TTDA: Organizing communication activities for weight control brands on social networks

INFORMATION ABOUT MASTER'S GRADUATION PROJECT

1. Student's full name: Tran Quynh Anh

2. Gender: Female

3. Date of birth: July 13, 2000

4. Place of birth: Hanoi

5. Decision on recognition of students No. 5626/QD-XHNV, dated December 29, 2023 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi

6. Changes in training process: No

7. Project title: Organizing communication activities for weight control brands on social networks

8. Major: Journalism and Media Management; Code: 8320109

9. Scientific advisor: Dr. Nguyen Thanh Mai, University of Social Sciences and Humanities, Vietnam National University, Hanoi.

10. Summary of project results:

After 6 months of implementing the Myfit brand communication campaign - Weight control system for women on social networks (from April to September 2025), the project has achieved many positive results. In terms of brand recognition, the campaign received more than 460,000 impressions on Facebook and TikTok platforms, helping Myfit expand its brand coverage in the Ha Dong area. Posts and advertisements achieved an average of 2,000 interactions (including likes, shares, comments), in which two TikTok videos in collaboration with content creators "Tep Di Dau Day" and "Ngon Sanh Ha Dong" reached 57,500 and 60,600 views respectively in just 7 days, bringing a strong spreading effect.

In terms of business results, the campaign recorded 100 new customers registering to use the service, the average cost for each new customer was 300,000 VND, while the average profit earned from each customer reached 1,200,000 VND/month, showing high investment efficiency. In addition, paid ads on Facebook helped increase the number of potential customers by 30% and maintain a stable level of interaction.

However, the campaign still had some limitations such as the lack of diversity in Facebook content, low organic engagement (less than 10 times/post), and more than 90% of new customers came from paid advertising, showing dependence on paid media. However, the overall results showed that the campaign significantly increased Myfit's recognition, reputation and revenue, and demonstrated the effectiveness of applying social networks in brand communication for small businesses.

11. Practical applicability: No

12. Further research directions: None

13. Published works related to the project: None

INFORMATION ON PROJECT

1. Full name: Tran Quynh Anh

2. Sex: Female

3. Date of birth: July 13th 2000

4. Place of birth: Hanoi

5. Admission decision number: 5626/QD-XHNV Dated December 29th 2023

6. Changes in academic process: None

7. Official project title: Organizing Brand Communication Activities for Weight Management Brands on Social Media

8. Major: Journalism and Communication Management Code: 8320109

9.. Supervisors: Dr. Nguyen Thanh Mai, University of Social Sciences and Humanities, Vietnam National University, Hanoi.

10. Summary of the findings of the project:

After six months of implementing the brand communication campaign for Myfit – the Weight Control System for Women on Social Media (from April to September 2025), the project achieved many positive results. In terms of brand awareness, the campaign generated over 460,000 impressions across Facebook and TikTok, helping Myfit expand its brand reach within the Ha Dong area. Posts and advertisements gained an average of 2,000 interactions (including likes, shares, and comments). Notably, two TikTok videos produced in collaboration with local content creators “Where Do Shrimp Go” and “Ngon Sach Ha Dong” reached 57,500 and 60,600 views respectively within just seven days, creating a strong viral effect.

In terms of business performance, the campaign recorded 100 new customer registrations, with an average acquisition cost of 300,000 VND per customer, while the average profit generated from each customer reached 1,200,000 VND per month, indicating a high return on investment. Additionally, paid advertisements on Facebook helped increase the number of potential customers by 30% and maintain a stable engagement rate.

However, the campaign still faces several limitations, such as a lack of content diversity on Facebook, low organic engagement (fewer than 10 interactions per post), and the fact that over 90% of new customers came from paid media, reflecting a dependence on advertising. Despite these, the overall results demonstrate that the campaign significantly improved Myfit's brand awareness, credibility, and revenue, while proving the effectiveness of social media marketing in brand communication for small businesses.

11. Practical applicability: None

12. Further research directions: None

13. Thesis-related publications: None