Under The Influence: Hiip CEO Phi Nguyen On How Vietnam’s Start-Ups Can Go Regional

Influencer marketing has exploded over the last few years to match the increasing competition in the media industry. More firms are offering their expertise to help make the process of working with influencers simpler for brands.

Finding the right people to work with, managing campaigns, and measuring success (or failure) are all important tasks. But that doesn’t mean they have to make big demands on your time. That’s what Hiip Asia is here to help with.

As the leading influencer platform in Southeast Asia, Hiip was started in 2015 by CEO Phi Nguyen, his high school friend and Hiip’s CTO Elon Nguyen, and chairman Eric Rosenkranz. Using advanced technology, Hiip connects brands and advertisers with social media influencers: from indie artists to beauty bloggers.

Having helped over 500 brands and 10,000 influencers build and maintain their professional careers and relationship with consumers in Vietnam, Indonesia, Singapore, and Thailand, Hiip is on the pursuit to become truly regional. Investors seem impressed. To date, the start-up has raised 6 rounds with participation of Vnet Capital, Japan Strategic Capital, Vulpes Investment Management, 500 startups, Cocoon Capital and Expara Ventures.

We sat down with Phi Nguyen to hear about the value the AI-empowered influencer marketing service adds to the market, their strategy behind becoming the leading influencer platform in SEA, and his advice for Vietnamese companies looking to go regional.

Using advanced technology, Hiip connects brands and advertisers with social media influencers: from indie artists to beauty bloggers. | Source: Co Nguyen for Vietcetera

What problem is Hiip looking to solve in the market?

Our influencer marketing platform has two sides: customers, such as brands and advertisers, and influencers – i.e. content creators who have at least 5,000 followers and are dedicated to their work. Hiip’s role is to act as a middleman connecting the two sides: brands get a platform to promote their products or services on while influencers get to monetize their content.

Whether you are running a coffee shop or a FMCG brand, you can benefit from working with influencers. Submit a brief describing your business goals through our website and the team will respond with a list of suitable influencers, including their bios, fanbase profile, disciplines and spheres of influence.

The algorithm takes into account your brand’s identity as well as campaign goals and timing before making recommendations. After the client decides on the influencer, fees are negotiated and content is finalized and shared. The last step is for us to measure the results of the campaign by looking at how each influencer performed.

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