ASSIGNMENT 14.1CREATIVE DIGITAL MARKETING

NGUYEN NGOC TRAM & NGUYEN BA LOC

YOLOVE

VALENTINE CAMPAIGN

2014

1. CREATIVE DIGITAL MARKETING IN VIETNAM

- Inspire TA to “live out every minute” in Valentine's Day 2014, use a creative digital marketing campaign to stand out from other competitors, who also celebrate Valentine’s Day (ex: Close up)

- Increase the customer’s engagement to brand – Yomost

Campaign Objectives

Media behavior:

- regularly online and use smart phone- frequently update facebook, youtube- interested and willing to share interesting clips

- Vietnamese young people age from 18-24, urban areas.

- Dynamic in modern digital world

- In love or interested in love stories.

Customer insight:

“ I always try to live life to the fullest, I want to express my feelings towards the one I like as well.

Valentine is a appropriate occasion that I express my love. I want one thing that can help me confidently express my feelings and realization of ideas in this special day…”

Target Audience

Remind TA about Valentine and Love

Encourage the youth to dare to

experience to full fill the life

Inspire the youth by activitives, Give

youth chance to “Try&enjoy” by

Yolist

Strategy

Concept

TRIGGER EXPERIENCE AMPLIFICATION

Why don’t you dare to express your love to lover?

Let’s think about special ideas to express your love!

Let’s actualize your idea for an unforgettable Valentine!!

Viral ClipPhút yêu đầu - YoMost Valentine 2014

Mobile app “Yo love- cung ngo loi yeu” Integrated execution in digital platform

Web banner

website

Online video

Social media

Online PR

Key massage

Key hook

Key channels Online PR

WebsiteFacebook fanpage

WebsiteFacebookYoutube

Deployment Plan

2000 persons join “YOTIME JUMP EVENT” with more than 200 persons register to challenge

Simple and cost effective based on Digital Platform

Quote “Could you be my Valentine” in the viral clip has been widely spread and used on social network as well as in reality

Wide-spread viral clip after 1 month219.600 views----462 likes on Youtube----4469 likes on Facebook Fanpage

Campaign Outcomes

Strategy

• combine many tools not only digital but also PR, social media to spread massage • strengthen platform of Yomost

Idea

• Youth love and Valentinve are not new subject. But Yomost used digital and made a new trend to show feelings.

Outcome

• 1 campaign only is not sufficient. Yomost is gradually fading and overwhelmed by other brands such us Close-up.

Comments on YoLove Campaign

Background/ Context defining

Challenge defining

Objectivedefining

Target Audience

segmenting

Insight revealing

From Insight plus Brand role

to Strategic approach

Campaign Concept/ Big

Idea

Goal Analysis& Strategy Forming

Dig deep insights the idea originated

Deployment planning measurement

2. HOW TO COME UP A DIGITAL MARKETING CAMPAIGN IDEA

BACKGROUND

CHALLENGE

TARGETAUDIENCE

Clear is the No.1 shampoo in Vietnam that offers premium technology solutions to dandruff and other scalp problems (itch, dryness and grease) – allowing you to leave behind any inhibitions and look flawless.

Clear is a brand of Unilever which is about to own Vietnam’s summer

1. Refresh brand image (haircare industry is quite boring & their marketing activities are irrelevant to the youth)

2. One step forward it’s competitors to get closer to the youth

OBJECTIVES 1. Own the perception of “summer” & “cool” for Brand Clear since 20132. Refresh the brand image, make it more dynamic & relevant to the youth

Create differentiations with competitorsStrengthen brand’s personality & value Strengthen brand love

1. Who are they?- Youth, urban

- 15-25 yo, BCD- Heavy online users

- Dynamic, out-going, love to explore the world, update the latest news & shares to others

2. Consumer context- Aware Vietnam is full of cool places BUT still need a motivator to step out & explore despite of the hot summer

Example: Clear My Kool VN 2013

INSIGHT

STRATEGY

I’m youngster & love to explore the new things. Vietnam is full of cool places, therefore I love to explore VN & share to friends.

Summer is a great time to step out & explore, BUT it’s hot which drives my scalp annoyed with DANDRUFF & ITCHINESS that makes me unconfident.

CONCEPT

BRAND ROLEA solution to worry-free of DANDRUFF – ITCHINESS to explore VN in Summer, since awake TA’s national pride

CO-CREATION PROJECT(this digital campaign is a part of PR campaign with digital platform)

Step 1: Raise the talk in digital world – about National Pride

Step 2: Bring the campaign into real life for consumer’s real experience

Step 3: Then share the real experience back to digital world – and amplify by the My Kool Vietnam e-Map

1st EVER SUMMER MAP OF VIETNAMMY KOOL VIETNAM

WITH EXCITING PLACES, ACTIVITES, HOT SPOTS, EVENTS,… WHICH ARE UPDATED BY USERS THEMSELVES.

Example: Clear My Kool VN 2013