Brandformance.
Brand that performs. Performance that builds brand.
We join brand building and performance marketing in one plan — so every campaign grows memory and revenue at the same time, measured in one dashboard.
How it works
What's included
- 01Pool sizing & reach planning
- 02Layered audiences, broad to high intent
- 03Creative built for recall and click
- 04Brand lift and conversions tracked together
- 05Budget split tuned by growth stage
Outcomes we drive
- Reach & frequency
- Brand search volume
- Warm-pool CPA
- ROAS
Reach & pool sizing
Start with the pool, not the budget.
- 01
Market
Census & platform demographics
Everyone in your geography and target demographic.
- 02
Category buyers
Category penetration · search demand · listening
Likely to buy in your category within 12 months.
- 03
Reachable pool
Meta, TikTok & Google audience estimates
Category buyers active on the platforms we plan.
- 04
Target reach
Typically 50–70% of the pool at 2–3× per week
Share of the pool we must reach each flight.
Budget formula
The budget falls out of the pool.
Pool × Reach % × Frequency × CPM ÷ 1,000
- Reachable pool
- 2,000,000 people
- × 60% reach
- 1,200,000 people
- × 3 frequency
- 3,600,000 impressions
- × 30,000 VND CPM
- ≈ 108M VND
≈ 108M VND per flight
Illustrative example. CPM varies by platform, season and audience.
Target audience layers
Four layers. One message journey.
- 01
L4 · Broad reach — Be remembered
KPI: Reach · frequency · lift
The full reachable pool. Message: brand story, distinctive assets.
- 02
L3 · In-market — Consider
KPI: Engagement · VTR
Category interest, search intent, competitor fans. Message: why choose us.
- 03
L2 · Engaged — Persuade
KPI: CTR · add-to-cart
Video viewers, social engagers, site visitors. Message: proof, reviews, benefits.
- 04
L1 · High intent — Convert
KPI: CPA · ROAS
Cart abandoners, recent visitors, past buyers. Message: offer, urgency, reassurance.
The playbook
Reach first. Convert what's warm.
- 01
Reach
Reach · frequency · VTR
Video and reach campaigns across the pool, built on distinctive brand assets.
- 02
Engage
Pool growth · engagement
Retarget people who watched ≥50% or engaged — with proof and product stories.
- 03
Convert
CPA · ROAS (warm vs cold)
Performance ads to warmed pools, with clear offers and calls to action.
- 04
Retain
Repeat rate · LTV
Customers move into CRM, Zalo OA and remarketing for repeat and referral.
Brand vs performance budget
Set by growth stage.
Typical starting point for a growing SME — shifting toward 50/50 as brand demand builds.
Long-term IPA research by Binet & Field points to roughly 60/40 brand-to-activation for established brands.
Other services
Related services
Let's begin
Let's find where your growth is leaking.
Most agencies wait for a brief. We start with an audit. In 45 minutes, we review your brand and ad accounts and show where budget is being lost — before you commit to anything.
- 01Brand, campaign & tracking review
- 02Benchmark against your industry
- 03Three quick-win growth opportunities
Your Digital Ally, Always.