A Tet 2023 integrated campaign for Kalite, launched in a highly competitive air fryer market. This was one of the largest appliance campaigns I worked on, combining brand communication, KOL activation, and sales support at scale.
Kalite needed a Tet campaign strong enough to stand out in an air fryer category already crowded with similar “convenience” and “health” messages.
The strategic idea was to turn the “oil-free” benefit into a festive and memorable seasonal line, making it feel more culturally native to Tet rather than purely functional.
The objective was not only broad communications reach, but also commercial growth during the most important sales window of the year.
I worked across the transition from Brand Marketing Executive to Team Leader at UKG Group, where I helped drive integrated communications for Kalite, Unie, and Hasuta.
For the Tet campaign specifically, I coordinated the communications plan with production, creative, trade marketing, and multiple execution partners running in parallel.
The work included KOL and KOC booking, sales promotion coordination, campaign content supervision, and online plus offline activation mechanics during the campaign period.
The role required keeping many teams aligned on one operating rhythm: consistent message, disciplined timeline, budget control, and commercial focus. At the team-lead stage, I was also managing roughly 15 people across media and online content marketing.