The document discusses internet marketing in Vietnam, highlighting the significant growth of its online user base and the need for effective customer understanding. It details various case studies, including 'Nozza' and P&G's 'Thank You Mom' campaign, emphasizing innovative strategies and channels used to engage target audiences. The campaigns achieved impressive results, showcasing the effectiveness of leveraging social media and creative content in digital marketing efforts.

1. VIET NAM INTERNET MARKETING 2012
Case Studies

2. Agenda
Internet User Insight
Internet marketing services in Viet
Nam
Case Studies

3. Your campaign will be definitely failed if you don’t even understand your customer
NO

5. Online Market in Vietnam
Vietnam is among
countries which have
the largest Internet users
in Southeast Asia
All Asia = 19.4%
UK = 72.0%
N. America = 74.2%
Australia = 80.1%Brunei 55.9%
Malaysia 65.7%
Singapore 72.4%
Philippines 24.5%
Cambodia 0.5%
(Japan 75.5%)
(Taiwan 65.9%)
(China 26.9%)
Myanmar 0.2% Laos 1.9%
Thailand 24.4% Vietnam 32.2%*
Indonesia 12.5%
Source: Internet World Statistics IWS)
Except Vietnam, source 3D,
They are Officers, intellectuals, high salary,......

6. What do Online Users do ?

7. INTERNET MARKETING SERVICES IN VIET NAM

8. Not just only banner displays ….

9. Internet marketing is synergize/ leverage all channels which are
Banner ads/ text ads
(CPD/ CPM/ CPC/ CPA Buying )
Forums & BlogMaster concept

10. Case Study
Case StudY

11. Fifth iMedia was founded in 2008
Started as an ad-network in the
Vietnamese new media market
Grown significantly and expanded its
network of products further into Social
Media , Search ( SEM, SEO ) Mobile
Ad/Marketing and Email Marketing
Offer creative proposal, design and total
campaign management solution
Today, Fifth iMedia is a one-stop creative
digital media company offering innovative
strategy / solution for online & mobile
campaigns

12. What’s happening outside Viet Nam ?
http://www.youtube.com/watch?v=owGykVbfgUE
One of successful
social campaigns

13. Its happening in Viet Nam .....

14. Product Nozza
Target audience Age : 18 – 30
Gender : Female
Income : A, B, C +
Objective  Build a playground for female from 18+
 Make a buzz for new fanpage by occasion of 14/2 and
8/3
Timeline 7 weeks : 16/1 – 8/3/2012
KPI 5000 fans / 200 photos
Channel Social marketing/ offline/ PR/Display

15. A. FANPAGEPAGE’S FEATURE
Tab for Product info
Tab for RẠNG NGỜI DÁNG XUÂN Contest
Tab for Ranking and Voting
Tab for Beauty Tips
Tab for 8/3 Event Info
http://www.rangngoidangxuan.com/
Idea : Online photos contest on facebook
named “ Rang Ngoi Dang Xuan “
 Mechanism : Match their photo with one
motorbike which is suitable for their style by
using automatic fb application & Viral it

16. Tab for
RẠNG NGỜI DÁNG XUÂN
Contest
 Can upload & Edit
photo from this tab

17. Tab for
Ranking and
Voting
-> Can manage
from this tab

18. Tab for
Beauty Tips

19. Tab for
Product info

20. B. COMMUNICATION ACTIVITIES

21. Marketing channel
Facebook
Fanpage
Facebook
ads
Influencers
on
Facebook
Forum
Seeding
Fblog – Hot bloggers
join & Post
Offline event/Display
ads

22. FB ads

23. Microsite’s Sharing Feature

24. Influencer and Candidate’s activities

25. C. ACTIVITIES TO PUSH UP FANPAGE
G-time
At a particular time, we post a question and user with quickest
answer will win.
Because of this game, user follow fanpage all the time and increase
engagement with the fanpage
Creative prize fro RNDX Contest
In last weeks of RNDX contest, the quantity of photo submitted was
going down because there was not enough time to collect LIKE
(VOTE). So we add an additional prize: A Canon Camera and some
consolidation prizes for impressive photos submitted to RNDX
contest.

26. Creative prize for RNDX contest
The winner will be chosen by
The Board of Judge, therefore
the contest encourage ladies
who don’t have advantage in
collecting LIKE
Received a lot of funny photos
makes the RNDX contest more
attractive to community

27. D. RESULT

28. Reach 7,890 fans
~ 8000 active
fans within 7
weeks

29. There are 1.000 photos
submitted to RANG NGOI
DANG XUAN contest

30. Feedback from community

31. Analyzed the page rangngoidangxuan.com, we can see from GA
• Visit: 105,567
• Visitor: 79,450
• Page view: 345,265
• AVG Time on site: 03 min 13 second
GOOGLE ANALYTICS

32. And more …..

33. Brandname P&G
Target audience Aged 15-40, ABC, internet user
Students, professionals, executives..
Busy with personal life
Dwelling with fast-pace life
 They may forget what they have done for their mum
and how thankful she is to make your good life.
Objective  Enable P&G’s individual brands to accompany in every
“thank you mom” activity
 Create an impact on community- wake up gratitude to
their mum and galvanize them to take action
 Maximize talk-ability by inspiring online and offline
activities
Timeline 12 weeks : 20/5 – 26/8/2012

34. P&G are there to take them out of noisy life, slow them
down, make them think about their mum and start with doing
something as a “ Thank-you” to her.
CONCEPT: “ THANK YOU, MOM”

35. Campaign Flow
Inspired
Emotionally provoke
TG
Recruit to fanpage
Convey message to
call for action
Action
Encourage TG to join
in fanpage activities
to show their
gratitude and
spontaneous sharings
Increase P&G’s
indentity
Big suprise
Maximize talk-
ability among
peers
Record what
happened after
campaign to re-
convey message

36. https://www.facebook.com/pages/C
%E1%BA%A3m-%C6%A1n-
M%E1%BA%B8/287867004557261
http://vnexpress.net/gl/ban-doc-
viet/2011/01/3ba256c6/
On social network
On premium website
Viral clips on youtube
Leverage on existing
“neutral” clips, PR
articles of MUM to
naturally raise message “
There is always an
invisible helper behind
your success. It’s your
mum”
How to inspire?
http://www.youtube.com/watch?v=fJ7PbkMaiqg&f
eature=share

37. Viral Clip
Raise a must—think issue amongst community by a reality video of
motherhood in poor condition
MAIN CONTENT
He ‘s a successful man but he is too
busy and his mom decides to live in
nursing house not to disturb her son
. Today is her birthday and his son is
expected to visit her. ….
COMMUNICATION
Motivate target audience to take
action by delivering inspiring
messages
BRAND ASSOCIATION
LINKAGE TO ACTION

38. VIDEO
She is well-prepared to wait for her son. So he does. However where he
goes to is not her place. He goes to a bar to see a prospect who he keeps
following up to win contract.

39. He keeps having fun with his prospect and drinking till he’s drunk
whereas his mom is waiting in vein. She still doesn’t call him not to
bother him.

40. He doesn’t remember about her till event reminder on his mobile phone is
ringing. It stands out in his mind that today is her birthday. He calls her but
no one picks up

41. He then rushes to her and sadly sees she bend down on sofa
unconsciously waiting for him. He really upsets and feel so blameful
for his soullessness

42. Happy ending
He sits beside her and give her an intimate hug, head down on her lap. She
suddenly wake up and happily touch him. He raise his head looking at her to
imply he’s sorry. He then hands her a birthday present and a colorful bunch of
flowers.

43. Communication
There is always an invisible helper
behind your success. It’s your Mom.
Just a simple action may make MOM
happy and surprised !
Imagine thousands of people act like you
do, then thousands of mums feel happy.
Isn’t it worth for you taking action?
To take action. Please visit
https://www.facebook.com/pgvncamonme
P&G
Proud Sponsor of Mom
Brand Association
Link to Action

44. Action
Hold activities on fanpage to guide them the way how to take action.
Participants are enabled to experience 2 steps of Thank you MOM:
An application for participants
to self-design a postcard and
show gratitude in words
P&G- messeger
P&G – brand association
(logos)
Step 2: Talk about mum
Sharing your story, poem-
unforgettable recollection of
mum (optional)
Step 1: Postcard
Let’s ask yourself what kind of
things you have not done for you
MOM
(optional)

45. Mock-up

50. Share

51. share link On wall
And forum seeding, Email, Display ads ….

52. Big surprise
 The most touching piece of “ Talk about
mom” (interactions/random choice) granted
with a big surprise- P&G help the lucky
participant to carry out what they
desire to do for their MOM
 P&G show up at where the participant give
her/his MOM such big surprise
 Record what’s happening and viral to
community as a way to enhance meaning of
message delivered during campaign

53. Result
500
1,000
3,000
5,000
7,000
9,000
11,000
13,000
15,000
17,000
19,000
20,000
239
784
1,512
6,096
6,567
7,903
7,995
9,480
-
5,000
10,000
15,000
20,000
25,000
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12
Total fan Reach 20.000 fans till the end of campaign
And more than 300 cards …
https://www.facebook.com/pgvncamonme?ref=ts

54. Thank You !
Contact me for further information :
Email : vkoanh@5imedia.vn
H/P : 01666 866 983