and private conversations

Number of collectable discussion (public posts

& comments & shares) across Social Media
Channels

OBJECT MENTION
Discussion related to the Social Media
campaign

Number of discussion that mentions required

keywords of Social Media campaign

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TRENDVERTISING HANDBOOK 2022
WHAT WE
GOT FROM
SOCIALHEAT

WHY IS IT IMPORTANT?
A high number of relevant discussions mean nothing if
those discussions only say negative things about your
campaign. Sentiment score implies positive effect of
WHAT IS SENTIMENT SCORE? campaign’s creativity.

Percentage of relevant discussion sorted into 03 categories:

Positive/ Negative/ Neutral.
65,5K Total posts and
engagements

Every campaign has a sentiment score, which varies from

-1 to 1.
6,0K Total mentions

Total mentions Total posts

Score → +1: campaign receives positive sentimental effects
Score → -1: campaign receives negative sentimental effects
Score → 0: campaign has unclear sentimental effects SENTIMENT SCORE
OF HANWHA LIFE
AFTER CAMPAIGN
“AN YÊN TỰ TẠO”
POSITIVE - NEGATIVE
SENTIMENT SCORE = POSITIVE + NEGATIVE
0,96

64,8% 1,2% 33,8%

Positive Negative Neutral

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TRENDVERTISING HANDBOOK 2022

WHAT WE
GOT FROM
SOCIALHEAT

SHARE OF
VOICE
8,5%
13,6%
Prudential 15,0%
15,8%
15,7% AIA

Bảo Việt

WHAT IS SOCIAL MEDIA SOV? 66,9% Generali

57,2%
Hanwha Life

Share of Buzz Volume compared to other competitors

6/2020 7/2020
across social media channels.

WHY IS IT IMPORTANT?
SHARE OF VOICE OF HANWHA LIFE
This metric is especially important because it AFTER CAMPAIGN “AN YÊN TỰ TẠO”
indicates whether your creative idea effective enough
to outplay the rivals.

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TRENDVERTISING HANDBOOK 2022

TRENDVERTISING
PLANNING MODEL

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TRENDVERTISING HANDBOOK 2022

TREND
/TREND VƏ.TAꞮ.ZꞮŊ/

Trendvertising analyses social discussion on social media platforms to get

user behaviors, insights, interests, etc… Based on that, Mango Digital develops
strategic communication plan helping brands connect with target audience
more impactful.

TREND + ADVERTISING
Trendvertising has two components:
TREND + ADVERTISING. With real time
social discussion monitoring on social
media platforms, Trendvertising can
advertise you as a trendy brand.

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TRENDVERTISING HANDBOOK 2022

#1 TRENDVERTISING
PLANNING MODEL

TRENDVERTISING
CONTENT MARKETING

HOW TO APPLY
TRENDVERTISING? 13
TRENDVERTISING HANDBOOK 2022

Using social listening Develop social guidelines, Using social listening tool
tool (SocialHeat) to help social strategies, creative for tracking and showing
brands understand idea the improvement of brand
brand performance on social
(social metrics)

Identify keywords
(winning attributes) Execute the social plan
and appropriate social
TRENDVERTISING metrics for brand

PLANNING MODEL

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TRENDVERTISING HANDBOOK 2022

Let’s start with Trendvertising Brand Uplift Model.

The model shows three important parts for a brand to
appear on social and connect well with target audiences:

PART I:
Develop Social Brand Identity: brand now has a
consistent personality on social media through visual
and copywriting guideline
Social visual guideline (LOOK)
Social copywriting guideline (VOICE)

PART II: #1 SOCIAL IDENTITY (SOCIAL GUIDELINE) #2 HOT TOPICS #3 WINNING METRICS
Real time hot topics monitoring: hot topics monitoring MONITORING AND TRACKING
help brands able to keep up with hot news, trending
topic and turn those into quality and updated contents
for better communication with target audiences.
LOOK VOICE SENSITIVITY COMPREHENSION

PART III:
Define winning metrics on social media and tracking How brand How brand Equip brand 1. Define social metrics
brand performance by SocialHeat. want to be want to talk capability to engage to win on social media
seen? with audience? promptly, more
Depending on brand’s status and objectives, (Social visual (Copywriting relevant with suitable 2. Brand Social tracking
Trendvertising model would define suitable metrics for guideline) guideline) topic (Passion points
each brand to win on social media (share of voice, monitoring)
sentiment score…).
Moreover, these metrics will be tracked frequently, so
that brand can have an overview of brand performance
on social media.

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TRENDVERTISING HANDBOOK 2022

SOCIAL IDENTITY For content guideline example, THE PERSONALITY THE WAY WE WHAT WE DO? WHAT WE DON’T?
SHOW IT OUT
as the understandings of gen
Taking example of Red Bull Cold Brew Coffee Z, the voice of this personality
Flavour. Two major goals of the campaign are: is full of energetic, young, and
trendy,... As result, the content Energetic Since Red Bull Let them feel the Make them yawn
1. Introduce Red Bull Cold Brew Coffee Flavour guideline guides not only the Cold Brew enthusiasm, the out loud like they
content but also the way brand Coffee Flavour burning blood are attending a
2. Engage consumer with “Bật Nắp Là Bật Mood”
speaks on social media, by is an energy that move them boring scholastic
as the benefit of new Red Bull Cold Brew Coffee using familiar slangs, hot top- drink, we must forward. class.
Flavour ics, trendy words, gen Z lan- see the strong
guages… that are familiar to the and abundant Example: Example:
In order to achieve these goals, brand must be target audiences. energy in every Nhấp ngay một Hãy uống một
effective in communication to target audience (T.A)
word of Red ngụm Red Bull Vị ngụm Red Bull
on social media. Therefore, a lively personality of
Bull Cold Brew Cà Phê Ủ Lạnh, Vị Cà Phê Ủ Lạnh
brand is created through social guideline.
Coffee Flavour. triệu hồi mood để có tinh thần xử
đỉnh, chiến mọi lý deadline nào.
deadline nhé!
So, completely, what is social guideline:

1. Content Guideline
2. Visual Guideline
3. Social Outreach Guideline For visual guideline example,
4. Admin (Protocol) Guideline the brand’s intention was to
bring the young, dynamic spirit
from street to product visuality,
leading to the combination of
active poses, bold fonts, high
contrast colors combo and
These guidelines all are served for building a graphics in visual guideline.
characteristic that is friendly to target audiences.
To become a target audiences’ friend, to deliver the
brand story in a relatable way, to be an inspiration For the sake of confidentiality, these examples are stated only as demo
hub for audiences to find mood, to up mood and to purpose. For more information, please contact via email:
share that mood to their friends. hello@mangodigital.vn

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TRENDVERTISING HANDBOOK 2022

HOT TOPICS MONITORING

Hot topics monitoring helps brand keep up with latest news.

By crawling data of hot topics daily/ weekly, then choosing topics that are
suitable for brand identity, and using these topics as guidances in content
creation for more effective communication with target audiences.

Crawl daily/ weekly Refine the data, choose Develop Trendvertising

social data of hot topics/ hot suitable topics for criteria Content Marketing
trends

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TRENDVERTISING HANDBOOK 2022

WHAT’S HOT ON
SOCIAL MEDIA?

QUỐC TẾ HÔNG BÉ ƠI
HẠNH PHÚC
(Social slang

SAO NHẬP NGŨ 181,005 mentions)

(TV Show
(Festival
3,862 mentions)
7,022 mentions)
PASSION POINTS
GAME ON MONITORING - THE RESULT
Ô DỀ (Social slang
(Social slang 2,063 mentions) From data of hot topics on social media
DON’T BREAK 2,542 mentions) exploited by SocialHeat…

BẤT TỬ
(Social slang
MY HEART
(Music
3,583 mentions)
VALENTINE TRẮNG
GOLF BÓNG ĐÈ
8,542 mentions) (Festival
(Lifestyle (Movie
3,385 mentions)
1,546 mentions) 1,669 mentions)

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TRENDVERTISING HANDBOOK 2022

…MANGO TURNS THOSE INTO THESE TRENDY, CATCHY

AND RELATABLE CONTENTS.

TIKTOK TREND

HÔNG BÉ ƠI! A funny, gen Z language of saying “No”.

So…
Mango Digital x FWD emphasize that
insurance doesn’t have to be complicated
as we thought, especially with FWD.

SCAN TO VIEW
THE CONTENT

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TRENDVERTISING HANDBOOK 2022

#2 WIN A HOT TREND

ON SOCIAL MEDIA

HOW TO APPLY
TRENDVERTISING? 20
TRENDVERTISING HANDBOOK 2022
CASE STUDY

WHAT WE GOT FROM SOCIALHEAT?

RED BULL’S
POSITIVE DAY
Accordingly to “What’s hot on social” reports
in July 2021 of Buzzmetrics, the negative
information was the hottest topic of discussion

11-7 CAMPAIGN on social. Vietnamese have suffered from

negative energy from COVID-19.

Many brands have participated in doing CSR

BACKGROUND AND CHALLENGE campaign to all create a social trend of
supporting people prevent the pandemic.
In July 2021, Vietnam was facing the 4th wave
of COVID-19 that has seriously affected people’s Goals in hands, Red Bull brand is the
health and life with social distancing and a lot representative of Positive Energy. They should
of difficulties during the pandemic. ignite Positive Energy of Vietnamese to inspire
them to spread out their positivity in the pan-
demic and needs to stand out from others.
Red Bull is the market leader with the Brand
message “Positive power ignites inner
strength”. So, how has Red Bull recalled Brand
love in the situation of COVID-19? How has they
refuelled users positive power to overcome the
struggles by social campaign and become the
talk of the town on social media?
HOW WE BUILD IDEA FROM THOSE?
SCAN TO WATCH
OBJECTIVE
Red Bull and Mango Digital who is the THE CASE STUDY
social partner, call users to take action by
1. Increase TOM Brand awareness of Red Bull
doing easy, life-relevant and meaningful
(TOM) by driving Buzz volume and
action with the creative idea:
Audience scale.
“Positive Day - Positive Action”.
2. Strengthen Brand love by encouraging
social users join to brand activities.

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TRENDVERTISING HANDBOOK 2022
THE RESULT

MORE THAN 100 KOLS AND BIG COMMUNITIES JOINED THE CAMPAIGN.
THE CAMPAIGN HAS DONATED 2,000,000,0000 VND FOR COVID-19 FUND.

BIG NUMBERS OF THE CAMPAIGN

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TRENDVERTISING HANDBOOK 2022

HELL
O

ABOUT
MANGO
DIGITAL
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TRENDVERTISING HANDBOOK 2022

OUR
From data to ta-dah.
Mango Digital linked with YouNet.

HISTORY
Founded in 2012 as a boutique digital creative agency, we have
surprised our clients by providing them with breakthrough
digital communications solutions.

After years of continuous upgrading, 2020 has witnessed the

biggest milestone of us so far as we have become the first and
2022
only Data-driven Creative Agency in Vietnam by merging with
YouNet Digital. Launch creative
methodology
Trendvertising

Our creative works have been supported by our mar-tech

ecosystem, especially SocialHeat and SociaLift. 2020

In 2022, we have launched the Trendvertising creative Become a member of

methodology, a methodology that is promising for better YouNet Group
communication between brands and target audiences.
2015
Become a member of
GroupCom

OUR 2012
Becoming a Digital Agency that conveys Social Media
communication with its own creative methodology,
and be able to measure campaign effectiveness and

MISSION
support brand business. Say hi to the world

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TRENDVERTISING HANDBOOK 2022

OUR WEAPON

DIFFERENT?

Expertise in using social data from strategic Our distinguished creative methodology.
planning to execution and measurement.

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OUR
PRIDE

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OUR
CASE
STUDIES
AQUA RED BULL GENERALI
À QUÁ VỪA NGÀY TÍCH CỰC 11/7 SỐNG NHƯ Ý

HANWHA LIFE DIANA FWD WARRIOR

AN YÊN TỰ TẠO TYM EM ĐI 3 PLANK BỪNG TỈNH
THỬ THÁCH CHƠI MỚI ĐỈNH

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