In celebration of World PR Day 2025, EloQ Communications is pleased to reshare this article as a way to promote a spirit of learning and passion for the profession, particularly from the next generation, where fresh perspectives meet real-world experiences in a practice-oriented academic environment. The following piece presents a student’s perspective from the class of Dr. Clāra Ly-Le, Managing Director of EloQ Communications and university lecturer.

The RACE model is increasingly being adopted by marketers and communications professionals in Vietnam as a strategic “backbone” to guide integrated marketing communications (IMC) campaigns. From global giants to local brands, RACE helps answer the core questions: What are we saying – to whom – and where in their journey are they?

What is the RACE Model?

Developed by digital marketing expert Dave Chaffey, I find this model highly effective in helping brands build customer engagement strategies through a clear, flexible, and trackable journey. It is known for its ability to integrate both online and offline marketing activities, making it easier for teams to define goals – actions – tools – and KPIs at each stage.

R – Reach: Right People, Right Time, Right Channels

This is the awareness stage, aimed at building brand recognition and driving traffic to primary platforms (e.g., website, social media, physical stores). Common tactics include:

• Digital Advertising (Meta, Google, TikTok, YouTube)
• SEO & Content Marketing
• KOL/Influencer Campaigns
• PR – media coverage, seeding strategies

A – Act: Spark Initial Interaction

This stage focuses on encouraging lightweight interactions: clicks, video views, form submissions, comments, trial activities, etc. The goal is to evoke emotions, establish initial engagement, and prepare for conversion.

• Quizzes to help users find suitable products
• Story-driven landing pages
• Livestreams, product trials, UGC feedback
• Mini-games, sample experiences, email lead magnets

C – Convert: From Interest to Purchase

The “golden moment” in the journey, conversion occurs when the customer decides to make a purchase, register for a service, or try a product. Your job is to optimize every touchpoint to minimize friction.

• Clear, persuasive CTAs
• Limited-time offers, social proof, real reviews
• Easy checkout, fast delivery, quality support
• Remarketing to cart abandoners and indecisive shoppers

E – Engage: Post-Purchase Relationship Building

A strong brand doesn’t just attract new customers, it turns existing ones into advocates. This stage is about long-term loyalty:

• After-sales care (customer service, thank-you notes, birthday gifts)
• Email/newsletters to maintain emotional connection
• Building communities (groups, online/offline events)
• UGC and customer testimonial campaigns

WHO.A.U’s Vietnam Market Entry through the Lens of the RACE Model

Disclaimer: This article was written for academic purposes to analyze the marketing strategy of WHO.A.U in Vietnam using the RACE framework. The views expressed are personal and do not represent the brand or any associated organization. All information is sourced from public channels and is not intended for commercial use or consumer guidance.

Source: WHO.A.U

Reach – Market Penetration

At the Reach stage, WHO.A.U appears to have entered the Vietnamese market with a well-planned and strategic approach. The brand has effectively capitalized on the rising K-Fashion and Hallyu trends to build initial brand awareness, particularly among young consumers who are fans of Korean fashion. WHO.A.U employed a multi-channel strategy, leveraging popular platforms like TikTok and Instagram, as well as OOH advertising in shopping malls, and high-profile celebrity endorsements (e.g., Hòa Minzy) to amplify its presence.

Launching both an online store and a plan to open 10 physical outlets helped increase brand reach and credibility from the outset. This multi-touchpoint approach, combining K-culture appeal, local celebrities, and a digital + physical presence, helped WHO.A.U quickly resonate with fashion-conscious youth in Vietnam.

Act – Driving Engagement

During the Act stage, WHO.A.U created several interactive touchpoints for consumers to actively engage with the brand. Livestream product unboxings, Hòa Minzy-inspired lookbooks, and viral hashtag campaigns all helped spark user interaction and emotional connection. I particularly appreciate WHO.A.U’s emphasis on user-generated content (UGC), a crucial factor in driving organic engagement among Gen Z audiences.

If I were to offer suggestions, I would recommend the brand increase initiatives like mini-games, story-based polls, and “Mix & Match” challenges on TikTok. WHO.A.U should also enhance TikTok Shop engagement through livestreams featuring influencers and fan-made UGC campaigns to maximize the Act stage prior to conversion.

Convert – Turning Interest into Action

In terms of conversion, WHO.A.U has implemented a smart pricing strategy—positioning its products at just one-third the price of equivalent American brands. In my opinion, this is a wise move in a Vietnamese market saturated by mid-tier players like H&M and Uniqlo.

Moreover, the integration of an online mall with offline retail locations enhances convenience and trust. I believe the conversion rate could further improve if WHO.A.U were to introduce first-time buyer discounts, flexible return policies, and live chat support for new markets, especially for customers encountering the brand for the first time.

Engage – Fostering Loyalty

Source: WHO.A.U

At the Engage stage, WHO.A.U in Vietnam has yet to show clear, long-term strategies for sustaining post-purchase relationships. The brand has not implemented key initiatives like loyalty programs, membership platforms, or community-based activities, all critical for customer retention in fashion retail.

The lack of recurring customer engagement (e.g., loyalty events, personalized content, or repeat-purchase incentives) suggests a weak link in WHO.A.U’s RACE strategy. In other markets, WHO.A.U has successfully connected with student groups and Korean fashion communities but such efforts are not yet evident in Vietnam.

Without a robust Engage strategy, the brand’s ability to build long-term customer lifetime value is limited. In a competitive market where many brands have sophisticated CRM systems, delayed investment in customer retention could hinder WHO.A.U from building a loyal consumer base, especially in the fast-changing world of fashion retail. The brand must act quickly to nurture a dedicated fan base in Vietnam and evolve from being a viral sensation to a deeply loved brand.

Key Takeaways

• In the Reach stage of RACE, particularly in a new market, a brand must not only appear on the right platforms but also communicate in culturally relevant ways to truly connect with target audiences.
• The Act and Convert stages are tightly linked. Brands must create a seamless user experience from content that inspires interest to frictionless purchase journeys to avoid losing potential customers midway.
• At the Engage stage, lacking a post-purchase nurturing strategy such as loyalty programs, CRM systems, or community content, forces brands to spend more to acquire new customers while missing out on the value of existing ones. This creates long-term sustainability risks. A successful marketing campaign isn’t just about reach or short-term sales, it’s about maintaining a continuous and loyal customer flow through every phase.

References

• Irene Dong. (2024). South Korea’s E-land set to expand into Vietnam. Insideretail.asia
• Hyeong-Ju Oh. (2025). E-Land sets sights on Vietnam as its next China, to open 10 outlets by 2025. KED Global
• WHO.A.U TEAM. (2024). WHO.A.U x HOÀ MINZY. WHO.A.U Vietnam
• RLI. (n.d.). South Korea’s E-Land to expand into Vietnam. RLI UK
• Thanh Cong. (n.d.). Chiến lược của E-Land: Không chỉ là đầu tư dài hạn vào cổ phiếu TCM. Thanh Cong Group

Source: Brands Vietnam