Elevating Vietnamese furniture association HAWA

Digital trade channels have become essential to keep business afloat and the Handicraft and Wood Industry Association of Ho Chi Minh City (HAWA) is surely aware of that. Through the online exhibition platform, HOPE (HAWA Online Platform for Exhibition), HAWA aims to connect their more than 500 members across Vietnam’s furniture and woodworking manufacturers to international buyers.

CTIF commissioned us to optimise Hopefairs.com and promote the platform among the target audience together with the HAWA team. On the other hand, we set up a digital marketing course for HAWA and its members to provide businesses with essential tools to elevate their digital marketing.




2021 – 2022



Type of activity

  • Branding and Promotion
  • Business Matching
  • Digital Marketing
  • Globally Cool Academy


  • We conducted a usability assessment of the website and needs assessment of the audience. This was done by performing assessments, interviewing potential buyers, forming a focus group with a number of well-selected HAWA members and conducting a survey among all HAWA members. Through these research methods, the team formed a clear image of what needed to be improved to elevate the platform to a higher level.
  • We set-up a custom-made e-learning environment via our Globally Cool Academy.
  • We guided HAWA and its members to work with the platform and trained them on digital marketing. In a series of eight modules and one-on-one coaching, our consultants demonstrated the ins and outs of website strategy, usability and homepage success factors, Search Engine Optimisation (SEO), social media strategies and marketing via LinkedIn, Facebook, Instagram and YouTube for B2B, and digital marketing strategies. These modules and coaching were best practices based, blended with assignments and are all tailored to the specific value chain.
  • After having enhanced the platform and skills of HAWA’s members, we reached out to potential buyers to get their thoughts regarding the improved platform. Based on that, a number of communication products were created by the team, such as a user guide and instructional video.
  • Together with the association, we also co-created a promotion plan and worked on corresponding activities to realise this. This included an advertising campaign on LinkedIn, Facebook and Google Ads (search and display).


  • Six Canadian buyers identified and interviewed about the initial HOPE platform.
  • An enhanced HAWA Online Platform for Exhibition with an optimised home page and about us page, a news page that is up-to-date, and various virtual showrooms, company profiles and their products.
  • Curriculum development for 16 hours of online training on digital marketing, including website strategy and usability, search engine optimisation and social media marketing.
  • An e-learning platform in the Globally Cool Academy for participants to attend the webinars.
  • More than 100 participants attending per webinar, active course assignments completion and uploading of the work to the custom-made e-learning platform (Globally Cool Academy).
  • Participants are able to re-watch recorded versions of webinars, do quizzes and upload self-assessments.
  • 800 feedback responses by Globally Cool experts on self-assessments.
  • A complete improvement plan for attendees, including quick wins.
  • 2 communication products, placed on Hopefairs.com.
  • A campaign on social media (Facebook and LinkedIn) and Google, combined with improved Search Engine Optimisation and promotion on related business channels.