Reporter: Quach Van Hoang Quach Van Hoang 30.10.2009 30.10.2009.
[Young Marketers Elite 2013] Assignment 14.1 - Hoang Thach - Hoang Lan
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Transcript of [Young Marketers Elite 2013] Assignment 14.1 - Hoang Thach - Hoang Lan
Assignment 14.1 – Creative in Digital Marketing
Hoang Thach – Hoang Lan
BACKGROUND
Creative Campaign
Insight: Vietnamese young people are strongly
interested in romantic love stories. However, they are not
confident enough to express their feelings and create
their own stories.
Target audience: young
people (15-25)
students or working people.Media behaviors: Yahoo 360! is an enormous trend. YM, Youtube and forums are also influenced channels. Online contests are attractive.
Brand wants to own the concept of "confidence in love"
CloseUp: toothpaste helps whitening teeth &
fresh breath, gives confidence in
communication
STRATEGY & IDEA
Creative Campaign
Strategy
Attracting the attention of community by creating a
romantic, unique and "true“ love story of a normal
person, who need the help from community to find
each other
Viral through social media, especially Yahoo 360.
THE JOURNEY OF LOOKING FOR
LOVE OF A YOUNG STUDENTS ON
THE INTERNET
CreativeIdea
ViralThe story is naturally viral through Nam’s youtube and 360 channels, spreaded by forums
EnhanceThe story appears on mass media. Brand begins to engage by some love-theme offline activities.
EngagementBrand official engages with the stories by website timem.com.vn and online contests.
AmplifyThe big event with 500 couples kissing on 13/02/2010
Journey
RESULT
Creative Campaign
Be considered as the first viral marketing campaign in VN
3.9 million views for the
campaign
Increase sales 45%
AME Silver Winner Best Direct Marketing
Campaignfor the Agency
DIGITAL CAMPAIGN IDEA DEVELOPMENT
Analysis Ideation Development
EvaluationAction
DIGITAL CAMPAIGN IDEA DEVELOPMENT
Analysis
SITUATION: Friso is not a big brand in Milk market. Therefore, the first thing they must do is trying to keep their loyal customer with the brand message “Growing up together”.
Objective:• Maintain the loyalty of customer• Engage with customer to understand
more about their insight to their babies.
Target audience: Mothers who are in pregnancy or have 0-6 years old children.
Insight: Every mom wants to talk, to show and hear compliments about her baby.
DIGITAL CAMPAIGN IDEA DEVELOPMENT
Ideation
• Relevant with Brand current situation• Relevant with Brand communication
message• Matched with customer insight• Single-minded
Brand message: “Grow up together”
Insight: Every mom wants to talk, to show and hear
compliments about her baby.
Key message:Sharing the special moments of
mothers and children while they’re growing up
DIGITAL CAMPAIGN IDEA DEVELOPMENT
Development
STRATEGIC APPROACH: Create an digital platform for mother to directly share the photos and tell the stories about the precious moments of their babies when they are growing up and see the compliments from the others. Key channels is facebook and webtretho forum.
Concept: “Friso – Cùng bé yêu khám phá cuộc sống kỳ diệu”
Tactics: Online photovoice (photo with a story behind) contest with the voting-based prize.
DIGITAL CAMPAIGN IDEA DEVELOPMENT
Action
Evaluation
• Launch the contest on 6/2012• Promote for engagement on newspaper,
facebook and webtretho forum• Invite influencers to comment and judge
• Have it met the objectives?• How many customer be reached?• How many customer join and vote?• The interaction effectiveness of channels