Limited edition with TikTok Shop
Mediheal Super Brand Day: one creative world. One brand moment stretched over three days.
A limited-edition Toy Story campaign in TikTok Shop's Super Brand Day slot. I owned the campaign end to end, coordinating directly with four parties: BOD/leadership, internal execution, Mediheal regional and the TikTok Shop campaign team.
30M+
impressions from campaign communications
10.2K+
customers
1.6M+
views livestream
100+
campaign videos
58 hours
internal livestream, 6 layouts, 3 days
- Prep · Jan–AprLock the concept and KV, plan stock, book creators, produce the PR box, build the internal livestream and the media plan.
- Teasing · May 17–21Creator seeding, teaser content, PR box coverage, countdown and social buzz ahead of go-time.
- D-Day · May 22–24Internal livestream combined with exclusive creator livestreams, the limited-edition offer launched, and full force on conversion across the campaign.
- Sustain · through JuneKeep sales momentum going to clear the remaining limited-edition stock.
Social Media & Content Marketing: Oral Care Q3/2026, from IMC strategy to asset-by-asset execution
I directly planned the IMC, coordinated execution and produced the reporting for Halio's entire Oral Care category. This section shows how I work: from the problem and big idea, customer cohorts and rollout rhythm to the execution system and published content. Planned figures carry a PLAN chip; measured results are in the Impact block right below.
I built the Q3/2026 IMC plan to drive order conversion, concentrating effort on two hero SKUs and one lead combo.
My role: IMC planning, execution coordination, content operations and reporting.
Big idea: Everyday Smile Hack, a secret to healthy, beautiful teeth every day, one hack for each device.
Advertising accounts for about 75% of discussion in the Oral care category
Market data is the starting point for choosing the quarter's IMC direction.
Advertising dominates discussion on all 5 topics, highest for water flossers (83%)
100% stacked horizontal bar chart: share of advertising vs organic discussion by topic
Source: TikTok Market Scope, Vietnam, last 30 days, read on Aug 5, 2026.
Everyday Smile Hack: one big idea, a clear solution for each device line.
One shared idea; each product has a role and an easy-to-remember hack. Click each branch for details.
Source: Halio Oral Care IMC Plan Q3/2026, slides 4, 7, 8 and 15. Everything is plan; every promise was checked against the Can say / Cannot say table in the Execution process section.
Strategy starts from the real voice of users.
Each tension below is a verbatim quote collected from the market, not a persona written in a meeting room.
“ever since I got braces I've barely dared to smile”① Braces Crew → HUX
“I even hesitate to drink iced water”② Sensitive Set → HWT
“Whitened teeth turn yellow fast if you don't look after them”③ Whitening Maintainers → HT
“Is it really necessary? · An upgrade that doesn't cost much”④ First-Timers → HSL and HSC
“I want the whole family to look after their teeth properly”⑤ Household Buyers → Combo HWT + HUX
“need to rein in spending”⑥ Global-Ready Students → Combo HT + HUX
“A lifesaver for your suitcase”⑦ Travellers → Combo HT + HUX
Source: Halio Oral Care IMC Plan Q3/2026, slide 9. Quotes are translated from the original Vietnamese.
August builds momentum, September pushes for the breakthrough.
Mid-Autumn is the quarter's key moment; everything before it is run-up.
A two-beat strategy: build recognition in August, accelerate scale in September
Swipe sideways to see the full timeline →
Role of each channel: building stories and habits, not just closing orders
Source: Halio Oral Care IMC Plan Q3/2026, slides 16, 17 and 19. Everything is plan.
Execution process: standardised from the plan row to the live asset.
Three samples taken from the real content plan sheet and content standards. The sheet data is from October 2026, outside Q3, so these are process samples, not Q3 results.
The execution process is carried out automatically by AI; I review the outcome.
62 assets in October 2026, classified by SKU, platform and angle on one operating sheet
Air schedule by week; each card is one asset: SKU, angle, format, title and platform. Click a week name to collapse it.
Sheet updates automatically from the plan
WEEK 1Oct 1–4 · 8 assets
Cleaning deep between teeth is no longer a worry
A dentist explains why people with braces often get bad breath and plaque
Teeth in braces can stay bright and white
The oral-cleaning formula every household should know
Clearing food debris from braces made easy
A gift that scores points for a smile
Brushing like this? No wonder gums recede and teeth hurt!
Re-edit of a creator video
WEEK 2Oct 5–11 · 14 assets
The truth about electric toothbrush comparisons
Braces and weak gums: which type does a dentist recommend?
Re-edit of a creator video
Re-edit of a creator video
The strongest weapon against cavities isn't the toothpaste tube
Re-edit of a creator video
Re-edit of a creator video
Re-edit of a creator video
The oral-care duo for food lovers
Turns out I've been brushing wrong all along
Cleaning teeth with bamboo toothpicks is outdated
Re-edit of a creator video
How common gum disease is in Vietnam, and how to prevent it
Re-edit of a creator video
WEEK 3Oct 12–18 · 14 assets
The electric toothbrush type most dentists recommend
A compact oral-care duo for every trip
Honest review after buying the electric toothbrush a dentist suggested
Tips to talk up close with confidence after a strong-smelling lunch
The right water-flosser pressure for sensitive gums
How to keep your mouth fresh after a ten-hour flight
A Women's Day (Oct 20) gift that's premium and used daily, not stored away
Reading the 5-star reviews of the two-tank water flosser
Gum-treatment costs versus early prevention
Testing the dental-care item international students keep recommending
Why international students are all packing this duo this year
How to use the 5 electric-toothbrush modes for clean, white teeth
Why each family member needs their own oral-care set
A 2-minute pre-date routine for a confident smile
WEEK 4Oct 19–25 · 14 assets
A 4-minute night routine to protect the whole family's teeth
Comparing 3 electric toothbrush lines by gum condition
The Women's Day (Oct 20) gift that helps a best friend in braces
Why this Women's Day (Oct 20) gift makes your best friend think of you every morning
Unboxing an international student's luggage on the way home
Unboxing an international student's luggage on the way home
POV news: summer international students are passing around a new "must-pack item": the compact HT & HUX duo
Unboxing an international student's luggage on the way home
POV news: summer international students are passing around a new "must-pack item": the compact HT & HUX duo
POV news: summer international students are passing around a new "must-pack item": the compact HT & HUX duo
What's in an international student's suitcase?
What's in an international student's suitcase?
Re-edit of a creator video
Re-edit of a creator video
WEEK 5Oct 26–31 · 12 assets
Re-edit of a creator video
Re-edit of a creator video
Re-edit of a creator video
Re-edit of a creator video
A dentist explains why you don't need to press hard to get clean
Hands-on with the hottest teeth-cleaning duo of the travel season
The whole family reviews the oral-care duo
How to protect your gums when studying abroad in a cold country
Re-edit of a creator video
What's in an international student's suitcase?
Re-edit of a creator video
Re-edit of a creator video
All assets are videos, published on the Halio channels and planned for Facebook, Instagram and TikTok. Each card is one asset; creator names are hidden.
Source: Master File, tab 4. Content Plan 2026, read on Nov 9, 2026 (62 assets with an air time in October 2026). Creator names hidden.
Anatomy of a plan row: enough data to distribute across three platforms at once
Source: Master File, tab 4. Content Plan 2026 (one row already at Update MKT Asset; full captions translated from Vietnamese, click Read more to see them; internal source link hidden).
Standardising messaging boundaries before scaling up
Competitors use absolute claims. Halio does not, and this table makes that workable at scale.
Safe line during livestreams: “…leave it to the advisors to message you privately, comment ORALCARE.”
Source: Halio Oral Care IMC Plan Q3/2026, slide 18.
Real output: standout videos that went live.
8 standout Oral Care videos on TikTok, ranked by views. Click a video to watch it on TikTok.
Testing the latest toothbrush for gum damage
No more hiding my smile after 3 weeks with this
Never let your best friend try this water flosser
Rescuing yellowed teeth for coffee and bubble-tea lovers
A lifesaver for travellers who worry about charging
Brushing porcelain crowns like this risks exposed margins and wasted money
A must-have for clean-loving backpackers
Why many people fear water flossers hurt the gums, and how to fix it
Boss Ha tests the real water pressure of the Halio two-tank water flosser
An example of the reaction angle: genuine reactions and real water-pressure testing right on camera.
Watch on TikTok →Views as shown on TikTok, read on Nov 9, 2026.