Huynh Ngoc Chuong — Social Media Manager

1.1

Organic video · TikTok · Ads

30Shine TikTok channel

Goal: grow awareness and drive bookings with short-form video.

31,4Mviews from 5 videos

+8,9Knew followers

1.351comments asking where and how much

Lesson: service-experience content that opens with the customer's situation holds attention better than direct promotion, and still drives purchase questions.

Context: 30Shine is a nationwide men's salon chain that needs a steady flow of short-form video to stay visible on TikTok.
Audience & insight: 92–99% of viewers are male, 64–89% aged 18–34. Service-experience content (wash, massage, cut) retains viewers better than direct promotion.
Strategy: Three content pillars: service experience, actor/KOL videos, pricing. Ideas come from the content matrix (see 1.2).
Hook formula: Open with the customer's situation or pain point instead of the brand; speak for the customer through a scenario rather than asking them to admit it. Measured on 21 YouTube Shorts: question/pain-point openers averaged 1,415 views vs 690 for "Visit 30Shine…" openers.
My role: Ideation, filming, editing and running ads for the videos.

TikTok @30shinetv · last 365 days

560Kfollower

8,7Mlikes

86,1Mvideo views

211,7Kprofile views

13,1Kshares

@30shinetv channel page

5 featured videos

The legendary combo

New 90K price list

Scissor cut like counting cash

45 minutes with Hoàng Sao

I could fall asleep

TikTok insights per video · updated 03/10/2026

Audience & purchase signals

1.2

Strategy · Audience research · AI

Customer research → Personas → Content matrix

Goal: understand who the prospects are and why they get haircuts, then turn insight into a testable content system.

17in-depth customer interviews

5 → 2candidate segments → primary/secondary

4core motivations

Lesson: men don't buy "looking good", they buy a legitimate excuse. Content has to speak for them through a scenario, never ask them to admit a fear.

Data sources: 17 in-depth customer interviews (laddering); 1,909 reviews and forum posts from Google Play and VOZ; profiles of 18 professions; TikTok/Meta audience insights; competitor ads from Meta Ad Library.
How I used AI: Auto-transcribed interviews, used AI to cluster needs and pain points from reviews, then validated against real data before deciding.
Segment selection: Led the persona decision meeting: scored 5 candidate segments on 6 criteria, chose 1 primary + 1 secondary segment, and translated them into ready-to-run targeting.
My role: Ran the research, led the persona decision, built the content matrix and testing rules.

Primary segment

"Screen workers"

Men 26–40 · IT/dev, accounting, finance · 8–11 hours a day in front of a screen

Pain points

Neck and shoulder pain
Dry, tired eyes
Poor sleep, burnout

Job to be done

"A recovery stop after a long shift"

Message

Concrete, rational mechanics; avoid "spa/beauty" wording

Channels

VOZ, Viblo, group dev, Threads, LinkedIn

Best time

8–11pm and weekends

Secondary segment

Small business owners

Men 30–45 · shop and café owners, online sellers

Pain points

On their feet all day
Cash-flow stress
The loneliness of running a business

Job to be done

"Maintenance so I can keep earning"

Message

Framed as "maintenance", not indulgence

Channels

Shop-owner groups, OtoFun, business TikTok

Best time

2–4pm and after 9pm

Dropped / parked

The other 3 segments

5 candidate segments scored on 6 criteria: size, ability to pay, pain–service fit, targetability on Meta/TikTok, time/location barriers, 30Shine's advantage.

Factory workers · dropped: highest pain but lowest ability to pay; price anchored to street barbers
Freelancer · parked: volatile income, hard to target cleanly
Accounting + IT · merged into one segment, same three pain points

4 core motivations behind men's haircuts

Keeping sharp"Don't let week five give me away"

Fear of looking old"This hair is telling my age"

Professional calling card"In my job you have to look the part"

A legitimate break"Escaping the deadline for a bit, with a good reason"

The principle: men don't buy "looking good", they buy a legitimate excuse. The words give the excuse; the visuals touch the real desire.

"Chessboard" content matrix: Character × Need × Angle

Character (narrator)	Need / pain point	Angle	Sample hook	Format
Stylist	Confidence in appearance	Trend-jacking + barber twist	"Opened the booking app expecting a side fade, turns out…"	Image + screenshot
Office workers 28–45	Stress, lack of sleep	Speak for them: exaggerated job venting	"Opening the client app feels like retaking an exam…"	Short video
Gen Z men	Thinning hair	Speak for them: real vulnerability	"26 and my hair's starting to thin, I…"	Text
Skinner (wash, massage)	Needs a break	Twist: everyday observation	"Ever noticed how men after a haircut suddenly…"	Short video

Testing rule: change one variable per post. Compare share rate to the median: SCALE ≥ 1,2× dig deeper · KEEP try one new hook · KILL ≤ 0,8× drop the angle.

1.3

Paid Social · Meta Ads

Video ads

Goal: use short-form video ads to extend reach and drive bookings.

865,7Kviews · dandruff video

1,2Mpeople reached · dandruff video

2,7Mpeople reached · Haircut in the Dark TVC

Lesson: ads that open with the customer's exact pain point get more views and reach than brand-intro videos.

Context: 30Shine's content and campaign videos were run as Meta ads to reach the right male audience beyond existing followers.
Approach: Each video is built around one specific customer insight (e.g. "Itchy scalp, dandruff, greasy hair?"), opening with the pain rather than the brand; multiple hook and caption versions per video.
My role: Ideation, filming, editing and running the ads.
Note: Internal spend and performance data are omitted for confidentiality; only reach and views are shown.

Itchy scalp, dandruff?

Haircut in the Dark TVC · Earth Hour

Insight Facebook

Dandruff video · 865.7K views, 1.2M reach

1.4

KOL / KOC · Ambassador

KOLs/KOCs & brand ambassador

Goal: use influencers to build trust and drive customers, with data-driven KOC selection and evaluation.

5,3Mviews · Hoàng Sao video

7,1Mviews · Quốc Anh video

61KOCs/KOLs evaluated

Lesson: choosing KOCs by content–audience fit matters more than follower count.

Context: 30Shine works with ambassador Hoàng Sao (billiards player Dương Quốc Hoàng), actors, streamers and a KOC network; KOC content is boosted through the brand's ad accounts.
Approach: Write seasonal creative briefs (insight, key message, must-mention USPs), score candidate KOCs with a 3-tier rubric, and track each KOC after launch with a two-gate matrix.
My role: Produced sales videos with the ambassador and KOLs, wrote briefs, built the KOC scoring rubric and performance reports.
Scale: 61 KOCs/KOLs tracked for performance in 2026.

45 minutes with Hoàng Sao

Actor Quốc Anh · 90K

30Shine × Thầy Giáo Ba

Sample creative brief · Summer & holiday campaign

Message: "Cool hair, smooth work"
Audience: Urban men 28–45, the "groom to perform" group
Insight: Hot weather makes people irritable and less productive; they want a neat, easy-to-style cut to look good in holiday photos.
Must mention: 10-step Shine Combo · neck & shoulder massage chair · mini skincare · cooling drink · clear pricing, no upselling

KOC selection scoring · 3 tiers

Tier 1 · Pass/Fail gateBrand safety · right audience (≥60% male, ≥50% aged 18–40, ≥60% in salon areas) · follower threshold by budget. Fail one gate and they're out.
Tier 2 · 100 pointsStyle 20 · hook 20 · engagement & reach 20 · production quality 15 · audience fit 10 · brand match 10 · credibility 5
Tier 3 · 20 bonus pointsDecision: BOOK NOW · CONSIDER (pilot) · WATCH · NOT YET

Post-launch evaluation · two-gate matrix

Clip converts well

Clip converts poorly

Fully distributed

BOOKING WINRe-book, scale distribution

BOOKING FALSEWrong pick, stop

Under-distributed

DISTRIBUTION ISSUEPush more, then re-score

INCONCLUSIVENot enough evidence

From data on 61 KOCs/KOLs: results depend on content–audience fit more than follower count; expert KOCs, clear pricing and pain-solving content perform best.

1.5

Brand conversation · Content PR

Brand conversation content

Goal: spark conversations around 30Shine with storytelling angles that hit men's real concerns, then use paid distribution to extend reach.

5,4Mviews · 4 posts

4,2Mviewers

4,3Klink clicks

Lesson: storytelling that touches real worries (turning 30, money pressure) drives more clicks and discussion than posts about the service itself.

Context: The brand needed to show up in men's everyday conversations (prices, work pressure, Tết trends), not only on official channels.
Approach: Pick debate or confession angles rooted in insight ("At 29…", "Cheap or pricey?", "Hated for marketing too well?"), write story-led posts, and distribute them through a network of news fanpages with paid reach.
My role: Content angles, copywriting, visuals and paid distribution.
Note: Views come mainly from paid distribution; spend data is omitted for confidentiality.

"30Shine is sparking a debate… is a 120K cut cheap or pricey?"

19/01

1,7Mviews1,4Mviewers851engagements832click

"At 29, I realised the scariest thing isn't unemployment…"

14/06

1,6Mviews1,2Mviewers1,2Kengagements2,4Kclick

"30Shine isn't wrong — hated for marketing too well?"

20/01

1,1Mviews825Kviewers3,8Kengagements645click

"The hottest brand of the week… it didn't happen by accident"

25/01

960Kviews759Kviewers342engagements417click

"30Shine's content team is on fire lately, every post lands"Viewer comment

Social Media

Huỳnh Ngọc Chương

Experience

Skills

30Shine

Projects I led