Xiaomi digital proposal

20
DIGITAL PLAN June 1 st to August 31 st , 2015 Xiaomi

Transcript of Xiaomi digital proposal

DIGITAL PLANJune 1st to August 31st, 2015

Xiaomi

Outline

1. Target customer

2. Campaign objectives

3. Message

4. Strategy & tactics

5. Execution

6. Budget and KPIs

Primary target customer

Young adults in big cities (HN – HCMC)

Age: 19 - 28 years old

Students and first – jobbers

Income level: Class C, B, B+

Insights: Love to party, show off; love to selfie; easy to be

influenced; easy to change.

1. Target customers

Secondary target customer

Teenagers in big cities (HN – HCMC)

Age: 15 - 18 years old

Students

No income, money is granted by parents

Insights: Want to control their own life; show off; love to selfie;

addicted to celebrities; extremely easy to change.

1. Target customers

Time spent on the internet (Primary target)

1. Target customers

Social network used

1. Target customers

Purposes:

1. Target customers

Attitude toward fanpages:

1. Target customers

Attitude toward ads on social networks:

1. Target customers

1. Target customers

Love to spend time on the internet, especially on Facebook to keep

in touch with each other, and to get information.

Like brands that frequently appear on social networks.

Love to follow and interact with brand fanpages.

Tend to believe in their friends, idols, celebrities, and people they

follow.

Customer online behavior:

2. Campaign objectives

Increase brand awareness and desirability.

Push sales and increase revenues.

1

2

3. Message

12

Cùng nhau thể hiện(Show the world yourself)

4. Strategy & tactics

STRATEGY

SHOW THE WORLD YOURSELF

Create desirability and encourage

purchase action

Create buzz to draw attention and

build awareness

Boost traffic to stores

Push sales

CTA message:

Stop thinking, buy it

CTA message:

Try the new awesome smart phone

CTA message:

Be our loyal fans

• Viral clips for advertisement

featuring the phone.

• “Cùng nhau thể hiện” snapshot

contest

• KOLs review the product and post

on FB, Youtube, tech websites.

• Viral clips for advertisement

featuring celebrities using the

phone in daily life.

• Celebrities post FB status about

the phone

• “Cùng nhau thể hiện” snapshot

contest

• SEO, SEM, forum seeding

• Online ads

• Integrated

communications

(coordinate with offline

activities)

5. Execution

ACTION PLAN

Try us

Create desirability and encourage

purchase action

Draw attention and build

awareness

Boost traffic to stores

Push sales

Main channel: Facebook Fan page

Communicative channels: Facebook Ads, Promote, Online PR, Ads Networks, Tech sites, Influencers,

Forums, Youtube

• Viral clips,

• Snapshot contest

• Product reviews

PHASE 1 (3 WEEKS) PHASE 2 (6 WEEKS) PHASE 3 (3 WEEKS)

Buy us Be our loyal fans

• Viral clips,

• Snapshot contest

• Celebrities

• Online ads

• Integrated activities

Timeline

Objective

Content

Activity

Channel

5. Execution

How the contest works

5. Execution

Tech forums Tech forums InfluencersInfluencers

COMMUNITY INFLUENCE

Xiaomi Mi4Facebook fanpageTech sites

5. Execution

Influencers

Sơn Tùng MTPSinger

Khởi MyMC - Singer

Kỳ DuyênMiss

Vietnam

KarikRapper

5. Execution

Sites and forums

Name Link

Vnexpress http://vnexpress.net/

Tinh tế https://www.tinhte.vn/

Techz Techz.vn

Thông tin công nghệ http://www.thongtincongnghe.com/

VN Review http://vnreview.vn/

FPT FPTshop.com.vn

Thế giới di động https://www.thegioididong.com/

Zing http://news.zing.vn/

6. Budget & KPIs

Description Budget (USD)

Production 20,000

Communication 50,000

Total 70,000 USD

KPI - Facebook Fans: 20,000 new fans, 2,000 talking about this- Impression: 15,000,000

BUDGET AND KPI (3 MONTHS)

20