Messenger
Case Study Marketing in the workspace solutions industry: Driving high-quality lead growth through multi-platform integration and user experience optimization
Company Information
Company Name
I
Industry
B2B
Business Description
Providing mobile meeting room solutions for businesses
Key Highlights
- Conversion rate (CV) exceeded expectations, reaching 136.7%
- Cost per acquisition (CPA) decreased by approximately 8.5% compared to projections
- Attracted high-quality leads by refining the messaging strategy
Challenge
In the Vietnamese market, the concept of “mobile meeting rooms” is still relatively new, and low brand awareness remains the biggest challenge.
Website traffic and the number of inquiries have not grown as expected. Additionally, due to the lack of a clearly defined target audience, advertising efforts have not delivered the desired results.
Low Awareness & Immature Market
As this is a new product category, its benefits have not been effectively communicated to potential customers. Therefore, expanding brand awareness is essential.
Unclear Targeting
There is no clear data on which customer segments truly have demand, leading to suboptimal ad targeting and distribution.
Unoptimized Conversion Funnel on the Website
Website traffic is already limited, and the conversion of visitors into inquiries (e.g., via Messenger) is still not effective.
Solution
Multi-channel Advertising & Keyword Strategy
Campaigns were deployed simultaneously on Facebook and Google. For Google Ads, the focus was on identifying and optimizing relevant keywords to improve search performance, while Facebook Ads was used to increase brand awareness.
This approach combines both awareness building and conversion-driven strategies.
Unclear Targeting
There is no clear data on which customer segments truly have demand, resulting in suboptimal ad targeting and delivery.
Optimizing User Experience (UX) and Strengthening Conversion Paths
User behavior on the website was observed and analyzed to identify areas for improvement.
A seamless flow was established from ads to conversion channels such as phone calls or Messenger.
Results
Number of conversions exceeded the target
Forecast: 87 conversions
Actual: 119 conversions
→ Strong growth driven by accurate audience targeting.
Reduced cost per acquisition (CPA)
Forecast: 71,000 VND
Actual: 65,000 VND
→ Increased the number of leads while also improving cost efficiency.
Optimized operations and achieved all campaign objectives
Effectively utilized the budget
Expanded reach on social media (SNS)
Increased website traffic
Directed users to Messenger
→ Successfully achieved all set objectives.
Summary
In Vietnam’s still-emerging office equipment market, the key to attracting customers lies in using real-life visuals to create strong visual appeal and transparently displaying prices to accurately target the right audience segment.
In this campaign, by combining Facebook and Google along with keyword optimization, the psychological barriers toward a relatively unfamiliar product were reduced. As a result, the number of inquiries significantly exceeded expectations within a short period.
This demonstrates an effective advertising model for entering the market with a new product.
If you are currently facing challenges in attracting customers, please feel free to contact us using the information below.
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