INDIVIDUAL ASSIGNMENT

TOPIC: Digital media audit

LESAC

Name: Nguyen Thi Nhung

Student ID : HA160122
Lecturers: Mr. Nguyen Minh Quang
Table of contents

What is your organisation?

L
Does their social site(s)
link to website?
E
S
How many “likes” does the
organization have per site?

A
What type of content is has
been posted since your last
visit? Is it appropriate?

Conclusion
C
 1.What is your organisation?

ABOUT the LESAC

LESAC - A name that is no longer strange on the map of local
brand Vietnam with young people - who love minimalist,
dynamic and youthful handbags. LESAC was born in 2019, with
the desire that through bags, young people can enjoy every
moment in a minimalist lifestyle. LESAC brings the message
"ENJOY EVERY MOMENT" - with our best efforts on the journey
of perfecting and developing the brand with creativity, passion
and constant learning.

Visit LESAC at 2 stores:

+Hanoi: 07 Dang Van Ngu, Dong Da District
+HCM: 32 Le Van Sy, Ward 11, Phu Nhuan District

LOGO
LESAC was born with the meaning through bags to inspire
young people to enjoy every moment with a minimalist
lifestyle. That is also the biggest reason "LESAC" appears
on the map of local brand Vietnam.

PRODUCTION
LESAC's products are minimalist, youthful, elegant handbags
that help every girl become feminine and elegant in front of the
crowd. With this simple style, it also helps girls easily coordinate
with costumes with different designs and helps girls easily
transform into versatility. It is because of its easy-to-match
characteristics that Lesac is very sought after by young people
when launching new products. In particular, Lesac's Local brand
handbags are quite cheap, very suitable for the pocket of
students. Besides, Lesac always focuses on the quality of
products. It can be said that this is the reason why LESAC is able
to receive so much love and trust from young Vietnamese
people.
 The reason for choosing the
brand LESAC

Today, when the digital age is on the throne, it can be said that it is taking over the digital media. That is
why digital marketing is being widely developed to promote products and services and reach consumers
through digital channels.Digital marketing is understood as digital marketing, an activity. promote brands to
connect with potential customers using the internet and other forms of digital communication. It can be seen
that no one denies the rise of online marketing, although currently in Vietnam, marketing through traditional
media channels still has the upper hand. Social networks, with their openness, are becoming one of the
effective tools in conveying the messages of industries or brands.

In this individual assignment, I will use the local brand LESAC to conduct a digital review on their website.
I decided to choose LESAC because I realized that this local brand line is developing and is well known by
young people. That shows that LESAC has left a position in the current local brand world in Vietnam. And
certainly the way LESAC builds their brand by building brands, promoting products through media.
Through this essay, I will measure and evaluate the effectiveness as well as test the effectiveness of LESAC
in digital media, and we can also offer solutions to contribute to the problem brand improvement.
 The Website of
LESAC

Building a WEBSITE for your brand is an extremely important and necessary thing. Because the Web itself
is the place where brands can connect with customers. It helps the brand to be expanded, widely searched in
today's digital age. The use of communication tools will help the brand connect with the customer file, help
the brand understand what the customer needs, the customer's needs. WEBSITE also helps customers to
contribute opinions and evaluations and that is essential for a brand to develop in today's era.

LESAC's WEBSITE is designed to be simple but no less outstanding. When users click on the LESAC
website, you will immediately see the program that LESAC is running, such as at the moment, this brand is
running the Valetine program with the words on the screen "Happy valentine day" combined with a set of
pictures of the products made by the Lesac team.

About product information: Lesac has put their latest products on the front page with full information such
as price, color, quantity, size... that will give customers a feeling Easy to find products. In addition, Lesac is
also very focused on the image of the brand, they constantly update new sets of product images.

In general, Lesac has also paid great attention to building a Website for their own brand in many different
ways. From there, it is also easy to help the website increase the conversion rate from web visitors to
customers.
 The Website Performance

According to the measurement tool Similarweb: The time that I used to research is from Nov 2022 - Jan 2023
(the last 3 months)
+ Shows a total of 55,942 Web site visits, an increase of 1010.69% from last month.
+ Device distribution: Mobile Web: 84.59% and Desktop: 15.41%. Through this analysis, we see that customers
of LESAC use mobile devices more because it is quite convenient and easy to use.
Traffic and engagement over time are:
+ Monthly visits: 18,647
+ Number of customers visiting only once: 10,459
+ Average access time is more > 1 minute
+ Number of pages per visit: 5.72
+ Customer bounce rate: 2.75%
+ Page views: 106,674
-> It can be seen from the above numbers that it is not a very prominent number, but with a new Local brand like
Lesac, it is also a pretty convincing number for what the team Lesac tried.

Geographically: LESAC's customer base is mainly located in the country, the number proves that 99.79% of visits are
in Vietnam and only 0.21% are from abroad.
 Marketing Channels:
+ Organic search ranked first with 79.70%
+ Direct: 15.01%
+ Social: 4.13%
+ Referrals: 1.15%
+ Display Ads: 0.01%
-> We see that Lesac's customer file is mainly Organic search. This shows that the website's performance is
effectively attracting steady traffic from their customers.

Organic search traffic is the most used source of traffic with Lesac and can be an important component of the
buyer funnel, resulting in conversions and higher return on investment (ROI).

Top Organic Search Terms: mostly phrases "Lesac" - 66.18%, in addition to other phrases such as "Túi
Lesac" (7.32%), "lesac ví"(6.69%)...
Through the analysis of Lesac's website, we see
that the high number of organic traffic helps the
brand have a great advantage in developing and
competing with surrounding competitors, helping
Lesac to save on investment costs. digital
marketing strategy investment or pay. As a bag
brand is still quite new, so the brand should
promote its strengths and add many new features
to the website. Because of that, I believe that
Lesac will definitely attract many customers to
visit the website in the near future.

With the current development, it can be said that Socail

media is currently one of the best convenient development
media for brands. It makes it easy for brands to get closer
and find their potential customers. And of course with
LESAC - currently Lesac owns websites such as: Facebook,
Instargram, TikTok and a number of other media.

Webs of LESAC

Website: https://lesac.vn/

Facebook: https://www.facebook.com/lesac.vn

Instargram: https://www.instagram.com/lesac.vn/

Tiktok: https://www.tiktok.com/@lesac.vn
2. Does their social site(s)
link to website?

With the current continuous development, social networking is considered one of the most important things
in the world. Because it is a place where people can entertain, easily shop... At the same time, it is also a
place where brands use to develop and certainly LESAC is no exception.

LESAC uses social networking as a network to link all of their Web sites like a rope that connects, supports
and complements each other. The social networking platforms LESAC uses such as: Facebook, Tiktok,
Instagram.... LESAC's social network channels are quite developed and have high followings, and most
notably Facebook and IG.

LESAC's Websites are full of information such as: addresses, images, products, prices... and all the
information is the same on all social networking platforms. In addition, on all social networking sites of
LESAC, customers can rate, give feedback and provide comments. All of that helps LESAC be able to grasp
the needs as well as the problems that are happening. With LESAC, social networking sites are meticulously
built with a common goal of developing and creating their own brand and can give customers the best
experience.
SOCIAL MEDIA PAGE
 3. How many “likes” does the
organization have per site?

LESAC is just a relatively young brand and here are the numbers they have
achieved in more than 4 years of development:

283k Follow

232k Follow

8578 Follow
F
A
C
E
B
O
O
K

According to data analysis from Fanpage karma from November 18, 2022 to February 17, 2023, it shows that the
number of followers on Facebook is 271K with a page performance of 26%, the number of followers increased
by 6.3%, the number of followers increased by 6.3%. Post engagement is 0.13%.
--> It can be said that with LESAC, Facebook is the platform with the widest coverage, which means that
LESAC should maintain and develop the frequency of posts and interactions with customers.
 I
N
S
T
A
G
R
A
M

According to the analysis of data from

Fanpage karma from November 18,
2002 - February 17, 2023, it shows that
the number of followers on Instagram
is 233k with a page performance of
17%, the number of followers
increased by 3.2%, the number of
followers increased by 3.2%. Post
engagement is 0.18% and average
posts per day is 0.6%
--> Instagram is also a good platform
for LESAC to develop and perfect
themselves, with a higher number of
post interactions than Facebook
(0.05%)
T
I
K
T
O
K

According to data analysis from Fanpage karma from November 18, 2002 to February 17, 2023, the
number of followers on Lesac's tiktok is 8.6K, the number of post interactions 0.96%, the average
number of posts. every day is 0.07.

--> It can be said that Tiktok is a very developing platform and LESAC has only just joined this
platform, so looking at the above numbers, I see that LESAC should focus and promote this platform
further.
LESAC always wants to be youthful and dynamic, that's why Lesac's target customers are people aged 18-35
years old. So perhaps that is the reason why LESAC has chosen to develop strongly on social networking
platforms (especially Facebook and Instagram - where the presence of gen Z is very widespread).

Besides, Tiktok is also a dynamic and influential platform, Lesac needs to have new strategies and plans to build
brands and appropriate content on this new platform.

LESAC's social networking sites attract customers with thousands of interactions, followers, and comments
across channels and increase brand awareness. In addition, social networking sites help LESAC measure the
channel's performance through numbers that are updated continuously every hour, brands observe market
movements, catch up with trends and make strategic recommendations. most suitable strategy. We can see that
the media is extremely important to LESAC's approach to customers.
 4. What type of content is has been posted since
your last visit? Is it appropriate?

The content of an article is always a point for brands to attract customers' attention. And of course with LESAC
too, they always focus on building and developing content creatively and in accordance with the customer file they
want to target.

The content posted that LESAC transmits on its network channels is very consistent with the marketing strategy
that Lesac offers.
+ Capturing my client file is GEN Z, who are young and very active, which means their time knowledge is also
very good. Due to a lot of social media exposure, GEN Z's shopping habits are mainly online.
+ Gen Z prefers online shopping compared to traditional shopping, Gen Z can be considered as a group of
"bodies" of online shopping platforms.
+ Genz's shopping behavior depends a lot on the evaluation of previous buyers to decide whether to buy that
product or not.

Based on the customer's behavior from the needs and wants of the customer file, LESAC delivers the right
message to the needs and times of the customer need and search.
The content of Facebook,
Instagram and TikTok

Lesac's content posted on channels is all about product information, lookbook photos, ongoing events with
new, trending content, stories, sharing...

The content that Lesac uses are all trending sayings aimed at mainly Gen z customers. Each post's caption will
have a brief title highlighted in italics, capital letters, or highlighted by color.

In addition, every Lesac post includes product information, their websites come with brief hastags.

According to data analysis from Fanpage Karma, the best post-interaction time is from 20p.m - 22p.m. The
number of likes on IG is more than on Facebook, the most prominent recently has a post reaching 1.5K likes
(Facebook), the average post per day is 0.45%. Facebook has a better number of interactive visual posts than
Instagram and Tiktok, on the contrary, Instagram has a better number of interactive video posts than the other
two platforms.

Understanding the needs of the customer file, LESAC often chooses the right hours with creative and simple
content so that people can easily pay attention to their brand.
 5. Conclusion
Overall, LESAC has also made great strides in the local brand Vietnam world. The proof of that has been proven
through the numbers analyzed on 2 websites, Similarweb and Fanpage Karma. The creative thinking of a young
brand and the non-stop development of social platforms will be a springboard for LESAC to develop itself further.
Besides, LESAC also needs to expand and develop on the Tiktok platform - grasp the importance and great
influence from this platform and it will be a place to help LESAC grow much stronger in the future. Interacting with
customers is also a good direction for LESAC because it will help them make an impression on customers. And
expanding new features on the Web is a necessity for LESAC - creating a comfortable experience. comfort for
customers when shopping.
 REFERENCE

https://www.coursera.org/learn/marketing-channels/home/welcome

https://www.coursera.org/learn/marketing-plan/home/welcome

https://skillking.fpt.edu.vn/tin-tuc/digital-marketing/

https://marketingai.vn/giai-ma-xu-huong-su-dung-mang-xa-hoi-cua-cac-the-he-nguoi-tieu-dung-viet-
nam-trong-nua-dau-nam-2020/

Fanpage Karma

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