Young Marketers 3 - Semifinal - T.O.P

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About Young Marketers l mt sn chi mang tnh tri nghim & nh hng cho nhng marketer ti nng ca Vit Nam trong tng lai. Mission Young Marketers - Empower the next marketing generations Description D n Young Marketers l 1 sng kin v c thc hin bi cng ty REDDER Advertising, v c c vn bi cc tn tui hng u lnh vc marketing & advertising ti Vit Nam. Young Marketers n 2013 bao gm 2 hot ng chnh l Young Marketers Contest & Young Marketers Elite Development Program nhm mc ch nh hng, tm kim v pht trin th h marketing tip theo ca Vit Nam.

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  • 1. NhmT.O.PMthovmhiucon

2. Background73.9%trbcha mnhpnhcon lbnhthngObjectives3 thngsauthamgia32,000 / aware 1,000,000/ tmhiu600,0001 nmsauthamgia150,000Gim5% trembbohnhBcuthayinhnthcvnhhnggiodcnhnggyhuqunghimtrng*Unit: gianhthucitngmctiu 3. ShichidaYuthng, khenngi, nhnnhnphttrintiatimnngcathhtnglaiBrandProduct: BHKNMHngdnphhuynhphngphpdytrtrncsthuhiucmxccth, khngdngbolc 4. SegmentationTruynthng-Quannimphinhmidyccon.-nhconthngxuyn-Chim31%(7/22)KthpHini-Nhnthcnhconlkhngng-Nhngikhivnnhtcmcchdyconngaylptc-Chim59%(13/22)-Phniquannimnhcon-Khngnh,chngtmhiuvpdngnhngbinphptintindycon-Chim10%(2/22) 5. M,2540BC+Sng6tnhthnhthNhnthccnhconlkhngngnhngikhivnnhtcmcchdyconngaylptc.Target audience: nhmKthpHnhconvmuniuchnhnhnghnhvilinquanti:-Hchnh(khngtptrung, hamchi,khngsinghc, ktqukm)-oc(nidi,nhnhau,ncp,chiby)-Anton(nghchnguyhim, nhhngsckhe)Hlnhngngingcptrunglu,lunchuplcvvicphivtquacingngtrungbnhcaxhi.Htlnvaiconcinhngplcvvicphitckvngcah,thngxuynsosnhconviconnhngikhc,vthngchytheoxuhngtronggiodc 6. Tisaohnhcon?Nihoikhngnghe, nhnlmtheongaythiVtimunnlmngtheonhhngcati, lukhsalmTicnhngnhhngtrongvicdycon, tiphigipntheocnhhng, dcphipnchngnaCon phitcnhngmctiuvkvngmtira 7. Tilunmunconlmtheoliti,saunyntcnhngmctiuvkvngmtira,dcphipbucnchngna.Khiconkhngngheliti,ticmthybtmnvsrngmnhangthtbitrongvicdycon,nntitmmicchnngheli.Cnkhinngoanngon,tktqutt,ticmthyrttho,vmnhdyconthnhcng,mnhlngimtt.Nhngthtramchangthovchnhbnthnmnh,thorngmnhtcnhngmctiutrongvicdycon,dbngcchpbuccon!Insight 8. Problem:Parentshitkidsfornotfollowingtheirinstruction,becausetheydesiretheprideofsuccessinteachingkids,theprideofbeingagoodparentChallenge:CrushtheprejudicethatprideinteachingkidonlycamefrommakingkidfollowinstructionBrandrole:Byitscompetitiveadvantageunderstandingeachkiduniquecharacteristic,Shichidainspires&instructparentstoteachkidbyunderstandingIdea:Honorparentseffortinunderstandingkids,notjustkeepingkidsfollowtherules.Message:Mnnthovnlcdyconbngthuhiu,chkhngphivpcconlmiummun. 9. ApproachKhi gi k c c khi m t ho v c gng hiu c con, thi thc m phi thu hiu con thay v p c con lm iu mnh munCho mtringhimhnhtrnhdycon bngthuhiuTn vinh n lc dy con bng thu hiu, lan to nim t ho khuyn khchm dy con bng phng php Shichida 10. Campaign Roll-outObjectivesMessageKey hookTacticsChannelBranding strategyPhase 1AwakeThithcmphithuhiuconDycon bngthuhiulunkhhndycon bngpt, vthlunngthohn.Viral clip iucon munni-BiPR caHinThc, Trang H-Poster titrngtiuhc, mugio-Youtube,Webtretho, lamchame, dantri, vnexpress-Cctrngtiuhc, mugioLichuyngiaPhase 2ExperienceGiithiuvchomtringhimphngphpShichidaqua hnhtrnhhiucon vdycon bngthuhiuMhynlcdycon bngsthuhiuApplication30 ngythuhiutrnvn gipmkhmphdnnhngiuvcon, ngdngnhngthuhiuvocchdycon sut30 ngy.-Hp tc vi trng t chc hi tho, forum seeding-Testimonial-Webtretho, lamchame, dantri, vnexpress-Cctrngtiuhc, mugio-Website App/ Mobile App-ng t chc hi tho, gii thiu phng php-Hng dn m tri nghim hnh trnh hiu con thng qua ApplicationPhase 3AmplifyTnvinhnlcdycon bngthuhiuLun dy con bng phng php Shichida m lun t hoMVMthovthuhiucon do HinThcvmtsmtrnhby-Testimonial-PR articleYoutube,Webtretho, lamchame, dantri, vnexpress 11. Phase 1: Viral clip iucon munniNhngngyuconchabitni,mluncgnghiutngmuncaconquatnghnhng,tngtingbibkhngrli.Mlngiduynhthiuc,vmlunthoviuy.Thnhnggiymtgnnghachomihnhngconlm,theocam.Vmmngconviuy 12. Phase 1: Viral clip iucon munniNhng ngy u con n c cm, m lun c gng nu th mn khc nhau hiu u l mn n m con thch nht. V m lun t ho khi bit c iu . Th nhng gi y s thch ca con l g, m c bit khng? Hay m ang p con hc mt th m con khng th hiu, thmchdngnroipcon? 13. Phase 1: Viral clip iucon munniMkhngcnbitconcnngkhiuvthchchinhaykhng,mvnbtcontpn.MkhngrvsaoconcvnguchngocvoschmnhmngconNgyxamcgnghiunhnggconnghvthovkhnngthuhiucamnh.Thnhnggiymkhngcnhiuna,mchpconlmtheoiummun 14. Phase 1: Viral clip iucon munni(Lichuyngia) Thuhiulunihinhiucngscvthigianhnpt, nhnglnntngttnhtgiodctr.Hythovmnhcthdycon bngscmnhcasthuhiu, khngphiscmnhcanroivpbuc. 15. Phase 1: PR articleCcbivitshare vbnhlunvclip trnwebtretho, lamchame, bingthhingcnhncaHinThcvTrang Htrndantri, vnexpress=> anvnvscnthitcavicdycon bngthuhiuvkhngnghvicptcon ci 16. Phase 2: ApplicationApplication trnwebsite Shichidahocsmartphone:30 ngythuhiutrnvn gipmkhmphdnnhngiuvcon vicam kttheost30 ngy.(ara1 bitrcnghimmingymdnhiuccon. Mi5 ngysc1 bihngdnthchnh1 hotngnodatrnsthuhiucon, kimtratrcnghimtchimchnra50 mhckhoBihckhngncmt)Mcthlulinhngsuynghvcmxckhitriqua hnhtrnhvchia schocngngdngAppSaukhihontt30 ngyschcmngmcnlcxngngtrongvichiucon McththovchnhmnhriKey influencer dngapp: Trang H, HinThc 17. Phase 2: Supporting activitiesHitholaunching App 30 ngythuhiutrnvnShichidahptcvicctrngtiuhcvmugiolntchchithoPhngphpdycon bngthuhiu nhnmnhtchicaptbngbolc, lichdycon bngthuhiuvlauchingappPR Acticle, Forum seeding 18. Phase 3: MV MthovthuhiuconQuay MV tn vinh M t ho v thu hiu con vi bi ht km theo v nhng cnh ct c t kho hc, tng kt chin dch. Nhngchia s, cmxcvqutrnhdycon bngthuhiucaccmchcphngphpShichida Phase 2 19. Phase 3: Supporting activitiesPR Acticle, Forum seedinggiymcththovdycon bngthuhiuchkhngphibngptChia sringcaHinThcvTrang HtrntrangcnhnCpnhtkhohcvhiuqusautrongvicdycon bngthuhiucaccmtphase 2, caHinThcvTrang Htrnapp 20. Timeline & budget3 tun6tun3tunViral clip: 200 triuPoster: 100 triuApp: 300 triuHitho: 3 t500 khohc: 250 triuMV: 500trTtcccbiPR, forum seeding: 300 triuTalent (HinThc, Trang H): 300 triuTNG CNG: 4 T 950 TRIU 21. MeasurementKPITargetMeasureNhnbit1,000,000Media trackingTmhiuvkhahc600,000LngtruycpwebsiteLngngidngAppngkthamgia32,000Ltngktievent/ sauDoanhthu16 tLtngkTltrbixbolcGim5%Cngty nghincuthtrngThayinhnthccacha m600,000