Coway - Lead Generation - Nguyễn Linh Lan

CASE STUDY

The story behind the results

How Coway turned product consideration into trial registrations by combining trusted key visual production, benefit-led messaging and performance media.

Challenge

Coway needed to increase consideration for its air purifier products in a high-involvement category where customers often need more trust and product experience before making a purchase decision. The key challenge was to reduce hesitation, communicate the value of cleaner air at home, and encourage users to register for a 30-day product trial.

Approach

The campaign used a trusted family-oriented key visual featuring Đông Nhi and Ông Cao Thắng to make Coway’s home wellness message more credible, relatable and emotionally reassuring. Around this visual direction, the communication focused on cleaner air, healthier living and peace of mind at home. Performance ads and landing page content then highlighted the 30-day trial offer as a low-barrier way to convert interested users into trial registrations.

Results

2,800+ Trial registrations 9.8% Lead conversion rate 1,120+ Qualified leads 420+ Confirmed trials

Process

How Coway turned trust into conversion

1

Insight

Premium home appliances require more than product claims. The campaign started from the insight that customers need both emotional reassurance and real product experience before considering a purchase.

2

Idea

A family-oriented key visual featuring Đông Nhi and Ông Cao Thắng was developed to make the message more trusted, relatable and relevant to modern Vietnamese households.

3

Execution

The 30-day trial program became the core conversion hook. Benefit-led ads and landing page content guided users from awareness to registration with a clear and low-barrier call-to-action.

4

Optimization

Media targeting, creative angles and lead quality were continuously optimized to improve visitor-to-lead conversion, filter qualified prospects and increase confirmed trial users.

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