ASSIGNMENT 10.1: DIGITAL MARKETINGNGUYEN TRAN TRONG THUYET

DIGITAL CAMPAIGN: NEPTUNE TET 2014

CAMPAIGN BACKGROUND• Neptune has been positioned as hi-class cooking oil for years. In two

years in a row, Neptune launched 2 TVCs which are all considered “really touching” in Tet about family reunion.

• In Tet 2014, Neptune wants to re-utilize the successful TVC in Tet 2013.• Holistic plan: activation to remind of traditional Tet, writing contest and

photo contest on newspapers.• In 2014, Neptune aims for more engagement and stronger attachment to

the concept of family reunion in Tet (build brand role and brand love).• With the TVC and other communication activities, Neptune aims to

establish the brand role of keeping the family warm and close together (based on the product role of making the family meals more delicious).

WHAT WE COULD EXPECT

A realistic online activation planBased on client’s available PR and event idea

Execution ideas in the planTo create hooks, materials for other channel utilization, especially

PR.

OBJECTIVES• Consumer’s engagement to brand• Well deliver brand’s concept: “Về nhà đón tết, gia đình trên hết”

Target audience

Modern housewivesOften using internet

The majority of young women in 20-24 and 70% of young women in 25-29 are always

active on internet.

70% of women in 30-34 and 35% of 35-39 are often online

*Source: Cimigo NetCitizens 2012

*Data weighted for urban population of Vietnam, across 12 cities: HN, HCM, HP, ĐN, NTrang, CTho, Thai Nguyen, THoa, QN, AG, ĐNai, VT

User behavior

Majority of Neptune consumers are modern housewives, urban and rural, 21-45, ABC class.

On digital, we approach class AB, urban mostly, from 20 to 40 years old at most, actively join in the online community and read the news online daily. They may work at the office or be the housewives at home.

Female from 21 to 45 years old. Internet users

Our buyers & Our listeners Our talkers

Re-look at target audience

STRATEGY APPROACHING

I want to join in, to share Neptune’s campaign

Attract user to join in, trigger and engage product feature

Under 30

35 - 45

I heard lot about campaign.

I’m curious about that.

DigitalMain

Activities

The question is HOW TO CREATE A CONCEPT THAT ATTRACT YOUNG TO ENGAGE AND 35-45 MOMS CAN SHARE AND TALK

ABOUT?

Women like TV Drama Women like “short break” in their working hours and sharing the hot/ trending/ touching/ shocking news

Passion points

Core Insight: We are family-oriented people and especially in Tet, we want to reunite with our family for a full Tet. We want to show our sympathy with family reunion stories to make our soul blessed and feel more attached to the family. We want a platform that can make us feel more closely to family spirit.

Concept:“Gia đình trên hết” under youngster’s eyesA hub with full of touching drama showing the viewpoints of the young about family reunion, and 100% made by the youth.

If you were inspired by Neptune’s concept“Về nhà đón Tết, gia đình trên hết”

Create yours

Short film

And share with people your inspiring work

Animation

Drawing/ sand drawing

Vlog

…

Mechanism

1. Topic: “Về nhà đón Tết, gia đình trên hết” is Neptune’s advertising concept sustaining from last year. Be Neptune’s agency, propose your own idea to convey the advertising concept.

2. Submit your final work to Neptune, receive a link to promote for your work.

3. Top 5 of most inspiring and most viewed clips will be selected for final round.

4. Top viewed clip in the final round will be rewarded 100mil VND cash; runner up will receive 20mil VND cash.

5. Neptune has full right to own and use all of submitted clip in commercial purpose.

Brand earnings

New content as PR hook

Brand love enhancedfrom touching concept

Better concept understandingfrom different angles

Master campaign roadmapCONTENT BUILDING

NOV - DECCONTENT AMPLIFYING

JAN

NEPTUNE’S CAMPAIGN“Về nhà đón Tết, gia đình trên hết”

Build up awarenessand recruit film makersSlowly increasing buzz

TET MOOD IS NOT YET AVAILABLE

BIG BOOM AMPLIFYNG the most creative touching clips created

by consumers as inspiration

TET MOOD IS EVERYWHERE IN VIETNAM

Consumer journey

Hot FB fan page

Online PR

Offline recruitment

Influencers

Tet landing pageEx: calofic.com.vn/NeptuneTet

All mechanism, registration, contact

Wilmar Youtube channelhttp://www.youtube.com/user/

WilmarVietnam

Hot FB fan page

Online PR

Influencers

Official fanpage

Tet MEME contest

Tet Karaoke contest

Tet e-card contestOfficial fanpage

Offline display (poster in University)

Master timeline

Contest information

Top contestant

Mass Audience

Filmmaker

Phase 1: Contest Announcement Phase 2: Brand Engagement

Core consumer

MEDIA OVERVIEW

Key angleWho do want to be known for social Tet blockbuster and get the great prize?

ObjectiveSpreading contest information for filmmakers and recruit player

Target AudienceFilmmakers (pro or non)Student who study film or movie

Contest information

Offline

Online PR

ObjectiveSpread top contestant to build brand engagement Enhance mess: Về nhà đón tết, gia đình trên hết

Target AudienceMass audienceMore focus on mom

Key angleQuà nào bằng gia đình sum vầy, Tết nào vui bằng tết đoàn viên

Top contestant

Hot fan page

9gag clone

Online PR

Phase 2: Brand EngagementPhase 1: Family Inspiration

Hot fan pages for young film

makes

OUTCOME AND OUTPUT- TVC View on Youtube: increase from 500k to 1 million view- 50 contestants with 50 short films to submit in 2 months (KPI: 20)- Total view of 300k view of that 50 short films- Create a new trend in film-making about touching topics, including family in the youth. - Fan page : increase from 8k fan to 39k in 2 months- Fan heavily interact with page activities (meme, karaoke…) and successfully get the message “Về nhà đón Tết, gia đình trên hết”- Earned media: more than 20 earned free articles about the films, or the contest, and all claim this as a touching and meaningful campaign of the youth.

KEY LEARNING POINTS- It does not have to get user’s interaction with WOW idea / platform but it can be really simple as well as it can build emotional benefit for users.- Utilize the brand equity (TVC, consumer perception…)- Encourage contestants to maximize their film tor earned media