L/O/G/O

Digital Marketing CampaignDigital Marketing Campaign

Assignment 10.1

Huỳnh Phong – Trung Hiếu

AgendaAgenda

1. Campaign background &

Objectives

1. Campaign background &

Objectives2. TA + Core insight2. TA + Core insight

3. Strategy3. Strategy

4. Concept4. Concept

5. Deployment plan5. Deployment plan

6. Campaign outcome + Key learning

6. Campaign outcome + Key learning

Campaign background• Milk industry has growth rate 12 – 15% / year ( AC

Neilsen) with strong brands as Vinamilk, Dutch lady, Nestle Vietnam, Nutifood,…

• Yomost belongs to Friesland Campina Foods Dutch Lady Vietnam with TA is teenagers .

• Competitor Environment– Direct : Yougurt milk like Vfresh of Vinamilk, Oyes of

Nutifood & the others (TH true milk, Vinamilk, Milo , …)• Awareness : High brand awareness with inspire

campaigns such as : Yomost Valentine 2007. but TA but not really clear about Yomost positioning until 2013, Yomost came back in 2013 with strong campaign to build strong engagement with consumers

1. Campaign background & Objectives1. Campaign background & Objectives

Objectives• 1. Strengthen the role of the brand in the life of

Vietnamese youth ( Brand love )

2. Repositioning the brand as the companion to 'live up' occasions in the lives of the restless youth further enhancing its brand essence of “Live Life to the fullest”

1. Campaign background & Objectives1. Campaign background & Objectives

Target audienceo Male and Female, young, 18-24 years old (bull eye: 20-

22)o Live in urban zone with a normal daily routine and feel

lost and boring with it.o Have a desire to come out of the crowd and

demonstrate their own talent (or difference)

Core insighto The young time is the truly treasure of individual which

comes only one, with full of passion, energy, hungry and foolish to explode. But, because of many reasons of daily life, I have a key anxiety of youth lies in the fear of the most precious time of my lives being wasted on dull moments and yet I lacked the inspiration to make something big. I want a daily thing which can remind me the passion to fuel my drive to experience and live life to the fullest.

2. Target audience + Core insight2. Target audience + Core insight

3. Strategy3. Strategy

Encourage the youth dare to experience to full fill the life

Trigger: How much time youth waste in life ? Do you feel ok

with “so so” life ?

Inspire the youth by activities that engage & give youth chance to “try & enjoy” by

Yolist’s activities.

Insight

Objectives

4. Concept4. Concept

Nếm trọn từng khoảnh khắcLive Life for the fullest

Strategy

Insight

Brand role

Brand role : Youth’s companion

1. Trigger- Objective : Get the attention- Key mess : Alert about the idle and boring life of the youth- Key hook : Use social network to spread out the mistakes of the youth(Viral clip “Nếm trọn từng khoảnh khắc”2. Experience- Objective : Get brand awareness Link the brand with the message “Live life to the fullest Communicate and visualize the message - Key mess: Live Life for the fullest - Key hook : Provide App Yolist in social network Sponsor for “So you think you can dance” to show the message Organize and Pr for “Yo time Jump” event

Follow “SYTYCD” with Strong Pr activities as well as invite the celebrities to transmit the message3. Amplify - Objective : Strengthen the role of brand with the youth. Reposition the brand -Key mess : You dare, You success, so let live you life in your way

- Key hook : Build the winner of the competition as the evidence of the message

- the philosophy that the brand give in social network.

5. Deployment plan5. Deployment plan

6. Campaign outcome & Key learning6. Campaign outcome & Key learningCampaign outcome- From 20 June 2013 reach ~168,000 likes & ~ 2500 person talking about it ( 9 months )- 2000 persons join “Yotime jump event” with more than 200 person register to challenge

Key learning- Strong insight of the youth- Catch chance right time ( Youth crazy about “ Xach

balo len va di”, “just do it” phenomenon)- Strong understanding about TA and twist barriers

become driver to push the youth action- Strong amplify that make campaign become trend

last long