Young Marketers Elite 2013 - Assignment 10.1 - Phuong Vi_Nghi Nghi

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Young Marketers Elite 2013 - Assignment 10.1 - Phuong Vi_Nghi Nghi

  1. 1. DIGITAL MARKETING
  2. 2. Digital Marketing Campaign Analysis in Vietnam YoMost YoLove Valentine campaign 2014
  3. 3. Campaign background Company background     Famous brand in Vietnam in the category of beverage for the youth Beloved brand with large market share Brand communication idea: Live life to the fullest Spotlight: create the concept of “The very YoMost feeling” among the youth Competitive background    More and more alternative competitors in the beverage category The youth are surrounded by many brands & their campaigns Brands try to attract the youth through digital channels with integrated plans Challenge: An out-standing for the youth in the season of love  Striving for inspiring the youth to live life to the fullest on Valentine Day 2014, YoMost has brought Augmented Reality Application named YoLove which helps convey love messages.
  4. 4. Campaign objectives Goal Strengthen the YoTime digital campaign No. Objectives Channel KPI 1 Increase targeted traffic to YoTime official website: http://www.yotime.com.vn/yolove Website New visitors Smartphone application Download turns Research >50% 2 Expand YoMost digital world to mobile land 3 Strengthen the link between YoMost and teens, remind target audiences about the vital role of YoMost in inspiring them to live life to the fullest.
  5. 5. Target audiences Who are they? Vietnamese teens (13-19 ages) What they say? “It’s time for me to confess to the one I love in my special way.” Key characteristics  Curious about new things  They are young and dynamic in modern digital world State of mind  Enjoy expressing their feelings towards the one they like and love to declare that confession but lack of inspiration  Strive to enjoy life to the fullest in their own distinctive ways  Dare to explore and experience new exciting things in life, dare to dream and pursuit their passions YoLove using behavior: Knows all about YoLove campaign from digital media (viral clip, website, fanpage, ads,…) Why they would use YoLove?  It’s their representative which reflects their young spirit & their bravery in love  In this special season of the year (new year & valentine day), they have motivation to do something special & different.  Easy to use and attractive application with modern digital tools
  6. 6. Core insight Brand consumer insight “I understand that “you only live once” as well as the precious youth time comes just once in the lifetime. I want to live and enjoy my youth life to the fullest BUT I lack the inspiration to make something of it. I need something to inspire me make the most of my life.” YoLove campaign consumer insight “As a youngster who always tries to live life to the fullest, I want to express my feelings towards the one I like as well. BUT I lack the inspiration, the context to push me do it. I need some chance, some occasion that helps me to do something extraordinary.”
  7. 7. Strategy  Development digital platform and making it the ultimate source of inspiration for the youth in Vietnam for years to come.  Come up with big idea that exciting and trendy enough to attract the attention of the youth  Build numerous activation activities in a huge platform through main digital channels of the youth to expose them to the brand  Executing digital campaign with an integrated marketing plan to maximize the effectiveness
  8. 8. Strategy Business Opportunity Target Audience •Strengthen the YoTime long-term digital campaign • Vietnamese teens (13-19 ages) Insight •“As a youngster who always tries to live life to the fullest, I want to express my feelings towards the one I like as well. BUT I lack the inspiration, the context to push me do it. I need some chance, some occasion that helps me in this case.” Desired behavior change •Inspire teens to express their love by YoLove tools which supports YoMost communication idea “Live life to the fullest” Campaign Idea Trigger Consumer journey •By YoLove mobile application, teens can design & create their own e-cards to convey their love to the other half. Action – Love confession Let love thrive Buy products Using application to create love e-card Together they have a chance to win valuable prizes which will honor their love Viral clip “Phut yeu dau – YoMost Valentine 2014” Mobile application Social media & website
  9. 9. Concept YoLove As a youngster who is always living life to the fullest, it’s time to confess your love in your own ways.
  10. 10. Deployment plan Trigger Message: Do you feel the same awkwardness in love? Key hook: Viral clip “Phut yeu dau – YoMost Valentine 2014” Action Message: Here’s your secret weapon from YoMost Key hook: Mobile app Amplification Message: Let love thrive Key hook: integrated execution in digital platform Reaching out to the youth in an attractive & integrated way
  11. 11. Deployment plan Phase 1: Trigger Key message: Do you feel the same awkwardness in love? Key hook: Viral clip “Phut yeu dau – YoMost Valentine 2014” Released on 7th Jan, 2014, “Phut yeu dau”, with YoMost familiar theme music & romantic plots, has made it way to TA’s hearts. Plot: 2 young peoples ran across in a cafeteria. They both endure “love at first sight” heartsick but afraid to express their love. At the end, like thousands of romantic happy-endings, they have made their way together with the support of secret weapon from YoMost (E-card & application)
  12. 12. Deployment plan Phase 2: Action Message: Here’s your secret weapon from YoMost Key hook: Mobile app Issued in Appstore & Google Play store, the application allows users to design & create e-card with vivid effects.
  13. 13. Deployment plan Phase 3: Amplification Message: Let love thrive Key hook: Integrated execution in digital platform Mobile application Web banner Website Social media Online PR Online video
  14. 14. Deployment plan Uploads for sharing:  Campaign MV  TVC
  15. 15. Deployment plan Facebook Fanpage to involve more and more youngsters to the campaign Spotlight:  Updating news & events  Well – designed content exclusively for the youth  Regular mini games for maintenance  Online consultation with celebs on Fanpage on February, 14th
  16. 16. Deployment plan Yomostagram for keeping touch and sharing moments together with the YoTime & YoLove Well – designed photos with insightful quotes to encourage youngster to download and sharing
  17. 17. Deployment plan Yomost account on Zing to attract more and more youngster, keep tract and optimize the overall campaign
  18. 18. The outcome  Involve more than 500,000 youngsters to the campaign  The teaser campaign, popular among Vietnamese teens, clocked 42,000 web visits during the 2-week period.  The launch campaign registered more than 100,971 hits within the first 10 days of launch. To date, close to 250,000 hits have been recorded.  Attract more than 250,000 views on Youtube for the MV campaign & 100,000 downloads for the application  30% increase in sales in 6 weeks.  Brand awareness: 100% brand awareness was reported (TV ad, Print ad recall) and of course the website supported by strong number of hits shown.
  19. 19. Key learnings  Choose the right channels to reach target consumers with appropriate activities  Come up with great big idea and execute it with an integrated marketing plan to optimize the performance  Think creatively and excitingly  Talk to the consumer with consumer’s language – a youthful and cheerful style
  20. 20. Phương Vi Nghi Nghi

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