Launching a New Brand with Data-Driven Marketing & Custom Audience Activation – Greenpan
DATE : 2025-12-11
Campaign Development & Management, Digital IMC Planning, Media Planning & Buying, Social & Community Management, Social Influencer Management, Social Listening & Research, Brand & Reputation Strategy, Marketing Digital Transformation, Reputation & Crisis Management, Technology Innovation Application For Marketing
Context: What challenge was Greenpan facing?
Greenpan entered the PIR panel market at a time when awareness of advanced insulation materials was still limited, and B2B buyers typically relied on traditional solutions. The brand needed to quickly build trust, clarify the value of its 2bGP technology, and demonstrate real industrial applications. For the launch phase, a key requirement was reaching the right decision-makers—investors, contractors, and architects—while optimizing media spending and differentiating from low-tech or imported products. RA was engaged to define the brand strategy, messaging framework, and a data-driven communication model to support Greenpan’s market entry.
Solution: How did RA approach the launch?
How should the brand be introduced to the market?
RA established the positioning “Pioneering Confidence”, reflecting Greenpan’s leadership in PIR panel technology in Vietnam. The product messaging centered on “The optimal solution for green construction”, highlighting four core attributes: Efficiency – Durability – Convenience – Safety. This framework became the foundation for all communication touchpoints.
How was the brand’s visual and conceptual system developed?
Inspired by PIR foam structure and the transition from blueprint to completed construction, RA built a visual system using rounded hexagonal motifs and a green–blue palette. The design communicates technology, sustainability, and modernity—helping Greenpan stand out in a category dominated by conventional industrial imagery.
How was the launch campaign structured?
RA designed a three-phase roadmap (Pre-launch – Launch – Sustain) across Facebook, YouTube, Zalo, LinkedIn, and online PR. The content architecture focused on four pillars: brand, product, manufacturing technology, and sustainability values. Key activities included the corporate video, technical content series, multi-platform advertising, and event support to strengthen credibility and stimulate product consideration among B2B audiences.
How was data leveraged to optimize audience targeting?
RA applied social listening to gather insights on user needs, concerns, and search behaviors among investors, contractors, and architects across industry-related communities and business pages. This dataset enabled RA to segment the audience based on dominant motivations: technology interest, cost–construction efficiency, application requirements, or sustainability values.
Each segment was transformed into a custom audience through API integration with advertising platforms. Tailored messaging and creatives were developed to match each group’s actual concerns. In parallel, RA activated direct marketing channels—messages, email, and ZNS—to nurture B2B prospects throughout their decision-making journey.
All activities were continuously monitored and optimized using RA’s social listening system: tracking feedback, identifying emerging discussion trends, and measuring shifts in audience interest across segments. New data was looped back into the optimization cycle, ensuring messaging, creatives, and media allocation were adjusted in real time.
The data-driven launch enabled Greenpan to reach the right audience, minimize waste, and establish a strong foundation in a highly specific and cautious market. This approach reflects RA’s capability in applying social intelligence, audience segmentation, and custom-audience engineering to help B2B brands accelerate growth from day one.
If your business is seeking to leverage data for more effective communication, connect with RA at: https://reputyze.asia/contact-us/
Related Portfolio
Launching a New Brand with Data-Driven Marketing & Custom Audience Activation – Greenpan
Context: What challenge was Greenpan facing?
Greenpan entered the PIR panel market at a time when awareness of advanced insulation materials was still limited, and B2B buyers typically relied on traditional solutions. The brand needed to quickly build trust, clarify the value of its 2bGP technology, and demonstrate real industrial applications. For the launch phase, a key requirement was reaching the right decision-makers—investors, contractors, and architects—while optimizing media spending and differentiating from low-tech or imported products. RA was engaged to define the brand strategy, messaging framework, and a data-driven communication model to support Greenpan’s market entry.
Solution: How did RA approach the launch?
How should the brand be introduced to the market?
RA established the positioning “Pioneering Confidence”, reflecting Greenpan’s leadership in PIR panel technology in Vietnam. The product messaging centered on “The optimal solution for green construction”, highlighting four core attributes: Efficiency – Durability – Convenience – Safety. This framework became the foundation for all communication touchpoints.
How was the brand’s visual and conceptual system developed?
Inspired by PIR foam structure and the transition from blueprint to completed construction, RA built a visual system using rounded hexagonal motifs and a green–blue palette. The design communicates technology, sustainability, and modernity—helping Greenpan stand out in a category dominated by conventional industrial imagery.
How was the launch campaign structured?
RA designed a three-phase roadmap (Pre-launch – Launch – Sustain) across Facebook, YouTube, Zalo, LinkedIn, and online PR. The content architecture focused on four pillars: brand, product, manufacturing technology, and sustainability values. Key activities included the corporate video, technical content series, multi-platform advertising, and event support to strengthen credibility and stimulate product consideration among B2B audiences.
How was data leveraged to optimize audience targeting?
RA applied social listening to gather insights on user needs, concerns, and search behaviors among investors, contractors, and architects across industry-related communities and business pages. This dataset enabled RA to segment the audience based on dominant motivations: technology interest, cost–construction efficiency, application requirements, or sustainability values.
Each segment was transformed into a custom audience through API integration with advertising platforms. Tailored messaging and creatives were developed to match each group’s actual concerns. In parallel, RA activated direct marketing channels—messages, email, and ZNS—to nurture B2B prospects throughout their decision-making journey.
All activities were continuously monitored and optimized using RA’s social listening system: tracking feedback, identifying emerging discussion trends, and measuring shifts in audience interest across segments. New data was looped back into the optimization cycle, ensuring messaging, creatives, and media allocation were adjusted in real time.
The data-driven launch enabled Greenpan to reach the right audience, minimize waste, and establish a strong foundation in a highly specific and cautious market. This approach reflects RA’s capability in applying social intelligence, audience segmentation, and custom-audience engineering to help B2B brands accelerate growth from day one.
If your business is seeking to leverage data for more effective communication, connect with RA at: https://reputyze.asia/contact-us/
