Editor’s Note
**Editor’s Note:** This piece examines Huy Thanh Jewelry’s strategic use of idol marketing through its collaboration with artist SOOBIN in the SOOBIN’S QUEEN campaign. By leveraging emotional connection and star power, the 30-year-old brand aims to modernize its image and strengthen its position in Vietnam’s competitive jewelry market.
The Strategy of Using Idols in Marketing: Huy Thanh Jewelry and the Impact of SOOBIN’S QUEEN.
ANTD.VN – In the rapidly growing but highly competitive Vietnamese jewelry market, Huy Thanh Jewelry has chosen a strategic direction: collaborating with artist SOOBIN to launch the SOOBIN’S QUEEN campaign.
With over 30 years of history, Huy Thanh Jewelry has earned a special place in customers’ minds due to its quality and exquisite craftsmanship. To solidify its position as a leading modern gold jewelry brand, Huy Thanh needed an emotional connection, and SOOBIN was the perfect artist to achieve this.
Source: https://anninhthudo.vn/chien-strateg-dung-than-tuong-trong-marketing-huy-thanh-jewelry-va-dau-an-soobins-queen-post621516.antd
Images from the launch of the SOOBIN’S QUEEN collection.
The selection of a brand ambassador is based not only on their popularity but also on their fit with the brand’s image.
Artist SOOBIN: A versatile, meticulous, and professional artist. SOOBIN constantly reinvents himself, creating and innovating to offer the public high-quality artistic products. This aligns with Huy Thanh’s positioning as a “modern and avant-garde” brand and its guiding principle of prioritizing quality to meet international standards.
KINGDOM Fan Club: A well-organized and professional fan club that loves art and regularly makes positive contributions to society, becoming the creative inspiration for the SOOBIN’S QUEEN collection, which honors and spreads positive values.
The biggest difference of SOOBIN’S QUEEN is that it does not merely exploit the artist as a commercial advertising representative but creates an experiential ecosystem around SOOBIN:
The jewelry collection is inspired by SOOBIN and the KINGDOM fandom, with the crown symbol present in all designs. Huy Thanh pours its passion into creating exclusive jewelry, combining it with modern artisanal technology for optimal quality.
Exclusive design inspired by KINGDOM with a crown symbol.
Promotional items include photocards, posters, phone grips, photo albums, scarves, baby t-shirts, acrylic standees, baseball caps, bucket bags, notebooks… all in line with the visual identity of the SOOBIN’S QUEEN campaign.
The limited-edition packaging is custom-designed for the collection, enhancing the unboxing experience and increasing the sense of satisfaction in ownership.
Special gift: the opportunity to participate in a meet-and-greet with SOOBIN, an exclusive experience only for customers who own SOOBIN’S QUEEN jewelry sets.
Limited-edition gift box and packaging.
From a business perspective, this is a “full-funnel strategy,” impacting customers from the moment they become aware of the brand through the artist’s image, through interaction via satisfying experiences, to conversion and loyalty.
According to internal reports from the first four weeks of the campaign: In-store traffic increased by 35%. Social media engagement increased by 90% compared to the average of the previous campaign. Brand awareness among the 18-30 age group increased by 50%.
Notably, marketing costs not only have a short-term impact on business but also invest in long-term brand value: when customers associate SOOBIN with Huy Thanh, they remember not just the product but also the personal experiences the campaign provided.
Image Transfer Effect: Customers often associate the qualities of their idols with the brands they collaborate with. SOOBIN naturally brings a youthful, sophisticated, and artistic touch to Huy Thanh’s designs.
Activates the Fan Community: Fans are a group of loyal customers and natural content creators (UGC). When they have the opportunity to acquire exclusive products or meet their idols, they are willing to go to great lengths to achieve it.
