Bài dự thi Young Marketers 5+1 của Trần Lê Hưng

1. Young Marketers 5+1
Trần Lê Hưng

2. Agenda
Social issues
Target audience
Facts
Insight
Solution
Big idea
Activation Plan
Evaluation

3. Social Issues
1200 CHILDREN ARE BEING SEXUAL
ABUSED EVERY YEAR. THERE HAVE
BEEN 832 RECORDED CASE ONLY IN
THE FIRST HALF OF 2017
40% OF THE CASES ARE CHILDREN
UNDER 13
Those numbers are too high and seem to
go up because our children are lacking the
education they need to protect themselves
and almost all parents in Viet Nam are
neglecting in teaching their children about
sex

4. Target Audience
Demographic: People who has children with age from 6 to 13,
especially women
Behavior: Active on internet and social media, member/audience of
forums/groups/communities have family/children related topic

5. Facts
Parents have never been
taught about this matter
when they were young
Parents find it difficult
to teach and talk to their
children about sex since
the topic is too sensitive
Parents do not know
what to answer when
chidren ask things like
"where did i come
from?", "how do people
make babies?"
With news and media,
parents acknowledge
that sex education
is necessary to protect
their children

6. I was not equipped enough about
mindset and knowledge to teach my
children about sex.
Insight

7. Solution
Create an education platform (an online course) that not only teach parents how to talk to
their children but also mindset to approach the matter, when is the suitable moment to start a
conversation and the right attitude toward the "sensitivity", "awkwardness".
Then, use social media as well as AFAMILY's available asset to promote this platform to our
target audience.

8. Big idea
Key message
Educate the Guardians
Equip parents with everything they need to
protect their children

9. ATTITUDE
COURSE'S CONTENT
MOMENTMINDSET SKILLS
When is the suitable
time to have a
conversation with your
children about the
matter so that they give
parents all the attention
and memorize what
parents teach them
How parents should
react when their
children ask a
"sensitive" question
How can parents
communicate with their
children about sex. How
to create an
atmosphere so that
children and parents
can feel intimate and
comfortable when
having a conversation
about this matter
Why parents should be
more open-minded and
initiative when
approaching sex
education. Also, show
that it takes right
method and progress to
create perception for
your children about this
important matter

10. ADDITIONAL FEATURE
This is the place where parents can share about their progress throughout the course,
their results in educating their children,... Afamily will also have psychologists in this
forum to help parents solve any problem they have.
A FORUM RIGHT INSIDE OF THE COURSE

11. Activation plan
PHASE 1 PHASE 2
1 Month - 450mil 2 Month - 1.55bil
Key message
Tactics
Objectives
- Raise awareness about the
problem
- Create conversations about
it
The problem is parents don't
have the right mindset and
knowledge to educate
children about sex
-KOL on social media
-Articles on AFAMILY's site
- Raise awareness about the
course
- Recruit users for the course
AFAMILY offers a solution to
solve the problem
-Facebook ad, Youtube ad
-AFAMILY's frontpage
banners
-KOL on social media

12. Phase 1
Use influencers in family-
related topic to share their
opinions, experiences in
educating their children about
sex (the situations they've
encountered, the struggles
they've dealt with)
Write several articles on
AFAMILY site about the problem
(parents are lacking mindset and
knowledge to educate children
about sex)
Use forums/pages/groups
with family-related topic to
share those articles
Use seeding to ignite
the conversations about
the matter

13. Phase 2
Promote the course
trailer with Facebook
ads and Youtube ads
(also retarget audience
of KOLs, forums,
AFAMILY's traffics in
PHASE 1)
Utilize AFAMILY's top
banner to promote the
course to every traffic
that goes into
afamily.vn
Influencers in PHASE 1
will inform their audience
that they're taking the
course and applying it in
educating their children
Use seeding and
psychologists in the
course's forum to
create conversations
about the progress
and motivate the
audience

14. Evaluation:Phase1
Share articles on forums
Seeding
Articles
Activities
Budget/KPI
Budget KPI
Influencers 300.000.000
Each influencer share 2
stories, gain 2.000.000
awareness to the problem
Available Asset
1 article per 2 weeks, gain
500.000 awareness
100.000.000 2.500.000 awareness
50.000.000
Generate 200.000
conversations

15. Evaluation:Phase2
Influencers
Seeding/Psychologists
AFAMILY's banner
Activities
Budget/KPI
Budget KPI
Facebook/Youtube ads 1.250.000.000
Available Asset
250.000.000
50.000.000
5.000.000 impressions,
recruit 700.000 users
3.000.000 impressions,
recruit 350.000 users
2.000.000 awareness
recruit 250.000 users
Create conversation
about the progress

16. Thank you