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Y’era recognized the growing demand for health-conscious and nutritious products, taking the lead by launching the first yeast-based protein product in the Vietnamese market.
Aiming to promote a sustainable healthy lifestyle and contribute to the global food ecosystem, Y’era partnered with Wisdom Agency to address challenges in market entry, brand positioning, and consumer education on this innovative protein type.
Through strategic communication and marketing efforts, Y’era and Wisdom will work together to build brand awareness, generate demand, and foster consumer loyalty. A dedicated website will also be developed to drive sales and enhance the customer experience.
Wisdom recommended that Y’era carve out a niche market for itself rather than directly competing with existing animal—and plant-based protein brands in the market. As a smart yeast protein, Y’era has the potential to appeal to a more selective audience.
Wisdom suggested the communication message “STIR Y’ERA – STIR THE NEW ERA,” which introduces a new protein era, a new lifestyle, and a new health solution. This approach allowed Y’era to connect with the right potential customers without directly competing with other protein products.
• Communication Development: Activity proposal, material production, social content execution, digital communication, and post-campaign evaluation.
• Photoshoot Production: Product and lifestyle photography (indoor and outdoor), key visual direction, online banners, social posts, and other assets for communication campaigns.
• Website Development: Including analysis, recommendations, design, and comprehensive content execution.
• Social media content was thoughtfully created, attracting attention from users. The combination of engaging visuals and content contributed to an effective communication campaign, strengthening the Y’era brand.
• Over 900,000 interactions and more than 500 comments were recorded within 3 months of the teasing phase.
• Positive feedback and reviews for the product were received through TikTok livestreams and e-commerce platforms, gaining attention from health experts and potential customers.
• Wisdom completed the website direction, and the site is still live and regularly optimized by the client.
