TTDA: Building a communication strategy for the HOMEMADECAKE food brand

INFORMATION ABOUT MASTER'S GRADUATION PROJECT

1. Student's full name: Nguyen Thi Phuong Thao 2. Gender: Female

3. Date of birth: March 13, 1997

4. Place of birth: Hoang Nguyen, Tay Thai Ninh, Hung Yen

5. Student recognition decision 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: Building a communication strategy for the HOMEMADECAKE food brand

8. Major: Journalism and Media Management Code: 8320109

9. Scientific instructor: Dr. Vu Kim Hoa

10. Summary of project results:

The project “Building a communication strategy for the HOMEMADECAKE food brand” analyzes the current situation and deploys a multi-platform brand communication solution (TikTok, Shopee, Facebook, Workshop) to spread the brand to the 15-35 age group and increase digital revenue. After the survey, the HOMEMADECAKE identity project has the following strengths: a youthful communication team; available facilities; TikTok and Shopee channels are attracting a large number of customers, contributing greatly to revenue. Weaknesses include: human resources have not yet fully developed their capacity, facilities are not yet synchronized, risks from changes in platform policies and laws.

Based on the results of the current survey, the project proposes solutions including: standardizing the identity system, optimizing SEO/algorithms for each platform, building a content production process (short videos, livestreams, workshops), restructuring human resources (4 core positions: Content Producer, Host, Performance Marketer, Creative Technologist), expanding the KOL/KOC cooperation program in groups and affiliate programs, organizing experiential workshops at schools to collect data and create UGC.

After 6 months of project implementation, the test results were:

• 35 videos posted on TikTok, 6 trending videos brought in revenue of 80 million VND/video, TikTok shop booth awarded the title of shop star and shop mall.
• Shopee SEO channel top 5, rating 4.8
• Sample workshop achieved satisfaction level 4.7/5.

11. Practical applicability: The HOMEMADECAKE food brand communication strategy is deployed on all HOMEMADECAKE communication channels and is still being researched and improved to apply for the 2026 Tet period.

12. Further research directions: Early warning system and communication crisis response for HOMEMADECAKE food brand.

13. Published works related to the project: None

INFORMATION ON PROJECT

1. Full name: Nguyen Thi Phuong Thao 2. Sex: Female

3. Date of birth: March 13, 1997 4. Place of birth: Hung Yen

5. Admission decision number: 3397/QD-XHNV Dated April 29, 2025

6. Changes in academic process:

7. Official project title: Developing a Brand Communication Strategy for HOMEMADECAKE Food

8. Major: Media Management 9. Code: 8320109

9. Supervisors: Dr. Vu Jinhua

10. Summary of the findings of the project:

The proposal “Developing a brand communication strategy for HOMEMADECAKE” analyzes the current situation and implements a multi-platform brand communication solution (TikTok, Shopee, Facebook, workshops) to spread the brand among 15–35 year‑olds and increase digital revenue. The assessment identifies HOMEMADECAKE's strengths: a young and energetic communications team; available facilities; TikTok and Shopee channels attract large customer volumes and contribute significant revenue. Weaknesses include underutilized staff capacity, inconsistent facilities, and risks from changing platform policies and regulations.

Based on the situational survey, the proposal recommends: standardizing brand identity; optimizing SEO/algorithms for each platform; establishing a content production workflow (short videos, livestreams, workshops); restructure staff around four core roles (Content Producer, Host, Performance Marketer, Creative Technologist); expanding KOL/KOC collaboration by tier and running affiliate programs; and organizing school‑based experiential workshops to collect data and generate UGC.

After six months of implementation the pilot results are:

- 5 videos posted on TikTok; 6 videos trending, each generating ~80 million VND in revenue; TikTok Shop recognized the store as Shop Star and Shopee Mall.

- Shopee storefront ranks in top 5 for target keywords; average rating 4.8.

- Pilot workshop achieved average satisfaction 4.7/5.

11. Practical applicability, if any: The HOMEMADECAKE food brand communication strategy is implemented across all HOMEMADECAKE media channels and is continuously being researched and refined for application in the Tet 2026 period.

12. Further research directions, if any: Early warning and crisis response system for the HOMEMADECAKE food brand.

13. Thesis-related publications: None