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Creative Digital Marketing
Citation preview
Creative digital marketing campaign in practice (VN)
Ideas generating framework
Vim“The Power of One”
campaign
Campaign in practice
Brand challengeVietnam is a market in the toilet cleaning category which had many problems:- To begin with, it’s a product that 93% of Vietnam does not use at all. People didn’t feel the need for ‘germ kill’.- 82% of schools in Vietnam do not have clean toilets
Objective- Make someone STOP AND NOTICE that they need to proper hygiene habits comes to toiler cleaners. - Educate people about the important of “germs kill” & inspire people to action- Raise money for building 100 toilets in Vietnam in 4 weeks!
Campaign in practice
Mom’s InsightI want to do all good things for my kids, I wonder whether my kids are safe and sound out there, in schools, without me
Big ideaDonate & vote for your own clean toilets
Strategy- Do not want to spend millions in media to achieve a task of building public toilets that could have been done by using the media spends itself use just 1 billboard.- Activating a powerful campaign, where a person can text - donate directly to a billboard and check the developments on net
Campaign in practice
Trigger
Highlight the poor public toilet sanitation in the country and set out to do something about it.
- 51% of bacteria in a house originates from the toilets. That is a big health problem for the family- 30% province’s school & 88% rural schools DO not have sanitation toilet
Þ It’s not good for health of a young generation
Campaign in practice
Campaign in practice
https://www.youtube.com/watch?v=8edC28D4HCo
Engagement
Vim set up an interactive & eye-catching billboard at the big crossroads for people to notice & donate for VIM’s sanitation toilet fund, which will update the funded money constantly on interactive billboard.
After people send a message for contributing money, they will receive a “Thank you” message with the link forward to the program’s website where they can follow the numbers of money being raised & information about the sanitation toilets’ program.
Public vote for the most – need area to be built sanitation toilets
Information about program on print ads
Deployment plan
Campaign in practice
Campaign in practice
Amplify
Maintain Vim’s sanitation toilet fund to increase the number of sanitation toilets in Vietnam
Open short term courses to educate students about keep self – hygiene
Talk show about the important of the sanitation toilet
Campaign in practice
Campaign in practice
Result
Thousand of students spread out the message themselves and urge others to donate
VTV join in helping the campaign reach millions of people by spending 60 minutes to talk about the program & student’s activities
Leading publishers follow the campaign 82% of Vietnam’s population knew about Vim’s campaign The numbers of sanitation toilets built : 350 instead of 100 as
planed Earn PR : 225,000 USD - Cost per contact : 0, 07 cents Get “Best small budget campaign ( 50,000 USD)” and “Asia
Marketing Effectiveness award”
Campaign in practice
Campaign in practice
Idea generating framework
SituationAnalysis
DefineObjectives
Strategy
TacticsWhere are we now?
Whatwe want?
How to get?
How exactlyto get?
Idea generating framework
Situation Analysis
Idea generating framework
Situation Analysis
Market
Main Competitors
Internal capabilities, budget, resources
Brand
Lack of awareness 93% of Vietnamese do not use that kind of product at all
Duck, Gift: Just talk about household wives should take care of her house
- Well – known brand in town- Communication: Remove any stain -
Kill any germ- Activation platform: Disease
prevention
[ Vim case ]
Idea generating framework
Define Objectives
Idea generating framework
Define Objectives
Aim
Focus (board/direct)
Duration (long/short – term)
Process
[ Vim case ]
Raise awareness about the harm for kids from schools’ toilets Educate about “germs kill” inspire to action: raise money for building 100 toilets in Vietnam in 4 weeks!
Directly to target consumers (mom) & influencers (kids – students)
Awareness Engagement Conversion
Short-term campaign for long-term program
Idea generating framework
Strategy
Idea generating framework
Strategy
Segmentation
Craft a message
Big idea
Who are the target audience?
What are the characteristics & insight?
How they consume & behave on digital?
Where & when to find them?
[ Vim case ]
- Target consumers:+ Mom, 25 – 45, ABC, care about her family & the safe of her children+ Habit: watch TV, read news, keep track with teachers & schools- Influencers: + Kids & students from 8 – 20+ Habit: eager to do the right things which are taught- Insights:+ Mom: Schools are safe and sound for my kids or not?+ Kids: Schools’ toilets are nightmares+ Insight of adult about “donation”: I want to but somehow I find it useless because I can’t see the outcome right away & I wonder where exactly my money go to?
Donate & vote for VIM’s sanitation toilet fund
VIM’s sanitation toilet fund
Idea generating framework
Tactics
Idea generating framework
Tactics
Which platforms & channels do we optimize?
Integrated plan– make it buzzworthy
[ Vim case ]
Hook with Interactive billboard Catch attention from the community Drive back to Website & Facebook
fanpage Promote with Youtube, TV & other
publishers Inspire then turn people into media:
they themselves spread out the meaningful message and urge others to join in
Provide education programs for amplification
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