GROUP [Link].

BRA301

Table of Contents
I. EXECUTIVE SUMMARY................................................................................................... 3
II. INTRODUCTION............................................................................................................. 3
III. BACKGROUND ............................................................................................................... 4
3.1. Overview business ......................................................................................................... 4
3.2. History ............................................................................................................................ 4
3.3. Mission, Vision and Core Value ................................................................................... 4
3.3.1. Mission ................................................................................................................... 4
3.3.2. Vision ...................................................................................................................... 4
3.3.3. Core Value.............................................................................................................. 5
3.4. Organizational chart..................................................................................................... 5
3.5. SWOT Analysis ............................................................................................................. 5
3.6. Successful campaign ..................................................................................................... 7
3.7. Communication problem.............................................................................................. 7
IV. PLANNING ....................................................................................................................... 8
4.1. Objectives....................................................................................................................... 8
4.2. Key message ................................................................................................................... 8
4.3. Target Audience............................................................................................................. 8
4.4. Tactics ............................................................................................................................. 8
4.4.1. Mini Game "Top Moments" .................................................................................. 8
4.4.2. Influencer & KOL Marketing ................................................................................ 9
4.4.3. Video Series "Pose Like Gen Z" ........................................................................... 9
4.5. Channels......................................................................................................................... 9
4.5.1. Facebook ................................................................................................................ 9
4.5.2. TikTok .................................................................................................................. 13
4.6. Timeline ....................................................................................................................... 15
4.7. Budget .......................................................................................................................... 16
4.8. Evaluation method ...................................................................................................... 16
4.8.1. Metrics to Track .................................................................................................. 16

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a) Facebook ...................................................................................................................... 16
b) TikTok ........................................................................................................................... 17
4.8.2. Data Collection Methods .................................................................................... 17
4.8.3. Evaluation Frequency ......................................................................................... 18
V. CONCLUSION AND RECOMMENDATIONS .............................................................. 18
5.1. CONCLUSION ........................................................................................................... 18
5.2. RECOMMENDATIONS ............................................................................................ 19

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I. EXECUTIVE SUMMARY
Photogenic is a Vietnamese-owned photobooth brand revolutionizing self-photography by
merging cutting-edge Korean imaging technology with local creativity. Launched in Cần Thơ
(November 2024) and Vĩnh Long (January 2025), Photogenic offers a unique, interactive
experience with exclusive frame designs, a seamless digital ecosystem, and high-quality photo and
video outputs readily shareable on social media. Aiming to become Vietnam’s most beloved
photobooth brand by 2028 with 15 branches nationwide, Photogenic is built upon the core values
of Authenticity, Aesthetic Excellence, and Genuine Connection. A strong social media presence,
particularly on TikTok, coupled with effective campaigns like “30 Days of Building Photogenic”
and collaborations with schools, has driven early success. This document outlines a marketing plan
to further increase brand awareness by 10% on both Facebook and TikTok within three weeks,
utilizing mini-games, influencer marketing, and engaging video content, all guided by the key
message: "Be Aesthetic. Be Photogenic." The plan includes a detailed budget, timeline, and
evaluation methods to ensure effective execution and achievement of objectives. While facing
challenges like limited expansion and reliance on organic social media reach, Photogenic is poised
to capitalize on the growing photobooth industry in Vietnam, leveraging its strengths and
addressing its weaknesses to achieve sustainable growth and solidify its position as a leader in
youth culture and self-expression.

II. INTRODUCTION
In a rapidly evolving digital landscape, self-expression and visual storytelling have become central
to youth culture. Photogenic emerges as a dynamic force in Vietnam's photobooth industry,
offering a fresh and engaging approach to self-photography. Unlike traditional photobooths,
Photogenic blends advanced Korean imaging technology with local creativity, delivering a
premium experience that resonates with the Gen Z demographic. This report details Photogenic’s
journey, from its inception in the Mekong Delta to its ambitious plans for nationwide expansion.
It explores the brand's mission, vision, and core values, highlighting its commitment to
Authenticity, Aesthetic Excellence, and Genuine Connection. Furthermore, this document presents
a comprehensive SWOT analysis, identifying Photogenic's strengths, weaknesses, opportunities,
and threats. Building upon the success of past campaigns, this report proposes a strategic marketing
plan designed to elevate brand awareness on Facebook and TikTok. Through a combination of
interactive mini-games, strategic influencer partnerships, and compelling video content, this plan
aims to solidify Photogenic’s position as a beloved brand and a key part of Vietnamese youth
culture. This document outlines the objectives, target audience, tactics, budget, timeline, and
evaluation methods necessary to drive Photogenic's continued growth and success.

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III. BACKGROUND
3.1. Overview business

Photogenic is a Vietnamese-owned photobooth brand that merges cutting-edge Korean imaging

technology with local creativity, offering a fresh and interactive self-photography experience for
young customers. Unlike traditional photobooths, Photogenic features exclusive frame designs and
a seamless digital ecosystem, allowing users to instantly download, edit, and share high-quality
photos and videos via mobile apps and social media.

The first Photogenic branch launched in November 2024 in Cần Thơ, followed by a second
location in Vĩnh Long on January 1, 2025. With a strong expansion strategy, Photogenic plans to
establish 15 branches nationwide by 2027, aiming to become one of the most favourite photobooth
in Vietnam.
3.2. History

Before founding Photogenic, Nguyễn Ngọc Thúy Hân, the founder, realized that young people in
the Mekong Delta lacked a high-quality photobooth space to capture their memories although
photobooths were thriving in South Korea and major Vietnamese cities. Therefore, she embarked
on an entrepreneurial journey, overcoming financial challenges, securing the perfect location, and
building the brand from scratch.

In November 2024, Photogenic officially launched its first branch in Cần Thơ, a city deeply
connected to the founder’s childhood. Shortly after, on January 1, 2025, the brand expanded to
Vĩnh Long, marking a major step toward nationwide growth.

One of the most remarkable aspects of Photogenic’s launch was its TikTok campaign, “30 Days of
Building Photogenic”. This campaign documented every stage of development, from an empty
construction site to a fully operational photobooth studio. By allowing customers to witness this
transformation firsthand, the campaign created a strong emotional connection, making them feel
as though they were part of the journey.

3.3. Mission, Vision and Core Value

3.3.1. Mission

Photogenic is dedicated to delivering a unique photography experience with a highly personalized

touch. Rooted in three core values, the brand emphasizes Authenticity, ensuring that every photo
captures the customer’s true personality and emotions. Aesthetic excellence is achieved through
high-quality prints, exclusive frame designs, and seamless digital integration, creating a visually
stunning experience. Lastly, Genuine service is at the heart of Photogenic, fostering a welcoming
environment, thoughtful customer care, and strong community engagement to make every visit
truly meaningful.
3.3.2. Vision

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By 2028, Photogenic aims to open 15 branches nationwide, gradually establishing itself as

Vietnam’s most beloved photobooth brand. Beyond expansion, Photogenic plans to integrate AI
technology, choosing from a variety of digital backdrops and artistic effects, further elevating the
photobooth experience. In the long run, Photogenic aspires to build a community of photobooth
enthusiasts, where self-photography becomes a key part of youth culture, self-expression, and
creativity.
3.3.3. Core Value

Photogenic is built on three fundamental values: Authenticity, Aesthetic Excellence, and

Genuine Connection. At its core, Photogenic empowers individuals to express their true selves
without limitations, ensuring that every photo captures genuine emotions and personality. The
brand also upholds Aesthetic Excellence by blending artistic creativity with high-quality visuals,
transforming ordinary snapshots into works of art through exclusive frame designs, premium prints,
and seamless digital integration. More than just a photobooth, Photogenic prioritizes Genuine
Connection, fostering a warm, welcoming space where customers feel valued and inspired.
Through thoughtful service, attention to detail, and a strong community focus, Photogenic ensures
that every visit is a meaningful and memorable experience.

3.4. Organizational chart

Photogenic is driven by a team of young, ambitious, and highly responsible individuals, all
committed to delivering the best possible customer experience. Leading the brand’s vision and
growth, the CEO & Founder oversees strategic direction and overall management. The Technical
Team ensures the seamless operation of cameras, printers, and software systems, while the
Operations Manager handles daily branch activities and revenue management. Creativity is at the
core of Photogenic, with the Design Team crafting exclusive photo frames, brand visuals, and
engaging social media content. To maintain exceptional service, the Customer Service Team
provides direct support, ensuring a smooth and enjoyable experience for every visitor. Additionally,
the Finance & Accounting Team manages budgeting, financial planning, and cost control to
support the brand’s sustainable growth. Together, this dedicated team powers Photogenic’s success
and innovation.
3.5. SWOT Analysis

STRENGTHS Photogenic benefits from a strong brand presence on social media,

particularly on TikTok, Instagram, Facebook, and Threads, which
helps maximize reach and engagement. The brand distinguishes itself
with exclusive, trend-driven photo frame designs, frequently updated
to stay ahead of market trends. High-quality images are guaranteed
through the use of imported cameras, printers, and premium paper,
ensuring a superior photography experience.

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Customer satisfaction is a priority, supported by well-trained and

friendly staff who enhance the overall service quality. Additionally,
Photogenic encourages customer retention through a loyalty program
with point accumulation, incentivizing repeat visits. A significant
advantage over competitors is its extended digital storage period,
allowing customers to access their photos for up to 2 weeks, while most
photobooths offer only 24-hour storage.

WEAKNESSES Despite its strengths, Photogenic faces challenges, particularly in

expansion. Currently, it operates in a limited number of locations and
has yet to establish branches in major cities like Ho Chi Minh City and
Hanoi, where demand is high.

Another challenge is over-reliance on viral social media marketing,

with no well-developed long-term paid advertising strategy. This
dependence on organic reach may limit the brand’s ability to scale
effectively.

Additionally, the team, while young and ambitious, is still gaining

experience in large-scale operations, which may present challenges in
managing rapid expansion. High investment costs for imported
equipment also require careful financial planning to ensure sustainable
growth.

OPPORTUNITIES The photobooth industry in Vietnam is experiencing significant

growth, particularly among young consumers who seek interactive and
aesthetic photography experiences. Limited competition in the
Mekong Delta allows Photogenic to establish itself as the leading
photobooth brand in the region.

Opportunities for brand collaborations are also expanding, with

potential partnerships with KOLs, fashion brands, and cafés to create
unique marketing campaigns. These collaborations could further
strengthen Photogenic’s market position and attract new customer
segments.

THREATS Like any growing business, Photogenic faces market challenges and
external threats. Price competition from smaller photobooth businesses
is a significant concern, as some competitors may reduce prices to
attract customers, impacting profitability.

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As the brand expands, maintaining service quality across multiple

locations will be a challenge. Without strong operational management,
inconsistencies in customer experience could arise.

Additionally, rising rental costs for retail spaces may increase financial
pressure, especially when opening new branches in high-demand
locations. The risk of market saturation is also present—if photobooths
become less trendy, customer interest may decline. To sustain
engagement, constant innovation and content updates will be
necessary.

Lastly, changes in social media algorithms could affect Photogenic’s

organic reach, making it crucial to diversify marketing efforts beyond
just viral content.

3.6. Successful campaign

One of Photogenic’s most successful campaigns was the “30 Days of Building Photogenic” TikTok
series. By documenting the entire journey from construction to opening day, the campaign created
an emotional connection with viewers, making them feel like they were part of the brand’s growth.
This strategy helped Photogenic attract 42.6K followers and 1.8 million likes before even
launching, ensuring strong brand awareness and a loyal customer base from day one.

Another key campaign was “Photogenic x Thanh Xuân Vườn Trường”, a collaboration with high
schools and universities. Starting in March 2025, Photogenic partnered with THPT Chuyên Lý Tự
Trọng, creating exclusive school-themed photo frames. The campaign generated over 100 photo
sessions on the first day alone, proving its effectiveness in engaging student communities, with
plans to expand to eight more schools in 2025.

Additionally, Photogenic runs holiday gift promotions, offering special discounts or free
accessories on occasions like International Women’s Day (March 8), Valentine’s Day, and
Christmas. The loyalty point system further strengthens customer retention, encouraging repeat
visits.
3.7. Communication problem

As a new brand, brand awareness and differentiation remain key challenges. Many customers
still associate high-quality photobooths with Korean franchise brands, making it crucial for
Photogenic to emphasize its Vietnamese identity and unique value.

Although Photogenic has successfully established itself in Cần Thơ and Vĩnh Long, it has yet to
expand to major cities like Hanoi and Ho Chi Minh City, where the demand for photobooths is
significantly high. Customers in these cities may be aware of the brand through TikTok, but
without direct access to its services, Photogenic has not yet fullytapped into its market potential.

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To overcome these challenges, Photogenic should highlight its unique selling points more
prominently in marketing campaigns. Strengthening brand storytelling through behind-the-scenes
content and customer testimonials will further differentiate the brand. Additionally, launching pop-
up photobooth events in key cities like Hanoi and Ho Chi Minh City will allow Photogenic to test
market demand before opening permanent locations.

IV. PLANNING
4.1. Objectives

Increase Brand awareness of Photogenic by 10% (from 5,4k likes to 5,94k likes; from 7,7k
followers to 8,47k followers) on Facebook within 3 weeks. Increase Brand awareness of
Photogenic by 10% (from 45k followers to 49,5k followers) on TikTok within 3 weeks.

4.2. Key message

"Be Aesthetic. Be Photogenic." is more than just a key message; it is a statement of lifestyle and
self-expression. This message emphasizes that beauty has no fixed standards, allowing individuals
to showcase their unique styles—whether classic, minimalist, or bold. "Be Aesthetic" encourages
creativity and artistic exploration through self-photography, while "Be Photogenic" highlights the
importance of confidence in front of the camera and the importance of being yourself. By
promoting both aesthetics and self-assurance, this message positions Photogenic as not just a
photobooth brand but a platform that inspires individuality, authenticity, and stylish self-
representation.

4.3. Target Audience

Demographics Age: Photogenic focuses on young customers (Gen Z) aged 16-28.

Location: Can Tho and Vinh Long.
Customer Needs The ability to creatively capture fun and memorable moments during
special occasions.
The need to express individual personality and style.
The desire for entertainment, complete with photo booth props.
Strengthening connections in existing relationships.
Behaviors Individuals who enjoy taking photos, are active on social media, seek
novelty and uniqueness, and follow trends.
4.4. Tactics
4.4.1. Mini Game "Top Moments"

The "Top Moments" Mini Game campaign aims to enhance customer interaction and encourage
the creation of user-generated content (UGC). To implement this, we will ask customers to take
photos at Photogenic stores and post those photos on Facebook. When posting, they need to use
the hashtag #PhotogenicVietnam and tag our store in the post or story. This not only helps increase
reach but also creates an online community around the brand.

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To encourage participation, we will provide discount vouchers for the next photo session, with
discounts of 70%, 50%, and 30% depending on the number of posts and the interaction each post
receives. This prize will motivate customers to share their experiences, while also helping us
collect a wealth of content from users. The campaign will run from April 25 to May 1, 2025,
creating a sense of urgency and stimulating customer participation.

4.4.2. Influencer & KOL Marketing

Another important strategy in this campaign is to invite prominent influencers and KOLs in the
GenZ community to experience the photobooth at the store. These influencers will share their
feelings on social media platforms like Facebook and TikTok, emphasizing the uniqueness and
attractiveness of the services we provide. Their presence will help increase credibility and interest
from the target audience.

In addition, collaborating with influencers to spread the message and fun experiences at
Photogenic. KOLs will invite their fans to visit the store's Fanpage to learn more about the "Top
Moments" mini game. This not only encourages users to participate but also creates opportunities
for them to discover the creative content that the store provides. At the same time, when
cooperating with some KOLs, Photogenic may require them to re-up videos on personal social
networking sites to increase the store's recognition. The expected result from this campaign is to
increase attention and interest from the GenZ community, while building a positive user
community around the brand.

4.4.3. Video Series "Pose Like Gen Z"

Finally, we will release a series of videos called "Pose Like Gen Z" to guide customers on how to
create unique poses and attract attention on TikTok. This series will consist of 6 short videos, each
video lasting from 30 to 60 seconds. The videos will focus on interesting topics such as "Classic
but cool poses", "Transformations with super cool props", and "Divine lighting and angles",...

Each video will be designed to not only provide helpful tips but also create appeal by combining
trending music and TikTok effects. This not only helps customers get more ideas when taking
photos but also encourages them to come to the store and try out new poses. The expected result
from this video series is to increase customer interaction on TikTok and build a creative community
around the brand.

4.5. Channels
4.5.1. Facebook

Focusing on the GenZ customer group, recognizing the importance of leveraging the Facebook
platform to effectively reach and interact with this target audience is essential. Facebook is not

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only a popular social media channel, but also provides extremely useful tools and features for
Photogenic to implement a comprehensive communication campaign.

By leveraging Facebook's advertising, interaction, and data analysis features, Photogenic can
accurately and effectively reach the GenZ customer group - an important target audience in this
campaign. Facebook's targeting tools will help Photogenic identify and reach the desired customer
group, increasing reach and interaction rates. In addition, interaction features such as content
sharing, commenting, liking and sharing on Facebook will help Photogenic build strong
relationships with customers. Through activities such as mini-games, introducing new products
and participating in discussions, Photogenic can encourage customers to interact with the brand,
thereby strengthening their engagement and loyalty. Furthermore, Facebook also provides detailed
data analysis tools about users, including demographic information, behavior and preferences.
Photogenic can leverage this data to better understand the GenZ customer group, thereby adjusting
content and marketing strategies more appropriately, increasing the effectiveness of the campaign.
When combining communication, interaction and advertising activities on Facebook, Photogenic
can also drive sales and convert potential customers into real customers. Features such as linking
to websites, online stores or creating conversion advertising campaigns will help Photogenic
achieve this goal.

Leveraging Facebook's features also helps Photogenic increase brand recognition in the eyes of
GenZ customers. Through posting attractive content, interacting with customers and exploiting
advertising features, Photogenic can enhance their awareness and sympathy for the brand. When
the campaign ends, Photogenic will not only achieve positive results in terms of interaction and
sales, but can also leverage the data and experience collected to continue developing and
improving marketing activities in the future. Understanding the GenZ customer group better, as
well as the effective features of Facebook, will help Photogenic open up many new development
opportunities and potential, from increasing brand awareness to promoting sales and converting
customers.

By fully leveraging Facebook's features, Photogenic can not only attract the attention and
interaction of GenZ customers, but also open up many other opportunities such as effective reach,
building close relationships, collecting and analyzing data, increasing brand awareness and
promoting sales. This is a comprehensive and potentially successful communication campaign,
helping Photogenic achieve impressive results.

Week Posts Date Content Image/Video Objective

Week 1 Post 1: Hidden 15/4 "What's HOT at Image Create
announcement Photogenic at the revealing curiosity,
(15/4 – 21/4) end of this month? upcoming prepare for
Let's look events. the
forward to a surprise campaign.
just for GenZ!

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#PhotogenicVietnam

Post 2: 18/4 "This 30/4 – 1/5, Carousel Increase

Ads article Photogenic brings an including 3 display and
extremely high- images: interaction,
quality "CHECK-IN (1) attract
CORNER"! Customers subjects
Take 'virtual living' posing 16–26 (TP.
photos with a GenZ (2) new CT - TP. VL)
style, get a SUPER blurred
HOT VOUCHER background
Come now (3) Surprise
[Link]" gifts

Week 2 Post 3: Mini 22/4 "JOIN THE MINI Images of Neon-colored

Game GAME 'TOP mini games infographic,
(22/4 – 28/4) Announcement MOMENTS' NOW! and eye- with
"Top catching illustrations
Moments" Take photos at vouchers. of prizes.
Photogenic
Post on
Facebook + hashtag
#PhotogenicVietnam
+ tag us
Get
DISCOUNTS 70% –
50% – 30%!
From 25/4 – 1/5
Post 4: Ads 24/4 "THE NEW 30s video Introduce
running, 'VIETNAM VIBE' tutorial for 3 new
Introducing FRAME SET HAS poses with products,
New Photo OFFICIALLY new frames, create
Frames & Pose 'BURNED' AT combined interest
Suggestions PHOTOGENIC! with Lofi
Suggestion: Pose Vietnamese
'ancient style' with music
ao dai or super cool
'street style'!
Come now to
'catch the trend' in
early May!"

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Post 5: 26/4 "How did Team Images of old Increase

Maintain GenZ 'captivate' customers, interaction,
interaction – Photogenic? sharing encourage
UGC What about you?" moments at customers to
Photogenic share their
experiences
Post 6: 28/4 "Which concept do Camping" Collect
Maintain you like best? Illustrations customer
interaction – A. Neon Disco of concepts opinions,
Poll B. Vintage Retro (eg Neon increase
C. Outdoor Disco, interaction
Vintage and
Retro, engagement
Outdoor
Camping)

Post 7: 30/4 “Guess what’s Images of Remind

Reminder happening at Vietnam Vibe customers of
Photogenic concepts the store's
today ” arriving at the latest
store. program and
call them to
experience it.
Week 3 Post 8: Mini 2/5 " TOP 3 TOP Collage of 3 Announce
(29/4 – 5/5) Game Winner MOMENTS HAVE best photos results, create
Announcement APPEARED! from the mini trust and
Thank you GenZ for game. promote
'burning' with post-
Photogenic! campaign
Check now if you interaction.
win a prize.

Post 9: 5/5 "This summer, Teaser image Maintain

Maintain post- Photogenic will of summer interaction,
campaign 'release' a series of 2025 maintain
interaction NEW concepts! background contact with
Comment on the customers
concept you're most after the
looking forward to, campaign
maybe it will come
true? "

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Running ads on Facebook is a strategic step for Photogenic to quickly expand brand coverage,
reach the right potential customer group and increase awareness in the GenZ community.

The post running ads on April 18 with content introducing new check-in corners, GenZ-style
"virtual living" will play a key role in attracting viewers' attention. Through attractive content and
eye-catching designed images, this article can significantly increase the number of impressions,
while accurately reaching the target audience of 16–26 years old in the CT City area.
The post running ads on April 24 to promote the new "Vietnam Vibe" photo frame set, attract the
attention of potential customers, especially young people who love taking photos and Vietnamese
fashion trends. Through creative content, suggesting how to pose with "ancient" or "street style",
creating interest and encouraging customers to directly experience the service at the store. In
addition, advertising will help the article reach a wider audience, increase interaction, thereby
strengthening Photogenic's brand image as a quality photo shooting destination and always leading
the trend.

Not only stopping at likes, comments, shares or follows on the Fanpage, running ads also creates
conditions for Photogenic to build a loyal community. Viewers are attracted by information about
unique check-in spaces, thereby tending to interact, as well as looking forward to long-term
marketing activities such as mini games, promotions, or new service introductions. On the other
hand, thanks to Facebook Ads, the store can collect data on customer preferences and behaviors -
a platform to help optimize business strategies and improve the photo shooting experience in the
future.
In the long term, advertising posts on April 18 and 24 not only create short-term value in terms of
revenue, but also contribute to building a stronger Photogenic brand image. Information spread
from the article will continuously "nurture" customer awareness of Photogenic, encouraging them
to return to experience or share with friends. All of these factors combine to help Photogenic
develop sustainably in the market, ready to expand more new services and continue to attract the
potential young generation of customers.

4.5.2. TikTok

TikTok is currently one of the fastest growing digital platforms with a large number of users,
especially the GenZ group - the right target audience for Photogenic. Leveraging TikTok for the
campaign not only helps the store quickly create short, attractive videos but also helps the brand
easily spread the message naturally and widely.

First, TikTok allows Photogenic to create highly creative and entertaining video content. Short
videos can be designed with many different topics such as challenges and impressive tutorials.
Thanks to its intelligent algorithm, quality content easily goes viral, helping the brand become
known to many people without having to invest too much advertising budget.

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In addition, TikTok encourages user participation through hashtags, challenges and competitions.
This creates opportunities for customers to self-develop content (User Generated Content) and
share their actual experiences at Photogenic. User-generated videos not only increase authenticity
but also help build a loyal community around the brand, creating a strong link between Photogenic
and its customers.

Moreover, after the campaign ends, the video content that has been posted on TikTok continues to
be valuable. Thanks to the platform's ability to store and reuse content, Photogenic can maintain
long-term interaction with customers. These videos will help the brand maintain an online presence,
reach new audiences and maintain sustainable relationships with old customers.

Finally, TikTok also opens up opportunities to collaborate with influencers - people who have a
great influence on the GenZ community. The combination of self-created content and content
supported by influencers will help Photogenic expand its reach, increase credibility and contribute
to driving revenue through effective interaction campaigns.

Thus, leveraging TikTok is not only simply to attract initial attention but also brings many long-
term opportunities in building a brand image, maintaining interaction and creating community
value for Photogenic.

WEEK POST VIDEO CONTENT DETAILS OBJECTIVE

DATE

1 18/4 Video 1: "Classic but Instructions on 3 Instruction to create a posing

cool poses" "traditional" but helps viewers have more
breakthrough poses ideas for taking photos,
(eg leaning, hands on thereby stimulating them to
hips). want to try shooting at
Photogenic.

20/4 Video 2: Introducing new Introduce new props and

"Transformations props (sunglasses, encourage customers to
with super cool colored balloons) and experience and create more
props" how to combine UGC content.
them.

2 25/4 Video 3: "Divine Photogenic tried Show viewers the value of

lighting and angles" many ways and added the photobooth service,
lights to make you while suggesting them to
take the spotlight in

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your own frame come to Photogenic for

beautiful photos.

28/4 Video 4: “Checklist Checklist frame Promote interaction and

30/4” including check-in remind viewers not to miss
activities at the store's services.
Photogenic store.

3 2/5 Video 5: Synthesize clips of Feelings from customers

"Customers' real customers who participate in mini
experiences" participating in mini games or experience
games, combined services, increase credibility
with trending music. and encourage new people to
try it.

4/5 Video 6: “Super easy Split-screen video: 1 Remove "hesitation" when

poses for teams side instructing, 1 taking photos. From there,
afraid of posing" side showing results. invite groups of friends and
people with little posing
experience to confidently
come to Photogenic.

4.6. Timeline

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4.7. Budget

Platform Activity Cost (VND)

Facebook Increase brand awareness by 10% (5.4k likes -> 5.94k

likes; 7.7k followers -> 8.47k followers)

Running ads on new check-in corner article (18/4 - 1/5) 4.000.000 VNĐ

Running ads on "Vietnam Vibe" photo frame article 3.000.000 VNĐ

(24/4- 1/5)

Organizing mini game (25/4- 1/5) 2.000.000 VNĐ

Creative content (images, content) 2.000.000VNĐ

TikTok Increase brand awareness by 10% (45k followers -> 49.5k

followers)

Producing and posting creative, attractive, trendy videos: 2.000.000 VNĐ

"Classic but cool poses", "Transformations with super cool
props", "Divine lighting and angles", "Checklist 30/4",
"Customers' real experiences", "Super easy poses for teams
afraid of posing".

Collaborating with TikTok influencers 5.000.000 VNĐ

Total 18.000.000VNĐ

4.8. Evaluation method

4.8.1. Metrics to Track
a) Facebook

To evaluate the success of a Facebook campaign, it is important to closely monitor the metrics.
First, brand awareness metrics include the number of Page Likes and the number of Page Followers.
The number of Page Likes represents the initial appeal of the brand, while the number of Followers

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shows long-term interest and desire to be updated. In addition, it is necessary to pay attention to
the number of people reaching naturally (Organic Reach) and the number of people reaching
through advertising (Paid Reach) to better understand the ability of the content to spread.

Next, engagement is a measure of whether Photogenic’s content is engaging and connecting with
customers. Engagement includes all actions such as liking, commenting, and sharing on posts.
Engagement Rate, calculated by dividing the total number of interactions by the number of people
reached, then multiplying by 100%, helps assess the relevance of the content to the target audience.

In addition, the campaign organizes minigames, so it is necessary to monitor minigame indicators

such as the number of participants to assess the level of community interest. The number of posts
using the hashtag #PhotogenicVietnam is also an important indicator, showing the spread of the
minigame and the participation in creating content from users.
b) TikTok

Similar to Facebook, evaluating effectiveness on TikTok also needs to be based on specific

indicators. Brand recognition index includes the number of followers, showing the appeal of the
TikTok Photogenic channel. Video Views is another important indicator, showing the popularity
and ability to attract attention of video content.

Engagement index on TikTok includes the number of likes, comments and shares on videos,
showing the level of love and discussion about the content. Engagement Rate, calculated by
dividing the total number of interactions by the number of views, then multiplying by 100%, helps
assess the attractiveness of the video. In addition, it is necessary to monitor the number of uses of
the hashtag #PhotogenicVietnam to assess the spread of the campaign, as well as the number of
videos generated by users (User-Generated Content - UGC) to measure the ability to encourage
users to participate in creating content related to the brand.

To evaluate the effectiveness of the entire campaign, it is important to track campaign performance
metrics such as Reach (number of people reached), which shows the number of unique users who
viewed Photogenic's videos. If you run ads on TikTok, you need to track metrics such as CPM
(cost per thousand impressions).

Finally, audience analysis is an important factor to ensure that the campaign is reaching the right
target. It is important to consider demographic factors (age, gender, geographic location) to
determine whether the target audience matches the original plan. In addition, determining the target
audience's activity time on TikTok and their interests and behaviors will help optimize posting
times and video content.

4.8.2. Data Collection Methods

To collect data on Facebook, the Facebook Insights tool is an invaluable source of information.
This is a built-in data analysis tool that provides detailed information on page and ad performance.

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In addition, Facebook Ads Manager allows you to track the effectiveness of your ad campaigns,
including metrics such as CPM, CPC, CTR and Conversion Rate.

Similarly, on TikTok, TikTok Analytics is a built-in data analysis tool that provides detailed
information on video and account performance. If you run ads, TikTok Ads Manager will help you
track the effectiveness of your ad campaigns.

In addition, to evaluate the virality of the hashtag #PhotogenicVietnam, you can use hashtag
tracking tools. These tools allow you to measure the number of posts using the hashtag on both
Facebook and TikTok, thereby evaluating the effectiveness of the campaign in encouraging users
to create brand-related content.
4.8.3. Evaluation Frequency

To ensure the campaign is implemented effectively, evaluation needs to be done regularly and at
the appropriate frequency. Daily, it is necessary to monitor interaction indicators such as Likes,
comments, shares and video views to be able to quickly evaluate the effectiveness of each post and
video, thereby making timely adjustments.

Every week, it is necessary to conduct a deeper analysis of brand recognition indicators (number
of Likes/Followers on the page, Reach), advertising effectiveness (CPM, CPC, CTR) and
minigame effectiveness to have a more comprehensive view of the campaign's progress.

At the end of the campaign (after 3 weeks), it is necessary to conduct an overall evaluation of the
effectiveness of the entire campaign. Compare actual results with the original goals, identify
successes and limitations, and draw lessons learned to apply to future campaigns.

V. CONCLUSION AND RECOMMENDATIONS

5.1. CONCLUSION

Photogenic stands as a promising photobooth brand poised for significant growth in Vietnam's
burgeoning self-photography market. Rooted in Authenticity, Aesthetic Excellence, and Genuine
Connection, the brand effectively combines cutting-edge technology with localized creativity to
resonate with Gen Z consumers. Early success, driven by impactful social media campaigns and
strategic collaborations, demonstrates a strong ability to connect with its target audience. However,
challenges such as limited geographical presence, reliance on organic social media reach, and the
need for continued innovation require focused attention. The proposed marketing plan,
encompassing mini-games, influencer partnerships, and engaging video content, offers a strategic
roadmap to increase brand awareness on Facebook and TikTok and ultimately solidify
Photogenic's position as a leading and beloved brand within Vietnamese youth culture. Consistent
monitoring and adaptation based on the detailed evaluation methods outlined are crucial to
ensuring the plan's effectiveness and long-term sustainability.

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5.2. RECOMMENDATIONS
To maximize its potential and achieve its ambitious goals, Photogenic should prioritize a multi-
faceted approach encompassing strategic expansion into major cities like Hanoi and Ho Chi Minh
City, perhaps initiating with pop-up events to assess market viability. Supplementing viral social
media efforts with a robust, long-term paid advertising strategy and exploring partnerships with
relevant fashion brands and cafés will broaden reach and create unique brand experiences.
Investing in compelling brand storytelling, emphasizing the Vietnamese identity and unique value
proposition through authentic narratives, is crucial. Maintaining engagement necessitates
continuous innovation in frame designs, backdrops, and technology integration, informed by
regular customer feedback. Finally, implementing robust operational management practices
ensures consistent service quality across all locations, supported by ongoing staff training, while
data-driven optimization based on consistent monitoring and analysis of campaign performance
guides strategy for maximum impact.

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