AOY Insights: Double gold for T&A Ogilvy — wins for SE Asia Influencer Marketing Agency of the Year and Vietnam PR Agency of the Year | Partner Content

AOY Insights: Double gold for T&A Ogilvy — wins for SE Asia Influencer Marketing Agency of the Year and Vietnam PR Agency of the Year | Partner Content

Category: Southeast Asia Influencer Marketing Agency of the Year, Vietnam PR Agency of the Year

Key shoppers: Coca-Cola, Sabeco, Apple, Visa, TikTook, TCP

New shoppers this yr: Sunsilk, Pond’s, Unilever Food Solutions


Highlights: The Ho Chi Minh City-headquartered T&A Ogilvy Vietnam glitters with gold but once more, having secured back-to-back wins for Southeast Asia Influencer Marketing Agency of the Year and Vietnam PR Agency of the Year at Campaign Asia-Pacific’s Agency of the Year awards. The efficiency is especially spectacular in opposition to the backdrop of a altering function for PR in a posh media panorama, and the want for the self-discipline to go previous model picture. 


To assist its shoppers unlock progress and influence, T&A Ogilvy Vietnam deployed a three-pronged method: increase the spectrum of affect; improve creativity and high quality of content material supply; and handle 360-degree popularity. 


As a end result, 90% of the company’s prime 10 shoppers have been retained or renewed their contracts. The common consumer relationship now stands at 5 years. Among the greatest wins is a 50% enhance in income from The Coca-Cola Company, with the relationship increasing from influencer advertising and marketing and branding PR to company PR. 


As an influencer advertising and marketing company, T&A Ogilvy Vietnam has notched a number of notable achievements. Chief amongst them is the launch of Top One Studio, a creator centre of excellence in Ogilvy Asia, which gives a platform to attach manufacturers, creators, and audiences. 


Successful campaigns for Coca-Cola and Sabeco have seen the company hyperlink manufacturers and creators in long-term partnerships. T&A Ogilvy Vietnam has additionally expanded its use of “digital influencers” comparable to Minah for MSD in healthcare, and launched E.M., an agency-owned digital creator who works throughout its manufacturers.


The company’s method has shifted from “influencer advertising and marketing” to “creator advertising and marketing,” implying a mix of model and creator’s experience, in addition to a full funnel method to affect. T&A Ogilvy Vietnam is amongst the pioneers of a top-to-bottom method, increasing the capabilities of content material creators in campaigns and serving to to maximise affect ROI throughout the funnel. 


Case research: Timed throughout Tết, Vietnam’s most vital celebration, T&A Ogilvy created the Coca-Cola Creator to Cart marketing campaign to place Coke in purchasing baskets. Besides utilizing over 100 creators and communities throughout sorts and tiers to generate social buzz, the company engaged 5 meals bloggers to create the first-ever Creator-To-Cart expertise on YouTube. Viewers may click on by way of to buy the featured merchandise. This helped Coke keep its top-of-mind place in Tết for the sixth consecutive yr and a 25% year-on-year gross sales increase to succeed in an all-time excessive market share. 


Minah, a digital wellness coach was created for MSD to interact youngsters and younger adults on relationships, well being, and intercourse schooling. Powered by machine studying, Minah allows discussions on taboo subjects in a protected, inclusive atmosphere. Besides being welcomed by customers, her trustworthiness and credibility has helped develop curiosity and consciousness in HPV vaccinations.


Judges say:

T&A Ogilvy was singled out for its “very clear ambition, targets and technique to realize” and means to ship good outcomes. The company’s perspective on creator advertising and marketing versus influencer advertising and marketing was “refreshing” and there was reward for its brand-focused method.

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About the Author: Amanda