Burger King Digital Campaign Proposal

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Nguyễn Lê Vũ Cường …

Nguyễn Lê Vũ Cường
e-Marketing Leader SEO/SEM
Digital campaign proposal
www.herapalace.vn

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  • DIGITAL CAMPAIGN TO SOLVE THE ISSUE
  • We want to make users like and trust us. That means listening to what users have to say and having thoughful conversations about things they care about. Connections are people and channel affiliations we collaborate with in order to make sure we’re reaching the right users in the right places.
  • They are students and junior level office workers
  • Let’s sip Burger King as your ways!
  • to be

Transcript

  • 1. BURGER KING DIGITAL CAMPAIGN PROPOSAL April 22th , 2013 1
  • 2. YOUR BRIEF PRODUCT • COMMUNICATION MESSAGE Burger King is the premium real American BK brings the American standard to Vietnam burger with 100% frame- grilled beef from and affordable for Vietnamese. Australia. 1. Premium real American burger. 2. 100% frame-grilled Australian beef. 3. Being good for health. 2
  • 3. CURRENT COMPETITORS 3
  • 4. ISSUE DESIRE VS. A new Menu for VNese consumers. Whopper is so expensive in customer perception. • Size doesn’t matter: Super Value Menu (Range: 29,000 VND) to The communication has not been strong enough to show that whopper is worth capture Middle class Customer. • Welcome Back: Chicken spending. Bring those customers who are having KFC at the moments to enjoy at Burger King. 4
  • 5. BURGER KING HOUSE HAVE IT YOUR WAY Premium Real American burger. 100% frame-grilled Australian beef. Being good for health. BK brings the American standard to Vietnam and affordable for Vietnamese. 5
  • 6. TODAY AGENDA 1. Digital Objectives 2. Digital Strategy 3. Strategic Approach 4. Who They Are 5. Where’s The Story? 6. Action Plan 7. Conclusion 8. KPI & Budget 6
  • 7. DIGITAL OBJECTIVES Increase brand Get trial and Boost traffic to awareness drive to sales the store 7
  • 8. DIGITAL STRATEGY HAVE IT YOUR WAY Create a buzz for the launch Communicate the benefits of Burger Boost traffic to stores. date of a new Burger King menu. King Whoppers to consumers Link to sales. A new Menu for VNese 1. Premium Real American burger consumers. 2. 100% frame-grilled Australian beef. • Super Value Menu 3. Being good for health. • Welcome Back: Chicken CTA message: ENJOY AT BURGER KING. CTA message: GET TRIAL Link to sales CTA message: BE OUR FANS BK brings the American standard to Vietnam and affordable for Vietnamese. 8
  • 9. 03. STRATEGIC APPROACH 9
  • 10. Through conversations, we help brand create a bond with their consumers. Two things power good conversations for brand. Content Connections Great conversations 10
  • 11. Every good conversation starts with good listening. 11
  • 12. • Listening : gain insights from target users. • Diversified Content Talent : Take on any conversation users might want to have. • Creativity: Create any type of conversation users want to talk about. • Individual Connections: connect with key voices, influencial profilers, and celebrities; spread word of mouth about brand. • Channel Connections: leverage all the possible tools and resources of that channel to support our conversation. • Strategic Plannning: use of the connections keep conversations interesting, new and connected. 12
  • 13. 04. WHO THEY ARE Target Audiences 13
  • 14. Urban young adults, from 18-25, students or first jobbers, SEC AB They love to update everything on social networks. Their daily life. Their looks. Their love. Their inner thoughts. Desire to have a “social class” lifestyle Desire to do things on their own way. WHO THEY ARE They are active & want to take part in many activities that keep them connected and updated in fast moving society. They are eager to discover what’s new around their life, freedom to show their ego personalities and self-assertion. 14
  • 15. students, what do they think? I’m truly a fan of fast-food Show off themselves “Most of my classmates eat fast-food at least “I eat fast-food 4 or 5 times a week. But the price is always a problem for a student like me. I choose cheaper meals with the Lotteria restaurant near my university” once a week and consider it as a snack not a main meal. Moreover, every fast-food restaurant with colorful decorations is also a place for us to pose nice pictures to post on Facebook.” Their taste was influenced by their friends “When chatting with my friends, they always call for us to meet together at KFC, Lotteria, Pizza Hut…and how these fast-foods appeared romantically in some Korean dramas. I wanted to be fashionable like my friends. Source: http://vir.com.vn/news/en/search&q=fast%20food 15
  • 16. first jobbers, what do they think? Their tight time. I used to eat KFC 2 or 3 times a week. However, I’ve gained weight a lot recently. Now, I only eat KFC 3 times a month.” Food quality and Traceability KFC is for fried chicken taste. Lotteria's most popular are hamburgers. “I’ll go to KFC if I want to eat fried chicken and to Lotteria for hamburgers.” Unsafe food spreads everywhere. I want to enjoy meals without worrying about the quality as well as traceability of food. Daily/Weekly Promotion “I get attention to Pizza Hut and often buy there because it has a promotion every Tuesday – Buy 1 Get 1.” Source: http://vir.com.vn/news/en/search&q=fast%20food 16
  • 17. KEY FINDINGS Their Insights 17
  • 18. Unlike in the U.S, in VN, it is for dispensable Vietnamese youth loving fast food. incomes. Most of their restaurants are in a chic sparkling shopping mall. They’ll make a quick decision if getting more options about prices and promotion. KFC currently accounts for fried chicken, with Lotteria accounting for the hamburger. Eating in a prestigious fast-food restaurant is thought to ensure food Pose nice pictures on Facebook. quality and traceability. 18
  • 19. WHAT THEY DO Their Online Behaviors
  • 20. The decreasing trust in traditional media goes alongside an upward trend in online media % 80 Social network penetration 72 Across the Asia-pacific region, Vietnam has the highest video viewing penetration: 89.8% reach of web population* 60 38 40 20 20 0 2008 2010 2012 Vietnamese people are curious and they actively look for information themselves. Social media serves as an expansion of WOM: People share opinions, ask questions and so they look for their own truth, not the truth of the advertiser. Source: 3D 2012 (1,790), 2010 (1,575), 2008 (1,282) urban adults aged 15-45 who use the internet * ComScore Data Gem 20
  • 21. 134 minutes online per day 63% of all adults has used the internet in the last 3 months. These adults go online 26 times a month and on an average day they spend 134 minutes online. % 100 90 80 70 60 50 40 30 20 10 0 Internet penetration 84 63 80 72 47 All M 16- F 16-24 M 25- F 25-44 adults 24 34 % 70 60 50 40 30 20 10 0 Time of day usually go online 37 23 Internet penetration is skewed towards the young audiences Source: 3D 2012 Base: 3,010 urban adults aged 15-45, of who 1,790 use internet 21
  • 22. 72% of adults has a social network 72% of online adults has a social network. On average, these people visit their social network(s) 27 times a month. % Social Network penetration 100 90 80 70 60 50 40 30 20 10 0 84 72 79 68 62 All M 16-24 F 16-24 M 25-34 F 25-44 adults Having a social network is skewed towards the younger online adults Source: 3D 2012 % 100 80 60 40 20 0 Social Network have a profile on 84 79 78 77 74 78 58 45 42 17 M16-24 Yahoo! 57 30 16 14 F16-24 Facebook M25-34 ZingMe 26 13 F25-44 Google+ Amongst the older adults, Yahoo! has a definite lead over Facebook, whereas amongst the younger adults, Yahoo! and Facebook are almost evenly popular. Base: 1,790 urban adults who use internet, of who 1,253 social network 22
  • 23. COMPETITIVE ANALYSIS 23
  • 24. COMPETITIVE ANALYSIS BURGER KING KFC LOTTERIA PIZZA HUT Website No Yes Yes Yes Microsite No No No No Mobile/Tablet Branded Online Community No No No No Yes Yes Yes Yes Social Media Yes Yes Yes Yes Online PR No Yes Yes No Banner Ads Yes Yes Yes Yes Online Campaign Yes Yes Yes Yes Loyalty Program No Yes No Yes CHANNEL 24
  • 25. 05. WHERE’S THE STORY? 25
  • 26. THE CREATIVE RATIONALE Vietnamese youth does not really think of Fast Food means Fast Life leads to eating Fast Food, and eating it quickly. From “Have It Your Way”, Burger King proudly serves the best burgers in the business, plus a variety of real authentic foods....all freshly prepared.... In Vietnam, ONE MORE OFFER, it’s in an enjoyable way you want it. Take those moments! 26
  • 27. Eat Like A King 27
  • 28. 28
  • 29. 29
  • 30. HOW IT WORKS It is the Snapshot The most style whose user gets Spread that idea online through social contest, where fans can votest, the most chance user wins media during 08 weeks, then wait for free take photos with Burger 10 free Burger King weekly . branding bond, pushing Burger King King in all enjoyable ways through word of mouth. they like most. 30
  • 31. USER FLOW Step 2 • User visits to apps from another channels Step 1 • User take and post their photo Step 4 • Submit photo. Photo will be saved in the gallery Step 3 • Share & Tag friends on their Facebook wall • Vote others and invite friends to play Step 5 31
  • 32. WHY IT’S AWESOME BURGER KING 1. Emphasize the fun enjoyment at Burger King and leverage the umbrella message “Have It Your Way” 2. Photos are viewed more than anything else on Facebook. They go viral quickly because when a fan posts a photo, that photo is then sent out to the news feeds of all of their friends. 3. For free Burger King whoppers, this is key hook and help get trial for new consumers. 32
  • 33. WHY IT’S AWESOME USERS 1. For the insight & habit of Youth: – – prefer the simple contest: easy to play, easy to win. – 2. love to pose nice photos when hanging out. reflect who they are. American style or Burger King enjoyment style, it doesn’t matter. Weekly Free 10 Burger King Whoppers is key hooks to trigger users for this contest. It means they get prizes for themselves but show off and share free Burger King with friends/family. 33
  • 34. OUR STORYLINES Social Communication Strategy 34
  • 35. DIGITAL STRATEGY EAT LIKE A KING Create a buzz for the launch Communicate the benefits of Burger date of a new Burger King menu. King Whoppers to consumers A new Menu for VNese 1. Premium Real American burger consumers. 2. 100% frame-grilled Australian beef. • Super Value Menu 3. Being good for health. • Boost traffic to stores Welcome Back: Chicken CTA message: ENJOY AT BURGER KING. CTA message: GET TRIAL Link to sales CTA message: BE OUR FANS BK brings the American standard to Vietnam and affordable for Vietnamese. 35
  • 36. PHASE 1 STRATEGY EAT LIKE A KING Create a buzz for the launch Communicate the benefits of Burger Boost traffic to stores date of a new Burger King menu. King Whoppers to consumers Link to sales • VIRAL CLIP • “Eat Like A King” SNAP SHOT CONTEST • • INTEGRATED ACTIVITIES CONVERSATION • BURGER KING RTB SOCIAL • BURGER FEST contest “Eat Like A King” SNAP SHOT CONTEST CTA message: ENJOY AT BURGER KING. CTA message: GET TRIAL CTA message: BE OUR FANS BK brings the American standard to Vietnam and affordable for Vietnamese. 36
  • 37. VIRAL CLIP VIRAL CLIP Message : No matter how you enjoy Burger King, let’s take those moments! Take pictures with friends and family is part of the fun. So grab a special day! Burger King can and take a photo. Share it online, and you could win 10 free Burger King every week. http://www.youtube.com/watch?v=yXu7a7ZPlX0 37
  • 38. SOCIAL CONVERSATION Burger King Enjoyment Styles Super Menu Value Welcome Back Chicken EAT LIKE A KING 38
  • 39. PHASE 2 STRATEGY EAT LIKE A KING Create a buzz for the launch Communicate the benefits of Burger Boost traffic to stores date of a new Burger King menu. King Whoppers to consumers Link to sales • VIRAL CLIP • “Eat Like A King” SNAP SHOT CONTEST • • INTEGRATED ACTIVITIES CONVERSATION • BURGER KING RTB SOCIAL • BURGER FEST contest “Eat Like A King” SNAP SHOT CONTEST CTA message: ENJOY AT BURGER KING. CTA message: GET TRIAL CTA message: BE OUR FANS BK brings the American standard to Vietnam and affordable for Vietnamese. 39
  • 40. SOCIAL CONVERSATION Eat Like A King MEAL FIT FOR A KING 40
  • 41. KEY CONTENT ANGLES Premium real American burger. 100% frame-grilled Australian beef. Being good for health. Meal fit is from American standards AND customized for Vietnamese How To Convert “Being Good consumers. For Health”? 41
  • 42. How To Convert “Being Good For Health”? Healthy menu “Size Me" option • “ Calories Checking Add-On Order chicken instead of hamburgers. Burger King has an Start with a green salad and smoothies later. Hold the mayo. Save calories and extensive chicken menu, including fat that don't make a big difference sandwiches, strips and fries. in the flavor of your food. 42
  • 43. PHASE 3 STRATEGY EAT LIKE A KING Create a buzz for the launch Communicate the benefits of Burger Boost traffic to stores date of a new Burger King menu. King Whoppers to consumers Link to sales • VIRAL CLIP • “Eat Like A King” SNAP SHOT CONTEST • • INTEGRATED ACTIVITIES CONVERSATION • BURGER KING RTB SOCIAL • BURGER FEST contest “Eat Like A King” SNAP SHOT CONTEST CTA message: ENJOY AT BURGER KING. CTA message: GET TRIAL CTA message: BE OUR FANS BK brings the American standard to Vietnam and affordable for Vietnamese. 43
  • 44. BOOST TRAFFIC TO STORE FROM ONLINE TO OFFLINE FAN OF THE MONTH LUCKY LOYALTY PROGRAM LUCKY WHEEL • Visualize it by heart icon for CUSTOMER OF • Buy 1 Get 1 (Happy AT BK STORES every like, share, comment, THE DAY Hour; Every Tuesday/ Use of the Thursday; Seasonal). unique Collect the points for American questions. • • Give free Burger King every Random online month lucky members on total bill and get accessaries as • View of Top FB Commenter the fan page in rewards. key hooks to • Highlight most frequent the promotion • Best discount make them go commenter from FB. day. • VIP cards. to BK stores. 44
  • 45. SOCIAL CONVERSATION Eat Like A King KING OF KINGS 45
  • 46. BURGER FEST contest • What: Create a offline event called “Burger Fest” in which open to amateur and BK fans. Fans can make their own burgers with Vietnamese flavors for free. • Where: Burger King stores • When: Every quarter • Why: • • • Keep existing customers and potential consumers engaged with Burger King. Reinforce Burger King as the brand that people think of when they think about hamburgers. How: • The most delicious burger will be approved by BK judges and given the officially menu of Burger King Vietnam. • • Just for BK fans only based on the total accumulated points. Key Hook: Prize & Celebrity 46
  • 47. WHY IT’S AWESOME • Customer service is our absolute priority to contribute the LOYALTY PROGRAM. 1. We listen to consumers, make them go together with our taste “Eat Like a King” AND encourage them to show their opinions/ego personality. 2. For people new to Burger King, to be their voices , Burger Fest bring them experience from online to offline experience for their own burgers. 47
  • 48. ACTION PLAN ACTION PLAN 48
  • 49. ACTION PLAN Timeline PHASE 2 (6 WEEKS) PHASE 3 (2 WEEKS) Communicate the benefits of Burger Boost traffic to stores King Whoppers to consumers Link to sales. MEAL FIT FOR A KING KING OF KINGS PHASE 1 (2 WEEKS) Create a buzz for the launch Objective date of a new Burger King menu. EAT LIKE A KING Content • Activity VIRAL CLIP • “Eat Like A King” SNAP SHOT • BURGER KING RTB SOCIAL • INTEGRATED ACTIVITIES CONVERSATION • BURGER FEST contest CONTEST Channel Main channel: Facebook Fan page Communicative channels: Facebook Ads, Promote, Online PR, Ads Networks, Influencers, Forums, Youtube Key hook 10 Free Burger King Whoppers Promotion Prize. Celebrities. Promotion 49
  • 50. COMMUNITY INFLUENCE Forums Ambient networks Influential profiles Facebook Groups Influential profiles are people who have more than 1000 friends, whose profiles are attractive for their characteristics and get most viewed in the field. 50
  • 51. Always On Share brand information • • Continual reinforcement of core brand equity • Facebook Objectives Not linked to specific events/launches/category • Engage with loyal consumers Brand messages. Collects contact information. Activation Converse & communicate Communicate offers, promotions. • Share knowledge and expertise • Provoke actions/responses tied to a particular product or event. • Part of the 360 activation of an event 51
  • 52. INFLUENCERS PROFILES Mèo Ác Hot blogger in entertainment and cuisine field Influence on teens, students, 1st jobbers, young professional, celebs https://www.facebook.com/ meowistoc?fref=ts Đại Nghĩa 35 years old https://www.facebook.co m/nghia.dai.96 Followed by 5,789 people Actress & Owner at a restaurant Hobby: Food. Tường Vi - 4992 Friends 22 years old https://www.facebook.com/ tuongv Actress Model Active girl Close friend with La Thăng Band Khởi My 23 years old https://www.facebook.com/k hoimy MC & Singer Followed by 91,354 people Chí Thiện 25 years old https://www.facebook.com /TranChiThien Followed by 20,812 people Actor & Singer Influential profiles are people who have more than 1000 friends, whose profiles are attractive for their characteristics and get most viewed in the field. 52
  • 53. FACEBOOK GROUPS No Name Link 1 Địa điểm ăn uống https://www.facebook.com/DiaDiemAnUong 2 Địa điểm ăn uống Sài Gòn https://www.facebook.com/DiaDiemAnUong.Saigon 3 Hội ăn uống https://www.facebook.com/Hoianuong 4 Thích ăn uống https://www.facebook.com/incardvn 5 Giới thiệu những nơi ăn uống tốt nhất ở Sài Gòn https://www.facebook.com/vietfoodnew 6 Ngon mỗi ngày https://www.facebook.com/Ngon365 7 Ẩm Thực https://www.facebook.com/AmThucS2 8 Địa Chỉ Sài Gòn https://www.facebook.com/DiachiSaigon 9 Hội những người thích ăn đồ nướng https://www.facebook.com/nuong68 53
  • 54. FORUM SEEDING No Name 1 Zing.vn http://forum.zing.vn/ 2 Eva http://www.diendan.eva.vn/hoi-uong-hat-ho-f417/ Trái Tim Việt Nam Online http://ttvnol.com/Amthuc 4 Yeah1 http://photo.yeah1.com/forumdisplay.php/35-Quan-Xa-Du-LichAm-Thuc.html 5 Truongton.net http://truongton.net/forum/forumdisplay.php?f=195 6 Ngoinhachung.net http://ngoinhachung.net/diendan/forum.php 7 Ẩm thực vnnavi http://www.vnnavi.com/forum/ 3 Link 54
  • 55. 07. CONCLUSION 55
  • 56. Come from the concept EAT LIKE A KING, distribute the content angles on different channels to creat our CONVERSATION:  Create WOM and let user be engaged about a new menu via “EAT LIKE A KING” facebook snapshot contest.  Get trial by Free Burger King as key hook in the online activities to encourage users to taste and be our fans.  Spread out the core benefits of BURGER KING through social conversation.  Build up the bigger database of potential & loyal consumers to BURGER KING.  Boost the traffic from online to offline stores. 56
  • 57. 02 08. BUDGET & KPI 57
  • 58. BUDGET AND KPI (2 MONTHS) Description Production Communication KPI Total Budget (USD) 12,000 28,000 - Facebook Fans: 20,000 new fans, 2,000 talking about this - Impression: 15,000,000 40,000 USD 58
  • 59. 59