Build awareness and trust for a premium assistive device in a sensitive category where buyers care about safety, dignity, ease of installation, and family responsibility.
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University Course Projects
Marketing and Digital Communications (High Distinction)
A digital communications and IMC proposal for AATC Numo KCare, an assistive toilet arm product for elderly care.
Highresult signalAcademic casework typeDigital marketingmain skill
In Vietnamese families, love is often shown through quiet practical actions. Numo KCare can become a visible act of care that protects elderly independence without making them feel dependent.
- Mapped market growth, competitor landscape, SWOT, customer personas, and a full customer journey.
- Built the campaign around the big idea “The Language of Care” and message “Love speaks through small acts of care.”
- Connected emotional storytelling with proof-based product claims, showroom activation, KOL/KOC review, livestream, and referral tactics.
Vietnam elderly care market projected at USD 3.60B by 2032 in the deck.
Aged 60+ population estimated at 18-20M by 2030.
37.6% of falls occur in bathrooms; 49.4% are linked to slippery floors.
Product proposition highlights no-drill installation and support up to 150kg.
Campaign objective includes 400,000+ reach, 55K engagements, 1,500+ raw leads, and 1,250+ qualified leads.
Campaign budget plan totals 525M VND across awareness, consideration, conversion, and amplification.
Received High Distinction. Shows end-to-end campaign thinking from insight to creative idea, media roadmap, budget, KPIs, and risk mitigation.