AGENDA
1. Overview 3. Evaluation of IMC Synergy
Brand Overview Consistency
Main Phases Continuity
Key Communication Tools Complementarity
2. Alignment
Media Mix
Alignment with:
+ Communication Objectives
+ Brand DNA Consistency
+ Target Audience Fit
+ Creative Messages
I. OVERVIEW
1 . Target Audience 2. Brand DNA
CORE VALUE
Modern Women (20-35 years old)
Comfort’s Commitment: Keeping clothes fresh & long-lasting
Seek a fabric softener with a pleasant, skin-friendly scent that with Ultra Care deep-care formula.
reflects their self-expression, prefer eco-friendly options, trust Mission: Reduce textile waste & preserve fabric quality for a
influencers over ads, but may hesitate due to price and concerns greener planet.
about harsh chemicals.
BRAND POSITIONING
The Leading Premium Fabric Softener
Superior Softness – Enhancing the clothing care experience.
Emotional Connection – Building strong bonds with users.
Traditional Women (36-50 years old) Sustainability Commitment – Long-lasting care, less textile
waste.
Family-safe, dermatologist-backed fabric care through TV ads, in-
store promotions, and expert endorsements, focusing on trust, BRAND PERSONALITY
affordability, and mild long-lasting scents for babies and young
children. Caring & Nurturing Trustworthy
Eco-Conscious Refreshing & Uplifting
Innovative
OVERVIEW OF THE IMPLEMENTATION OF MARCOM ACTIVITIES
Key Media Tactics
"COMFORT DỊU NHẸ" WITH PAM
2023 AND SALIM
Promote Comfort Dịu Nhẹ as a gentle fabric
Objective softener suitable for sensitive skin.
TVC & Digital Video Ads TVC & YouTube Ads Music Video on YouTube &
Influencer Marketing Billboards & OOH TikTok
"COMFORT THIÊN NHIÊN" FOR PR & Press Advertising Social Media Buzz
UGC PR & Sponsored Articles Billboards & OOH
TẾT 2024 WITH PHƯƠNG MỸ CHI Promotions
Position Comfort Thiên Nhiên as an eco-
TVC & Digital Ads
Objective friendly, natural product for festive laundry
PR & Thought Leadership Articles
needs. Social Media Campaign
2024 TẾT 2024: MV “ĐIỆU ĐÀ” WITH PHƯƠNG
MỸ CHI & DTAP
Peak Campaign Activity in Tết Period (Q4 2023 - Q1 2024): Most campaigns were
Strengthen brand association with Tết launched around Tết 2024 because Tết is the biggest shopping season in Vietnam,
Objective traditions through music and entertainment. with increased demand for home care and personal care products, including fabric
softeners.
Biggest Budget Allocation: Tết 2024 Campaigns: "Comfort Thiên Nhiên" & MV "Điệu
Đà" received the highest budget because the campaign included a high-production
"COMFORT PURE NATURE" PRODUCT MV collaboration with DTAP and Phương Mỹ Chi, requiring significant investment in
production and promotion.
LAUNCH Most Used IMC Tools: Digital & Influencer Marketing: Digital video ads (TVC,
Introduce "Comfort Pure Nature," highlighting YouTube, TikTok) and influencer collaborations were the most frequently used tools
Objective natural, plant-based ingredients. across all campaigns.
II. ALIGNMENT
MEDIA MIX
TRADITION
Paid Media
Assessment:
High dependency on Paid Media for visibility. Collaborating with influencers like Hòa Minzy, Trang Hý,
Owned Media presence is minimal. Hiệp Đỗ, Salim, who have young fan bases, helps Comfort
Earned Media engagement relies on influencers and reach its core audience (women aged 25-40).
trends. High engagement in livestreams, PR posts proves the
Strengths:
content is genuinely relevant to customers.
Strong audience reach through multi-channel
marketing.
Owned Media
Effective use of traditional and digital media.
Areas for Improvement: Social Media Channels: Official fan pages providing
Limited ROI tracking affects performance analysis. product information and campaign updates.
Need for stronger UGC to increase organic engagement.
Owned Media should be expanded for brand longevity. Earned Media
Recommendations:
Use QR codes, UTMs for better engagement tracking. UGC Campaigns: TikTok challenge for "Comfort Dịu Nhẹ"
Expand UGC initiatives on TikTok and Instagram. (Mom’s gentle care moments).
Integrate sustainability messaging consistently. Social Media Buzz: TikTok dance challenges and viral
creator videos for the "Điệu Đà" MV.
II. ALIGNMENT
MEDIA MIX DIGITAL
Paid Media
Strong Paid Media Presence: Comfort effectively uses YouTube, YouTube Advertising: Comfort used in-stream ads on YouTube to expand
Facebook, and Shopee ads to increase reach and engagement. the reach of their TVCs.
However, this strategy is highly dependent on continuous ad Facebook Advertising: Regularly boosted posts on Facebook to increase
spending. engagement and visibility
Well-Established Owned Media Channels: The brand maintains Shopee Advertising: Comfort's products appear at the top of Shopee
a strong presence on Facebook and YouTube, with high search results for "fabric softener" through pop-up ads and promotions.
engagement and consistent content. However, TikTok is not a ->YouTube, Facebook, and Shopee ads effectively increase engagement but
primary focus, and Comfort lacks a dedicated website, relying on heavily depend on advertising budgets."Điệu Đà" connects with traditional
Unilever’s platform. cultural values during Tet, creating strong emotional resonance for Comfort.
Effective Earned Media Strategies: Collaborations with KOLs, Owned Media
interactive campaigns, and minigames drive organic user
Facebook: Facebook fan page with 441Klikes, usually post contents to
engagement, generating significant social media buzz.
build an approachable and innovative image. The interaction can be
variable from hundreds to thousands of reactions.
Youtube: Comfort Vietnam with 370K subscribers, posting videos about
Earned Media information and features of the products. In addition, there are a lot of
engaging videos for the customers such as “Comfort dịu nhẹ with Pam
and Salim”. The fan page also posts Music Video for every Tet festival, such
Facebook and Tiktok: With many minigames and collaboration with
as “Điệu đà” by Phương Mỹ Chi and Dtap. On the other hand, the page has
KOLs such as Tóc Tiên, Phương Mỹ Chi and Pam, there are a lot of
almost 500 millions views in total.
reposts and comments about Comfort, mainly positive.
Tiktok: Comfort is not focusing too much on Tiktok page, with 29.3K
For example, in the campaign “Comfort dịu nhẹ with Pam and
followers. Comfort is posting short videos about its products on Tiktok,
Salim”, with the AI filter turn pictures into a baby, a lot of customer
with high quality resolution but simple.
were participating in and posted on their Facebook. About Tiktok,
Website and SEO: Comfort doesn't have its own website but relies on
there are a lot of short videos about Comfort products from users, and
Unilever website. About SEO, with keywords like “Nước xả vải”, Comfort
high interaction videos posted by KOLs such as Salim with Pam.
will show up first on Google search.
EVALUATION OF THE INTEGRATION BETWEEN TRADITIONAL AND DIGITAL MEDIA
General Assessment Strengths
Comfort effectively combines Traditional and Digital Wide Reach & Credibility: Traditional media (TVC,
media, ensuring strong brand visibility. However, sponsorships) builds strong brand trust.
Traditional media dominates in reach, while Digital excels in Digital Optimization: Effective ad targeting and
engagement and measurement. The linkage between the measurable performance on YouTube, Facebook, and
two remains underutilized, limiting cross-platform synergy. Shopee.
SEO Leadership: Comfort ranks high in search results,
ensuring strong organic visibility.
Areas for Improvement Earned Media Leverage: Successful KOL collaborations
and user-generated content (UGC) enhance brand
Stronger Traditional & Digital Linkage: TVC lacks direct engagement.
conversion tools (e.g., QR codes, interactive CTAs).
TikTok Underutilized: Lacks viral engagement strategies,
relying mainly on simple product ads. RECOMMENDATIONS
Digital Independence: No standalone Comfort website, Enhance Traditional & Digital Integration:
Embed QR codes & landing page CTAs in TVCs for direct conversion.
depending on Unilever's platform. Use Interactive TVC formats (on YouTube & Facebook) to drive direct engagement.
Data-Driven Optimization: Limited integration of digital Maximize TikTok & UGC:
Launch viral challenges like #ĐiệuĐàChallenge to encourage organic participation.
insights into traditional media planning. Collaborate with micro-KOLs for authentic engagement beyond celebrity-driven content.
Develop a Dedicated Digital Ecosystem:
Create a Comfort-branded website or app with loyalty features (rewards, exclusive
content).
Implement AI chatbots on Facebook & Shopee for enhanced customer support.
Leverage Digital Data for Traditional Media Optimization:
Use Digital performance insights (e.g., best-performing creatives, audience data) to refine
TVC strategies.
ALIGNMENT WITH
ALIGNMENT WITH COMMUNICATION
COMMUNICATION OBJECTIVES
OBJECTIVES
ALIGNMENT OF MEDIA CHANNELS WITH COMMUNICATION GOALS
EVALUATION
Effective Product Highlighting:
Communication Campaigns showcase unique product
Goal Evidence benefits (hypoallergenic, long-lasting
fragrance), generating significant
views on platforms like TikTok and
Product Campaigns like “Comfort Dịu Nhẹ – Thơm Dịu Êm” highlight USPs such as hypoallergenic YouTube.
Differentiation formulas and long-lasting fragrance, with over25M views on TikTok and YouTube combined Cultural Connection: Tet campaigns
with culturally relevant content
(Phương Mỹ Chi) create emotional
Tet-focused campaigns, such as the music video with Phương Mỹ Chi, emphasize care and family connections with consumers and
Emotional
Connection
values while connecting with Vietnamese traditions. The campaign achieved over 20M views achieve widespread reach.
Sustainability Gap: Despite eco-
friendly packaging efforts, consumer
association with Comfort and
Comfort promotes eco-friendly packaging made from 100% PCR recycled plastic bottles and sustainability remains low (4.7%),
Environmental biodegradable ingredients but only 4.7% of surveyed consumers associate it with sustainability
indicating a need for improved
conscious brand
messaging.
Active UGC & Engagement:
Interactive campaigns and user-
Customer
21,000 reactions,
Interactive campaigns like “Khoe bộ đồ vía, lấy vía cả năm” generated over
generated content initiatives on
Engagement
5,500 comments, and 3,500 shares on Facebook. UGC campaigns on TikTok
(#ComfortDiuNhe) resulted in over2,000 videos from users platforms like Facebook and TikTok
demonstrate strong customer
engagement.
BRAND DNA
BRAND DNA Comfort's brand DNA, as a trusted, family-oriented, innovative, sustainable,
and culturally relevant fabric softener, should be consistently reflected across
CONSISTENCY
CONSISTENCY
all media channels to build a strong and cohesive brand image.
Innovation
Family-Oriented & Caring
Comfort highlights its fabric protection technology and long-lasting
fragrance.
The "housewives with young children" (primary target) focus
Collaborations with modern, trendy scents and packaging appeal to younger
in TVCs and collaborations with influencers like Salim and Pam
consumers (modern women 18-35).
(Yêu Ơi) clearly aligns with Comfort's family-oriented values.
Improvement: Ensure social media posts provide clear product information,
Campaigns like "Có Comfort dịu nhẹ – Thơm mềm đón tết"
so new customers better understand the eco-friendly benefits.
emphasize the gentle, caring aspect, particularly for children
with sensitive skin.
Improvement: Representing a broader range of family
Sustainability
structures and modern parenting could further strengthen this
While Comfort utilizes 100% PCR recycled plastic bottles, promoting refillable
connection.
packaging and biodegradable ingredients, its "eco-friendly positioning has
not been communicated effectively."
Improvement: Enhance eco-branding and messaging across all platforms,
leverage consumer education, and engage with eco-conscious communities.
Comfort effectively communicates its family-oriented
values but could expand representation of modern Vietnamese Culture
parenting. While innovation is highlighted, clearer
eco-benefit messaging on social media is needed. The brand leverages cultural insights for relevant and engaging content.
Sustainability efforts exist but lack visibility, making However, as of 2024, Comfort collaborated with Phuong My Chi, focused on
stronger eco-branding and consumer engagement how to create stylish and modern looks by remixing and matching existing
key. Cultural relevance remains a strength, and aligning clothing.
Improvement: Continue to build customer trust by committing to sustainable
it with sustainability can enhance trust and loyalty.
practices.
TARGET AUDIENCE
TARGET AUDIENCE FIT
FIT
BRAND VOICE AND TONE
CONSISTENCY AND
Overall loving and affectionate tone,
RELEVANCE sometimes with a touch of playfulness (i.e
One of Comfort’s biggest strengths (e.g family involvement of children)
themes from Lily And Andy (late 2000s) TVCs to Tone-setting and voicing do not feel repetitive
Pam and Salim collaboration(2023)) or forced but rather (relatively) refreshing
Degree of focus on messages can vary between
campaigns (e.g Pam and Salim has a strong focus
on family - mother themes while the Điệu Đà
music video has a more general vibe-setting
approach)
ENGAGEMENT AND
INTERACTIVITY
VISUAL IDENTITY
Most traction online comes from audiences on
Uniform usage of colors and imagery to express Facebook and Youtube, but lacks active feedback
themes and messages (e.g Pam and Salim Tiktok audience can provide feedback and engage
collaboration, 2024 Tóc Tiên collaboration) with content (like new product rollouts) better, yet
Has variety when it comes to video genres (TVCs, Comfort’s Tiktok has not been properly invested in
music videos,...) Should consider polls, question videos and other
forms of engaging with the audience
Mostly excellent with audience alignment
However should improve visibility of logo in materials more, increase feedback sources and interact with the
audience more
CREATIVE MESSAGE
CREATIVE MESSAGE
Channel Integration
Thorough integration of channels
No problem with adapting (e.g video lengths, frame sizes, post types,...)
Tiktok could use more uploads and content variety
Audience Segmentation
Wide audience but still has clear target (e.g moms and families)
Good with finding key imagery and content for target audience (e.g Pam and Salim - mothers, Phương Mỹ Chi - teens and
young adults)
Has been able to cater to more than one target audience (e.g 2024 collaboration with Tóc Tiên straying outside the usual
“mothers and families” target)
Format Adaptation
Capable of diverse content forms for different channels (e.g pictures on Facebook, TVCs on Youtube, shorter ads on
Tiktok)
Should diversify Tiktok content more
Conclusion
Presents and supports its main messages very well across channels and audience groups, while still maintaining creativity
However, this is lacking a bit on Tiktok
III. EVALUATION
III. EVALUATION
Comfort Vietnam maintains a consistent brand message across social media platforms, focusing on
delivering high-quality fabric softeners that are gentle and safe for the skin, particularly for children.
CONSISTENCY
Strengths
Comfort Vietnam's campaigns are interconnected, consistently promoting gentleness and skin safety. The 2023 campaign
focused on Facebook with educational content, while in 2024, the brand expanded to TikTok, using challenges, short videos, and
influencers to reach younger audiences. Messaging remains unified, highlighting softness, breathability, and skin-friendliness.
Brand visuals use soft tones, and the hashtag #comfortvietnam strengthens recognition.
Weaknesses
Comfort's campaigns lack strong long-term connections, making it harder for customers to link past and present messages.
While expanding from Facebook to TikTok, investment is uneven, with some campaigns limited to one platform. Unlike brands
with lasting narratives, Comfort has not strongly sustained a memorable brand story. Short campaign lifespans and weak
cross-channel engagement, especially on TikTok, further limit brand continuity and viral potential.
Develop creative short videos aligned with trends to attract younger audiences.
Ensure content across platforms is not only consistent in messaging but also optimized for each channel.
Collaborate with influencers to create more engaging and viral content.
EVALUATION
EVALUATION
CONTINUITY Comfort Vietnam has maintained continuity in product development and improvement while
connecting with past campaigns to strengthen its brand positioning.
Strengths
Comfort consistently emphasizes gentleness and skin safety, maintaining its positioning as a fabric softener for sensitive skin.
From 2023 to 2024, the brand expanded from Facebook’s educational content to TikTok’s creative formats like challenges and
influencer collaborations. Aligning with this messaging, Comfort introduced "Comfort Gentle – Mild & Soft" with oat extract to
reinforce its image. Soft pastel colors are used across platforms to ensure visual consistency.
Weaknesses
Comfort's investment in new platforms is uneven, resulting in an inconsistent presence between Facebook and TikTok.
Additionally, its campaigns lack strong continuity, making brand communication feel less seamless over time.
Develop a long-term brand narrative instead of executing isolated campaigns.
Enhance TikTok content and synchronize campaigns across communication channels to maintain a stronger brand presence.
COMPLEMENTARITY
Question 1: Do different channels support and enhance each other? Question 2: Is there an optimal mix of ATL & BTL in marketing?
Overall, throughout various media channels, Comfort is able to deliver a Comfort focuses more on ATL than BTL.
consistent message with every campaign, thus helping each channel to Strengths: Comfort has strong brand presence through PR, social media,
support the others. newsletters, and sponsorships, ensuring a consistent brand image.
For example, in the 2024 Tet campaign, the MV “Điệu đà” posted on Weaknesses: ATL relies heavily on influencers without creative
YouTube emphasizes on audiences’ feelings and emotions on the holidays, storytelling. Traditional advertising on e-commerce, social media, and
and is supported by the Facebook-hosted photo contest: “Khoe bộ đồ vía, TV remains the priority, risking audience fatigue.
lấy vía cả năm”, complementing the MV’s message and encouraging BTL activities like CSR, interactive content, social media challenges,
people to express themselves like in the MV. discounts, and giveaways help connect with ATL messages but mainly
drive short-term sales. Over-reliance on influencers in both ATL and BTL
may impact long-term brand sustainability.
Lessons learnt Suggestions
Generally, ATL activities are initially used to introduce Comfort’s Focus on making original ideas and content related to the brand and
message on a campaign on one media channel, and BTL activities the products, rather than solely using influencer leverage.
on the same or different media channels of the brand will serve to Tone down on advertising frequency and instead focus more on the
deepen audiences’ connection with the message with message they bring in order to create more meaningful
advertisements.
personalized experiences.
APPENDIX
1. (Thanh Uyên, 2023), New Product Updates tháng 9/2023: Thế hệ iPhone mới của
Apple, xe máy điện gấp gọn của Honda và giấy sấy thơm Comfort. Brands
Vietnam.
2. (Chim sẻ đi nắng Studio, 2024), Grab For Mom: Siêu ứng dụng Grab hợp tác cùng
Comfort trên “Chuyến xe ân cần”. Brands Vietnam.
3. (UpBase JSC eCommerce Enabler, 2024), Học được gì từ campaign ra mắt sản
phẩm mới của Comfort?. Brands Vietnam.
4. (Facebook) Comfort Việt Nam
5. (Tiktok) Comfort Việt Nam
6. (George E.Belch, Michael A.Belch, twelth edition), Advertising and Promotion. Mc
Graw Hill.
