1. Digital Marketing
Campaign
L/O/G/O
Assignment 10.1
Huỳnh Phong – Trung Hiếu

2. Agenda
1. Campaign background
& Objectives
2. TA + Core insight
3. Strategy
4. Concept
5. Deployment plan
6. Campaign outcome +
Key learning

3. 1. Campaign background &
Objectives
 Campaign background
• Milk industry has growth rate 12 – 15% / year (
AC Neilsen) with strong brands as Vinamilk,
Dutch lady, Nestle Vietnam, Nutifood,…
• Yomost belongs to Friesland Campina Foods
Dutch Lady Vietnam with TA is teenagers .
• Competitor Environment
– Direct : Yougurt milk like Vfresh of Vinamilk, Oyes of
Nutifood & the others (TH true milk, Vinamilk, milo , …)
• Awareness : High brand awareness with inspire
campaigns such as : Yomost Valentine 2007. but
TA but not really clear about Yomost
positioning until 2013, Yomost came back in 2013

4. 1. Campaign background &
Objectives
Objectives
•
1. Strengthen the role of the brand in the life
of Vietnamese youth ( Brand love )
2. Repositioning the brand as the companion to
'live up' occasions in the lives of the restless youth
further enhancing its brand essence of “live Life to
the fullest”

5. 2. Target audience + Core insight
Target audience
o Male and Female, young, 18-24 years old (bull eye:
20-22)
o Live in urban zone with a normal daily routine and
feel lost and boring with it.
o Have a desire to come out of the crowd and
demonstrate their own talent (or difference)
Core insight
o The young time is the truly treasure of individual
which comes only one, with full of passion, energy,
hungry and foolish to explode. But, because of many
reasons of daily life, I have a key anxiety of youth
lies in the fear of the most precious time of my lives

6. 3. Strategy
Insight
Object
ives
Trigger: How much time youth
waste in life ? Do you feel ok
with “so so” life ?
Encourage the youth dare to
experience to full fill the life
Inspire the youth by activities
that engage & give youth
chance to “try & enjoy” by
yolist’s activities.

7. 4. Concept
Insig
ht
brand role : youth’s
companion
Bran
d
role
Stra
tegy
Nếm trọn từng khoảnh khắc
Live Life for the fullest

8. 5. Deployment plan
1. Trigger
- Objective : Get the attention
- Key mess : Alert about the idle and boring life of the youth
- Key hook : Use social network to spread out the mistakes of the
youth
(viral clip “Nếm trọn từng khoảnh khắc”
2. Experience
- Objective : Get brand awareness
Link the brand with the message “live life to the fullest
Communicate and visualize the message
- Key mess: Live Life for the fullest
- Key hook : Provide App Yolist in social network
Sponsor for “so you think you can dance” to show the
message
Organize and Pr for “Yo time jump” event
3. Amplify
follow “sytycd” with Strong Pr activities as well as
- Objective :
invite the celebrities to transmit the message
Strengthen the role of brand with the youth.
Reposition the brand
-Key mess : You dare, You success, so let live you life
in your way
- Key hook : Build the winner of the competition as

9. 6. Campaign outcome & Key
learning
Campaign outcome
- From 20 June 2013 reach ~168,000 likes & ~ 2500
person talking about it ( 9 months )
- 2000 persons join “Yotime jump event” with more
than 200 person register to challenge
Key learning
- Strong insight of the youth
- catch chance right time ( youth crazy about “
Xach balo len va di”, “just do it” phenomenon)
- Strong understanding about TA and twist
barriers become driver to push the youth action
- Strong amplify that make campaign become
trend last long