Date published: 25 June 2024

Client

By Phat Le

Content Writer

Social Media & Mobile Marketing

"Social Media and Mobile Marketing" is a practical course that explores how brands can strategically use social media platforms and mobile technologies to connect with modern consumers. Throughout the course, I learned how to design integrated marketing campaigns tailored to mobile user journeys, develop platform-specific content, and apply customer insights to enhance engagement, retention, and advocacy. The course also emphasized performance measurement, content strategy, and the role of innovative app features (like AR and AI) in driving user acquisition and brand loyalty.

Executive Summary

Industry

Consumer Electronics & Household Appliances

My role

App Innovation: Designed UI/UX for a real-time AR/AI troubleshooting feature.

Campaign Execution: Led Phase 1 (Acquisition) & Phase 3 (Advocacy) via paid ads and community mini-games to drive app conversions.

Context

Client brief

Despite its market leadership, Panasonic struggles with customer retention and low app engagement. The challenge: transform the "My Panasonic" app into a rewarding digital ecosystem to boost Customer Experience (CX) and Lifetime Value (CLV).

KPIs

Acquisition: Achieve 300,000 new app downloads (200,000 via paid ads, 100,000 via organic content) and reach 10.65M target users.
Performance: Maintain a highly optimized Cost Per Acquisition (CPA) of ~25,000 VND and Cost Per Click (CPC) of ~5,000 VND.
Retention & Engagement: Increase overall social media engagement by 25% and boost the app's 7-day retention rate from 3% to 10%.

Job to be done

Propose innovative in-app features (AR/AI integration) to solve customer pain points and execute a comprehensive mobile marketing strategy within a 1B VND budget to exponentially drive app downloads, user retention, and brand advocacy.

Task allocation

App Feature Innovation

Conceptualized and mocked up the UI/UX for an AR/AI-integrated feature, enabling real-time user interaction with Panasonic control panels.

Campaign Execution

Led Phase 1 (User Acquisition) and Phase 3 (Advocacy) by managing and optimizing cross-platform paid ads.

Community Engagement

Organized interactive mini-games within online communities to maximize app conversion rates and user retention.

Learning outcomes

UI/UX Design & App Feature Innovation

Cross-Platform Paid Ads & Acquisition

Community Building & Brand Advocacy

Mobile-First Marketing Strategy

This course reshaped how I approach digital strategy, showing me that mobile is not just a screen, but a journey. I learned to design touchpoints that don’t just sell, but serve to connect, guide, and retain users in ways that feel intuitive, relevant, and human.