Yen Mi Tran is a marketing professional with over 6 years of experience across various categories including feminine care, food, pharmaceuticals, and retail. Her portfolio highlights campaigns she developed that changed perceptions and achieved business results for brands. Examples include positioning a feminine product as an everyday essential rather than just for special occasions, and making breakfast an important family meal rather than a quick solo affair. Her experience spans advertising, consumer research, and strategy development.

1. PORTFOLIO
YEN MI TRAN
UPDATED JANUARY 3RD, 2017

2. “Culture is the intersection of people and life itself. It’s how we deal with
life, love, death, birth, disappointment… All of that is expressed in culture”
– Wendell Pierce
Yen Mi is a cross-cultural kid. Born and bred in Vietnam by Chinese
parents and subsequently received education in Vietnam and currently,
France, Yen Mi is well-versed in cross-cultural talks and deeply invested
in uncovering powerful human insights that act as the backbone to
develop effective communication strategy to solve client’s business.
With 4.5 years of experience in Advertising and 1.5 years of experience in
consumer research, Yen Mi’s experience covers a wide range of
categories, from feminine care to food, corporate branding, baby care,
pharmaceutical and retail strategy.
Yen Mi TRAN
MSc International Marketing & Business Development
Skema Business School

3. FEMININE PRODUCTS
CATEGORY

4. CHANGING WORLD
DIANA
In Vietnam, sometimes being a girl can feel like a punishment. There are a lot of expectation as well as
prejudices imposed upon girls to behave in a certain way. Diana wants to inspire girls to rise above these
prejudices, embrace who they are and pursue what they love.
‘It’s great being girls’
Change the conversation of being girls from negative to positive
ROLE OF THE BRAND Diana empowers a new generation of girls
THE IDEA “BÁNH BÈO” VÔ ĐỊCH
INVINCIBLE GIRLS
RESULT • The platform “It’s great being girls” elevated Diana from a small local brand
mainly in northern Vietnam to a huge brand competing for number 1 spot
against Kotex by international player, Kimberley Clark
• Diana sees steady growth in sales albeit a declining market

5.  TVC
 Key Visual
 Digital
 Social
 KOLs
TVCKey Visual
Social KOLs seeding Vlog

6. CHANGING WORLD
LACTACYD SOFT & SILKY
In Vietnam, there’s a widespread perception that feminine wash is for married women or to use
during menstruation to maintain feminine hygiene, not for daily use. Hence, growth of the
category remained stagnant.
Daily Confidence Campaign
Change the perception of feminine wash from a “special occasions”
product to a quintessential everyday feminine care product
ROLE OF THE BRAND Lactacyd Soft & Silky gives women confidence with daily usage
THE IDEA Banish 3 factors that take away women’s confidence
RESULT

7.  TVC
 Print
 KV for
merchandising
TVC
Print KV for merchandising

8. FOOD CATEGORY

9. CHANGING WORLD
MAGGI Soya Sauce
In a market concerned with unsafe soya sauce with 3MPCD, it is easy to forget that for
food and seasoning category, the fundamental driver is always on TASTE
Naturally tasty campaign
From safe, 3MCPD-free soya sauce
to tasty and healthy soya sauce
ROLE OF THE BRAND MAGGI Soya sauce with 100% Natural Fermentation is a
healthy and tasty choice for moms
THE IDEA Natural bean to dipping bowl
RESULT • Increased 4.4% market share and become market leader
• Achieved strongest BEI score in the category

10.  TVC
 Social
 Digital PR
 Editorial
 POS
 Activation
TVC
Digital PR
POS
Sampling
ActivationSocialPrint PR
POS

11. CHANGING WORLD
MAGGI Oyster Sauce
Stir-fry dishes are a staple in home-cooked Vietnamese meals with an average
Vietnamese family consuming stir-fry dishes at least 3 times a week. As such, stir-fry
dishes can become predictable and boring
Revolutionize home-cooked stir-fry campaign
From boring, predictable to exciting stir-fry dishes
ROLE OF THE BRAND MAGGI Oyster Sauce elevates daily stir-fry dishes by
providing great taste, irresistible thick and rich texture
THE IDEA No more boring stir-fry dishes with MAGGI Oyster Sauce
RESULT Grew market penetration to 25%

12.  TVC
 Print
 Social
 Digital
 POS
TVC
POS
SocialPrint

13. FESTIVE COMMUNICATION

14. CHANGING WORLD
KINH ĐÔ
Traditionally, Trung Thu is known as the festival for children. However, with the
commercialization of the festival, Trung Thu nowadays has become an occasion for gifting. It
has since lost its original beautiful meaning.
Trung Thu (Mid-autumn Festival) Campaign
Change the perception of Trung Thu from a gifting occasion back to
its original meaning of being a beautiful festival for family
ROLE OF THE BRAND Kinh Đô reminds the beautiful meaning of a traditional mid-autumn
festival
THE IDEA Family re-union for mid-autumn festival
RESULT
Helped the brand to maintain number 1 position in Trung Thu
category albeit fierce competition

15.  TVC
 Booth Design
 POS
 Catalogue
TVC
Catalogue
Booth Design

16. CORPORATE COMMUNICATION

17. CHANGING WORLD
Nestle Corporate
During Tet, product communications dominate consumer headspace. Nestle is the first
FMCG company to build corporate communications during this time
Welcome Tet with Phuc Loc Tho Campaign
From individual brands communications during Tet to corporate Tet
communications under one umbrella message
ROLE OF THE BRAND Nestle with its tasty and nutritional-balanced products brings you a
Tet full of luck, prosperity and wellness
THE IDEA The trio of God PHUC LOC THO act as ambassadors to bring
people together and spread the love around
RESULT Top 10 Tet ads 2 years in a row
Number 2 most engaging Digital campaign Tet 2015

18.  TVC
 Digital
 Partnership
with Uber
 Packaging
 POS
 Activation
TVC
Activation
Partnership with UberDigital
Packaging
POS

19. CHANGING WORLD
Nestle Corporate
Owning the at home breakfast occasion
A wholesome breakfast is the start of a great day
From Vietnamese habit of grabbing a quick, on the go breakfast to
a tasty and healthy breakfast at home with the family
ROLE OF THE BRAND Nestle range of tasty and nutritional-balanced products provide a
great way to enjoy breakfast
THE IDEA A wholesome breakfast is the start of a great day
RESULT
• Increased sales by 25%
• Significantly enhanced consumers’ perception of Nestle
Corporate on key attributes ‘delivering the best quality products’
and ‘a company I can trust(*)
(*) Source:: Millward Brown Post Launch Study

20.  TVC
 Key Visual
 Digital
 POS
 Activation
TVC
POS
Key Visual
Activation
Digital

21. PHARMACEUTICAL
CATEGORY

22. CHANGING WORLD
ENTEROGERMINA THEMATIC CAMPAIGN
From a strict pharmaceutical consumer benefit
to easy explanation of how digestion work
ROLE OF THE BRAND Enterogermina restores the balance in you
THE IDEA Good bacteria vs. bad bacteria
SANOFI-AVENTIS
In the pharmaceutical category, there is always this challenge to make information regarding
health and medications in an easy to understand and simple format. How did we communicate
about the brand in an accessible way but at the same time, still come across as credible?

23.  TV
 POS (Pharmacy)
 OOH

24. THANK YOU