Introduction
✪ Project: Brand Awareness Communication Strategy
✪ Brand: OREM
✪ Field: Manufacturing – Export
✪ Implementation time: 6 months
Background
OREM is a high-end designer curtain brand under ODA Vietnam Co., Ltd. Developed on the basis of advanced production techniques and modern design thinking, OREM offers exclusive Japanese-style curtains, clearly expressing the aesthetic taste and sophisticated lifestyle of customers. The diverse product portfolio from traditional curtains, designer curtains to environmentally friendly recycled (upcycling) product lines, affirms OREM’s commitment to sustainability and difference in every living space.
Despite its modern technical foundation and aesthetically pleasing design, OREM is facing some strategic challenges in its quest to increase its recognition and market share. Its higher than average price point puts the brand at a competitive disadvantage in the retail channel (B2C).
In addition, OREM’s current design orientation, which emphasizes softness, femininity and artistry, may not be fully compatible with the tastes of a wide range of customers. The product portfolio focuses on exclusive, specific designs aimed at a narrow group of customers, which also somewhat limits the ability to expand and develop market scale in a period of fierce competition.
Target
As a Strategic Communications Consultant, SEFA Media identifies the main objectives of the Brand Communications campaign including:
- Increase awareness of OREM among customers
- Increase brand awareness and boost sales of ruffled style curtains
- Positioning the OREM brand as the top choice for stylish and creative interior design
- Maximize opportunities from individual and corporate customer groups, especially targeted cafes and homestays, through content strategy and increase sales at the end of the year.
Brand Audit
SEFA Media identifies two main growth sources for OREM, including business-to-business (B2B) and individual customers (B2C). The main strategic focus is on B2C customers.
| Group | B2C | B2B | ||
| Young customers like to decorate their own rooms
(Important) |
Mom bought curtains to decorate her child’s room.
Shopper: mom End-user: child |
The customer is a small coffee shop,
vintage style (coffee curtain) |
The client is the owner of a small hotel.
Boutique hotels and themed homestays (New file) |
|
| Sex | Female (higher proportion, often tend to pay attention to interior decoration details).
Men (especially those who love minimalist and modern lifestyle) |
Shopper: Woman (mother).
End-user: Girl |
Male and Female | Shop owners are usually women (about 70-80%) |
| Age | 22 – 35 years old: Young, dynamic customer group, loves innovation, regularly updates modern home decoration trends | Shopper: 28 – 40 years old (parents with children of school age or younger).
End-user: 0 – 12 years old (children from newborn to primary school) |
25-35 years old, young people starting a business or wanting to own a creative business space | |
| Marital status | Single or newly married: Tend to invest in personal living space or small family | Married | Most are single or married but do not have many commitments regarding children, allowing them to have time and focus on business. | |
| Job | Office workers, creative (designers, architects, lifestyle influencers, freelance artists)
Fresh graduates or those pursuing a modern lifestyle |
Office worker, teacher, self-employed, or housewife | Mainly creative people (designers, photographers), freelancers, or young entrepreneurs | Mainly freelancers, office workers who want to start a business, or individuals working in creative fields (designers, photographers) |
| Geography | Urban areas (Hanoi, Ho Chi Minh City, Da Nang) because they have compact living spaces, requiring sophistication in interior design. | Big cities (Hanoi, Ho Chi Minh City, Da Nang, Can Tho) and urban areas with high living standards | Major urban areas or tourist spots | – Big cities: Ho Chi Minh City, Hanoi, Da Nang, or tourist cities (Hoi An, Da Lat)
– Location in residential or tourist areas: The restaurant is often located in small, quiet alleys with a nostalgic style. |
| Income | Income from 10-25 million VND/month, willing to spend on interior decoration products with beautiful design and useful features | Average to good (10 – 30 million/month) | Average: 20 – 40 million VND/month (including income from coffee shop) | Average: 30 – 50 million VND/month |
| Behavior | – Often look for ideas on social networks (Instagram, Pinterest, TikTok) or through home decor articles
– Love products with the factor of “high aesthetics + utility” – Buy online through e-commerce platforms or showrooms with experience spaces |
– Regularly shop for household items and items for children (prioritize safe, cute products that suit your child’s interests)
– Research information on online platforms (websites, social networks, groups of mothers) – Make decisions based on: + Suggestions from friends and relatives + Product reviews, sample room decoration images |
– Space decoration:
+ Love decorating the shop space in a nostalgic, cozy style, suitable for customers to check-in and share on social networks + Look for decor items such as curtains, tables, chairs, and pictures in vintage style that are easy to coordinate with the overall space. – Search for products: + Usually search through online channels such as Facebook, Instagram, Shopee, or groups related to coffee shop decor + Prioritize products that are easy to install, maintain, reasonably priced, and durable. |
– Pay attention to uniform design:
+ Requires harmony and unity in design style, from curtains, beds, decorations to lighting + Find decor products that help the space match the vibe of the shop. – Focus on quality: + Willing to spend on durable, easy-to-wash products because they are not expensive and purchased in small quantities – Looking for convenient solutions: + Prioritize units that provide complete solutions (curtains, furniture, and design consulting services) or include tools for investors to set up |
| General buying psychology | – Prioritize features: Curtains must be heat-resistant, ensure privacy but still let natural light into the room
– Focus on aesthetics: The product needs to create a gentle, delicate feeling, suitable for a minimalist, modern style. – Brand awareness: Prioritize Japanese brands because they are associated with sophistication and quality. |
– Top priority: Safe materials, non-allergenic for children
– Love the cute design, suitable for your child’s age and interests – Reasonable price but still beautiful and durable – Appreciate products associated with prestigious brands |
– Want your space to be unique and different from other shops to attract customers
– Feel satisfied when the restaurant space receives compliments from customers – Willing to invest a moderate amount in decorative accents |
– Consider the cost and value received, but be willing to invest in elements that bring new experiences to customers and demonstrate the characteristics of the restaurant.
– Want the hotel to have a unique style, creating an impression on booking platforms (Booking, Agoda, Airbnb) – Love professional service, from design consultation to quick construction |
| Customer Insight | I want my living space to be beautiful and comfortable, filled with natural light but still have privacy. Curtains are not only an item but also an important part that creates the style of the room. | “I want to create a beautiful, cute space for my child, so that he or she has an inspiring private room.” | I want my coffee shop to be a peaceful corner where customers can reminisce and comfortably take photos. The space must be beautiful, sophisticated but not too expensive. | I want my hotel to be a memorable destination that attracts returning guests without having to invest too much in renovations or repairs. |
Strategy
Brand Strategy
Slogan
OREM – Free & Innovative Japanese Curtains
Brand Story
SEFA Media identifies Brand Story as a solution that deeply approaches the emotional insights of target customer groups, focusing on core values:
FREEDOM OF MIND AND LIVING SPACE!
Freedom is not simply about moving or doing what you want, but the feeling of peace when being yourself, not constrained by the looks or expectations of others. For OREM, FREEDOM comes from the little things – a cup of morning tea by the window, the gentle sunlight through the curtains and the thoughts passing through the mind.
OREM chooses a gentle lifestyle, not rushing to chase after flashy things, but that does not mean giving up passion. Just like the way OREM cherishes and accompanies gentle living spaces with style, peaceful but no less quality.
OREM is just that, soft enough but firm, gentle enough but strong enough to protect.
Choosing a living space is choosing how to treat yourself. Being gentle in your lifestyle does not mean ignoring quality; OREM believes that living a peaceful, gentle lifestyle is also a manifestation of inner strength. Always be yourself, strong from within but always gentle with the world!
Brand Image
OREM brand image is built to fully reflect the spirit of peaceful, elegant and aesthetic life that creates the brand’s unique identity.
OREM is present in living spaces filled with natural light, where curtains become an artistic highlight, contributing to shaping the personality and lifestyle of the homeowner. The brand aims at the image of a modern, sophisticated woman who always knows how to pamper herself with choices of spiritual value. This is a group of customers who pursue a profound lifestyle, prioritizing neatness and a distinct aesthetic taste in every small detail.
In terms of visual style, OREM uses a light and bright color scheme, combining soft pastel tones and neutral colors to convey a sense of relaxation, gentleness but still modern. The images are built between the context of the actual living space and the conceptual decor layouts, to highlight the materials, design lines as well as the lighting effects that the curtains bring to the overall space.
Marketing Strategy
The Marketing Strategy designed by SEFA Media aims to optimize OREM’s communication potential through emotional content orientation, focusing on exploiting aesthetic values and practicality in living space. Content is the center of the strategy, with storytelling playing a key role in connecting emotions and inspiring from small but sophisticated details.
OREM simultaneously deploys content for two main target groups, B2C and B2B, with a consistent emphasis on exclusivity, premium quality and sustainability in each product. The flexible approach allows the brand to personalize the experience for each customer group:
- For B2C group: Focus on emotions, life experiences and decor inspiration. Content emphasizes a refined, relaxed lifestyle.
- For B2B groups: Highlight design consistency, flexible supply capabilities, and partner support policies.
To realize the strategy, a series of specific contents are deployed including:
- Series of articles & storytelling videos: Sharing the story “Inspiring decor from small details”, helping customers feel the spiritual value that curtains bring to living space.
- Suggested decor content: Instructions on how to “transform a gentle space” with ruffled curtains, clearly defining the characteristics of OREM’s main products.
- Short video tutorials for decor (Reels/TikTok): Create quick, easy-to-use clips to increase virality, targeting customers who prefer short, visual, highly interactive content.
Content strategy focuses on four core lenses:
Brand Lens
Content focuses on the brand’s values, vision, and mission, helping to build a distinct image and connect emotionally with customers.
- Brand Story
- Tell about the inspiration and sophistication in design
- Sustainability Commitment: Communicating the use of natural, environmentally friendly materials
- Elevating Lifestyle: Content shows how OREM blinds contribute to changing the space and feeling of customers
Product Prism
For B2C customers:
- Exclusive design products
- Introducing seasonal and living space curtain collections: expressing a dreamy spirit, for customers who want to have a living space according to their preferences, making home a place they want to return to, when thinking about home they always imagine the window scene with light shining in,…
- Outstanding material and quality: OREM curtain fabric – soft, durable, environmentally friendly, meets Japanese standards
- Compare OREM curtain material with regular curtains
- Versatile application: OREM blinds – from home to business space: perfect for every style
- Real case study on how OREM blinds create a highlight in the living room, bedroom, or cafe
- Personalized consulting service: More than just curtains – we design the most suitable living space for you
- Tell the story of a customer’s experience receiving personalized design advice from OREM
For B2B customers:
- Diverse products, suitable for all spaces: Perfect solution for your project: OREM curtains – from high-class hotels to vintage style homestays, Japanese style,…
- Introducing product catalog with outstanding features: light blocking, environmentally friendly, anti-UV, fire retardant
- Consistent quality – Meets international standards
- Highlight any product quality certifications or inspections if applicable
- Discounts and special offers for partners
- Supply capacity and flexibility in production: Meet all large orders with our own factory, support installation in Ho Chi Minh City,…
Customer Lens
- Inspiration from real customers: Before and after videos or photos using OREM design curtains
- Dream space: Imagine waking up every morning in a space filled with natural light and the softness of ruffled curtains => Describe the intimate and cozy experience that curtains bring
- Personalized style: Your curtains are more than just a piece of furniture – they’re a way to express your personal style.
- Hit the customer’s pain:
- Difficulty in choosing curtains: Are you confused when choosing curtains that are both beautiful and suitable for your space? Let OREM suggest a design specifically for you
- Suggestions for choosing curtains based on space: living room, bedroom, cafe
Promotion and Events
- Programme
- Monthly Promotions
- E-commerce platform offers
Media Campaign
SEFA Media builds an IMC Strategy with 2 main campaigns to ensure continuity, consistency and effectiveness in enhancing brand awareness as well as promoting revenue conversion.
** Year-end campaign: November 1, 2024 – January 31, 2025
Tet Campaign
– Tet content
+ Short video about family preparing for Tet, decorating new space with OREM curtains
+ The feng shui meaning of new curtains in welcoming fortune and prosperity
+ Highlight new curtain lines suitable for Tet: traditional colors (red, yellow, green), feng shui patterns
+ Special material
– Sale Promotion:
+ Shipping promotion: Free shipping nationwide for orders purchased directly on Fanpage or Website
+ Discount combo: “New curtains – Welcome Tet”: 15 – 30% discount when buying curtains with a unit price of 2 million if ordered through Social, create promotional codes on the Website
+ New Year lucky money program: Gifts for the first orders after Tet (discount vouchers or curtain accessories) (Applicable after Tet)
+ E-commerce: 50k, 100k discount voucher/curtain order
Christmas Campaign
– Content:
+ Storytelling about family moments gathered around the Christmas tree, the space is decorated with OREM curtains
+ Lifestyle image: warm living room space with designer curtains and Christmas decorations
+ Suggested curtain designs suitable for the festive season: red, green, white tones
+ USP: High quality material, good heat retention, suitable for cold winter climate
– Sale Promotion:
+ 10-20% discount on special curtain models for the holiday season: Buy curtains and get free decorative accessories at DMSP Recycling
+ Combine e-commerce promotion programs
** Summer Campaign: March 1, 2025 – July 1, 2025
– Objects: Restaurants, hotels, homestays,…
– Type of Cafe curtain
– Content:
+ Direct benefits: Cafe curtains help optimize natural light, creating an open but still private space
+ Easy to install and suitable for summer style: light, airy
+ Creative inspiration: Suggestions on how to combine curtains with wooden tables and chairs, green plants, and natural light
+ Presenting actual spaces before/after using Cafe curtains
– Sale Promotion:
+ Free shipping and installation for orders of X sets of curtains or more
+ Free cleaning of old curtains when ordering in bulk (applicable to hotels/homestays)
+ Combo package: Direct discount 5-10% for customers who order before April 30
Campaign results
Running
SEFA Media – Vietnam’s leading Media Strategy consulting unit
With deep strategic thinking capacity, close adherence to realistic growth targets and understanding of consumer behavior, SEFA Media is proud to be a companion to many domestic brands in their journey of positioning and expanding market share. We not only provide creative communication solutions, but also design integrated strategic roadmaps towards long-term effectiveness and high applicability. Accompany SEFA Media to create sustainable brand value in the Vietnamese market and expand internationally.
