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Assignment 14.1 – Creative in Digital Marketing Hoang Thach – Hoang Lan

[Young Marketers Elite 2013] Assignment 14.1 - Hoang Thach - Hoang Lan

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Page 1: [Young Marketers Elite 2013] Assignment 14.1 - Hoang Thach - Hoang Lan

Assignment 14.1 – Creative in Digital Marketing

Hoang Thach – Hoang Lan

Page 2: [Young Marketers Elite 2013] Assignment 14.1 - Hoang Thach - Hoang Lan

BACKGROUND

Creative Campaign

Insight: Vietnamese young people are strongly

interested in romantic love stories. However, they are not

confident enough to express their feelings and create

their own stories.

Target audience: young

people (15-25)

students or working people.Media behaviors: Yahoo 360! is an enormous trend. YM, Youtube and forums are also influenced channels. Online contests are attractive.

Brand wants to own the concept of "confidence in love"

CloseUp: toothpaste helps whitening teeth &

fresh breath, gives confidence in

communication

Page 3: [Young Marketers Elite 2013] Assignment 14.1 - Hoang Thach - Hoang Lan

STRATEGY & IDEA

Creative Campaign

Strategy

Attracting the attention of community by creating a

romantic, unique and "true“ love story of a normal

person, who need the help from community to find

each other

Viral through social media, especially Yahoo 360.

THE JOURNEY OF LOOKING FOR

LOVE OF A YOUNG STUDENTS ON

THE INTERNET

CreativeIdea

ViralThe story is naturally viral through Nam’s youtube and 360 channels, spreaded by forums

EnhanceThe story appears on mass media. Brand begins to engage by some love-theme offline activities.

EngagementBrand official engages with the stories by website timem.com.vn and online contests.

AmplifyThe big event with 500 couples kissing on 13/02/2010

Journey

Page 4: [Young Marketers Elite 2013] Assignment 14.1 - Hoang Thach - Hoang Lan

RESULT

Creative Campaign

Be considered as the first viral marketing campaign in VN

3.9 million views for the

campaign

Increase sales 45%

AME Silver Winner Best Direct Marketing

Campaignfor the Agency

Page 5: [Young Marketers Elite 2013] Assignment 14.1 - Hoang Thach - Hoang Lan

DIGITAL CAMPAIGN IDEA DEVELOPMENT

Analysis Ideation Development

EvaluationAction

Page 6: [Young Marketers Elite 2013] Assignment 14.1 - Hoang Thach - Hoang Lan

DIGITAL CAMPAIGN IDEA DEVELOPMENT

Analysis

SITUATION: Friso is not a big brand in Milk market. Therefore, the first thing they must do is trying to keep their loyal customer with the brand message “Growing up together”.

Objective:• Maintain the loyalty of customer• Engage with customer to understand

more about their insight to their babies.

Target audience: Mothers who are in pregnancy or have 0-6 years old children.

Insight: Every mom wants to talk, to show and hear compliments about her baby.

Page 7: [Young Marketers Elite 2013] Assignment 14.1 - Hoang Thach - Hoang Lan

DIGITAL CAMPAIGN IDEA DEVELOPMENT

Ideation

• Relevant with Brand current situation• Relevant with Brand communication

message• Matched with customer insight• Single-minded

Brand message: “Grow up together”

Insight: Every mom wants to talk, to show and hear

compliments about her baby.

Key message:Sharing the special moments of

mothers and children while they’re growing up

Page 8: [Young Marketers Elite 2013] Assignment 14.1 - Hoang Thach - Hoang Lan

DIGITAL CAMPAIGN IDEA DEVELOPMENT

Development

STRATEGIC APPROACH: Create an digital platform for mother to directly share the photos and tell the stories about the precious moments of their babies when they are growing up and see the compliments from the others. Key channels is facebook and webtretho forum.

Concept: “Friso – Cùng bé yêu khám phá cuộc sống kỳ diệu”

Tactics: Online photovoice (photo with a story behind) contest with the voting-based prize.

Page 9: [Young Marketers Elite 2013] Assignment 14.1 - Hoang Thach - Hoang Lan

DIGITAL CAMPAIGN IDEA DEVELOPMENT

Action

Evaluation

• Launch the contest on 6/2012• Promote for engagement on newspaper,

facebook and webtretho forum• Invite influencers to comment and judge

• Have it met the objectives?• How many customer be reached?• How many customer join and vote?• The interaction effectiveness of channels

Page 10: [Young Marketers Elite 2013] Assignment 14.1 - Hoang Thach - Hoang Lan