Carlsberg: Executive Summary
Joined Carlsberg Vietnam’s internal social commerce workshop as a social commerce specialist for training and best practices sharing. This training aimed for ecommerce, HR, media, and marketing teams, translating customer journey, creator strategy, and UGC mechanics into a practical campaign model.
Coordinated with Partipost Vietnam to design a pilot UGC campaign driving social discovery, Shopee purchase action, and post-purchase advocacy.
E2E Social-First Journey
The operating model from Carlsberg’s brand brief through Partipost creator management, creator execution, social/ecommerce channels, and eventual commercial outcomes.
Influencers Classification
Categorising creator types by follower size and archetype, showing when to use creatives, experts, celebrities, campaigners, or friend-like creators depending on goals such as reach, credibility, emotional storytelling, or high engagement.
Goal & UGC Strategy
The UGC loop designed to move consumers from social awareness to Shopee purchase, then into referral, loyalty, and advocacy through creator content, reviews, CTAs, and eWOM/WOM.
Results at Glance
Applied the social commerce pilot to festive content angles including celebration moments, premium gifting, and festive product discovery. The campaign delivered 100% of target sales, generated 5M views, and achieved the planned ROI.
Beyond campaign performance, the project created a reusable internal playbook covering briefing, creator selection, sample content direction, and continuous optimization. It also helped Carlsberg map a stronger creator portfolio by matching creator names and segments more closely to brand, product, and occasion-fit needs.
