Case study: The Frog Family - Social media campaign

THE FROG FAMILY

Agency: Mix Digital Brand: Prospan

SOCIAL MEDIA CAMPAIGN

OUTLINE

• Agency introduction

•  The brief

•  Social strategy

• What done

•  The result

AGENCY INTRODUCTION

Mix Digital is a digital creative agency focused on driving sustainable engagement to help brands

building strong relationship with target audience. We are proud to be a member of SMAK. Our location

bases in Hanoi, Vietnam

A collective of esthusiastic, young & intelligent people

Some of our happy clients

THE BRIEF

Prospan is a 60 year old cough relief syrup brand which is manufactured by Engelhard Arzneimitel company from Germany. This product has already been distributed over 91 countries. Imported to Vietnam by Sohaco Pharma group, this brand had an ambiFous plan to be the top brand in its category.

Appeared in Vietnam market from 2009, Prospan quickly expanded its presence and awareness by spending major budget in tradiFonal adverFsing acFviFes such as TVC, OOH… However, there was sFll a problem in brand posiFoning. The brand would like to be a cough relief product for all family members, but the audience was not feeling like that.

Our client – Sohaco Pharma group reached Mix Digital and require us to taking advantages of social media to reinforce its brand image and make bonding with its target customer.

TARGET PUBLIC Prospan’s target customers are modern Vietnamese housewives (age 25-‐35) living in urban areas. They have a responsibility for taking care of family health & wellness. Therefore, they usually take an important role in finding and buying health and pharma products for family members. AddiFonally, in contrast with Western market, some popular medicines can be bought directly at pharma store without prescripFon.

On social media, the target public number is about 3.2 mil acFve users.

Photo source: Google Image Search

OBJECTIVES OF SOCIAL MEDIA COMM

1.  To reinforce PROSPAN’s brand image among target public

2.  To create and develop strong connecFons and long-‐term relaFonships with target public

WHAT TO SAY?

PROSPAN is the best friend of modern moms, it does not only support moms to caring family’s health but

also family’s happiness!

SOCIAL STRATEGY

OVERALL STRATEGY •  In Vietnam, Facebook is the most popular social media channel. Among of about 22 millions Vietnamese users, modern housewives is a very acFve group. We tend to focus on Facebook as the best social pla`orm for reaching Prospan’s target public.

•  A lot of brands have already noFced the strength of Facebook and tried to be acFve on this pla`orm. However, because of lacking of creaFve capability, they had a problem in finding persuasive & consistent ways to engage with customers in long term. A lot of contents with “adverFsing smell” posted and apparently they cannot gain public’s interest.

•  To be successful, we need to find a different way to do. And it must to be customer-‐centric way. We would like to taking advantages of virality to maximine brand presence on Facebook as well as interact with target public compellingly.

•  Approaching Facebook, we plan to reach target publics by buying Facebook post ads. For building fan base, we take advantage of Facebook post like ads.

THE INSIGHTS •  Vietnamese people have tradiFonal percepFons and expectaFons to evaluate modern women. Women should sacrifice for her husband, children and family life. It takes an important role in evaluaFng goodness of women in Oriental society.

•  This consequently pushes high pressure to women. In the modern urban life, they are not only working for money but also busy for doing houseworks, taking care their children.

•  Obviously, they need to be shared, sympathy and encouraged. And that is the way Prospan does to be “the best friend” of them, be aside them to taking care their family happiness.

CONCEPT: THE FROG FAMILY •  Ader brainstorming sessions, our creaFve team came up with an idea: create stories telling what happens in daily life of a “frog family”. Of course, this family represents for a typical Vietnamese family. And all stories are not ficFonal but real and may happen in all of modern families nowadays.

•  Through those stories, Prospan raises its voice to share with women’s pressures/concerns and shows support to Vietnamese women.

•  We believe that the best way to make social contents going viral is bringing emoFonal gids or telling “this is so me!” stories.

The Frog Son a 6-‐year-‐old kid

The Frog Daughter infant

The Frog Mom a loving, hard-‐

working and caring housewife

The Frog Dad responsible but indifferent in housework

The Grandfather a loving and tradiFonal old

man

The Frog Family has 5 members

CONCEPT: THE FROG FAMILY

WHAT DONE Within 17 weeks, our creaFve team was working to produce stories. We created 1 story per day and post it on Prospan’s fan page. Here are some:

An emo;onal appeals content

Children oden look like their dad! Vietnamese people tell a joke that mothers are hired to give birth to her husband’s children

A “this is so me” story:

Taking care an infant is so hard & stressful, moms usually have to keep their child aside even when going to toilet.


The difference in a woman life before and ader motherhood.


THE RESULTS Ader 17 weeks , here are what we got

~47.000 fans

115 stories created

5.400.000 impressions 1.717.000 organic impressions (31.8%)

420.000 engagements

~ 5400 post shares

~ 12.000 post comments

2.603 questions about the product asked by fans

The Frog Family became popular and being loved by target public. It is going to be the

brand icon for Prospan

THANK YOU!

Case study: The Frog Family - Social media campaign

Marketing

Transcript of Case study: The Frog Family - Social media campaign