The document outlines Clear My Kool Vietnam 2013 digital marketing campaign. The campaign aimed to encourage young Vietnamese to embrace their national pride and explore Vietnam's coolest spots. Phase 1 used a viral video questioning why foreigners know Vietnam better than locals. Phase 2 launched a website and app to check-in locations, building a "Kool Map" and finding "Kool Hunters". Phase 3 celebrated discoveries with a second viral video. Over 200k watched the first video, 4000 checked in spots, and 600 became "Kool Hunters", raising awareness for Clear. However, Clear's role was unclear and the map was underappreciated, highlighting learnings for future campaigns.

1. ASSIGNMENT 9.1 – DIGITAL MARKETING

2. CLEAR MY KOOL VIETNAM 2013

3. Campaign Background
As a well-known Shampoo brand for young dynamic, energetic youngsters in both genders, CLEAR holds
Summer toursim is the perfect platform for
CLEAR to step in, keep them confident to enjoy the youthful, hot moments in their own ways.
the ambition to uphold their affirmation in the world that judges thei flaws.
Consumer context
Brand context
Media context
Campaign
Challenge
Triggered by Huyen Chip, foreign
tourist but still in need of
motivation to step out and
discover their proud Vietnam
Find a spot to deliver their story
convincingly in the crowded
platform of Summer filled with
many other brands
It’s tough to reach target and
motivate intergration in
millions of messages they get
from brands

4. Campaign
Objective
On the perfect
CHANNEL that
provide room for
INTERGRATION
Encourage Vietnamese youngsters to
STEP OUT to the sunshine
without worrying about dandruff –
hairfall – itchiness
That is actively
visited by the
target
DIGITAL

5. Target Audience
LSM 7+
performance
driven guys and
sassy stylish girls
aged 20-30
highly
demanding

6. Core Insight
Deep down inside
of me is an
undeniable
PRIDE for my
beloved country

7. Strategy
Ignite
national
PRIDE
Promote the STEP
OUT spirit to
complete Vietnam
KOOL map via
Digital channels
Amplify the
campaign and
reinforce CLEAR’s
ownership of the
1st ever Vietnam
KOOL map

8. Concept
Utilize young Vietnamese’s national
finding KOOL spots of Vietnam
Creating the KOOL
PRIDE to draw them into the journey of
map by stepping out and checking in
Celebrating the youthful KOOL Vietnam

9. Deployment plan – Campaign Rollout
I want to enjoy my KOOL Vietnam,
embracing my national pride
Keep you confident to step out and
explore your KOOL Vietnam
Concept
My KOOL Vietnam
Umbrella
message
Be confident to explore your prideful KOOL Vietnam
Consumer
Journey
Key
message
Key hook
Key
Channels
Inspiration
W20-W22
Engagement
W22-W28
Advocacy
W24-W31
Vietnam is KOOL and
deserves to be explored
Together let’s join the
journey to explore the
KOOL Vietnam
Celebrate our KOOL
Vietnam
Kyo York’s Viral clip
My KOOL Vietnam app
My KOOL Vietnam MV
Viral clip
Digital PR
Social seeding, SEO, SEM
Application
Website
Social seeding, SEO, SEM
Digital PR
Viral MV
Digital PR

10. Phase 1 - Inspiration
Kyo York’s Vlog
Mocking Vietnamese national
Pride by raising the question:
Why do foreign tourists know
more about Vietnam than
Vietnamese themselves?
Launching MV “My KOOL Vietnam”
Meet the need of proving Vietnamese
national Pride by launching the
campaign “My KOOL Vietnam”, cooperating with Vietnam Tourism
Ministry, endorsed by Thanh Hang
Giving youngsters the
CHANCE to embrace their
KOOL Vietnam

11. Phase 2 - Engagement
My KOOL Vietnam website
KOOL Update
KOOL map
KOOL hunter
Starting with introducing the campaign
Heat up with KOOL hunter contest
Encourage TA to check-in their KOOL
spots to create KOOL map
The tittle for travel lovers who check in
to complete KOOL map

12. Phase 2 - Advocacy
Celebrate the KOOL Vietnam that
was discovered by KOOL hunters.
Recap the beautiful journey in the 2nd
version of MY KOOL Vietnam MV

13. Campaign Outcome
202,701 Views on
18/12/2013
4077 Spots checked in
on 18/12/2013
606 Hunters on
18/12/2013
My KOOL Vietnam
Raised HUGE awareness for
CLEAR
My KOOL Vietnam became
key word for youngsters to
express their national
pride.

14. Key learnings from 2013’s story
did
did
not
Triggered the recognition of their
KOOL Vietnam
CLEAR’s role was not clear
Draw them in to the Check-in TREND
Still clinging around identical places
Together drew the
KOOL Map of Vietnam
The Map was not as appreciated as it
should be