Case Study
Brand Marketing Strategy
Odyyc engaged with a skeptical, digitally native audience by creating a brand image that redefined the narrative around flexible digital payments. We positioned the APP not just as a financial tool, but as an aspirational lifestyle partner.
Developing a Brand Marketing Strategy
LIT, an emerging “Buy Now, Pay Later” fintech App that helps Gen Z and Millennial customers upgrade their lifestyles, needed to home in on its brand marketing as it entered the Vietnamese market. The company recognized that it must develop a new digital marketing strategy to overcome region-specific challenges, including:
- Limited brand trust
- A crowded e-commerce ecosystem with low trust in financial tools
- A digitally savvy but credit-averse audience
As a new player in Vietnam, LIT needed to drive adoption by educating Gen Z and Millennial customers about its product model, demystifying what it means to buy on credit, and developing emotional resonance by establishing a differentiated voice. The right brand marketing strategy would help LIT launch a payment app that’s seen as both trendy and responsible in a market brimming with debt skepticism and deal seekers.
Audience Segmentation and the Customer Journey
Odyyc helped LIT refine and rework its brand marketing strategy for its new market, boosting the platform’s regional reputation and relevance. The approach started with deep market analysis and facilitated workshops focusing on the following outcomes:
- Audience segmentation and personas: Odyyc developed customer personas based on target audiences’ behavior, income, and shopping mindset. Results included “Deal Hunters,” “Cash Loyalists,” and “Digital Stars.”
- Customer journey mapping: Odyyc mapped customers’ emotional and rational needs at each step, whether that meant taking the “leap of faith” or moving from “doubt to decider.” Customers’ needs ranged from “Unaware” to “Wants to try” to “Brand loyal.”
- Message pillars and brand voice: Odyyc crafted LIT’s messaging and brand voice around trust, control, and lifestyle enhancement. Odycc aligned the brand’s name with the phrase “Tận hưởng ngay, trả thong thả,” which translates to “Enjoy now, pay with ease.”
- SEO and SEA positioning: Oddyc elevated LIT’s search engine optimization (SEO) and search engine advertising (SEA) by developing intent-based keyword clusters in both Vietnamese and English. These focused keywords connected words such as “shopping,” “budgeting,” and “buy now pay later” to high-traffic terms, drawing active and relevant traffic to LIT’s website.
- Platform planning: Odyyc proposed a new architecture strategy for LIT’s web and content structure across several webpages, including “Deals,” “How It Works,” “Spending/Saving Tips,” “Control,” and “Merchant Highlights.” Odyyc achieved this by differentiating the spending and shopping experiences, including the amount of time customers and LIT’s marketing team spend on each.
Recommendations
Odyyc’s workshops prepared LIT for its new market with execution-ready assets, easy-to-follow customer terminology, and a strategic plan for brand and content marketing. This significantly improved the clarity and lasting performance of LIT’s digital marketing strategy.
Odyyc’s most beneficial deliverables included:
- A launch-ready digital content strategy for paid and organic channels
- An SEO-focused site structure and content plan tailored to Vietnamese shopper behavior
- A brand tone-of-voice guide that was fun, empowering, and trustworthy
- Advertisement campaign guidance for SEA with key messaging, audience segmentation, and creative themes
- An editorial calendar with deal-centric, trust-building, and educational content
- A localization approach that supports LIT’s future market expansion and scalability
Odyyc effectively translated its workshops into a future-proof roadmap that helped LIT balance performance marketing with long-term brand building.
View the Brand Marketing Strategy Workshop Presentation
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