Happiness Saigon launches new performance-driven hub for its clients: Happiness Works

In 2014, when setting up in Vietnam, Happiness Saigon promised to lead the industry by leading the way.

Through its Creative Connectivity vision, the agency has since then garnished a solid reputation in Vietnam and South East Asia; its work has been recognised by several international juries, and it was named 3rd most creative agency of Vietnam in 2016.

Listening to the needs of its clients, and through continuous dialogue with industry leaders, Happiness Saigon is launching a new performance driven marketing hub called “Happiness Works”.

The Happiness Works team will consist of a “triangular” operation with a Head of Performance, a Head of Connectivity, and a Creative Content Director. The tri-party continuously works hand in hand to track, analyse and act in almost real-time upon the campaign results in order to provide the most creatively effective campaigns.

Alan Cerutti, Co-founder and CEO of the Happiness Saigon Group shared, “The beauty of online marketing is that it offers such a richness of data. Happiness Saigon has always believed that in today’s connected world brands must tap into creativity and innovation to make meaningful connections. The role of programmatic buying, real-time measurement and analysis are becoming increasingly important. There are already providers of “performance” media buying and optimization. As such this is nothing new. Yet, there is no provider in Vietnam that is offering the mix of creative content, connectivity, and optimization for better online campaign results in one place.”

“As an example”, Cerutti continued, “through Happiness Work’s efforts we have for one of our clients generated a +10% uplift in engagement on our content, built a 30% higher fan growth in the right audience based on specific consumer persona, and dramatically decreased the bounce rate in less than 2 weeks. On top, we are faster. In 2 hours we convert an idea to push in media. Where in the past we had to wait min. 24 hour with the traditional advertising – media agency set-up, we are truly operating in real-time today.”

Cerutti added, “Today, we need to accompany our current and future partners through the entire process – not only do we offer (online) brand building solutions, we now also include the performance/conversion setting, as well as campaign tracking and optimization, with dash boarding as an essential tool for monitoring of campaign performance. In the end, we are making our creative campaigns even smarter.”