EN 
VIBusiness Introduction
JUNO is a well-known women’s footwear, handbag, and fashion accessories brand in Vietnam, recognized for its philosophy “Beautiful – Elegant – Accessible”. Founded in 2011, JUNO quickly expanded to more than 100 stores across major cities, becoming a familiar choice for millions of Vietnamese women.
In addition to its nationwide retail network, JUNO has actively developed its online channels through the website juno.vn and social platforms such as Facebook, Instagram, and TikTok. JUNO offers a diverse product range including high heels, flats, sandals, sneakers, handbags, wallets, and accessories – constantly refreshed with stylish collections, reasonable pricing, and reliable after-sales service.
Ms. Nguyễn Thuỷ Trúc – Digital & Growth Manager from Seedcom Fashion Group.
Challenges Faced by JUNO Vietnam
With the goal of expanding its customer base and increasing online revenue, JUNO aimed to optimize its advertising strategy to both reduce marketing costs and improve sales conversion. However, customer data from social platforms had not been fully utilized, and the company lacked a reliable tool to analyze and accurately measure ROAS from conversations to completed orders.
Success Story
In the collaboration campaign between JUNO and InnoLabs, the brand implemented Click-to-Message advertising on Meta, attracting a large number of potential customers to start conversations directly via Messenger.
Through Social Commerce solutions implemented by InnoLabs, JUNO was able to connect data from Meta’s Ads Manager with actual sales data generated from customer conversations. Smart inbox management features, order tagging, and customer segmentation (new vs. returning customers) helped JUNO target the right audience, accurately measure ROI, and optimize advertising costs.
Implementation Strategy
Strategy 1 – Activating Click-to-Message
JUNO launched smart Click-to-Message advertising campaigns on Facebook instead of relying solely on traditional display ads. Posts, videos, and product images were equipped with “Send Message” and “Buy Now” buttons, directing customers straight into Messenger conversations.
This approach shortened the purchasing journey, allowing customers to ask about prices or place orders instantly without navigating through multiple steps. The model helped keep potential customers engaged longer on the fanpage and increased the likelihood of closing sales within just a few minutes of conversation.
Click-to-Messenger ads used by JUNO to attract new customers.
Strategy 2 – Meta Conversion API Solution
Alongside optimizing message-based ad targeting, InnoLabs also implemented the Meta Conversion API (CAPI) solution for JUNO. Through CAPI, conversion data from the website and sales systems is sent directly and securely to Meta instead of relying solely on browser pixels.
This helps:
- Minimize data loss caused by browser limitations or privacy policy changes.
- Improve ad optimization as Meta receives more complete data on purchasing behavior.
- Accurately measure ROAS by combining real sales data with Meta interaction data.
With CAPI, JUNO gained a clearer picture of the customer journey, allowing the brand to refine campaigns to increase conversion rates and sales performance. This was a key factor contributing to a 124.72% ROAS increase and a 13x growth in revenue compared to the previous period.
Conclusion
JUNO demonstrated the ability to “turn conversations into revenue” by combining Click-to-Message advertising with Social Commerce solutions implemented by InnoLabs. The brand not only optimized marketing costs but also managed and leveraged multi-channel customer data effectively, maintaining a strong position in Vietnam’s women’s fashion industry.
InnoLabs is proud to accompany JUNO in expanding its online sales ecosystem, helping Vietnamese brands sell more efficiently on platforms such as Facebook, Instagram, and TikTok – shortening the purchasing journey, increasing conversion rates, and achieving sustainable growth.
Source:
- Based on the 2023 Video Case Study production project (Watch the video here).
- First published blog post on October 12, 2023.
- The content may not reflect the current situation.
