“GU for all” Campaign by VLU students secured the Marketing Generators Season 4 Championship

Launched in February 2024, the 4th season of the Marketing Generators competition organized by VLU's Faculty of Commerce drew over 2,000 contestants from 75 universities and colleges nationwide and abroad, becoming a dynamic arena for creative ideas and innovative marketing strategies from young participants. On May 8, 2024, the Final Round took place with 4 outstanding teams showcasing confidence and unique concepts through intense competition rounds.

Assoc. Prof. Dr. Tran Thi My Dieu gave the opening remarks: "At Van Lang University, we always emphasize a holistic education, focusing on practical experience, personal and professional growth. The Marketing Generators competition provides an opportunity for students to apply their knowledge in real-world situations and hone their skills through experiences with peers from other universities, especially international students. Today, we not only honor outstanding young talents in the E-Commerce field but also recognize the vast potential in the dynamic e-commerce market."

"E-commerce is not only a commercial platform but also a catalyst for economic development, helping us redefine how we connect, sell, and grow businesses. Every idea and initiative presented today deserves recognition for the students' daily efforts and hard work. Regardless of the outcome, each of you is a winner. Continue to nurture your creativity, innovative spirit, and reap success in your careers," Assoc. Prof. Dr. Tran Thi My Dieu shared her expectations for the projects and proposals brought by the 4 teams to the Marketing Generators Season 4 Finals.

In the Final Round, the teams consecutively presented their group projects, shared perspectives through a Q&A session with the Judging Panel, and conducted a simulated 3-minute livestream activity on stage. For Season 4 of Marketing Generators, contestants collaborated with two reputable fashion brands - GUMAC and Ben&Tod - in developing marketing strategies and plans for the brands and specific product lines.

Mr. Chung Tan Bao shared: "This competition bridges the opportunity for students to apply knowledge and solve real business problems while still in university, thereby shortening their time to integrate into the market. I hope the contestants will become brand ambassadors, helping to conquer the global market for Vietnamese fashion."

Mr. Le Thanh Van shared: "My student days helped me discover my passion and strengths. Today, I want to advise young people to give your all to your youth. While you have good health, dedicate your heart and soul to studying and working. Those efforts will help you mature, grow stronger, and reap success like I have today."

The Pyramid team's "GU for all" campaign pursued three goals: Enter the e-commerce race with a clear strategy; build customer loyalty for the brand, and promote sustainable fashion. With the message "GUMAC Enlightens Your GU," the team developed a marketing strategy through plans to change eco-friendly packaging, increase brand recognition, and boost e-commerce activities across platforms. 

The highlight of the campaign implemented by the Pyramid team was the investment in CSR activities, demonstrating the company's social responsibility in protecting the environment, fostering a positive work culture, and elevating the brand's value.

The Ecommanders team demonstrated their skills in analyzing, researching, and understanding the market in detail, convincingly presenting their findings to the panel of judges. With the idea of launching "The Light" collection and the message "Ease your mind, be your light," the project aimed to help Gen Z escape negative emotions, ignite their creative potential, individuality, and identity to shine and live positively every day.

Beyond the humanistic values, Ecommanders aimed to widely promote the brand's image to young consumers, especially Gen Z, through viral videos and virtual reality technology in their virtual fitting room app called "GUROOM".

During the three phases of "Activate - Experience - Spread," the 3G team utilized various marketing communication methods, such as the viral video named "Sustainable Fashion - Creating a Buzz," the TikTok series "What should I wear today?", the TikTok challenge "Experience," and also expanded their reach through affiliate marketing on platforms like Shopee and TikTok.

In addition to marketing activities for the brand, the team also proposed ideas for a corporate social responsibility (CSR) campaign for Ben&Tod, such as the "Uniforms for Students" program, recycling product boxes and bags, and donating a percentage of revenue to animal rescue centers.

With the two messages "Break Boundaries - Embrace Your Unique Style" and "Break Boundaries - Embrace the Vietnamese Essence," the P0T4TO team aimed to convey a story of revolutionary transformation while preserving distinct character, thereby evoking empathy among the young audience, especially Gen Z. Throughout the three phases of "Activation," "Experience," and "Proliferation," P0T4TO organized various activities across multiple platforms, such as a digital video titled "Break Boundaries, Embrace Your Unique Style," creating an Instagram Story Filter for users to virtually try on Ben&Tod's latest apparel. In the "Experience" phase, the team planned a CSR campaign related to environmental protection and spreading the brand's intended meaning and values to consumers through the project "Create Mini Versions with Unlimited Creativity."

The fourth season of Marketing Generators has ended. We wish the young participants to always keep their passion, continually ignite creativity and innovation, stay determined on their chosen path to achieve success in their careers, and create lasting values for the community.

News: Gia Hue
Photos: Dang Anh - Khanh Dang