Assignment 19.1+Minh Thông - Đức Hiệp - Thanh Thùy - Văn Hiển

Young Marketers

Elite 3

DIGITAL

TARGET

There are two main types of targeting

INVENTORY TARGETING, which serves content on digital chanels

that offer a specific type of content or are visited frequently by

individuals within a particular demographic

USER TARGETING – which serves ads to individuals who have

exhibited a particular behavior or interest.

+The way we use digital

methodology for targeting our

audiences/customer base on

their persona

SOCIAL

GRAPH

Social graph is a digital map of our personal identity, our social

friends and everything we share with them. It is the

representation of our relationship on social network

social networks such as : facebook, twitter ….. a systematised

way of storing these objects and these connections

INTEREST

GRAPH

A real-time is digital map which show the profile of the connections

between a person and their interests. ( ideas and things )

Red edges are the part of an interest graph,Blue edges are the part of a social graph

Ex:

Music: Rock, R&B

SOCIAL

GRAPH

INTEREST

GRAPH

Who I am ?

Who I know ?

Implicit relationship to

what I’m likely to buy

Who I’d like to be?

What I like?

Explicit relationship to

What I’m Likely To Buy

Example

Digital Campaign for

Catching Fire

Who?

When?

Where?What?

- Movie-going fans (especially The Hunger Games fans)- Insight: I’m a massive Hunger Games fan and would devour Katniss’ tale late into the night when I really ought to be sleeping. What a wonderful world I desire to join and live in.

https://www.youtube.com/watch?v=kNaDjJ-lsKQ

Before and during its opening weekend

Provide an interactive experience for movie-going fans on all social media platforms.

- Facebook & Twitter: provide information and news about Capitol and film as if Capitol government declared.- Tumblr: was designed as fashion magazine for Capitol citizens Capitol under Capitol Couture brand. Fans can join in Capitol Challenge including fashion, art, writing...- Youtube: A studio of Capitol (called Capitol TV) provided trailer, previews of Catching Fire, District Citizen Reels program; and engaged fans' interaction by promoting fans to submit their videos- Website: Fans can play games, discuss in forum, take part in competitions (Ultimate Fan Challenge...) to experience in real Capitol world.

Analyzing consumer, category, competitor, company,

collaboration

Business Context Objectives Target consumer & Insight

Define relevant:- Business objectives for

challenges company is facing - Marketing objectives

- Communication objectives

Dig deep to understand consumer, define their unmet

need to build marketing strategy

CORE ELEMENTS IN DIGITAL CAMPAIGN PLAN

DIGITAL CAMPAIGN PLAN EXAMPLEName: The Amazing Hunt

Client: Huawei - Agency: AdtimaCategory: Smartphone

Approach

HUAWEI - Top 5 fastest growing smartphone markets in the Asia-Pacific, Vietnamese smartphone industry has become extremely competitive.

COMPETITORS - Invested big budget in marketing strategies, that makes consumers confused and easily loses the engagement.

BUSINESS CHALLENGE - 7/2015, Huawei LAUNCHED 5 NEW SMARTPHONE MODELS in Vietnam.

Huawei needed the help from target audience group to spread the news by a viral awareness activity then assist Huawei in building more engagement.

BUSINESS OBJECTIVE - Increase sales of 5 new smartphones.

MARKETING OBJECTIVE - Raise brand awareness by WOM

COMMUNICATION OBJECTIVE -Expand engagement time with Huawei through interactive activities.

TARGETYoung adults, 18 to 25, who are tech savvy users and dare to embrace the challenge.Main

BEHAVIORS70% targeted group has their location tracking on while accessing mobile internet to connect and share cool news with everyone nearby

INSIGHTThe consumers are more willing to engage with the brand if their friends are engaging too, so mobile communication and social network interaction is the key drivers

Mobile as the one and only platform.

=> Using the power of location-based function, which allowed youth to be more interactive, and enabled them to share excited moments on the go.

=> Produced the first “Friend-get-Friend” location-based game in Vietnam.

How to tackle Ingisht to meet objectives

Big Idea & Key Message Execution Plan KPIs

Set clear KPIs that best-reflect how the objectives will

be achievedExecute, learning & adjust everyday.

“HUAWEI -THE AMAZING HUNT”

Huawei + ZALO - the most favorable mobile platform for youth to communicate.

To use “LOCATION-BASED TECHNOLOGY” on Zalo to produce VIETNAM’S FIRST FRIEND-GET-FRIEND LOCATION-BASED GAME.

Users participated via Huawei Zalo page and spread the words across friend networks by using one of the most popular features on Zalo, the “FIND FRIENDS NEARBY” function.

PHASE 1: AWARENESS Key hook: PR

- Driving all media traffic to raise awareness of the games on Zalo

- Promoting it on Adtima ecosystems on both PC and mobile such as Zing News, Zing MP3, Zing TV and Bao Moi.

PHASE 2: EXPERIENCE Key hook: MOBILE

• Zalo location-based targeting message=> New feeds ads were sent to right users who had been around Huawei stores “Find Friends Nearby” feature on Zalo.

• “The Amazing Hunt” – “Find Friends Nearby” - trigger for youth to spread the words about Huawei

• The most commonly used function in Zalo is “Find Friends Nearby”, which was leveraged to the most excited mobile hunting game “Huawei – The Amazing Hunt”.

CORE ELEMENTS IN DIGITAL CAMPAIGN PLAN

DIGITAL CAMPAIGN PLAN EXAMPLEName: The Amazing Hunt

Client: Huawei - Agency: AdtimaCategory: Smartphone

MARKETING & COMMUNICATION OBJECTIVEAwarenssEngagement•Zalo sticky messages got…………..impressions.•Zalo News feed ads got…………impressions.•Reached………………..interactions.•……………………users joined the game.•Huawei Zalo pag……followers……...

BUSINESS OBJECTIVESales…..

CORE ELEMENTS OF A DIGITAL CAMPAIGN PLAN

• Listen & respond to consumer• Bridge brand experiences• Iterate offerings• Collect & activate the consumer relationship with consumer

WHO?

Who is target audience?What are they interested in?What do they need and desire?Who/what do they care for?Are they suitable for key message of brand?Can they help brand get objectives?Can they make spreadability and network effect?

WHERE?

Where do they congregate online?Which online channels can we approach to them?

WHAT?

What kind of content resonates best with them?What do brand talk to them?What activites, stories, visualization... in consistence we offer them?

Gain digital target

WHEN?

When can we interact with them effectively?

FOOD FOR THOUGHTS

Digital Campaign for

Catching Fire

Who?

When?

Where?What?

- Movie-going fans (especially The Hunger Games fans)- Insight: I’m a massive Hunger Games fan and would devour Katniss’ tale late into the night when I really ought to be sleeping. What a wonderful world I desire to join and live in.

https://www.youtube.com/watch?v=kNaDjJ-lsKQ

Before and during its opening weekend

Provide an interactive experience for movie-going fans on all social media platforms.

- Facebook & Twitter: provide information and news about Capitol and film as if Capitol government declared.- Tumblr: was designed as fashion magazine for Capitol citizens Capitol under Capitol Couture brand. Fans can join in Capitol Challenge including fashion, art, writing...- Youtube: A studio of Capitol (called Capitol TV) provided trailer, previews of Catching Fire, District Citizen Reels program; and engaged fans' interaction by promoting fans to submit their videos- Website: Fans can play games, discuss in forum, take part in competitions (Ultimate Fan Challenge...) to experience in real Capitol world.

FOOD FOR THOUGHTS

LIPTON

“With its special role in Vietnamese culture, Tet provides seasonal momentum as a spending spree throughout the country,”. Biscuits, tea, soft

drinks and beer are the fastest movers in terms of Tet gifts, indicating more and more families pick these items as New Year presents.

CONTEXT

OBJECTIVE

Claim lipton as the number one world tea brand and top gifting choice during tet

Increasing sales performance

"Hãy Kết Nối Cho Một Năm Tươi Sáng"

TARGET

AUDIENCESDemographic: Young Vietnamese

adults 25-35, who are positive

embracers.

Lifestyle: Theyrelish life’s journey,

jumping head first into every

experience with optimism &

curiosity

Attitude during TET time full of

energy to have a GREAT START.

Tet is time when I review mypassing

year and reconnect with my beloved

resolution – wishes for the new year

INSIGHT

Lipton want to bring them connecting TET in

a TEA way by the BIG IDEA

MILLION BRIGHT CONNECTION

FOR A BRIGHTER YEAR

PHASE 1

- Lipton Zalo page was put on Zalo Hot Page

- Sticky messages with the image of Mr T – Fun Tet Wish

was sent to millions of target audience on Zalo application

It’s the truly meaningful Tet, when young generation send

the best wish to their friend/ relatives for a bright new year

PHASE 2

People sent their wish by video,

calendar, sticker… through website

tuoisanglipton.com and gained point

to exchange Lipton’s gift

PHASE 3

EXECUTION

Family is the most important thing. Liptonese please don’t

forget to send be st wishes to all your family members,

relatives and friendsLink

Platform: mobie & social network

“Bright gifts for being a part of

Spreading bright connection”

“Call for action”

LEFT

PICTURE

RESULT

CampaignThe Best Meal in the World

CategoryFood & Baverage

ClientNam Ngu Brand

Masan Consumer

AgencyRedder

THE POWER OF

“WHEN”

BRAND NAM NGUIn summer 2015, Nam Ngu’s position as No.170% market share.

The signature taste for homemade meals used across 70% of Vietnamese households.

The brand was at its...RIPENING POINT

OBJECTIVES- To climb up the ladder of the brand pyramidFamiliarity & Preference

- Activate it in new markets to attract new consumers

- Increase Sales performance

THE CHALLENGE

How to attract millennialswhile

maintaining a main audience of stay-at-home

mothers

TARGET CONSUMERS - Vietnamese mothers, aged 30 – 45- Urban and sub-urban- Possessing the desire to provide the best care for their children through their homemade meals from the heart which Nam Ngu fish sauce is a part of

CONTEXT

OBSERVATION FROM CULTUREFor Vietnam with studious culture, there is a common event for most households - THE UNIVERSITY ENTRANCE EXAM. Each year, millions of students from small provinces leave home for large cities to join the exam

SO WHAT?THE FUNDAMENTAL COMFORT BEING LEFT BEHIND BY

THESE MILLENNIALS? Mum’s cooking.The taste of home becomes most desired and most meaningful when children must leave home to build a future for themselves.

WHAT IS PROBLEM?The high pressure and importance of these exams heighten mums’ concerns for the children but all they can do is to cook meals with all their love.

CONSUMER INSIGHT SWEET POT

Nam Ngu fish sauce is an essential spices in mom’s tasting meals. Nam Ngu want to highlight how much families treasure these meals.

LOVEI wish to go along with my children to

cook the meals with all my love because this is all I can do to take care

of them in these exams

BIG IDEATHE BEST MEAL IN THE WORLD

STRATEGYExtract the emotion from this situation and make it accessible to all through Nam Ngu.

Key hook: Viral Clip - “The Best Meal in the world”Channel: YoutubeLink: https://www.youtube.com/watch?v=OqV0M8LGuvE

PHASE 1: TRIGGER

CONTENTA viral clip featuring stories of 3 mums who weren’t able to follow

their children to Ho Chi Minh City

They were taken to the city to prepare a secret meal for their children before the exam – the true taste of home delivered by Nam Ngu.

This special care from their mums brought the students to tears when the surprise was revealed.

“Mẹ không thể thay thế con vượt qua kỳ thi này.

Điều duy nhất mẹ có thể làm là nấu cho con những bữa ăn ngon bằng cả

tấm lòng của mẹ. Đó chính là những bữa ăn ngon nhất trên đời”

one from an ethnic minority

one mother with a disability

one with little money

SOCIAL INFLUENCERS: Generating a lot of earned-media stories.

ACTIVATIONNAM NGU + THE UNIVERSITY ENTRANCE EXAM SUPPORT CENTRETo select 30 students from rural or disadvantaged backgrounds whose mothers could not come and support them for the exam. Those mums were brought to Ho Chi Minh, Da Nang and Hanoi to cook for their children.

Nam Ngư captured real stories from the activation to amplify though PR articles, highlighting Nam Ngu as part of the best meals in the world.

PHASE 2: EXPERIENCE PHASE 3: AMPLIFYKey hook: ActivationSupporting tactics: Social InfluencersChannel: Social Media

Key hook: PRChannel: Social Media

Campaign

Nhà là nơi

Category

Food & Beverage

Client

Đường Quảng Ngãi

Brand Fami

Agency

Ogilvy & Mather Vietnam

BRAND FAMIFAMI is a brand for family. FAMI names (stands for Family) also

speaks the core brand values, which always aiming at: Bring

nutrition and fun for all the family Vietnam

OBJECTIVES- Drive brand love

- Create talkability

THE OPPORTUNITYVietnam Family Day (28/6) is a golden

chance for FAMI to drive brand love

with marketing activities

CONTEXT

INSIGHT

INSIGHT“Nhà” đối với mỗi người gợi lên vô vàn những khoảnh khắc hạnh phúc – và cũng giống như việc không ai định nghĩa được tình

yêu, “Nhà” cũng không thể nào có một định nghĩa cụ thể.

CATEGORY TRUTHSoy milk is a healthy drinkand suitable for all membersof the family

BRAND TRUTHEnrich family happiness

CULTURAL TRUTH“Home” has always beenperceived as “Family” inVietnam and link to a lot ofhappy memories with family

CONSUMER TRUTH“Home" is a very familiar word witheveryone but it can not have anaccurate definition since "Home“ ofeach person is different and onlyourselves can define our “Home”

BIG IDEA

NHÀ LÀ NƠI

Enrich family happiness

Enrich familybonding moments

Nhà là nơi

CAMPAIGN LAUNCH

BRAND ESSENCE

BCI

Channel: WebsiteLink: https://www.nhalanoi.com

“Nhà là nơi” App

CONTENTAn online app that enable audiences to define their own “home”

Channel: YoutubeLink: https://youtu.be/nmIM-qlrPfQ

Music video “Nhà là nơi”

CONTENTMV "Home is the place" is composed by Nguyen Hai Phong – and it has succeeded in bringing joy and cohesion of the family members together with their own story.

Fami select My Linh, Cam Ly Hoang Bach and to help brands connect with consumers ages 30 and older; while Issac, JVevermind, FAPtv… will attract the attention of young people aged 20. As such, Fami was able to influence every segment products they are targeting.

EVENT

CONTENTVietnam Family Day 28/06/2015 at Lan Anh Stage (HCMC), the musical "Home is where the" official debut. "Home is the place," is the first musical of the family VN on the subject with crew participated in creating and performing artists are renowned as leading VN: Vietnamese director Tu, musician Huy Tuan, editor dance director John Hitman, family singers My Linh, Cam Ly family, Hoang Bach family, family Isaac, and many other actors.

PR - SOCIAL

CONTENTFami photo contest "Home is where the" major media and on facebook, with many other exciting gifts. Also, on the fanpage of famous artists such as Cam Ly, Hoang Bach, Isaac, ... and hot bloggers JVevermind ... share the feeling of family and the definition of "Home is where , through hastag #NhaLaNoi.

THANK YOU