Durex Proposal Digital

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

390

50

3,600

480170

260

20110

1,600

50260

140 700

500

1000

1500

2000

2500

3000

3500

4000

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

Viva

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%Sagami

Jex

Durex

True-X

ROCK

Innova

Power Men

Sumo

OK

Herman

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

2,900

590

3,600

26070 10

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

bao cao sugai

bao cao su12 con giáp

bao cao su nữ

bao cao subi

bao cao su mỏng

Bao cao dudày

CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION

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


44%

11% 8%12%

6%

Đặt vòng Tránh thai cổđiển

Bao cao su Dùng thuốc Cấy/dán/tiêm

CONSUMERS’ NEED: SEARCH VOLUME BY BRAND

New choice is the Brand preferable among target audience


10%

90%

Thuốc tránh thai cấp tốc

Viên tránh thai hằng ngày

20

4050

110

70

90

10 10

3040

0

110

20

120

20

0

20

40

60

80

100

120

140

CATEGORY CONVENTIONS: ADVERTISING INFORMATION

Durex & Sagemi have the most advertising information online


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

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

Sagami Jex Durex True-X ROCK Innova PowerMen

Sumo OK Herman VIP NumberOne

Viva

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


804,000

2,850,000

856,000

167,000 203,000

32,8000

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

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

CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION

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


3,220,000

4,770,000

1,720,000

5,700,000

572,000

6,050,000

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

Táo Dâu Chuối Bạc Hà Dứa Không mùi

CATEGORY CONVENTIONS: SEARCH VOLUME BY REGIONAL

HCMC have the need consume condom highest compare with other region


0

20

40

60

80

100

120

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

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 Nội

Hồ Chí Minh

Đà Nẵng

Cần Thơ

Vũng Tàu

Đà Lạt

Nha Trang

Hải Phòng


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


108,000

19,400

76,900

96,800

13,400

21,000

1,630 2,350

26,900

10,100

672

63,600

1,450

22,600

3,060

0

20,000

40,000

60,000

80,000

100,000

120,000

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

communicate to help

and what is the

communication task



target


talk to


to communicate with

our target


remember, what we

are going to say to

them


measure our success

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

communicate to help

and what is the

communication task



target


talk to


to communicate with

our target


remember, what we

are going to say to

them


measure our success

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 OF

YOUR 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 TRENDS

People always dream about a good life

GOLDEN CHOICE PRODUCTS

Golden Choice provide the full solutions to protect people from

the risks to keep the life safety

CATEGORY CONVENTIONS

Golden Choice provide the wide range of product to any needs

CONSUMER CONCERNS

Vietnamese 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 CHOICE

CONTRA CEPTION PILL

OK

CONDOM

THE QUESTIONS

WHYwhy we need to

communicate to help

and what is the

communication task



target


talk to


to communicate with

our target


remember, what we

are going to say to

them


measure our success

TEASER

02 WEEKS

PLA

TF

OR

MA

CT

IVIT

IES

CH

AN

NE

LSO

BJE

CT

IVE

LAUNCH

01 WEEK

REVIEW

01 WEEK

YOUTUBE CHANNEL

FACEBOOK FANPAGE

“TALK ABOUT THE FUTURE LIFE” GAME

TEASER CLIP

AMPLIFICATION

08 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

communicate to help

and what is the

communication task



target


talk to


to communicate with

our target


remember, what we

are going to say to

them


measure our success

MASTER PLAN

For Facebook Fanpage, we will have 05 posts per day

For 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 video

CONTENT:

• Product TVC

• Product Review

• Viral Clips

• Clips about Dream & Life

YOUTUBE CHANNEL

SAMPLE

OBJECTIVE:

• Use to viral the clips

CONTENT:

• 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 campaign

CONTENT:

• Sharing the viral clip & comedy series

• Sharing information about the products

• Invite people to join the game on Facebook

Fanpage

FREQUENCY:

• Average 01 post / 02 weeks

INFLUENCERS:

• Macy Pine• Dưa Leo

• Duy Khánh• Helly Tống

• Ribi Sachi

FACEBOOK INFLUENCERS

OBJECTIVE:

• Use to build awareness about the Campaign

CONTENT:




Fanpage

FREQUENCY:

• Average 01 post / 02 weeks

CHANNELS:• Hãy nói những lời yêu thương

• Đẹp+

• Nhịp sống trẻ• Café Cười

• Thông điệp yêu thương

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 products

FREQUENCY:

• 02 months for Facebook Ads

FACEBOOK ADVERTISING

OBJECTIVE:

• Use to build awareness about the campaign

CONTENT:




Fanpage

FREQUENCY:

• Every 02 weeks / 01 topic

CHANNELS:

Pro9x.com

Trasua.vn

9xvn.vn

Beat.vn

Viethiphop.com

Uhm.vn

360kpop.com

Chiplove.biz

Rap.vn

Hihihehe.com

Kenhsinhvien.net

Sinhvienit.net

Ngoinhachung.net

Svkt4rum.com

Bka.vn

YOUTH FORUMS

OBJECTIVE:

• Target to audience who having a need of

finding contraception products

CONTENT:

• Product Advertising

FREQUENCY:

• 02 months Google Adwords

CHANNEL:

• Google Adwords

GOOGLE ADWORDS

THE QUESTIONS

WHYwhy we need to

communicate to help

and what is the

communication task



target


talk to


to communicate with

our target


remember, what we

are going to say to

them


measure our success

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 facebookapplication

• 30% consideration will be join the facebook fanpage

Purchase

• Facebook Application: 3000 players

Retention

• Facebook Fanpage: 15.000 fans

THANKS FOR YOUR ATTENTION

Durex Proposal Digital

Small Business & Entrepreneurship

Transcript of Durex Proposal Digital