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Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
Young marketers elite 2013   assignment 10.1 - thuyet
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Young marketers elite 2013 assignment 10.1 - thuyet

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  • 1. ASSIGNMENT 10.1: DIGITAL MARKETING NGUYEN TRAN TRONG THUYET DIGITAL CAMPAIGN: NEPTUNE TET 2014
  • 2. CAMPAIGN BACKGROUND • Neptune has been positioned as hi-class cooking oil for years. In two years in a row, Neptune launched 2 TVCs which are all considered “really touching” in Tet about family reunion. • In Tet 2014, Neptune wants to re-utilize the successful TVC in Tet 2013. • Holistic plan: activation to remind of traditional Tet, writing contest and photo contest on newspapers. • In 2014, Neptune aims for more engagement and stronger attachment to the concept of family reunion in Tet (build brand role and brand love). • With the TVC and other communication activities, Neptune aims to establish the brand role of keeping the family warm and close together (based on the product role of making the family meals more delicious).
  • 3. OBJECTIVES • Consumer’s engagement to brand • Well deliver brand’s concept: “Về nhà đón tết, gia đình trên hết” WHAT WE COULD EXPECT A realistic online activation plan Based on client’s available PR and event idea Execution ideas in the plan To create hooks, materials for other channel utilization, especially PR.
  • 4. Target audience User behavior Modern housewives Often using internet Majority of Neptune consumers are modern housewives, urban and rural, 21-45, ABC class. On digital, we approach class AB, urban mostly, from 20 to 40 years old at most, actively join in the online community and read the news online daily. They may work at the office or be the housewives at home. The majority of young women in 20-24 and 70% of young women in 25-29 are always active on internet. 70% of women in 30-34 and 35% of 35-39 are often online *Source: Cimigo NetCitizens 2012 *Data weighted for urban population of Vietnam, across 12 cities: HN, HCM, HP, ĐN, NTrang, CTho, Thai Nguyen, THoa, QN, AG, ĐNai, VT
  • 5. Re-look at target audience Our buyers & Our listeners Female from 21 to 45 years old. Internet users Our talkers
  • 6. STRATEGY APPROACHING The question is HOW TO CREATE A CONCEPT THAT ATTRACT YOUNG TO ENGAGE AND 35-45 MOMS CAN SHARE AND TALK ABOUT? 35 - 45 I want to join in, to share Neptune’s campaign Digital Main Activities Attract user to join in, trigger and engage product feature Under 30
  • 7. Core Insight: We are family-oriented people and especially in Tet, we want to reunite with our family for a full Tet. We want to show our sympathy with family reunion stories to make our soul blessed and feel more attached to the family. We want a platform that can make us feel more closely to family spirit. Passion points Women like TV Drama Women like “short break” in their working hours and sharing the hot/ trending/ touching/ shocking news
  • 8. Concept: “Gia đình trên hết” under youngster’s eyes A hub with full of touching drama showing the viewpoints of the young about family reunion, and 100% made by the youth. Animation Drawing/ sand drawing If you were inspired by Neptune’s concept “Về nhà đón Tết, gia đình trên hết” Create yours Vlog Short film … And share with people your inspiring work
  • 9. Mechanism 1. 2. 3. 4. 5. Topic: “Về nhà đón Tết, gia đình trên hết” is Neptune’s advertising concept sustaining from last year. Be Neptune’s agency, propose your own idea to convey the advertising concept. Submit your final work to Neptune, receive a link to promote for your work. Top 5 of most inspiring and most viewed clips will be selected for final round. Top viewed clip in the final round will be rewarded 100mil VND cash; runner up will receive 20mil VND cash. Neptune has full right to own and use all of submitted clip in commercial purpose.
  • 10. Brand earnings New content as PR hook Better concept understanding from different angles Brand love enhanced from touching concept
  • 11. Master campaign roadmap CONTENT AMPLIFYING JAN CONTENT BUILDING NOV - DEC Build up awareness and recruit film makers Slowly increasing buzz TET MOOD IS NOT YET AVAILABLE BIG BOOM AMPLIFYNG the most creative touching clips created by consumers as inspiration TET MOOD IS EVERYWHERE IN VIETNAM NEPTUNE’S CAMPAIGN “Về nhà đón Tết, gia đình trên hết”
  • 12. Consumer journey Online PR Tet landing page Ex: calofic.com.vn/NeptuneTet All mechanism, registration, contact Hot FB fan page Hot FB fan page Wilmar Youtube channel Influencers Online PR http://www.youtube.com/user/WilmarV ietnam Influencers Offline recruitment Tet MEME contest Offline display (poster in University) Official fanpage Official fanpage Tet Karaoke contest Tet e-card contest
  • 13. Master timeline
  • 14. MEDIA OVERVIEW Phase 1: Contest Announcement Phase 2: Brand Engagement Contest information Top contestant Filmmaker Mass Audience Core consumer
  • 15. Phase 1: Family Inspiration Objective Spreading contest information for filmmakers and recruit player Target Audience Filmmakers (pro or non) Student who study film or movie Key angle Who do want to be known for social Tet blockbuster and get the great prize? Phase 2: Brand Engagement Objective Spread top contestant to build brand engagement Enhance mess: Về nhà đón tết, gia đình trên hết Key angle Quà nào bằng gia đình sum vầy, Tết nào vui bằng tết đoàn viên Hot fan page Offline Contest information Hot fan pages for young film makes Online PR Target Audience Mass audience More focus on mom Top contestant 9gag clone Online PR
  • 16. OUTCOME AND OUTPUT - TVC View on Youtube: increase from 500k to 1 million view - 50 contestants with 50 short films to submit in 2 months (KPI: 20) - Total view of 300k view of that 50 short films - Create a new trend in film-making about touching topics, including family in the youth. - Fan page : increase from 8k fan to 39k in 2 months - Fan heavily interact with page activities (meme, karaoke…) and successfully get the message “Về nhà đón Tết, gia đình trên hết” - Earned media: more than 20 earned free articles about the films, or the contest, and all claim this as a touching and meaningful campaign of the youth. KEY LEARNING POINTS - It does not have to get user’s interaction with WOW idea / platform but it can be really simple as well as it can build emotional benefit for users. - Utilize the brand equity (TVC, consumer perception…) - Encourage contestants to maximize their film tor earned media

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