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


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  • 1. Assignment 14.1 – Creative in Digital Marketing Hoang Thach – Hoang Lan
  • 2. 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
  • 3. 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 Creative Idea Viral The story is naturally viral through Nam’s youtube and 360 channels, spreaded by forums Enhance The story appears on mass media. Brand begins to engage by some love- theme offline activities. Engagement Brand official engages with the stories by website and online contests. Amplify The big event with 500 couples kissing on 13/02/2010 Journey
  • 4. 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 Campaign for the Agency
  • 5. DIGITAL CAMPAIGN IDEA DEVELOPMENT Analysis Ideation Development EvaluationAction
  • 6. 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.
  • 7. 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
  • 8. 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.
  • 9. 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