Young Marketers 5+1 Ha Thanh Tuan

1. YOUNG MARKETER ELITE PROGRAM – SEASON 5+1
HA THANH TUAN

2. AGENDA
1. SOCIAL CONTEX ANALYSIS
2. BUSINESS CONTEXT ANALYSIS
3. CUSTOMER UNDERSTANDING
4. INSIGHT, BIG IDEA, KEY MESSAGE
5. APPROACHING STRATEGY
6. DEPLOYMENT PLAN
7. KPIS & BUDGET
AFAMILY.VN &
SOCIAL PROBLEMS IN
SEX EDUCATION

3. *CSA: Child Sexual Abuse
80% of CSA victims are at age 6 – 13, who are
not aware of hidden dangers from CSA perpetrators
95% of CSA* cases happened in victims’
houses, so parents were often unaware of CSA
until it had happened
Most of CSA cases were accumulated
process, done through the moments
when victim is alone with perpetrator.
The solution is to create open and continuous sex conversations, so
that parents can keep up with the state of their children.
SOCIAL CONTEXT

4. Webtretho.com
Mostly interested topics are:
shocking titles, concerns about
how to develop foreign
languages, soft skills, talents…
Topic of education for children at
age 5 – 13, especially in sex
education has not been exploited
by Afamily’s competitors
Afamily can become an OFFICIAL INFORMATION
HUB going throughout the campaign
BUSINESS
CONTEXT

5. TARGET
AUDIENCE
Women
23 – 40 years old
Having daughters at age 6 – 13 years
Always find the best methods to educate their
children comprehensively
Usually spend time on referencing how to educate
children from forums
85.3% T.A are shy of talking to kids about sex
education because they think it’s such a sensitive and
“dirty” topic for their children. The only way to protect
their children is to supervise them as closely as
possible.
There are wrong definition of sex education as well as
wrong understanding about how CSA happens
IN NEED OF
A continuous protection for their children
New definitions and methods to approach sex education
A pioneer providing necessary basic knowledge and method about sex education
CUSTOMER
UNDERSTANDING
THEIR
MISCONCEPTION

6. T h e i r t h o u g h t s
Due to my close supervision on my daughter, she and I
have suffered a lot. She cannot freely enjoy her world and
I have to be always anxious.
I wish my daughter could protect herself and inform me
when she feels sexually irritated. Only by that way, I can
set my mind at rest when not staying with her and my girl
can grow up comprehensively.
My daughter is still too young to be educated about sex,
which makes me feel powerless to teach my daughter to
protect herself from sexual harassment.
DIG DEEPER
“
”
“
”
T h e i r t e n s i o n
“
”
T h e i r d r i v e r

7. INSIGHT
I’m afraid that sex talking will make my daughter curious and have motivation to
explore more in negative ways (such as depraved things, pornography…)
Methods to approach sex education precisely, which doesn’t make children
curious and explore in negative ways.
BUT BARRIER IS…
WHAT I DESIRE ARE…
I desire to teach my daughter about sex education so that she could protect
herself from sexual harassment. But I’m afraid that sex talking will make my
daughter curious and have motivation to explore more in negative ways.
I desire some methods make me always ready to approach education
precisely, which are informative enough for my daughter to protect herself.

8. BIG IDEA
Be always ready to share with your children about sex education to stop
persistent anxiety, then be always available as a trusted destination
when your children have concerns about sex.
BE ALWAYS READY, BE ALWAYS AVAILABLE
KEY MESSAGE

9. APPROACHING
STRATEGY
Bring T.A to anxious moments related to CSA problems to claim the
importance and emergency of sex education
Help T.A distinguish their perception about sex education and those
needed for children based on child psychology research
Provide T.A with simple lessons as well as easy methods to approach
sex education to overcome their barriers , then become trusted
destinations when their children have concern about sex
Create a community to develop this educational category deeper,
wider and more sustainable.
STEP 1
STEP 2
STEP 3
STEP 4

10. Awareness Trigger Experience Advocate
Time 2 weeks 2 weeks 3 weeks 1 month
Objectives Bring T.A to anxious
moments related to CSA
problems, then claim the
importance and
emergency of sex
education
Help T.A distinguish their
perception about sex
education and those
needed for children based
on child psychology
research
Help T.A overcome their
barriers , then become
trusted destinations when
their children have concern
about sex
T.A contribute a community
of sex education by sharing
their memories when
educating their children.
Consequently, Afamily can
earn loyalty.
Brand role Afamily provides T.A with
bad consequences from
their neglect moments.
Afamily points out the
wrong perceptions of T.A.
Afamily, as pioneer in sex
education category,
provides T.A with simple
lessons as well as easy
methods to approach sex
education.
Afamily creates a
community to develop this
educational category
deeper, wider and more
sustainable.
Key hook Viral clip “Strange letter
to mom on 8/3”
Print ads “Your children
don’t think like you!”
“Talking P.A.N.T.S” as the
most simple way to get
ready to keep children safe
from abuse
- Ready-to-available
community
- “BE ALWAYS AVAILABLE”
contest
Supporting
tactics
Seeding forum
Facebook group seeding
SEM with keywords
relating to how to prevent
CSA provided by Afamily
Social media
Seeding forum
PR article
KOLs
Social media
Seeding forum
PR articles
KOLs
Social
Facebook group seeding
PR articles

11. VIRAL CLIP “STRANGE LETTER TO MOM ON 8/3”
After watching the clip, T.A will feel sorry and not ready at all when they
has hesitate for sex dialogues with their children for too long.
Writing letter for mother on 8/3 is an activity held every year. Taking
advantage of the context, story of viral clip is about a letter from a 6-year-
old girl to her mother to tell her mother about her suffering from a
neighbor’s sexual harassment. Each line of text is a scene depicting a
typical CSA case. The end of clip is the hug of the mother, the cry with
late apologies for neglecting her daughter for such a long time, then the
message of campaign appear “Be always ready, be always available.”
We will use supporting tactics such as forum seeding, Facebook
sponsor to make the clip viral.
At the same time, Afamily begin creating PR articles related to CSA
explotions to make T.A see clearly that they are not ready for sex
education at all. By that way, Afamily would occupy keywords related
to sex education topics.
PHASE 1: AWARENESS

12. PRINT ADS “YOUR CHILDREN DON’T THINK LIKE YOU!”
Print ads describe the stories and topics related to sex education with
cute, naive drawing. Print ads will make parents impressive by
providing them with the myths in such “dirty topics”.
Those print ads will be placed at the gates of kindergarten, primary
school or any places that can attract T.A. We will record reactions of
some audiences to create briefing clip posted on social media. We
will use supporting tactics such as forum seeding, Facebook sponsor
for reaction clip.
At the same time, Afamily creates PR articles to clarify the myths in
sex education such as “5 điều mà mẹ nào cũng lầm tưởng về giáo
dục giới tính”, “Những câu hỏi cắc cớ của con trẻ sẽ cực kì nguy
hiểm nếu bị bỏ qua”, “Mẹ ơi con được sinh ra từ đâu và câu trả lời
bất ngờ kinh ngạc của người mẹ”…
Your children are right: It’s just a lamp.PHASE 2: TRIGGER
Your children
are right
again:
Just 2 sticks
dancing
together

13. “TALKING P.A.N.T.S” AS THE MOST SIMPLE WAY TO GET READY TO
KEEP CHILDREN SAFE FROM ABUSE
Privates are private
Anything covered by underwear is private. No one should ask to
see or touch parts of the body covered by underwear.
Always remember your body belongs to you.
Your child should know their body belongs to them, and no one
else.
No means no
Your child has the right to say NO. Even to a family member or
someone they love.
Talk about secrets that upset you
Explain to your child that they should talk about stuff
that makes them worried or upset.
Speak up, someone can help
If your child feels sad, worried or frightened they can talk to an
adult they trust. This person will listen and can help stop
whatever’s making them upset.
PHASE 3: EXPERIENCE

14. KOLs used are famous mothers on social media. They love
to share moments with their children and experience in
growing their children.
KOLs will share P.A.N.T.S as a simple lesson to teach
children about sex education, then they share their
positive results to their children after applying the method.
Seeding well-visited forums with this
method as an innovating way to teach
children about sex education.
Create PR articles to claim the
effectiveness and trustworthiness of
the method.
Afamily, as a official information hub,
provides more trustworthy, highly
applicable sex education lessons.
PHASE 3: EXPERIENCE

15. In the long run, members of Ready-to-available community will contribute a community of sex
education by sharing their memories, stories, tips when educating their children. Consequently,
Afamily can earn customers’ loyalty.
In the short run, members of Ready-to-available community will have exclusive rights to receive
qualified sex education courses taught by top experts posted only on platform of the community.
They are also addressed their problems in sex education directly by the leading child
psychologist.
READY-TO-AVAILABLE COMMUNITY
Afamily will create “Ready to available” community to develop this educational category deeper,
wider and more sustainable.
PHASE 4: ADVOCATE

16. • T.A will participate in the “BE ALWAYS AVAILABLE” contest as a “Ready to
available” community member.
• They will write memories, experiences during the time they taught their children
about sex by applying knowledge provided by Afamily.
• Point will be calculated based on the number of votes and shares.
• Awards: A family trip for 1st prize, and many discount vouchers in family fashion
brands such as H&M, CoupleTX…
MECHANIC TO VIRAL:
“BE ALWAYS AVAILABLE” CONTEST
AUDIENCE COMMUNITY SHARE VIA
FACEBOOK
PHASE 4: ADVOCATE

17. BUSINESS
BJECTIVES
SOCIAL
BJECTIVES
KPIs
MEASUREMENT
TRACKING
BUDGET
• 5.000.000 target became
aware of the campaign
• 80% target became
aware of and 60% like
Afamily
• Increase 60% total
traffics of Afamily during
the campaign
• 80% target became
aware of the importance
of sex education
• 40% target support and
begin sex talking with
their children
• Number of PR articles
• Feedback on media
channel
• Number of traffics,
interactions,
comments
• Number of contest
participant
• UNICEF’s report
• Other appropriate
authorities’ report
Phase 1: 400 mil
• Making clip: 100 mil
• Viral: 200 mil
• Supporting tactics: 100
mil
Phase 2: 300 mil
• Print ads: 200 mil
• PR article: 50 mil
• Supporting tactics: 50 mil
Phase 3: 700 mil
• Sex education lessons:
300 mil
• KOLs: 200 mil
• PR article: 100 mil
• Supporting tactic: 100m
Phase 4: 500 mil
• Building community: 200
mil
• Contest awards: 200 mil
• Supporting tactics: 100
mil

18. Thank you!