Quick answer: IMC (integrated marketing communications) means every channel tells the same story. This article shows what that looks like in practice through the JOMOO project: Now Agency handled the work from market research, strategy and planning through to Facebook content, communication videos for TikTok, and branded gifts for dealer events.
Updated: October 2026.
What is IMC marketing, in short?
IMC (Integrated Marketing Communications) is the practice of coordinating several channels — social media, events, gifts, video, KOLs/KOCs — around one message and one goal, instead of letting each channel run in its own direction.
JOMOO's challenge in Vietnam
JOMOO is a smart bathroom brand that opened showrooms and a distribution network in Vietnam under the message "Start Your Smart Life". The brand needs to speak to two very different groups at once: end users researching smart toilets, and the dealers, contractors and architects who decide whether a product makes it into a project.
How did Now implement IMC for JOMOO?
| Stage / channel | What Now did | For whom |
|---|---|---|
| Market research | Reviewed the category, competitor activity, search behavior and the content formats that attract interest | Foundation for the strategy |
| Strategy and planning | Customer journey, content pillars, rollout calendar, measurement metrics | Both groups |
| Brand and product content, mini-games to drive engagement | End users | |
| TikTok | Produced communication videos in a product-review style | End users |
| Gifts for dealer events | Designed and produced gift sets in JOMOO's brand identity | Dealers and partners |
1. Start with market research
Before writing a single post, Now reviewed the bathroom fixtures market: how brands in the category communicate, which content formats get engagement, what users search for and when. The findings showed that content limited to specifications attracts little interest, while reviews, hands-on experience and reward-based activities are much better received.
2. Strategy: one message, two audiences
From the research, Now built a customer journey across four stages — awareness, consideration, decision, post-purchase — and three content pillars: brand, product and lifestyle. The brand pillar establishes JOMOO's standing; the product pillar focuses on smart-toilet technology.
3. Facebook: telling features through experience
On the fanpage, each technical feature is translated into a benefit that is easy to grasp: tornado flush becomes "spotless in a single flush", flushing during a power cut becomes "the power goes out, the experience doesn't". Visuals keep one consistent style in the brand's blue.
4. TikTok: producing communication videos
Now produces communication videos for JOMOO's TikTok channel that introduce products through usage situations: scripting, approving a sample, casting, filming and post-production on a content calendar. The videos keep the channel active alongside the brand's own livestream sessions.
5. Branded gifts for dealer events
For its dealer network, JOMOO holds its own gatherings and appreciation events, such as the "Hoi Tu Tinh Hoa" program. Here, Now's role is to design and produce gift sets in JOMOO's brand identity for dealers — so the gift they take home speaks the same brand language they have already seen on social media.
Why is this IMC rather than a set of separate activities?
- One research base and one strategy: every channel starts from the same understanding of the market.
- One message and identity: from posts and videos to the gift box handed to a dealer.
- A role for each channel: Facebook and TikTok build awareness among users; gifts strengthen ties with dealers.
- One point of contact for execution, so activities line up and support each other.
5 IMC lessons from the JOMOO project
- Research first, creative second.
- For products sold through dealers, communicate with both users and the distribution channel.
- Turn specifications into benefits people can picture.
- Gifts are a communication channel too, not only social media.
- Set measurement metrics for each channel from the start.
Frequently asked questions
What does IMC stand for?
Integrated Marketing Communications.
What steps make up an IMC plan?
Market research, defining strategy and message, planning by channel, execution and measurement.
How is IMC different for products sold through dealers?
Beyond communicating with end users, it needs touchpoints for dealers such as gatherings and branded gifts.
Can a small business do IMC?
Yes. Two or three channels carrying the same message already count as integrated.
Looking for an agency to run IMC in Vietnam?
Now Agency works with brands from research and strategy through to content, video and branded gifts. See what clients say about Now.
- Hotline: +84 327 523 562 / +84 984 375 345
- Email: [email protected]
