Optimizing Brand Image and Increasing Conversions for COLAB Dry Shampoo

AUS x COLAB: Optimizing Branding – Driving Conversions

Campaign Overview

COLAB Dry Shampoo stands out in the beauty market thanks to its ability to instantly refresh hair without leaving white residue — a key competitive advantage in the category.
Despite this strong product benefit, COLAB faced a familiar challenge: how to maintain a consistent social media presence, attract new customers, and build a modern brand image that resonates with today’s demanding and fast-moving consumer base.

During a 2-month collaboration with AUS, the brand aimed to execute a short-term yet high-impact marketing campaign, focusing on:

• Creative content for social media

• Performance-driven advertising to generate leads

• Testing new formats such as short-form video, UGC, and livestreaming

Communication Objectives

• Maintain an active fanpage with content tailored to young consumers who value convenient beauty solutions

• Drive social media traffic to the landing page and increase lead conversions

• Build a youthful, relatable, and approachable brand image, especially among urban Gen Z audiences

AUS’s Strategic Approach

To address multiple communication goals within a limited timeframe, AUS developed an integrated solution, combining content, media, and creator marketing into a cohesive strategy.

1. Always-on Content Production

AUS created a structured content plan for COLAB’s fanpage, delivering posts that aligned with audience insights and timely trends.
From quick hair-care tips and morning beauty routines to light trend-based content, all posts were crafted with a friendly, youthful tone to ensure consistent brand positioning across social platforms.

Each piece of content not only engaged existing followers but also expanded reach organically through shares and saves, helping COLAB attract new audiences naturally.

2. Short-Form Video Production

As short-form content continues to dominate user attention, AUS produced a series of videos built around the insight:
“Greasy hair – quick refresh – instant beauty.”

The videos depicted relatable, everyday situations and were optimized for Reels and TikTok formats, with lengths ranging from 15–30 seconds — easy to watch, easy to save, and highly shareable.

This format allowed COLAB to clearly showcase product performance and key benefits, creating stronger brand recall compared to traditional advertising formats.

3. Performance Advertising for Lead Generation

To drive leads to the landing page, AUS implemented conversion-focused ad campaigns targeting clearly defined audience segments.
Each content set was customized for specific customer profiles, enabling personalized content distribution that improved click-through rates (CTR) and optimized cost per lead in real time.

AUS also continuously monitored performance metrics and conducted A/B testing on visuals and headlines to ensure maximum budget efficiency.

4. UGC & Livestream Activation

To build trust with new customers, AUS partnered with creators who had a natural, authentic image and relatable lifestyle content.
Instead of scripted promotions, the focus was on real user experiences, reinforcing a “real people – real results” perception for COLAB Dry Shampoo.

Livestream product demonstrations played a key role as well, allowing audiences to better understand usage, effectiveness, and real-time results — directly encouraging immediate purchase behavior.

Campaign Results

• COLAB’s fanpage maintained consistent activity, with organic growth in followers and positive engagement from real users

• Multiple short videos achieved impressive view counts within days of posting

• Paid media campaigns delivered lead volume beyond initial expectations

• UGC content and livestream sessions generated high engagement and a noticeable increase in post-view purchases

Conclusion

The short-term marketing campaign with AUS enabled COLAB Dry Shampoo to not only achieve strong lead growth but also establish a clearer, more relatable brand image among young consumers.

The strategic combination of always-on social content, trend-driven short videos, and authentic UGC has laid a solid foundation for COLAB to continue expanding its market presence in Vietnam.