Lucas

Nov 2011 – Nov 2012

Digital campaign strategyDigital campaign strategy

Content

Client brief

COMMUNICATION OBJECTIVE• Develop an OWNED MEDIA STRATEGY that allow

Diageo Vietnam to connect, engage, interact and be relevant with our targeted consumers while staying within the boundary of the current laws & regulations

TARGET AUDIENCE• 18 –30 urban male/female A,B,C class, live in HCM

& Hanoi, internet users, interest in nightlife lifestyle; music, party, hanging out and alcohol consumption.

GEOGRAPHY FOCUS• Ho Chi Minh, Ha NoiDURATION:• Nov 2011 – Nov 2012CAMPAIGN TASK• Develop an effective recruitment strategy that

acquire the right consumers to Diageo’s database• Develop engagement strategy that drive

participation and responsive to our communication

Insight

Day generally starts at 6am - Weekday

Day generally starts at 6am - Weekday

89

56

43

39

14

Friends

Classmates

Family

Boyfriend/Girlfriend

Colleagues

Who go out withWho go out with

8am - 6pm work/ study/ socializing internet in

break time or when they are free.

6pm - 11pm socializing internet, go out

85+% go to bed at 12 am

Day generally starts at 6am - Weekend

Day generally starts at 6am - Weekend

8am - 6pm hang out for coffee/ online to read news/ entertainment

information/connect with others

9pm – 1am enjoy with friends at disco/ bar/ other

places

85+% go to bed between 12 pm and 2 am

50

30

10

10

Less than 1x /day

1x /day

2-3x /day

More than 3x /day

Frequency of accessing InternetFrequency of accessing Internet Top websiteTop website

Insight | Youths’ overall




Insight | Target audience’s voice

“It should be a good environment for me to connect with

likeminded people”(Minh Vu - Male 28yrs)

“It should be a good environment for me to connect with

likeminded people”(Minh Vu - Male 28yrs)

“I hope it recommends for me really cool places to hang out with friends after hard working time”

(Tan Nguyen Male– 30yrs)

“I hope it recommends for me really cool places to hang out with friends after hard working time”

(Tan Nguyen Male– 30yrs)

Question: If there is a new nightlife website, what kinds of contents that keep you visit all the time?Question: If there is a new nightlife website, what kinds of contents that keep you visit all the time?

It provides me unique content and interesting activities that engage

every single nights.(Minh Long- Male - 24yrs)

It provides me unique content and interesting activities that engage

every single nights.(Minh Long- Male - 24yrs)

It’s possible for me to share my feelings, nightlife experience and expand my social relationship. (Phuong Diem –

Female 19yrs)

It’s possible for me to share my feelings, nightlife experience and expand my social relationship. (Phuong Diem –

Female 19yrs)

Insight | Youth vs Diageo

Youths love…Youths love… HipKingdom offers…HipKingdom offers…

ANYARENA.COMA destination for discovering the latest in Entertainment, Fashion, Culture and Living. An essential social compass with up to the minute info.

ANYARENA.COMA destination for discovering the latest in Entertainment, Fashion, Culture and Living. An essential social compass with up to the minute info.

Target audience: Locals, expats, travelersSite direction: An online lifestyle magazine and social network for Vietnam

Target audience: Locals, expats, travelersSite direction: An online lifestyle magazine and social network for Vietnam

Strong points:- Nice & clear design- Well interactive with users.- Helpful and hot content including blogs, fashion…

Strong points:- Nice & clear design- Well interactive with users.- Helpful and hot content including blogs, fashion…

Weak points:- Lack of review & recommendation either from Anyarena or users.

Weak points:- Lack of review & recommendation either from Anyarena or users.

Web Analysis | Competitors

Web Analysis | Competitors

PARTYINSAIGON.COMIntroduce Saigon locations for eating, drinking and event

PARTYINSAIGON.COMIntroduce Saigon locations for eating, drinking and event

Target audience: Youths who love party and entertainmentSite direction: Become advertiser for locations, products, events…

Target audience: Youths who love party and entertainmentSite direction: Become advertiser for locations, products, events…

Strong points:-Friendly for everyone. - Users easily upload photos to share.

Strong points:-Friendly for everyone. - Users easily upload photos to share.

Weak points:- Not premium design- Mass content, just list the locations without review & recommendation from Party in Saigon & users- Low interact with users

Weak points:- Not premium design- Mass content, just list the locations without review & recommendation from Party in Saigon & users- Low interact with users

Web Analysis | Thai HipKingdom Current sitemap

Web Analysis | Thai HipKingdom Review

Strong points:- Well interact with users-No advertisement, have good recommendation from Hipkingdom & users -> trustful

Strong points:- Well interact with users-No advertisement, have good recommendation from Hipkingdom & users -> trustful

Irrelevant points:- The design a little bit looks messy & unclear to find things quickly.- Content structure is overlapped some places- Some contents are irrelevant with Vietnamese culture. (ex: Hip scoop)

Irrelevant points:- The design a little bit looks messy & unclear to find things quickly.- Content structure is overlapped some places- Some contents are irrelevant with Vietnamese culture. (ex: Hip scoop)

Redesign to make it more premium & clearer.Redesign to make it more premium & clearer.

Restructure sitemap to make it simpler.Restructure sitemap to make it simpler.

Add more relevant content to attract Vietnamese target audience.Add more relevant content to attract Vietnamese target audience.

Backdoor content including Contact us/ Sitemap/ Terms & Conditions should appear just at footer.

Backdoor content including Contact us/ Sitemap/ Terms & Conditions should appear just at footer.

4 tabs kept moving makes difficult to access main content. Should change the way demonstrate

4 tabs kept moving makes difficult to access main content. Should change the way demonstrate

Bar content including Me/Profile/Friends/Photos/Groups/My personal calendar should appear when users click on their avatar in right corner.

Bar content including Me/Profile/Friends/Photos/Groups/My personal calendar should appear when users click on their avatar in right corner.Mobile app will be

added laterMobile app will be added later

Web Analysis | Thai HipKingdom Review

Week pointToo many box of content display in homepage. It currently includes: - Hip Calendar- Hip Highlight- Hip Clip- Hip Review- Hip Event- Hip Movie - Hip Movie Trailer (could be hidden)- Recent Activities (could be hidden)- Recommendations (could be hidden)- Hip Web board-Hip Friends Homepage should display just only hot & highlighted content. *Note: hidden contents could be replaced by other interesting ones: - Member recommend- Hip Queen & King contest- Drink Recipe - Member offline

Week pointToo many box of content display in homepage. It currently includes: - Hip Calendar- Hip Highlight- Hip Clip- Hip Review- Hip Event- Hip Movie - Hip Movie Trailer (could be hidden)- Recent Activities (could be hidden)- Recommendations (could be hidden)- Hip Web board-Hip Friends Homepage should display just only hot & highlighted content. *Note: hidden contents could be replaced by other interesting ones: - Member recommend- Hip Queen & King contest- Drink Recipe - Member offline

Web analysis | Thai HipKingdom FrontPage Review

WHY HIPKINGDOM?The No. 1 nightlife

community for likeminded people

WHY HIPKINGDOM?The No. 1 nightlife

community for likeminded people

Strategy | Why users join Hip Kingdom Vietnam?

Most updated nightlife activitiesMost updated nightlife activities

Make friend, expand social relationshipMake friend, expand social relationship

Join member offline partiesJoin member offline parties

Get discount drink vouchersGet discount drink vouchers

Join Diageo special eventsJoin Diageo special events

Place to sharePlace to share

Free to recommendFree to recommend

NewNew

CurrentCurrent

CurrentCurrent

Strategy | Website Development | Hipkingdom Vietnam new sitemap

Event calendar:Just the same as current HipKingdom website but simpler.Event calendar:Just the same as current HipKingdom website but simpler.

Event Update:Will provide information about cool events. Below each one, we allow user to evaluate the location by star rating (*****) or comment.

Event Update:Will provide information about cool events. Below each one, we allow user to evaluate the location by star rating (*****) or comment.

Clip & photo:Upload clips or photo album of the events. Below each one, we allow user to evaluate the location by star rating (*****) or comment.

Clip & photo:Upload clips or photo album of the events. Below each one, we allow user to evaluate the location by star rating (*****) or comment.

Highlight event:Show poster of event with special promotion or program. Highlight event:Show poster of event with special promotion or program.

List/ Search:Provide address and selective features of good bars or restaurants. Below each one, we allow user to evaluate the location by star rating (*****) or comment.

List/ Search:Provide address and selective features of good bars or restaurants. Below each one, we allow user to evaluate the location by star rating (*****) or comment. Member Recommend:

HipKingdom will choose the most helpful reviews from users to post on website.

Member Recommend:HipKingdom will choose the most helpful reviews from users to post on website.

Hip Recommend:HipKingdom will recommend some really cool places with special promotion or program at that day.

Hip Recommend:HipKingdom will recommend some really cool places with special promotion or program at that day.

HIP EVENTHIP EVENT

HIP REVIEWHIP REVIEW

Now showing:Just the same as current HipKingdom website. Provide information about the movie which is now showing on the cinema. Below each one, we allow user to evaluate the location by star rating (*****) or comment.

Now showing:Just the same as current HipKingdom website. Provide information about the movie which is now showing on the cinema. Below each one, we allow user to evaluate the location by star rating (*****) or comment.

Next coming:Just the same as current HipKingdom website. Inform next coming movie.

Next coming:Just the same as current HipKingdom website. Inform next coming movie.

HIP MOVIEHIP MOVIE

Strategy | Website Development | Content

Game:Build flash game to entertain Hip community:- Play darts: (phóng phi tiêu)- Cocktail recipe: (pha chế coctail): Choose the right ingredients to make your cocktail. http://www.funfastgame.com/vi/game/2757/lounge-cocktail-bars.html

Game:Build flash game to entertain Hip community:- Play darts: (phóng phi tiêu)- Cocktail recipe: (pha chế coctail): Choose the right ingredients to make your cocktail. http://www.funfastgame.com/vi/game/2757/lounge-cocktail-bars.html

Quiz:Fun quiz to test a guy/girl characteristic, for ex:- How much do you love nightlife?- What is your drinking tolerance?

Quiz:Fun quiz to test a guy/girl characteristic, for ex:- How much do you love nightlife?- What is your drinking tolerance?

TIPS:Modify from Hip Scoop to match Vietnamese culture & youth’s lifestyle. The content including:- Horoscope: Fun tips to guide youths where should they go on Monday, Tuesday… according to their horoscope.- Drink recipe: HipKingdom’s professional bartenders will guide users to make cocktail on their own. Users can also upload their own discovered recipes.- Dating Corner: find your partners/ likeminded person.- Shine in the night: Tips to guide youths how to dress up, behave, be outstanding or make friend at a bar or an event.- Party safely: Write-up articles to advise users do not driving when you are drunk, quiz to test your drinking tolerance- 365 exciting nights: Each day, HipKingdom will give each advice to excite users’ every single night.

TIPS:Modify from Hip Scoop to match Vietnamese culture & youth’s lifestyle. The content including:- Horoscope: Fun tips to guide youths where should they go on Monday, Tuesday… according to their horoscope.- Drink recipe: HipKingdom’s professional bartenders will guide users to make cocktail on their own. Users can also upload their own discovered recipes.- Dating Corner: find your partners/ likeminded person.- Shine in the night: Tips to guide youths how to dress up, behave, be outstanding or make friend at a bar or an event.- Party safely: Write-up articles to advise users do not driving when you are drunk, quiz to test your drinking tolerance- 365 exciting nights: Each day, HipKingdom will give each advice to excite users’ every single night.

‘QUEEN & KING of the night’ contest:-Hold a big contest to attract youths and online users to HipKingdom Vietnam is #1 Nighlife website. 1 female and 1 male will be honored to become the Queen & King of HipKingdom. - They are cool, have wide social networks, & experienced in nightlife world. They are also representatives for the modern, energetic generation who know the best way to energize their lives. (The contest could also be held over Asia).

‘QUEEN & KING of the night’ contest:-Hold a big contest to attract youths and online users to HipKingdom Vietnam is #1 Nighlife website. 1 female and 1 male will be honored to become the Queen & King of HipKingdom. - They are cool, have wide social networks, & experienced in nightlife world. They are also representatives for the modern, energetic generation who know the best way to energize their lives. (The contest could also be held over Asia).

Member’s offline:HipKingdom builds offline activities to interact and engage with Hip members and attract more friends/users to join the community.

Member’s offline:HipKingdom builds offline activities to interact and engage with Hip members and attract more friends/users to join the community.

HIP ACTIVITYHIP ACTIVITY

Strategy | Website Development | Content

Strategy | Website Development | Mock-up

STEP 1STEP 1AWARENESSAWARENESS

STEP 2STEP 2INTERACTIONINTERACTION STEP 3STEP 3

LOYALTYLOYALTY

Strategy | Communication plan

VISITVISITVISITVISIT SHARESHARESHARESHAREENGAGEENGAGEENGAGEENGAGE

• Group register to win Hip’s POSM• HIP’s ambassadors• Teasing VDO• Countdown on website

• Frequently updated hot event and cool places• Interactive activities including game, quiz, tip• “King & Queen of the night” contest & online reality

showWeb

sit

Web

sit

eeW

eb

sit

Web

sit

eeFan

Fan

p

ag

ep

ag

eFan

Fan

p

ag

ep

ag

e • Create fan page • Recruit fans

• Main role to support, update activities & drive traffic back to website.

• Quiz

Even

tEven

tEven

tEven

t • Launching event• Hip Kingdom dancers

• Sharing nightlife experience, photos and moments on website.

• Expand your social network & invite your friends to Hip Kingdom to be awarded as “Most Connected Members”

• Offline party quarterly with different theme based on special occasions.

• Diageo special event (if any)

Ob

jecti

ve

Ob

jecti

ve

Ob

jecti

ve

Ob

jecti

ve

AWARENESS INTERACTION LOYALTY

Ch

an

nel

Ch

an

nel

Sele

cti

on

Sele

cti

on

Ch

an

nel

Ch

an

nel

Sele

cti

on

Sele

cti

on

• Countdown RM banner• Online & Offline PR• Print Ad• Posters/ POSM• Viral• FB Ad/ GDN/ Ad network• Event

• Viral• FB Ad/ GDN/ Ad network• SEM• Event

• FB Ad/ GDN/ Ad network• Viral• SEM• Event

Strategy | Execution

• Together with friends to join all HipKingdom activities & event

Quarter 1

BannersBanners

Quarter 2 Quarter 3 Quarter 4

BannersBanners BannersBanners BannersBanners

GDN/FBGDN/FB

SEM & SEO SEM & SEO

Viral Viral

Ad Network Ad Network

EventEvent EventEvent EventEvent EventEvent

GDN/FBGDN/FB GDN/FBGDN/FB GDN/FBGDN/FB

Note: - Quarter 1 start from Mid of Oct’ 2011 for teaser campaign, then launch on early Nov’11

Strategy | Channel implementation timeline

Mid Oct/11

TEASER LAUNCH-Nov’11

Viral campaign

Viral campaign

- Fan recruitment- Page management- Update news/ promotion- Interactive activities (by games)

- Fan recruitment- Page management- Update news/ promotion- Interactive activities (by games)

- Use over 10 most popular social network in VN at present to seed desired subjects in the most natural way to create WOM

- Use over 10 most popular social network in VN at present to seed desired subjects in the most natural way to create WOM

- Combine with most crowed VDO & Photo sharing website to easily spread out HipKingdom

- Combine with most crowed VDO & Photo sharing website to easily spread out HipKingdom

- Use most influential people in online community to influence their fans & other users to drive them to HipKingdom

- Use most influential people in online community to influence their fans & other users to drive them to HipKingdom

Strategy | Channel | Viral marketing

- Content seeding on over 100 different types of forums of entertainment for Vietnamese youth.

- Content seeding on over 100 different types of forums of entertainment for Vietnamese youth.

List of forum & social:List of forum & social: Forum & Social List

Strategy | Channel | Viral marketing

Strategy | Channel | Viral marketing | Mock-up

Facebook Welcome Tab

Youtube Channel

Strategy | Channel | Online Display Ad (Standard & rich banner)

•Using standard and rich banner to create brand/campaign awareness initially.

Link on Yahoo homepage

11 22

33 44


Yahoo homepage RM WAM

Yahoo Mail login


Facebook Ad

Vnexpress.net

Zing.vn

Zing.vn


Dantri.com.vn Center expandable banner


Strategy | Channel | Ad network

• Place banners in Ad network in order to maximize brand /campaign awareness and generate clicks to website.

Strategy | Channel | GDN/SEM/SEO

Set up keywords relating to products, services or campaigns in order for search results appear on top list in

Google Search Engine

Place banner in Google Display Network in order to maximize brand and campaign awareness in any partners website with Google in Vietnam.

Success Metrics Measured by

Awareness of Hipkingdom Website

• Traffic driven from all selected medium to website• Network traffic generated from PR online/offline editorial features• Page views• Unique visitors

Engagement• Time spent on website• Returning visitors• Click through rate from all channels used

Interaction

• Comments• Contribution of recipes; bar information• Games/Quiz number of participant• Sign up to Diageo user database High-Value-Consumers

KPIs | How do we measure success?

KPIs

Channel Total Imps Total VisitorsPrint Ad, PR online & Offline N/A N/A

Banner Ads (CPM) 551,082,071 914,553

Adnetwork, GDN, FB (CPC) 70,785,454 140,000

SEM/SEO N/A 60,000

Viral 20,000,000 500,000

Total 1,614,553

Estimated # of Registers 16,146

- Please refer to excel sheet for details cost(note production cost/contents approx only, might change depend on contents update frequency)- Cost above is not included prizes, offline event

Proposed Cost

Channel US$ SOV%

Print Ad, PR online & Offline $ 30,545.22 7%Banner Ads (CPM) $ 129,896.56 30%

Adnetwork, GDN, FB (CPC) $ 45,828.57 11%SEM/SEO $ 35,714.29 8%Viral $ 57,142.86 13%Website Production/Contents $ 88,761.90 21%Agency Fee 10% $ 38,788.94 9%Total (Excl. VAT 10%) $ 426,678.34

Sept, 2011 Oct Nov December

Finalize dealFinalize deal

Confirm scope with clientConfirm scope with client

Finalize sitemap and content needsFinalize sitemap and content needs

Content gathering and VietBuzzAd sourcesContent gathering and VietBuzzAd sources

Website developmentWebsite development

Stage 1: Diageo Review

Stage 1: Diageo Review

Stage 2: Diageo final approval

Stage 2: Diageo final approval Launch of website &

monitoringLaunch of website &

monitoring

Finalize success metrics & measurements Finalize success metrics & measurements

Development timeline

Project Organization Chart

Ms. Hanh NguyenProject Head Overall

Mr. Vu TranViral Head

Mr. Vu TranViral Head

Ms. Nhu Nguyen Event Manager

Ms. Nhu Nguyen Event Manager

Mr. Ha Phung Sales ManagerMr. Ha Phung Sales Manager

Mr. Long PhamCreative Head

Mr. Long PhamCreative Head

Ms. Dinh Pham Account ManagerMs. Dinh Pham

Account Manager

Seeders (10)

Seeders (10)

Ms. Tram NgViral AssistantMs. Tram NgViral Assistant

Mr. Minh GiaDesigner/Web management

Mr. Minh GiaDesigner/Web management

Photos/Video (4)

Photos/Video (4)

Mr. Hau Ho Coder

Mr. Hau Ho Coder

Ms. Kim Phan Copywriter HeadMs. Kim Phan

Copywriter Head

Ms. Oanh NgCopywriter

Ms. Oanh NgCopywriter

Reporters (4)

Reporters (4)

VTP Advertising Company Ltd.A: 468 Nguyen Van Linh, Tan Phu Ward, Dist. 7 HCMC

T: +84 (0)8 62838383

F: +84 (0)8 62624867

Nguyen Huu HanhM: 0903 740 506

E: [email protected]

Entertainment & Humor

Lucas