The document discusses launching a new marketing campaign in Vietnam to target young consumers aged 18-25 and refresh an established flip flop brand's image. Currently 70% of customers are aged 35+ but the category lacks brand leadership. The campaign will position a new flip flop range as providing a "naked moment" for young people to relax amid their busy lives juggling multiple roles. It aims to double sales and increase brand awareness and love among youth by 20% within a year through social media, outdoor, and campus activations costing $1 million total.
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
Comparative report on lifestyle study in thailand, indonesia and vietnam in 2014
Research Method:
Online research
Fieldwork Period
December 2014
Research Area
Vietnam, Indonesia, Thailand
Respondent Criteria
Male / Female, 18 years old and above
Sample Size
Thailand (n=532)
Indonesia (n=500)
Vietnam (n=600)
Number of Questions
30 Main Questions
Survey Content
General Attitude About Life
Occupation
Shopping Habits
Money & Savings
Leisure & Recreation
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
Comparative report on lifestyle study in thailand, indonesia and vietnam in 2014
Research Method:
Online research
Fieldwork Period
December 2014
Research Area
Vietnam, Indonesia, Thailand
Respondent Criteria
Male / Female, 18 years old and above
Sample Size
Thailand (n=532)
Indonesia (n=500)
Vietnam (n=600)
Number of Questions
30 Main Questions
Survey Content
General Attitude About Life
Occupation
Shopping Habits
Money & Savings
Leisure & Recreation
Spikes Asia Creativity Festival 2013 - Insights and InspirationsElva Wu
Here're some insights and observations of the Spikes Asia Creativity Festival 2013. I attended the Spikes Asia Young Marketer Academy this year, it was a truly fruitful and inspiring experience which triggered me to organise my thoughts and gather all the amazing stories together in one deck. And crazy enough, I also started a blog - creativecurations.wordpress.com, which is still at the infant stage and looking insanely ugly at the moment, but the whole purpose was to bring these inspirations forward, to explore further, dig deeper and think bigger, writing seems to be the most effective way to do it. So this deck and my blog are completely dedicated to my own learning, but if occasionally someone finds them an interesting read, I'll be over the moon.
Brand Purpose, Millennials And The Epic Creative That Engages ThemMSL
MSLGROUP and PRWeek convened brand leaders and agency innovators at Cannes Lions 2014 to discuss strategies for engaging today’s millennials through brand purpose and inspired creative.
Leading innovators shared insights on creating authentic connections with millennials and building creative social marketing initiatives that are driving social change.
For more information, please contact: Scott.Beaudoin@mslgroup.com | Share your feedback with us on twitter @msl_group
The latest statistics from WeChat place its monthly active users (MAU) at 700million, with audiences visiting the application upwards of 30 times per day.
While follower numbers for most brands continue to grow, the honeymoon appears to be over. Signs are starting to emerge that follower growth rates for brand accounts are slowing.
At the same time, the government has started to apply pressure to regulate H5 apps built onto WeChat. And Tencent itself is applying greater control over brand activities.
Brands will have to employ more effective content strategies on WeChat moving forward. In this presentation we share our tips to help brands continue to grow by attracting/retaining audiences on WeChat.
Infocomm Tech Startups In Singapore - 2021Swiftnlift
BANAHUB - is an industry enabler that connects individuals and businesses in the creative industry. That includes talents and professionals from different industries and businesses to their needs.
Including my top strategic planning, creative planning, and social media planning jobs.
Brands included:
JCPenney + Fashion.
The Discover Card + Credit Card (Finance).
Neuro Drink + Consumer packaged good (CPG).
The Economist + Publisher (British Magazine).
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
24288
1. Vietnam with young population (30% are 18 – 25 y.o group) contributes more
than 50% total turnover of footwear industry.
70% our core users are
belonged to 35+ y.o
Mass flip-flop has been our heritage for 35 years since establishment.
However, the flip-flop category is now facing fragmentation, with no leading brand.
=> Opportunity for more source of growth by focusing on YOUNG target
group, and refresh the young brand look
2. Imagine this is you, the flip flops, at the best relaxing feeling of yourself.
We call this the: “THE NAKED MOMENT”
in the modern life, we have to
adapt to fit in Different Roles
A Student, a Officer
A Youngster in love
Everyday, you have to run to catch
the first bus to school,…
Then rush to prepare for the date
with the hottest guy/girl in town
A Friend
And the birthday party of the BFF
at your favorite bar right after that
But
I want to start with a story
3. As a youngster, I feel more pressure than ever because I have to face to many tensions of racing to fulfill different
roles. Deeply inside, I’m looking for slow-down moment, when I can live a “ME” time and get re-charged to keep
moving forward
4. Ultimate Fit, Pleasant Comfort
BITI’S FLIP-FLOP CONCEPT
1. Soft and tendered EVA base
2. Highly elastic upper strap, to fit with your feet size.
3. Design young and stylist, suitable for YOUNGSTER
4. Advantaged base R&D technique, without 3 holders,
to ensure LONGEVITY.
5. Get RECHARGED in every “me” moment
We will encourage them to find more energy by getting out of their intensive
multiple-role lives to
Biti’s flip-flop
RELEASE TENSION. ENJOY THE WALK!
6. A new innovation campaign to launch the new flip-flop range targeting for youngster to:
- Double the company flip-flops’ turnover
- Refresh young look of Biti’s brand
Profile of target audience:
- Core age group: 18 – 25 years old, male and female
- Living in Urban, LSM 4+
- Personality: Dynamic, Lively, Active
Campaign deployment time:
- Launch time: Summer 2017
Key successes look like (after one-year launch):
1. 1 million new youngster flip-flops to be sold
2. Biti’s awareness increases by 20%
3. Brand love sentiment score among youngster increases by 10% (3X vs. norm)
CAMPAIGN OBJECTIVE
7. Propose creative execution campaign idea to turn the brand concept tick to target audience.
Propose communication plan to deploy that creative campaign idea, including channel
planning.
Channels priorities:
1. Social + Mobile – main awareness and engagement platform
2. Interactive OOH – build awareness and excitement
3. Activation – trigger product trial and link to sales
*Note: Agency is freely to propose relevant channels with the brief
CREATIVE DELIVERABLES
8. Social &
Mobile
Key channels KPIs Cost
OOH
Activation
- Facebook
- Mobile
- Cinema
- Building banner
- CVS
- Universities
- Bus stations
- Cinema
- Universities
- CVS
Urban reach (8mil
people) in 6
months
10 shows in
HN + HCM
100 locations in
HN + HCM within
3 months
8bil VND
10 bil VND
2bil VND
TOTAL ADVERTISING BUDGET 20bil VND
P&L
Current range
P&L
New range
Price per pair
(VND)
50,000 100,000
Turnover (bil
VND)
100 100
% Gross
margin/ TO
50% 65% *
% Advertising/
TO
(20%) (20%)
% Promotion/
TO – Standard
in-store POSM
(5%) (5%)
% Net profit 25% 40%
* Assuming SCC
increase 50%
for new range
CAMPAIGN BUDGET
9. INSIGHT:
As a youngster, I feel more pressure than ever because I have to face to many tensions of racing to fulfill different roles. Deeply
inside, I’m looking for slow-down moment, when I can live a “ME” time and get re-charged to keep moving forward
PRODUCT CONCEPT: Biti’s flip-flop – ULTIMATE FIT, PLEASANT COMFORT
BRAND CONCEPT: RELEASE TENSION. ENJOY THE WALK!
CAMPAIGN OBJECTIVE:
A new innovation campaign to launch the new flip-flop range targeting for youngster to:
- Double the company flip-flops’ turnover
- Refresh young look of Biti’s brand
CREATIVE DELIVERABLES:
1. Propose creative execution campaign idea to turn the brand concept tick to target audience.
EXECUTIVE SUMMARY SLIDE