Messenger
Case Study in Beauty Marketing: Strategies to Increase Brand Awareness and Optimize Conversion Costs in Advertising Campaigns
Company Information
Company Name
R
Industry
Hair Salon
Business Description
Providing hair services such as haircuts, coloring, perming, and other hair treatments for Vietnamese customers.
Key Highlights
- Maximized advertising cost efficiency through an area-based segmentation strategy (Area Segment)
- Implemented collaborative campaigns with influencers (KOCs)
- Achieved a cost per message of approximately 100,000 VND
Challenge
As a new entrant to the Vietnamese market, the brand had low awareness among local consumers.
Additionally, operating in an area with a high density of competitors raised concerns about the ability to create clear differentiation.
The main objective was to attract more customers to visit the salon and use its services.
Low Brand Awareness
At the initial stage of entering the Vietnamese market, brand awareness within the target customer segment was almost zero (mindshare = 0).
Lack of Clear Differentiation
The market already had many local salons and competitors, while the salon’s strengths and unique selling points had not yet been clearly communicated to customers.
Lack of Initial Trust
Although the service quality was good, the absence of third-party reviews and feedback (such as reviews and testimonials) made new customers hesitant and reluctant to try the services.
Solution
Building a Style Catalog & Leveraging KOCs
Produced Before–After videos on TikTok and Facebook Reels to clearly showcase the transformation before and after hair services.
Focused on popular trends in Vietnam, such as trendy hair coloring and Korean-style hairstyles.
At the same time, invited local beauty KOCs to experience the services and share their feedback on:
The attentiveness and dedication in consultation
The relaxing hair-washing experience
The quality of the final results
These efforts helped reduce the psychological barrier of “Can a new salon be trusted?” among potential customers.
Local Promotion Strategy
Launched a grand opening promotion with a 50% discount to minimize psychological barriers and quickly attract a large number of customers to try the services.
Implemented geographically targeted Facebook Ads, focusing the budget only on users who were likely to visit the salon, thereby maximizing ROAS.
Targeted users within a 3–5 km radius who are interested in:
Beauty and hair care
Japanese fashion
Beauty trends and new styles
Results
Breakthrough Growth in Customer Conversions (CV)
The combination of a 50% promotion and geographically targeted advertising effectively attracted nearby customers, guiding them to Messenger for consultation and appointment booking.
Optimized Cost per Acquisition (CPA)
Instead of spreading the budget broadly, the precise targeting strategy helped reduce wasted ad spend.
As a result, the cost per booking was maintained at approximately 100,000 VND, lower than the industry average.
Enhanced Brand Awareness & Trust
Authentic Before–After videos shared by KOCs gradually gained traction on social media, helping position the salon as a “Japanese-style salon – skilled craftsmanship – trustworthy” brand within the local area.
Summary
For salons newly entering the Vietnamese market, the key to success lies in combining strong digital platform exposure with thorough optimization for the local market.
Starting from a position of “no brand awareness,” the salon effectively leveraged SNS advertising and influencer impact to quickly establish its presence in the market.
The 50% discount campaign successfully encouraged first-time trials, driving a significant increase in salon visits within a short period.
If you are currently facing challenges in attracting customers, feel free to contact us for detailed consultation.
DYM VIETNAM’s "Influencer Casting Service" page here.
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