Marketing Contest: Young Marketers 5+1

1. YOUNG MAKETER 5+1
VAN PHU MANH

2. Agenda
1
2
3
4
5
6
7
BRIEF SUMMARY
TARGET CUSTOMER
INSIGHT
BIG IDEA
APPROACH STRATEGY
DEPLOYMENT PLAN
BUGET

3. BACK
GROUND
Children sexual abuse in Vietnam DOUBLE
INCREASED from 2013 to 2014, causing serious
damages to children and the society. BUT most
parents in Vietnam do not take a proper action.
OBJECTIVES
 Awareness: 5 MILION parents who have children
from 6 to 13 age in Vietnam.
 Engagement: 30% of them will take part in this
campain.
Change the target customer behaviour from being
afraid of talking to willingness to talk to their child.CHALLENGE
BRIEF
SUMMARY
BRAND
Afamily, a news & knowledge website dedicated to
family (women), wants to solve this problem and
increase the brand love from target customers.

4. TARGET
CUSTOMER
Female aged 23 – 40
Living in Vietnam.
Married with children aged 6 – 13.
Love taking care of her family.
Have the habit of reading online.
CARE
ACTION
BEHAVIOURS:
They are afraid of talking about sex to their kids.
They don’t teach their kids about sex.
They are angry, care
about children sexual
abuse, BUT DON’T
KNOW MUCH 
DELAY teaching their
child about sex at an
early age.

5. Fact:
94.4%
Parents think that children under 10
are too young to learn about sex.
FROM TEACHING ABOUT SEX
Teaching my children about sex at
an early age can harm their
growth
I want to protect “the innocence”
of my children under 10.
PARENTS THINKING
At an early age, I just teach them to
avoid “strangers” to protect
themselves from “dedophiles”.
My children are just either at home or at
school and they just interact with people I
trust most. So, It is rare to occur to my kids.
FROM CHILDREN SEXUAL ABUSE
So, I think I can protect them
because the social relationships of
my children are good.
They don’t realize the link between “teaching their child about sex” and “protecting their child from sexual abuse”
Sources: Report sex eduacation for children 2016 - Vinaresearch

6. 95
%
Child sexual abuse cases
involve a relative, friend or
someone else close to the
child.
80
%
Offences occur in the
child’s home.
Pedophiles are afraid of being discovered!
IN
CASE
Children will refuse when
relizing waring signs of
possible sexual abuse.
Actively talk to trusted
adults then.
CHILDREN ARE
WELL-EDUCATED
ABOUT SEX
CHILDREN ARE
INNOCENT
This fear stops
pedophile's action.
This is the big factor that
increases the risks of
children sexual abuse.
Children's fear of talking
with their parents then
People close to children
will transform dedophiles
PEDOPHILES THINKING
FACT
S
BUT

7. INSIGHT
I think that teaching my child about sex at an early
age can harm my child growth. But I do not
reliaze that if my kid are innocent, a relative or
someone else close to the child can easily
become pedophiles harming my beloved one.

8. BIG IDEA
BIG IDEA
MOMMY, I DON’T KNOW!
KEY MESSAGE
If your child is innocent, dedophiles will
occur!
Key visual: A innocent child talk
to her mom “I don’t know”.
Mom realize that her child is dangerous.
So, she think she have to take action
now.

9. APPROACH STRATEGY
I don’t know
my kids are in
danger
Feel
uncomfotable
to take my child
Realize my kids
are dangerous
because of the
“innocence”
I have to teach
my kid to
protect them
How to teach
my child in a
proper way
Afamily offer
experts (RTB)
to help them
teach in proper
way
Afamily offer
the platform
easy to gain
knowleage
I’m still afraid
of taking with
my child
Afamily offer
“gift, prize” to
them to
encorage
their teaching
Stage 1 Stage 2
Stage 3
IfIstilldon’ttakeaction

10. Objective
Message
Key Hook
REALIZE OFFER ENCORAGE
Make target customers
realize the fact that
teaching sex to their child is
essential.
Build access habit of
target customers on
afamily.
Build reading habit of
target customers on
afamiy website.
Dedophiles will occur if
your child is innocent.
Let’s learn to talk the right
things to your child.
Let’s gain more knowleage
to talk the right things to
your child.
Join the contest to show
other people that your
child is not innocent.
Viral Clip - Child is innocent,
pros and cons?
Tactics:
Youtube, Social Media,
Forum Seeding, KOLs
& Influencers
Supporting key hook:
Series clip: Mommy, I don’t know
Tactics:
Youtube,
PR, Social Media
Supporting key hook:
Hashtags on social media
Tactics:
Social Media, PR
Free online course:
Mommy, I dont know!
Key Tactics
DEPLOYMENT PLAN
The Talking Journey Contest:
Mommy, I know!

11. PHASE 1: REALIZE
Aiming to expose the insight KEY HOOK:
Viral clip: Child is innocent, pros and cons?
Objective: Create Controversy, make Target
Audiences realize teaching about sex to their
child is essential.
Message: If your child is innocent, dedophiles
will occur.
Content: MC Phan Anh will talk independently
with many value facts to expose the insight.
Start with the key visual which is a innocent
child with her/his talk: “Mommy, I don’t
know!”. This is just the “talk” of the innocent
kid. BUT behind this talk, there are many
dangers of other people close to your kid. You
scare that teaching about sex to your children
can harm my child growth, but the fact that if
your child is innocent, people close to the
child can easily become dedophiles.
At the end of the video, MC Phan Anh will
provide audience a free online course built on
afamily website aiming to gain more
knowledge to teach their child.
The length of the video: 3 minutes.
Mẹ ơi!
Con không
biết...
PHASE 1: REALIZE (2 WEEKS)
Aiming to make target customers
realize the insight.
Mẹ ơi!
Con không
biết chú
ấy....
Ngây thơ đang là
miếng mồi ngon
cho những người
lớn quanh trẻ.

12. KEY HOOK:
Free Online Course: Mommy, I don’t know!
Objective:
Provide parents the right things to teach their
child in a proper way. Build the habit of
access to afamily website.
Content:
This is free online course teached from top-
notch experts in sex education field (Reason
to believe in afamily brand).
SUPPORTING KEY HOOK:
Series video: “Mommy, I don’t know!”
Objective: Push traffic to afamily website
aming to join the course.
Content:
Provide parents teaching methods. In detail,
Moms ask their child about sex, child sexual
abuse and then realize their child is innocent.
Therefore, this encourages them to get the
access to afamily website to join the course.
PHASE 2: OFFER (1 MONTH)
Aiming to encorage TA to gain knowleage from afamily
to talk to their child.
MẸ ƠI, CON KHÔNG BIẾT!
VÀO HỌC
DẠY GDGT VỚI TRẺ ĐÚNG CÁCH TỪ CHUYÊN GIA
KHÓA HỌC MIỄN PHÍ

13. KEY HOOK:
The Talking Journey Contest: “Mommy, I
know”
Objective:
Knowledge from the online course and reading
afamily daily is must-have for the contest. 
Build reading habit of Target Customers.
Message:
Join the contest to show other people close to
my child that your child is’t innocent and be
careful for your bad action.
Content: Test children’s knowledge and offer
sexual abuse simulators to test their behaviour.
Semi-final round and final round will occur
offline at schools and children’s houses in VN.
SUPPORTING KEY HOOK:
Objective: Encourage Target customers to
share the contest with other people on their
friend list.
Content: Who join the contest has the
opportunity to recieve the gift from Afamily.
Just share a article relating to sex education on
Afamily with Hashtag on 7 successive days:
PHASE 3: PROMOTE (1.5 MONTH)
Aiming to build reading habit on afamily website

14. ACTIVITIES BUDGET (VND)
Clip: Is your child innocent
Free online course
Series clip: Mommy, I don’t know
PHASE
500 milion
100 milion
300 milion
100 milion
PHASE 1
PHASE 2
BUDGET AND KPI
KPIs
500 milion
KOLs & Influencers
, Ads display, PR, ...
Contest: Mommy, I know
Awareness of 5 milion
TC
Engage: 1.5 milion
people to join the
course
500 thousand people
talk to their child
PHASE 3
3 PHASES

15. THANK YOU
YOUNG MAKETER 5+1