AirAsia is the latest case study for blogger and RMIT Vietnam graduate Tran Thanh Lam.
Featured on his blog Fascinating Marketing, the article highlights the Malaysian low-cost airline’s straightforward, simple and powerful social viral marketing campaign that has helped to turn it into the largest budget carrier in Asia.
“AirAsia’s quick and responsive handling of the flight 8501 crisis motivated me to review its marketing strategy, which I believe has been consistent and professional since it began operations,” said the recent Bachelor of Commerce graduate.
The AirAsia blog is one of Lam’s favourites on Fascinating Marketing, which he founded over a year ago to build a network of fellow marketing addicts across RMIT Vietnam.
The 21-year-old blogger said he was inspired by his learning in the classroom as well as his teachers, including Marketing Communication Lecturer Melvin Fernando.
“I felt an urge to do something which would allow me to express my passion for marketing as well as have the potential to inspire other students,” said Lam, a recipient of an RMIT Vietnam full scholarship in 2011.
Fascinating Marketing, which covers six topics including international and local case studies, and its Facebook page have attracted thousands of likes and helped to connect RMIT Vietnam marketing students.
In return, it has also helped Lam expand his own professional network.
His blog critiquing the campaign of Mountain Dew Vietnam earned him a coffee invitation from David Smail, the Chairman and Executive Creative Director of BBDO Vietnam (the agency who ran the campaign).
“We had very interesting talk about the points I had raised in my blog,” said Lam.
Lam believes writing a blog is a good practice that keeps him up-to-date with trends in the marketing industry.
“There’s no better way of learning than doing your own research, reflecting and writing it down.
“It may seem like a lot of effort but you don’t notice when you love it.”