Trong tài liệu này chúng ta sẽ được trải nghiệm xem các thương hiệu họ làm marketing như thế nào,từ thông điệp,chiến lược cho đến các kênh truyền thông và đo lường kết quả
3. Your campaign will be definitely failed if you don’t even understand your customer
NO
4.
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,......
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
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
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
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
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
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)
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