CASE STUDY: Modern Marketing Report 2022

Tommy Nguyen Case Study in marketing & media

I am honored to be featured in the Modern Marketing Ecosystem Report released by Google, GroupM, and MMA, highlighting a successful campaign for sticky-and-effective attention.

It is media effort for driving penetration in rural 🇻🇳.

Download full report:

• Slideshare:https://www.slideshare.net/slideshow/tommynguyne-in-vietnam-ecosystem-report-modern-marketing/285795493
• Scribe: https://www.scribd.com/document/991810213/Tommynguyne-in-Vietnam-Ecosystem-Report-Modern-Marketing
• Site:

The case study for Pantene addressed a critical challenge for MNCs: efficiently expanding reach in rural markets (specifically Northern Midlands) where TV dominance is shifting.

Instead of viewing Digital and TV in silos, we implemented a complementary “TV + YouTube” strategy.

By leveraging TrueView for Reach alongside traditional spots, we aimed to capture the shifting attention of the female 18-34 demographic. 

The results validated the “Modern Marketing” approach:

• Incremental Reach +53% on top of the TV campaign.  
• Ad Recall +12.4% Lift

This project proved that winning in rural markets isn’t just about presence;

It’s about the smart integration of platforms.

As I stated in the report, YouTube successfully increased quality reach and brand metrics, solidifying its role in future branding campaigns

Tommy Nguyen