Anh văn Hội Việt Mỹ VUS
Lauching campaign
Role: Performance Strategist & Copywriter
Date: Q4 2019
Bussiness: VUS
Overview
Parents often perceived VUS as expensive due to its premium-looking campuses and foreign teachers. However, tuition was only slightly higher than mid-tier English centers—affordable for families with stable incomes. The challenge: VUS could not publicly disclose tuition fees in any communication.
Objective
Reshape parent perception around affordability, drive qualified leads, and boost conversion through a performance campaign—without revealing the exact price.
Insight
Through parent interviews and market reports, I discovered that the average household income of VUS parents was 16–20M VND/month. I broke this into 8M VND/person, uncovering a key insight:
🎯 Vietnamese mothers manage finances based on monthly salary, balancing cost vs. value.
Idea
From this insight, I crafted the core idea:
👉 “Lương 8 triệu, học VUS là chuyện nhỏ”
This message reframed affordability using the exact lens parents apply in real life—monthly income.
Result
Best-performing lead gen campaign of the year
~180,000 VND/qualified lead, 70% lower cost than industry benchmark (600,000 VND/QL)
