5. Business Positioning//
One-stop-shop is so-so at everything. We’re
not.
What we are best at? Or only we can do.
A digital company creates brand experience
and viral movements by the implementation of
Design Thinking philosophy.
A digital company owns the lab to turn brand
data into brand stories.
The unique partner that focuses digital
ecosystem strategy & data visualization. (not
just a sexy microsite with no returning users)
6. Digital/social/ online world is all about visuals.
But digital agencies don’t have badass design+tech
thinkers. They design beautiful works, not solutions.
20. SIMILAC GAINPLUS
ABOUT THE BRAND
For mothers with infant and toddler who wish to
ensure their child best performance and provide
them the foundation for a bright future, new
Similac is the infant and growing up milk formula
containing the most advanced EyeQ system,
enhanced with Intelli-Pro, clinically proven to
enhance absorption of key brain nutrients for
optimal brain and visual development
CHALLENGES
• From: Moms have a lot of choices when thinking of a
brand that support kid’s brain development
• To: ONLY SIMILAC has the innovation of IntelliPro
which is clinically proven that enhances absorption of
key brain nutrients and famous EyeQ system – the
holistic combination of 12 key nutrients for optimal brain
and visual development
21. Solution:
Intelli-pro Lab is a science lab of Similac Gainplus to discover the brain nutrient absorption
journey of kids. It is a hub & an interactive e-training for moms to enhance knowledge about
kids’ brain development and to engage with a Contest provided by Similac Gainplus to develop
their kids’ performance. The Intelli-pro lab is being launched from July until October 2014.
Results: 8,400 registration & 850 video submission after 5 weeks
SIMILAC GAINPLUS
22. Services & Goals
DIGITAL ECOSYSTEM ONLINE REPUTATION
MANAGEMENT
Digital Strategic Integration
Viral + Social Experiment/ PR Stunt
Listening Tool Management & Analysis
Clean-up, Alert, Predict Package
Content Management System (CMS)
Content Marketing
Ultimate Online Crisis Management
Community Management
MEDIA MANAGEMENT
Exclusive Adnetworks &
Game Publishers Network
for Kids Only
Display Marketing
packages
Wifi Marketing Packages
in Hospitals &
Playgrounds
Viral + Design + Event Display
Tools: Offerpop, YouNet, VelocityTool: Zoomph
SocialCRM
Tool: SuperAwesome
31. The only important
thing about content
design is how it
relates to people.
Victor Papanek
Design for the Real World: Human Ecology and Social Change (1971)
32. The only important
thing about data is how
it empowers people.
Leslie Bradshaw
Applying Victor Papanek’s sentiments from 1971 to today’s data challenge
37. CHALLENGE
To change consumers’ perception by experiencing Levi’s jean and build the spirit
for product.
LEVI’S GO VIETNAM
38. IDEA
To create the exploratory spirit that encourages young people to experience
their free life through a journey.
"Go Vietnam" is the travel trip that audiences required to travel by motorbikes
within 200km around HMC and Hanoi 5 days.
LEVI’S GO VIETNAM
39. SOLUTION
At first, attendants must record video of their team , ask the vote from public
audience. Only the selected team can be join the trip
The winners are asked to travel to designated places and freely explore the
interesting things each place. Before moving to the next destination, they also
need to complete the given creative activities and inspire people by sharing their
videos, pictures, blogging in microsite
Duration: July – August 2011
LEVI’S GO VIETNAM
40. SCOPE OF
WORK
Banners, Google Adword,
Facebook fanpage,
Facebook conversation,
Forum seeding, Online PR
RESULTS
One of the most successful viral campaign, banner: 40% budget
244 video submmited,
Facebook: 244 video, 6,693 fans, 1,005 posts + 7,285 post likes + 11,066
post comments
Forums: 2,155 comments/100 topics
Media: 95,000+ click, 110,000+ visit, 22,000+ members, 15,000+ votes
LEVI’S GO VIETNAM
41. Objectives:
To educate the image of “Naturenz - Liver detoxification
expert” onto the consumers’ mindset via an innovative Digital
ecosystem in 3 years.
Strategy:
Implement Design Thinking for 3 stages:
1.Visual Assets for Education
2. Content Hub
3. Community & Loyalty/ Values
55. BRITISH AMERICAN TOBACCO
ABOUT THE BRAND
• British American Tobacco (BAT) is classed as
one of the top 50 employers, top 5 employers
high paid & top 10 FMCG companies in
Vietnam (AC Nielsen).
• BAT is recognized as providing its employees
high quality training and developmental
opportunities, competitive rewards, fast track
careers, on-going employee engagement and
entrepreneurial culture.
CHALLENGES
• Potential candidates would not name BAT
top of mind when looking for a position
• Due to the restrictions of tobacco industry,
BAT has to compete with other FMCG in
attracting and retaining the best talents
• The advertising ban on product brands
makes corporate brand at an unfavorable
condition
EMPLOYER BRANDING CAMPAIGN
56. BRITISH AMERICAN TOBACCO
SOLUTION
• Golden Digital created an official hub about dark market to store all information that they have
never known about this dark market & BAT’s career development & culture.
• To make the data informative & valuable, Golden visualize it to be under infographic form.
57. BRITISH AMERICAN TOBACCO
SOLUTION
• We use forums, hot career
fanpages, KOLs to spread these 3
infographic
RESULT
• Microsite: 46,000 visits within 4
weeks
• Infographic: over 400 shares
within 2 weeks
• Forums: 6 topics, over 200
comments & over 15.000 views
• Fanpage & KOLs: nearly 10.000
likes, 500 comments & 100
shares within 4 weeks
58. DUTCH LADY
ABOUT THE BRAND
Dutch Lady is the heart brand of
FrieslandCampina Vietnam that provides
milks to kids and has been come to Vietnam
for over 20 years. Dutch Lady is one of the
most favourite milk in Vietnam
CHALLENGES
• Dutch Lady wanted to create something
breakthrough and exciting to describe 20-
year-journey of it coming to Vietnam
59. DUTCH LADY
SOLUTION
• Golden created a viral clip and made a rap song to describe the journey of Dutch Lady to Vietnam.
• The clip is funny; cute; creative by stop-motion style
60. WHITE LION BEER
ABOUT THE BRAND
White Lion is a new beer brand in Vietnam and
HCMC was chosen to be a place where
launching this product in November 2013.
CHALLENGES
While Lion beer wants to deliver the key
message “When drinking While Lion Beer,
male become more brave, strong and ready
to conquer any challenges”
61. WHITE LION BEER
SOLUTION = CONTENT STRATEGY + VIRAL MARKETING
Phase 1: Awake customer about White Lion icon – a legendary, conqueror and warrior
passionately on online and print media
Phase 2: Create online conversations about the masculine spirit of White Lion beer via
viral clip series
62. WHITE LION BEER
RESULT
After 4 topics communicating about event activation:
• On forums: 19 conversations with 63,000,000 plus views and 1,000
commenting about activation.
• On fanpages: 26 topics talking about activation with 5,000 likes, 1,400
comments and updating…
• 2 viral clips also get many views (5,000 views in 3 days)
63. PERRIER
ABOUT THE BRAND
Perrier® Sparkling Natural Mineral Water is
sealed in tamper-evident, recyclable glass and
plastic containers and is imported by Nestlé
Waters North America. You can find it in most
retail outlets. It is served in restaurants as a
sparkling refresher or cocktail alternative.
It is imported to Vietnam by Ân Nam Group.
CHALLENGES
• Introduce Perrier as the Ultimate refreshing
sparkling water and encourage people to
enjoy Refreshment with Perrier .
• Recruit the potential “racers” for the Beach
House Digital Contest
64. PERRIER
SOLUTION
Represent Perrier Facebook as a lifestyle hub for
youngster to hunt the interesting treasure and
enrich their life experience; engage with.
Hold the digital photo contest to encourage fans
to stay melt-proof, grab a Perrier and get a
chance to win the main award – a day at
Perrier Beach House in Sanctuary Ho Tram with
7 friends
RESULT
Achieved more than 200% of KPIs
65. C2ABOUT THE BRAND
C2 Green Tea or sometimes referred as C2 is a
bottled green tea beverage produced and
manufactured by Universal Robina. This drink is
first manufactured in the Philippines.
CHALLENGES
• Reinforce brand philosophy
• Enhance C2 Image & gain more community
interest
• Engage TA with emotional approach.
66. C2
SOLUTION = GIVE LOVE – GET LOVE
• Create collection of stories from around the world about youngsters ( including Anna Truong)
show their loves to others in many very UNIQUE & SPECIAL, touching, inspiring ways & how
they get back the love by giving it. http://youtu.be/KVSiF07jNbg
• Viral stories of KOLs sharing love & get back love (eg. Loves for parents, friends, fav pets, etc.)
• Hold a photo contest on Facebook encouraging fans to share their give love – get love
moments.
67. C2RESULT
At the end of campaign, contest recruit 293 submissions, 22k clip views, 18k new fans on
fanpage and thousand of feedback on social channels…
