YOSHINO GYPSUM VIETNAM
Challenges and Background
In the Vietnamese market, Yoshino Gypsum faced ongoing challenges in competing with major local and German manufacturers.
Their previous website was outdated, poorly managed by a local subcontractor, and left inactive without accurate information.
To strengthen their position and achieve greater brand recognition and new customer acquisition in Vietnam, Yoshino Gypsum requested a full-scale online marketing initiative.
Challenges
We began by conducting a brand analysis and holding regular strategy meetings to deepen our understanding of their business and market realities.
In Vietnam, brick wall construction is still the standard in architecture, with gypsum boards primarily used only for ceilings. Unlike in Japan, the market emphasizes decorative flexibility over durability.
While there are occasional requests directly from property owners, our analysis—including competitor research—confirmed that the main target audience should be board distributors and professional installers.
From there, we designed a marketing strategy centered on:
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Communicating accurate product information and clear selling points
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Creating content that resonates with and engages target users
The overall initiative included:
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Corporate website renewal
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SNS content strategy and management
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Production of 20 short promotional videos
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Launching a Zalo Business Account and registration campaign
Design Concept
Together with the client, we thoroughly identified and clarified Yoshino Gypsum’s core strengths and differentiators to feature prominently in the website and content strategy.
At the same time, we conducted market research to position the website and social media platforms as effective sales support tools, creating a content roadmap designed for long-term brand growth.
Rather than focusing on virality, our SNS strategy emphasized consistent, trustworthy communication, presenting product quality in a clear and accurate manner to build recognition and credibility.
For the corporate and short promotional videos, our team executed on-site filming at the local factory in Vietnam based on a detailed production plan to ensure compelling visual storytelling.
The renewed website design prioritizes UI/UX clarity, making it intuitive and easy for any user to understand the company’s business, products, and brand values at a glance.
Results
Through promotional campaigns targeting distributors and contractors, Yoshino Gypsum successfully generated a high-quality lead list of target professionals.
In addition, short-form video campaigns following Vietnamese social media trends effectively reached untapped audiences via Zalo, expanding their brand visibility and customer database.
Moving forward, the company aims to further grow its fan base and deepen engagement through continuous strategic marketing and localized communication efforts.