Sumitomo Heavy Industries × Feedforce Vietnam × Bigbeat

(Sumitomo Heavy Industries) Background Behind Starting Facebook Marketing

In Vietnam, Facebook is more widely used than Instagram and is also commonly used for business purposes. In fact, the Facebook page had already been created by local staff some time ago, so the initiative was not starting completely from scratch.

Since Sumitomo Heavy Industries had previously implemented inside sales initiatives in Japan, the team began considering whether a similar approach could be tested in Vietnam.

As part of this effort, the company decided to make more effective use of Facebook, an existing channel, and begin operating it as a more structured marketing platform.

To be honest, there was some uncertainty about how effective the initiative would be at first. The initial KPI focused primarily on increasing the number of followers, with a relatively modest goal: “First, let’s increase our followers, and if even one inquiry comes from them, that would be a success.”

(Bigbeat) Strategy and Planning in the Initial Phase

At the start of the project, the Facebook page had approximately 200 followers. Therefore, rather than focusing on immediate lead generation, we prioritized building a foundation for brand awareness during the initial phase.

At first, instead of publishing highly detailed content, we focused primarily on photos and simple posts. Once a certain foundation had been established, we gradually introduced more substantial content, including articles and videos.

Videos in particular performed relatively well in terms of views and engagement. Given the nature of injection molding machines as a product, video made it easier to communicate how the machines actually operate and convey their size and scale visually, which we believe contributed to the strong response.

(FFV) Supporting Local Execution as an Implementation Partner

In collaboration with Bigbeat, we were responsible for the overall execution of the project on the Vietnam side.

Our main responsibilities included setting up the Facebook page and advertising account, developing targeting strategies based on industries and industrial parks such as Binh Duong and Bac Ninh, producing Vietnamese-language content, managing ad campaigns, conducting ongoing PDCA cycles, and preparing monthly reports.

From the outset, we recognized that reaching the right audience on Facebook with a B2B product as niche as injection molding machines would require a thoughtful approach. Rather than simply explaining the products, we focused on how to present information in a way that local decision-makers and industry professionals could easily understand and relate to.

(Sumitomo Heavy Industries) Results and Impact of the Initiative

Once we began actively managing the Facebook channel, the response was greater than we had initially expected. The number of followers grew to approximately 7,000, and we began receiving actual inquiries through Facebook.

One of the biggest changes was that we started receiving inquiries from companies and individuals with whom we had previously had no contact.

Compared with trade shows, we also found Facebook to be highly cost-effective. Participating in a trade show requires a significant investment each time, whereas Facebook provided a more continuous way to build awareness and generate inquiries over time.

(FFV) Operational Approaches That Drove Results

One of the approaches that we found particularly effective was using static banners and short-form videos that showcased the products prominently and communicated their key benefits concisely.

Compared with longer-form videos, content that conveyed the key points within a short amount of time generated a stronger response. The actual performance data also indicated that these formats were more likely to drive engagement and inquiries.

Another particularly effective initiative was the introduction of Facebook Instant Forms, which allowed users to submit inquiries directly within Facebook.

By minimizing the need to navigate to external websites or messaging platforms, we were able to reduce drop-off during the inquiry process and more effectively capture leads from users who had a specific interest in the products.

(FFV) The Potential of B2B × Facebook in the Vietnamese Market

In Vietnam and across Southeast Asia, Facebook is not simply a social media platform for personal use. It is also widely used for gathering business-related information and communicating within industries. In fact, throughout this project, we received specific technical inquiries and product-related questions through Facebook, demonstrating that the platform can be an effective channel for B2B marketing as well.

In Japan, there is still a common perception that “Facebook is not suitable for B2B marketing.” However, we believe that even highly specialized B2B products can effectively reach potential customers when the campaign is designed to deliver the right information to the right audience.

In overseas markets, it is essential to adapt the messaging to the platforms that local users actually use and continuously improve campaigns through a PDCA cycle. We believe that this flexibility and ongoing optimization are key to making effective use of Facebook as a B2B marketing channel in international markets.

(Sumitomo Heavy Industries) Future Outlook

Going forward, we would like to set customer acquisition through Facebook as a more clearly defined objective. Through this initiative, we have confirmed that Facebook can generate actual business inquiries, and we would like to gradually establish a process for acquiring new customers through the platform.

The number of followers has now grown to approximately 7,000, and we plan to continue managing the channel with 10,000 followers as one of our next milestones.

By combining online and offline marketing initiatives, we hope to further develop activities that lead to more concrete business opportunities and ultimately to new orders.

Closing Remarks (Bigbeat)

Through this Facebook marketing initiative, Bigbeat worked closely with Sumitomo Heavy Industries and Feedforce Vietnam to develop and manage communications targeting the Vietnamese market.

One of the key outcomes of the initiative was the opportunity to engage with audiences that the company had previously had limited contact with, by leveraging Facebook, a platform widely used in the local market.

Going forward, Bigbeat will continue to support companies in implementing marketing initiatives tailored to the market environment and individual business needs of each country.