BrandScope | iTV Viet Case Study
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iTV Viet Case Study

iTV Viet

iTV Viet is a brand of Android smart devices for home theatre entertainment. They are targeted for the Vietnamese audience offering movies, live sports, cartoons and television programs in both English and Vietnamese.

Competitive Landscape

A fresh and professional looking brand was created to separate the iTV Viet brand from the cluttered competition that is on the current market. A lot of the Vietnamese smart boxes either have a celebrity or a Vietnamese public figure that acts as a spokesperson to help promote it. They also heavily rely on paid media. iTV Viet is a brand with a well developed product that it can stand on its own.

Challenge
  • Build a brand from the ground up, and separate the brand and the product from the competition
  • Create sales and beat out the competition to own a majority of the market share in North America in Android smart TV boxes for the Vietnamese segment
  • Educate customers on why iTV Viet is better and what value we offer (better, faster product with excellent customer service)
Strategy Plan
  • Create a multi-currency e-commerce website
  • Use Paid, Earned and Owned advertising
  • Offer exceptional customer service and technical support to differentiate from the competitors
  • Provide a return and refund policy similar to big box stores
  • Advertise in local Vietnamese newspapers in major cities and write articles on how to save money on monthly bills
  • Run a consistent Google Ad Banner and Words campaign in various Vietnamese media websites
  • Guarantee 3 things to customers: 1 year warranty on hardware, Free customer support, 30-day money back guarantee
Results
  • Google Ads impressions increased by 730% by the fourth month
  • Google Ads average click through rate (CTR) was 5.6% by the fourth month
  • 12% of new customers were through word-of-mouth or recommendation
  • 8% repeat purchases
  • Under 1% return rate on product sales
  • High volume of online sales caused the iTV Viet product to be back ordered
iTV Viet results infographics