Durex- A digital strategy to get the adult

WHAT IF THERE IS A CONTRACEPTION METHOD?A digital strategy to get the adult

Prepared by OhYeah Communications

THE QUESTIONS

WHYwhy we need to

communicate to help and what is the

communication task

WHENwhen we are going to communicate with our

target

WHOwho we are going to

talk to

WHEREwhere we are going to communicate with

our target

WHATwhat we want them to remember, what we are going to say to

them

HOWhow we are going to measure our success

CONSUMERS CONCERNS: CONTRACEPTION METHODS

Source: Vinaresearch, 06/06/2013

Using condom is the first choice for contraception among target audience

CONSUMERS CONCERNS: REASON TO USE CONDOM


Ease to use is the reason people prefer to use condom

CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN PROVINCE


Reason to choose using condom between province difference but target to prevent illness, contraception, ease to use

CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN MATERIAL STATUS


Reason to choose using condom between material status difference but target to contraception, ease to use

CONSUMERS CONCERNS: UNCONVIENCE OF USING CONDOM


Beside the benefits, consumers are feeling not comfortable by using the condom

CONSUMERS CONCERNS: PREFERABLE BRAND


Durex & OK have the high preferable by consumers

CONSUMERS CONCERNS: PREFERABLE FUNCTIONS


Thin condom is the one target audience looking for

CONSUMERS CONCERNS: SEARCH VOLUME BY BRAND

Sagami Jex Durex True-X ROCK Innova Power Men Sumo OK Herman VIP Number One

Viva0

500

1000

1500

2000

2500

3000

3500

4000

39050

3600

480170 260

20 110

1600

50 260140 70

Durex & OK are 02 brands that consumers are pro-active searching with high volume for shopping online

Source: Google Search, 2013

CONSUMERS’ NEED: SEARCH VOLUME BY MARKET SHARE

Durex & OK are 02 brands that have the high search volume in market share


5%

50%

7%

4%

22%

4% SagamiJexDurexTrue-XROCKInnovaPower MenSumoOKHermanVIPNumber OneViva

CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION

Dot condom & woman condom are the function that audience looking for


39%

8%

48%

3%

1% 0%

bao cao su gai

bao cao su 12 con giáp

bao cao su nữ

bao cao su bi

bao cao su mỏng

Bao cao du dày

bao cao su gai

bao cao su 12 con giáp

bao cao su nữ

bao cao su bi

bao cao su mỏng

Bao cao du dày

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

2900

590

3600

26070 10

CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION

Among 80% women in reproductive age, we have are 12% using contraception pill


Đ t vòngặ Tránh thai c ổđi nể

Bao cao su Dùng thu cố C y/dán/tiêmấ

44%

11% 8% 12%6%

CONSUMERS’ NEED: SEARCH VOLUME BY BRAND

New choice is the Brand preferable among target audience


10%

90%

Thuốc tránh thai cấp tốcViên tránh thai hằng ngày

Yaz T

ab

Yasm

in

Gracial

Diane 3

5

Drosp

erin

Mercilo

n

Lindyn

ette 2

0

Trireg

ol

Postinor

Regulon

Gynera

Marvelo

n

Novynett

e

New Choice

Love

Choice0

20

40

60

80

100

120

140

20

4050

110

70

90

10 10

3040

0

110

20

120

20

CATEGORY CONVENTIONS: ADVERTISING INFORMATION

Durex & Sagemi have the most advertising information online


Sagami Jex Durex True-X ROCK Innova Power Men

Sumo OK Herman VIP Number One

Viva0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

1,760,000

447,000

2,680,000

90,900 105,000

440,000

33,900

397,000533,000

14,70095,000 130,000 78,100

CATEGORY CONVENTIONS: SEARCH VOLUME BY MARKET SHARE

Durex (39%) & Sagami (26%) have the most advertising information online


26%

7%

39%

1%2%

6%

6%

8%

1% 2% 1%Sagami

Jex

Durex

True-X

ROCK

Innova

Sumo

OK

VIP

Number One

Viva

CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION

Spikes Condom & Zodiac Condom have the most advertising information online


BCS gai BCS 12 con giap BCS nữ BCS bi BCS mong BCS dày0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

804,000

2,850,000

856,000

167,000 203,000

32,800

CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION

No Smell Condom & Mint Smell Condom have the most advertising information online


Táo Dâu Chuối Bạc Hà Dứa Không mùi0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

3,220,000

4,770,000

1,720,000

5,700,000

572,000

6,050,000

CATEGORY CONVENTIONS: SEARCH VOLUME BY REGIONAL

HCMC have the need consume condom highest compare with other region


HCM Hanoi Da Nang Vung Tau Quang Ngai Nha Trang Hai Phong0

20

40

60

80

100

120

CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING

Hanoi is the place that sell condom online highest


56%

25%

4%

3%

3%

0%3%

5%

Hà NộiHồ Chí MinhĐà NẵngCần ThơVũng TàuĐà LạtNha TrangHải Phòng


Yaz Tab, Diane 35, Gracial & Marvelon have the high advertising information on search engine


Yaz T

ab

Yasm

in

Gracial

Diane 3

5

Drosp

erin

Mercilo

n

Lindyn

ette 2

0

Trireg

ol

Postinor

Regulon

Gynera

Marvelo

n

Novynett

e

New Choice

Love

Choice0

20,000

40,000

60,000

80,000

100,000

120,000108,000

19,400

76,900

96,800

13,40021,000

1,630 2,350

26,900

10,100

672

63,600

1,450

22,600

3,060

23%

4%

16%

21%

3%

4%0%1%

6%

2%

0%

14%

0%5%

1%Yaz Tab

Yasmin

Gracial

Diane 35

Drosperin

Mercilon

Lindynette 20

Triregol

Postinor

Regulon

Gynera

Marvelon

Novynette

New Choice

Love Choice


Yaz Tab & Diane 35 acquires 40% advertising information on search engine


WHAT COMMUNICATION SHOULD DO

COMMUNICATION OBJECTIVES

MAKE THE TARGET & PEOPLE WHO CAN PAY FOR THEM

EXCITED

MAKE THE TARGET & PEOPLE WHO CAN PAY FOR THEM

KNOW

THE QUESTIONS

WHYwhy we need to


communication task


target


talk to


our target


them


THE TARGETING STRATEGY

MALE 15 YO AND ABOVE

ABC CLASS

MAKE THEM KNOW AND EXCITED TO TRY

ONLINE ACTIVIES OF TARGET AUDIENCE

Online information gathering and online entertainment are the main activities of audience on internet

Source: Cimigo Netcitizens, 2012

ONLINE ATTITUDES OF TARGET AUDIENCE

Internet is the important source for audience and help them to find out

new products & brands


METRO ONLINE COMMUNICATION TRENDS

Visiting social network is increasing over the time


ONLINE CONSUMERS ARE NETWORKED & SOCIAL

Facebook is the preferable social network


THE QUESTIONS

WHYwhy we need to


communication task


target


talk to


our target


them


EVERYBODY ALWAYS HAVE A DREAM IN THEIR LIFE

THE BIG IDEA

BUT SOMETIME WE CANNOT CONTROL OUR LIFE

THE BIG IDEA

WE MAKE A MISTAKE AND A LOF OF MISTAKES

THE BIG IDEA

THE BIG IDEA

THESE MISTAKES WILL RUIN YOU LIFE

THE BIG IDEA

DON’L LET THE PAST MISTAKES RUIN THE FUTURE OFYOUR LIFE & YOUR DREAM

THE BIG IDEA

YOUR LIFE, YOUR DREAM – LET KEEP IT SAFE

THE BIG IDEA

LET US ALONG TO BRING UP A GOOD FUTURE LIFE

THE BIG IDEA

THE BIG IDEA

YOUR LIFE, YOUR DREAM – LET KEEP IT

SAFE

CULTURAL TRENDSPeople always dream about a good life

GOLDEN CHOICE PRODUCTSGolden Choice provide the full solutions to protect people from the risks to keep the life safety

CATEGORY CONVENTIONSGolden Choice provide the wide range of product to any needs

CONSUMER CONCERNSVietnamese consumers are becoming savvy and smarter over time

THE STRATEGY

FROM THE STRATREGY TO

INSIGHT“If only there is an easy way to protect

me and my partner, if only …”Engage in wishful thinking “if only I can

feel free and joyful with my partner”Use Golden Choice products keep my

future not to be ruined

Communicate Golden Choice as the answer of “if only there is an easy way to keep your dream and not ruin your

future life”

Everybody always have the dream and wish to have a good life, but sometime

we often make mistakes

I can feel free and joyment with my prtner that not ruin my life in the future

SINGLE MINDED PROPOSITIONS

WHAT IF I CAN FEEL FREE AND

JOYMENT WITH MY PARTNER THAT

NOT RUIN MY LIFE IN THE FUTURE

ROCK CONDOM

NEW CHOICECONTRA CEPTION PILL

OK CONDOM

THE QUESTIONS

WHYwhy we need to


communication task


target


talk to


our target


them


TEASER02 WEEKS

PLAT

FORM

ACTI

VITI

ESCH

ANNE

LSO

BJEC

TIVE

LAUNCH01 WEEK

REVIEW01 WEEK

YOUTUBE CHANNEL

FACEBOOK FANPAGE

“TALK ABOUT THE FUTURE LIFE” GAME

TEASER CLIP

AMPLIFICATION08 WEEKS

“YOUR LIFE, YOUR DREAM” CLIPS

FACEBOOK

GOOGLE

Raise awareness about dream & life

Official launch the campaign Introduce the Golden Choice products

Viral the video clips

Build up the engagement about not make mistakes to have a good future life

Keep the conversation about the dream & life

Push up the conversation about keep the life apart with mistakes

FORUM

COMMUNICATION TIMELINE

WHAT IF

People will visit the application, then view the video clips before attending the game

Then they need to submit an photo show of the thinking about future and an testimonial about the dream life

After that, they need to invite 10 person to join the game

After complete the game, people will receive a lucky code to have chance to win lucky gifts

JOIN THE GAME:“Talk about your future life”

During the time join the game, it’s automatic share to their Facebook Wall

SHARE & SPREADFacebook Sharing

“Ann just visited the “Your dream, your life” and have

chance to receive lucky gifts”

GIFT REDEEM:Each week, Golden Choice will announce the winner for lucky

gifts

“TALK ABOUT YOUR FUTURE LIFE” GAME

PRIZES

10 TOUR VOUCHERS FOR COUPLE

EVERY 02 VOUCHERS PER WEEK

100 DINNER VOUCHERS @ FIVE STARS HOTEL

EVERY 10 VOUCHERS PER WEEK

GRAND PRIZES

100 BOOKS ABOUT HOW TO PLANNING YOUR LIFE

EVERY 10 BOOKS PER WEEK

LUCKY PRIZES

“TALK ABOUT YOUR FUTURE LIFE” GAME

LUCKY GIFTS

THE QUESTIONS

WHYwhy we need to


communication task


target


talk to


our target


them


MASTER PLAN

For Facebook Fanpage, we will have 05 posts per dayFor Facebook Ads & Google Adwords will run 02 months from week 03 to week 10

CONTENT STRATEGY

The clip about the 02 old people meet

together by chance on a train.

During the trip they remember the young

age when they are the lover with a lot of joyful

The clip about the man life with a lot of

mistakes make him have a poor

performance in current life

CLIP 01

The clip about the woman with the careful make her a happiness

life

VIRAL CLIPS

By the end of the trip, they say goodbye and

feel sorry about the past, what if we do the right thing in the past now we did have a

happy ending.

CLIP 02 CLIP 03 CLIP 04

ALWAYS ENDING WITH THE SLOGAN“YOUR DREAM, YOUR LIFE – LET KEEP IT SAFE”

OBJECTIVE:• Use to Viral videoCONTENT:• Product TVC• Product Review• Viral Clips• Clips about Dream & Life

YOUTUBE CHANNEL

SAMPLE

OBJECTIVE:• Use to viral the clipsCONTENT:• Product TVC• Technical explanation• Product Review• Viral Clips

FACEBOOK FANPAGE

SAMPLE

HOMEPAGE

RULES & REGULATIONS

PLAY GAME

WINNER LIST

FACEBOOK APPLICATION

FACEBOOK APPLICATION

OBJECTIVE:• Use to build awareness about the campaignCONTENT:• Sharing the viral clip & comedy series• Sharing information about the products• Invite people to join the game on Facebook

FanpageFREQUENCY:• Average 01 post / 02 weeksINFLUENCERS:• Macy Pine• D a Leoư• Duy Khánh• Helly T ngố• Ribi Sachi

FACEBOOK INFLUENCERS

OBJECTIVE:• Use to build awareness about the CampaignCONTENT:• Sharing the viral clip & comedy series• Sharing information about the products• Invite people to join the game on Facebook

FanpageFREQUENCY:• Average 01 post / 02 weeksCHANNELS:• Hãy nói nh ng l i yêu th ngữ ờ ươ• Đ p+ẹ• Nh p s ng trị ố ẻ• Café C iườ• Thông đi p yêu th ngệ ươ

FACEBOOK BIG FANPAGE

OBJECTIVE:• Use to build awareness

about the campaign• Use to increase the number

of fans CONTENT:• Ask to join the FB Fanpage• Ask to play the game• Introduce the productsFREQUENCY:• 02 months for Facebook Ads

FACEBOOK ADVERTISING

OBJECTIVE:• Use to build awareness about the campaignCONTENT:• Sharing the viral clip & comedy series• Sharing information about the products• Invite people to join the game on Facebook

FanpageFREQUENCY:• Every 02 weeks / 01 topic CHANNELS:

Pro9x.comTrasua.vn9xvn.vnBeat.vn

Viethiphop.com

Uhm.vn360kpop.comChiplove.biz

Rap.vnHihihehe.com

Kenhsinhvien.netSinhvienit.net

Ngoinhachung.netSvkt4rum.com

Bka.vn

YOUTH FORUMS

OBJECTIVE:• Target to audience who having a need of

finding contraception productsCONTENT:• Product AdvertisingFREQUENCY:• 02 months Google AdwordsCHANNEL:• Google Adwords

GOOGLE ADWORDS

THE QUESTIONS

WHYwhy we need to


communication task


target


talk to


our target


them


KEY PERFORMANCE INDICATORS

Awareness

• Facebook Influencers: 200 likes / 30 comments / 01 post

• Facebook Big Fanpage: 200 likes / 30 comments / 01 post

Consideration

• Facebook Ads: 30.000 clicks

• Google Adwords: 20.000 clicks

Preference

• 6% consideration will be join the facebook application

• 30% consideration will be join the facebook fanpage

Purchase

• Facebook Application: 3000 players

Retention

• Facebook Fanpage: 15.000 fans

THANKS FOR YOUR ATTENTION

Durex- A digital strategy to get the adult

Social Media

Transcript of Durex- A digital strategy to get the adult