Bài dự thi Young Marketers 5+1_Phan Hoàng Lân_SBD 120.

1. HỌ VÀ TÊN: PHAN HOÀNG LÂN
SBD: 120

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Objectives

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8. ẽ ườ ươ ạ "
‘ when I’m not around…” or “ khi mẹ không ở bên”

9. Duration
Objective
Key
Message
Channel
KPI
3 weeks 4 weeks 1 weeks
Key hook
Viral clip: “Mama, tell
me a story!”
Series of clip/story: “Lời dặn của mẹ.” PR articles
Make target realize the
essence of “Sex conversation".
Bring up Afamily as a companion
for mothers on the way to teach
their children.
Make mother actively teach sexual
lessons to children through easy-to-
approach method: storytelling video.
Talking about sex
doesn't spoil your kids.
“Thay vì né tránh, hãy “vẽ đường
cho hươu chạy đúng cách"”
Afamily is a friendly channel
for mom and kids to learn
about social knowledge.
Youtube, Facebook.
Youtube, Facebook’s Story.
KOLs that are popular amongst
Vietnamese mothers.
Websites: Afamily,
Kenh14.vn, Vnexpress,...
10 million views 10k shares 10 articles

10. ]
Promote the video on Youtube, Afamily and Facebook
group for mothers: “Hội những bà mẹ bỉm sữa”,...

11. Use KOLs such as Ốc Thanh Vân, Thúy Hằng, Hiền
Thục to start a viral campaign “Lời dặn của mẹ.”
These KOLs will film a small play and upload on
Youtube, Facebook,... They will act as a cute
charater and deliver sex lesson through funny and
cute stories. Different clip ends up with different
remind such as: “Đừng cho người lạ động chạm vào
con nhé!”
Encourage mothers to play the video on Youtube for
their kids every night. Even when they are not
around, their kids can still learn.

12. Make it viral by posting PR
articles and let KOLs use the
Story Function to film short
clip “Lời dặn của mẹ".
Use hashtag #loidancuame
after every videos.
Reason: Vietnamese women
like to use Facebook and
express their love on social
media in these years.
Engage