About FAHASA
Ho Chi Minh City Book Distribution Corporation – FAHASA has nearly 50 years of history and development. Operating in the business of books and cultural products, FAHASA is a beloved brand closely associated with generations of readers and customers across Vietnam. Since its establishment on August 6, 1976, FAHASA has consistently pursued its mission to bring books to people throughout Vietnam.
As of January 2025, FAHASA boasts an extensive distribution network with 7 affiliated Book Centers, FAHASA Printing, Stationery, and Packaging Enterprises, and over 130 professional, modern bookstores across most provinces and cities nationwide.
Over the years, FAHASA has developed a strategy to build a professional nationwide bookstore system while expanding its business on technology platforms.
The company employs more than 2,200 staff members, who are highly skilled, enthusiastic, dynamic, and professional. FAHASA’s management team possesses extensive experience, excellent expertise, and strong capabilities in managing and operating the company effectively.
Challenges
With the mission to spread knowledge and cultural values, FAHASA continuously innovates in customer engagement activities to promote the “reading culture” and build a growing community of book lovers in Vietnam.
FAHASA has chosen a multi-channel customer approach, from online to offline, ensuring the brand reaches across various platforms. Particularly, with the strong development of social media usage for entertainment and information-seeking purposes among young people, FAHASA has leveraged channels like Facebook, Instagram, and Zalo to increase opportunities to reach potential customers.
However, like many businesses, FAHASA faces the challenge of fragmented customer data across various channels, with no integration between online and offline channels. Despite having a large customer base, FAHASA had yet to find an effective method for nurturing and maintaining relationships with customers. To address this, FAHASA applied the “Buy to Play” solution in collaboration with Gamifying The Master Channel, enhancing engagement with their Zalo followers while achieving sales targets.
Solution
Leveraging the annual Online Book Fair held in March, FAHASA launched the “Top Order Race to Receive Gifts” campaign in combination with the game “Speedy Penguin,” encouraging customers to shop more to earn game plays and win exciting prizes such as the iPhone 16, Harman Kardon speakers, air purifiers, English courses at Yola, and more.
Customers were invited to participate in the program through FAHASA’s online communication platforms.
After completing a purchase, they received a ZNS message sent from FAHASA’s Zalo Official Account (OA), notifying them of the total number of game plays they earned based on the value of their order.
By clicking the link in the message, customers were directed to the “Speedy Penguin” game, a Zalo Mini App, where they could start playing to win a variety of attractive prizes. Notably, players who excelled in the game and scored high would have the opportunity to win special prizes like the air purifier. Additionally, players could earn F-Points that could be accumulated and used for future purchases at FAHASA.
“Cánh Cụt Thần Tốc” Game – Boosting Customer Engagement for FAHASA
“Cánh Cụt Thần Tốc” is a custom-designed game based on FAHASA’s brand identity, helping customers naturally and positively remember the brand. This is an excellent way to enhance brand recognition without making customers feel overwhelmed by advertising.
As one of the Skill Games in The Master Channel’s game library, it is designed to encourage players to return and participate multiple times thanks to its challenging elements and appealing rewards. This makes it a perfect fit for businesses with a young, dynamic customer base like FAHASA.
In addition to the entertainment factor, the Gamifying The Master Channel campaign also motivates players to return through engaging challenges and exciting rewards. Particularly, the “Invite Friends” feature provides customers with additional game plays, while encouraging them to share the program with their friends and family directly on Zalo. This not only creates a unique interactive experience but also turns customers into “brand ambassadors,” helping to expand the community of FAHASA fans.
The journey of interaction with the game doesn’t stop there. FAHASA cleverly incorporated a rule where players who reach 10,000 points in the game will have the opportunity to participate in the Lucky Spin and win rewards such as 100K vouchers, 50K vouchers, 100% free shipping, and more. This not only creates excitement for customers participating in the program but also encourages further shopping to earn more game plays, thereby boosting sales for the business.
After a customer wins a prize, FAHASA sends a personalized congratulatory message via Zalo UID to each winner. These Zalo UID messages, which include vibrant images, are more cost-effective than SMS messages, making a stronger impression on customers and enhancing their satisfaction while strengthening brand connection.
All vouchers will be stored in the “FAHASA Gift” wallet, which is also a Mini App integrated directly on Zalo. Customers can easily access the gift wallet through the reward UID message and view the gift’s terms and conditions right on the Zalo platform, without needing to download any additional applications.
The “Buy to Play” campaign, combined with Gamifying The Master Channel, not only generates excitement for participating customers but also increases the effectiveness of the campaign by 3-5 times compared to traditional methods.
- Connection with Digital Reward Systems: It integrates platforms like GiftZone, Got It, and even vouchers issued by the business itself.
- Real-time Data Tracking and Reporting: The system automatically records all customer data from game participation, providing detailed and instant reports. Businesses can easily track and evaluate the campaign’s performance, optimizing future strategies based on accurate data.
- Building a Brand-Loyal Community on Zalo: Through the Zalo platform, businesses can reconnect with their target audience, maintain engagement by offering tailored product consultations, announcing special deals, and more. This helps strengthen the bond between customers and the brand.
Results
After more than a month of running the “Buy to Play” campaign combined with Gamifying The Master Channel, along with the innovative efforts from the brand team, FAHASA recorded impressive results:
Increased Order Rate: The order rate per customer grew by 126.7%, with each customer making an average of 1.27 orders.
High Engagement in the Game: Over 18,722 game plays were granted, with 43.38% of users actively using their game plays.
Growth in Followers: FAHASA’s Zalo Official Account (OA) saw an increase of over 2,098 followers, providing a solid foundation for future customer re-engagement.
These figures clearly demonstrate the effectiveness of the solution with The Master Channel. Not only did it help boost sales, but the campaign also played a key role in building strong relationships with customers, helping FAHASA secure a “brand love” position in their hearts.
