This proposal highlights strategic thinking for a fintech brand targeting Gen Z, combining social insight, positioning, campaign mechanics, and measurable acquisition objectives.
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Competition proposal
Top 20 Peaking Point 2025
Social marketing proposal
A competitive social marketing proposal developed for Topi in Peaking Point 2025.
Gen Z does not want to choose between spending for joy and saving for safety. They need a smart financial “spare tire” that lets them enjoy now while feeling secure later.
- Fintech market forecast in the deck grows from USD 17B in 2024 to USD 63B in 2033.
- 47% of Gen Z report increased spending on experiential activities.
- 57% of Gen Z in APAC reduce spending and cut non-essential expenses.
- 48% of Gen Z feel financially insecure because of low financial literacy.
- Only 24% can answer 4 out of 5 finance basics; 52% do not have a financial plan beyond 12 months.
- Campaign objective targets 10M reach, 500K mentions, 4M total engagement, and 400K new active users.
Make a personal finance app relevant to Gen Z audiences who want to enjoy their youth but feel anxious about future financial security.
- Defined “Balanced Spenders” as the primary segment: Gen Z users torn between YOLO spending and long-term planning.
- Positioned TOPI as “Lop du phong tai chinh” - a financial spare tire that supports smart spending and saving.
- Built a three-phase roadmap using social discussion, emoji/mascot activation, TikTok filter, playable ads, and community mechanics.
- Social marketing proposal deck
- Fintech and competitor analysis
- Big idea, key message, media roadmap, budget, and KPI system
- Reached Top 20 among 1,022+ contestants.
- Signals competitive ability in proposal thinking and marketing storytelling.
Evidence & Files
Images, file names, and Drive links for deeper review.
Proposal PDF
Top 20 Peaking Point 2025
Main TOPI proposal deck presenting the campaign direction, Gen Z financial tension, communication idea, roadmap, and KPI targets.
Open Drive fileProposal PDF
Top 30 Marketing Challengers 2026
Competition proposal evidence connected to marketing strategy, consumer insight, and campaign planning under a challenge brief.
Open Drive fileProposal PDF
Top 24 Marketing Generators 2025
Proposal evidence from a cosmetics marketing competition, showing structured problem solving and presentation development.
Open Drive fileProposal PDF
Top 40 DaZone 2026
Additional competition deck evidence showing Hung’s ability to work across different brands, briefs, and proposal formats.
Open Drive fileMore Work
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