My Projects


Converse was about to launch the "Love The Progress" campaign and wanted to amplify this meaningful message through a PR article series, emphasizing girl power and inspires teenage girls to go for what they want to be. I pitched a series made of 2 key pieces:

1 - Collection Launching PR Announcement (Type: Convention Article)

2 - Collection Story (Type: Long Form)

These key pieces help Converse get media coverage from local media outlets in the most trending way and spread their message to the target audience in the most insightful and inspiring stories


KIRIN - One of the biggest food companies in Japan planned to launch their new coffee product in Vietnam and want to use PR Articles to announce the launch and approach to their target customer - the young. I pitched to create content for the following pieces in their product launching campaign:

1 - Product Announcement

2 - Product Review

3 - Thought Leadership

4 - Trendsetting Stories


Shark Tank Vietnam is a well-known business reality television series. After getting hit in 1st season, the show was back in season 2 with the famous statement "Turn vision into reality". This is also an umbrella key message for the communications strategy that was executed successfully in 2018 on both owned, earn, paid channels. I happened to be one of two members in PR & Com team who helped:

- Doubled media coverage for SS2 in comparison with SS1's. Each episode got nearly 100 online articles. (See highlight articles here)

- Amplified sponsors' brand stories through PR articles that were published along with the show: SUNHOUSE, Apax English, TPBank, Phuong Dong Hospital

- Secured media placement in over 200 national print and online publications.

· Generated 50% increase in new media channels for the company to help boost media coverage.

· Reduced 30% booking cost by finding suitable media vendors and enhanced earned media.


Officially launched in Vietnam in October 2018, BLUE VENTURE AWARD is an award organized to seek and social entrepreneurs doing business for the community. As the competition was new to the Vietnam Startup Ecosystem at that time, they want to promote it to attract potential candidates and also target audiences. I was lucky to be a part of this meaningful campaign where I produced:

1 - Branding Copy (Invitation, Slogan)

2 - Press Release (English & Vietnamese)

3 - PR Articles

4 - In-depth Interview

See some highlight articles about this competition here.


- Positioned GEEK Up in the B2B Technology Service industry by building company COMMUNICATION STRATEGY & THOUGHT-LEADERSHIP STRATEGY.

- Raised GEEK Up brand awareness through Social Media Channels (358% followers growth on LinkedIn & over 1M reach on Facebook) in 6 months and maintain the same rate over the last 2 years.

- Helped enhance GEEK Up credibility in the Technology community and toward the BFSI customers through leading Digital Product in Action topics, outlines (DPA 6, 7, 8), and communications (DPA 3,4,5,6,7,8).

- Brought partnerships opportunities: Sao Khue Awards, VINASA DX Summit 2021 & 2022, Brandsvietnam, CleverTap.

- CSR activities: "Trung thu yêu thương - Ươm mầm công nghệ" with Saigonchildren, Dontate with HAWEE...

Digital Product là series được thực hiện bởi Brands Vietnam và GEEK Up, dưới sự dẫn dắt của anh Hứa Thái Đạt – Founder & CEO của CASK. Đây là chuỗi nội dung đào sâu vào vai trò và cách thức phát triển sản phẩm số, nhằm mang chủ đề Product Development đến gần hơn với những người đọc quan tâm đến Digital Transformation & Business Innovation.

- Digital Product Interview #1 (Article + Video)

- Digital Product Interview #2 (Article + Video)

- Digital Product Interview #3 (Article + Video)