Nescafe launched a promotional campaign for Tet featuring valuable apartment prizes and a popular music video by Dong Nhi & Isaac. They promoted across TV, print, online, and social media. Neptune ran an emotional viral video and music campaign centered around people working away from family during Tet. The Laughing Cow associated their brand with smiles and laughter through an integrated campaign including a viral video, activations, and an engaging microsite for user-generated content.
UFLL 2019 _ BBO _ Seventh Generation _ Lâm Tiên KhảiKhải Tiên
@NgocPhuoc @NgocTran @Tien Khai prepared this deck. I leanred that 3C in creating big idea is needed to create consistency and problemsolver. Otherwise, it is just a nonsense propoganda
Creating love at first time brand experienceNguyet Nguyen
A brief guideline of how to create "love at first time" brand experience. This is the material used for Branding workshop for Vietnamese enterprises in partnership with Hochiminh City Department of Industry & Trade
UFLL 2019 _ BBO _ Seventh Generation _ Lâm Tiên KhảiKhải Tiên
@NgocPhuoc @NgocTran @Tien Khai prepared this deck. I leanred that 3C in creating big idea is needed to create consistency and problemsolver. Otherwise, it is just a nonsense propoganda
Creating love at first time brand experienceNguyet Nguyen
A brief guideline of how to create "love at first time" brand experience. This is the material used for Branding workshop for Vietnamese enterprises in partnership with Hochiminh City Department of Industry & Trade
Hard Truths: The Children's Society rebrand. Rebrand or refresh Brand Breakfa...CharityComms
Jayne Whitton, marketing, communications and insight director and Minaxi Henegan, head of brand, The Children’s Society
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
About
Young Marketers là một sân chơi mang tính trải nghiệm & định hướng cho những marketer tài năng của Việt Nam trong tương lai.
Mission
Young Marketers - Empower the next marketing generations
Description
Dự án Young Marketers là 1 sáng kiến và được thực hiện bởi công ty REDDER Advertising, và được cố vấn bởi các tên tuổi hàng đầu lĩnh vực marketing & advertising tại Việt Nam.
Young Marketers đến 2013 bao gồm 2 hoạt động chính là Young Marketers Contest & Young Marketers Elite Development Program nhằm mục đích định hướng, tìm kiếm và phát triển thế hệ marketing tiếp theo của Việt Nam.
About
Young Marketers là một sân chơi mang tính trải nghiệm & định hướng cho những marketer tài năng của Việt Nam trong tương lai.
Mission
Young Marketers - Empower the next marketing generations
Description
Dự án Young Marketers là 1 sáng kiến và được thực hiện bởi công ty REDDER Advertising, và được cố vấn bởi các tên tuổi hàng đầu lĩnh vực marketing & advertising tại Việt Nam.
Young Marketers đến 2013 bao gồm 2 hoạt động chính là Young Marketers Contest & Young Marketers Elite Development Program nhằm mục đích định hướng, tìm kiếm và phát triển thế hệ marketing tiếp theo của Việt Nam.
Netflix: Digital Marketing Evaluation of the Over-the-top Media-Service ProviderSagarChaujar
Netflix: Digital Marketing Evaluation of one of the World's Biggest Media Service Provider with its Social Media Strategies & Consumer Insights/Sentiments on the campaigns they run on the Internet.
Case Study: Sharon McLaughlin (McLaughlin Gibson Communications) and Colin Wa...interactivescotland
Socially Adept or Socially Inept?
How to Do, Use and Learn from Social Media for business
Part 6: Sharon (McLaughlin Gibson Comms) and Colin Walker (Everyone).
A Social Media Week Glasgow event by Interactive Scotland (www.interactivescotland.com) and Creative Clyde (www.creativeclyde.com)
WE BELIEVE THAT A SUCCESSFUL INFLUENCER MARKETING CAMPAIGN STARTS WITH AN INSIGHTFUL UNDERSTANDING OF TARGET AUDIENCE AND THE BEST PREPARATION OF CONTENTS AND STRATEGIES.
Social Media & the Future of Event MarketingEventbrite
Gemma Craven, Executive Vice President, New York Group Director, Social@Ogilvy
Lisa Hyman, partner and senior vice president of strategic communications, LeadDog; Managing Partner, Greendog
Social conversation at events is all about embracing the importance of real-time marketing. Events today have become a spark for social memes and discussions that brands, companies, and individuals must participate in. In this workshop, Gemma Craven will discuss how social conversations are evolving into the future, the importance of crowd-fueled agendas, and how social media is the “glue” that connects event attendees before, during, and after an event.
After Pandemic Marketing strategies change drastically. People started using social media more so does organization. It is easy way to inform connect and entertain for both customers and brands.
How Social Media Can Bring Your Event To LifeThe Abbi Agency
A complete breakdown of social media best practices before, during, and after an event. Includes a case study guide using CANFEST, the world's largest canned beer festival, an event owned by The Abbi Agency
Social Media Marketing usage after Pandemic 2020 hit the world. People started using social media during and after covid to entertain, to get information, services and connect with brands.
We specialize in providing innovative solutions and execution to enhance brand presence and drive business development. With a dedicated team of experts and a successful track record of over 700 projects for more than 120 leading brands, we are committed to delivering excellent results for our clients. We pledge to boost the success of your business and collaborate with you to build and promote your brand strongly.
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.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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.
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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
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.
2. NESCAFE TET 2017
“PROMOTIONAL CAMPAIGN -
KHAI XUAN DON LOC”
KIT KAT 2017
“VALENTET“
THE LAUGHING COW TET
2017 CAMPAIGN
“TOGETHER FOR A
NEPTUNE TET 2017
CAMPAIGN
“COME HOME FOR TET,
3. Leveraging the Tet occasion when people wish for good fortune in the
new year, Nescafe launched an exciting promotional campaign that gave
away valuable apartments as key hooks.
A Tet Music Video (MV) by Dong Nhi & Isaac was released to promote
Nescafe Tet Gift Pack (via PPL technique).
Both TVC and MV were promoted on chosen media which are:
• TVC: focused on TVC 15s with est. gross budget 57 bil. in 15 weeks
• Print-Ad: PR articles focus on the amplification of campaign’s
winners story on highly credible newspaper Thanh Nien & Tuoi Tre
• PR online: support amplify campaign’s winners story on Internet
• Rich media: utilize rich media on Mp3 Zing’s website with
diversified formats such as: Masthead, Popup, Native Ads…
• Facebook: different type of paid media such as single image,
carousel images were applied to promote attractive Tet promotion
• Social Seeding: using the Dong Nhi & Isaac’s FB Fanpage to
promote Nescafe Tet Gift Pack via personal engagement post
• YouTube: amplify both videos of TVC & Tet MV, achieved high
viewership due to promoted videos
• “Khai Xuan Don Loc” Tet MV: The song by famous singers Dong
Nhi & Isaac with PPL of Nescafe Tet package, became popular in
Tet with over 18 mil. views on YouTube and MP3 Zing
Nescafe 2017 Tet Campaign
“ KHAI XUAN DON LOC”
TVC 15s
PR articles on Newspaper online
and offline
Social Seeding –
Personal Fanpage
NESCAFE INVESTED HEAVILY IN TET PERIOD
WITH ATTRACTIVE PROMOTION CAMPAIGNCampaign Starting date 18th Nov’16
TVC, MV and promoted
videos on YouTube
Viral clips, Engagement
post on Facebook
Rich media
4. NESCAFE SUCCESSFULLY CARRIED OUT THE TET
CAMPAIGN BY HIGH VALUE PROMOTION PRIZE &
LEVERAGING TA’S ONLINE CONTENT HABIT OF
MUSIC VIDEO TO NATIVELY PROMOTE TET GIFT
PACK
Source: MEC Internal POV
• Nescafe approached consumers with light-hearted insight of Tet which is wanting good fortune for new year
• Create a promotion with high value prize to generate excitement from consumers, also release & promote
winners’ story during campaign to inspire & recruit more participants
• Promote Nescafe gift pack via PPL technique in Tet Music Video clip, which is easily consumed & engaged by
our target audience
• Successfully applied traditional media (TV & Press) to create mass awareness and build credibility, while utilize
social media (FB) as an engagement channel with the target audience during campaign period
KEY TAKEAWAYS FROM NESCAFE’S CAMPAIGN:
5. THE LAUGHING COW TET
2017 CAMPAIGN
“TOGETHER FOR A
NEPTUNE TET 2017
CAMPAIGN
“COME HOME FOR TET,
NESCAFE TET 2017
“PROMOTIONAL CAMPAIGN -
KHAI XUAN DON LOC”
KIT KAT 2017
“VALENTET“
6. Kit Kat 2017
“ VALEN-TET”
Campaign Starting date 11th Jan’17
TVC 15s
In 2017, Kit Kat merged Tet with Valentine’s day to create “ValenTet”
campaign. The campaign’s hero creative was the viral clip series of 3
episodes: First Meeting – Tet Together – Valentine’s Day
Chosen media are:
• TVC: using TVC 15s to promote Tet package only. Estimated gross
budget: 10 bil. VND in 4 weeks
• YouTube: with paid media, the total view achieved was 3 million for
total 3 videos
• Rich Media: Kit Kat used impactful format Masthead to build awareness
on popular site MP3 Zing
• Facebook: Content focus on promoting Valentine season and host
Valentine mini games to engage with fans:
The viral clips are promoted on Kit Kat fan page, which reached 7
million views for total 3 videos
The mini game had simple mechanism: 1. Buy the Valentine’s
version product. 2. Write wishes on the product. 3. Take picture and
post on KitKat contest announcement ‘s post to win prizes
• Viral Clip Series: Create a teenage love story series to associate the
brand with Valentine season as usual. In each video, KitKat use PPL
technique to promote its seasonal package. Ep. 1 & 2 – Tet packages;
Ep. 3 – Valentine Kit Kat package
FOR 2017, KIT KAT MERGED VALENTINE’S DAY AND
TET FOR THEIR CAMPAIGN – VALEN-TET 2017.
Viral Clip on YouTube
Viral Clip &
Engagement post on
Facebook (Minigame)
Rich media
7. Source: MEC Internal POV
• Leveraging the use of viral clips series (which deliver interesting content towards young audience about
teenage love) to promote Kit Kat Valentine package as well as Tet package
• Utilize mini game mechanism to support sales for Valentine package
• Merging the Tet occasion into Valentine so that the campaign period can be extended and not diluted
by other Tet campaigns
KEYTAKEAWAYS FROM NESCAFE’S CAMPAIGN:
VIRAL CLIP SERIES WAS THE HERO EXECUTION OF
KITKAT TO NATIVELY PROMOTE ITS SEASONAL
PACKAGE, FOLLOWED BY ENGAGING MINI GAME WITH
EASY MECHANISM TO SUPPORT SALES
8. NESCAFE TET 2017
“PROMOTIONAL CAMPAIGN -
KHAI XUAN DON LOC”
NEPTUNE TET 2017
CAMPAIGN
“COME HOME FOR TET,
THE LAUGHING COW TET
2017 CAMPAIGN
“TOGETHER FOR A
KIT KAT 2017
“VALENTET“
9. Neptune launched a thematic Tet campaign in Dec-16, delivering the same
message as last year “Come home for Tet, Family is the top priority” with
heart touching viral clip & music. Chosen media are:
• TVC: utilize different version of 60s, 45s, 30s & also 5s vignette, with
Est. gross budget 96 Bil. in 6 weeks.
• Pre-roll iTVC: maximize reach of TVC with 30s version
• LCD: reinforce TVC and brand image at office building & apartment
locations
• Advertorial + Print-Ad: content focused on gifting tips and family
health-care in order to promote Neptune 2017 Tet Gift Pack
• PR online: amplify the impact of Neptune 2017 Viral Clip & promote
Tet package via gifting tips article
• YouTube: utilize True-View ad format to promote Neptune viral clip
(3.6 mil. views)
• Facebook: used Facebook Boost Post to maximize awareness of
Neptune viral clip and create engagement (6.6 mil. Views)
• Social Seeding: using famous community pages on FB to spread the
viral clip with hashtags #venhadontet #giadinhtrenhet
• Music video Sponsorship: the music for TVC was released as a MV.
The song also became popular in Tet with over 1.5 mil. plays on
Internet
Neptune 2017 Tet
Campaign
TVC 60s/45s/30s &
Vignette 5s
Advertorial + Print-Ad
on Newspaper &
Magazine
PR Online
Viral Clip on
YouTube
Viral Clip &
Engagement post on
Facebook
Social Seeding – Personal
Fanpage & Community
LCD Building Office
& Apartment
Sponsor for Tet
Music Video “Tet
Xa”
Pre-roll iTVC 30s
NEPTUNE HEAVILY INVEST IN TET WITH KEY HERO
CONTENT OF HEART-TOUCHING VIRAL CLIP & MUSICCampaign Starting date 23rd Dec’16
10. NEPTUNE SUCCEEDED IN LEVERAGING POWERFUL
INSIGHT OF PEOPLE WORKING FAR FROM HOME TO
CONNECT WITH THEM VIA MEANINGFUL &
TOUCHING CONTENTS
Source: MEC Internal POV
• Leverage the powerful Tet insights of people working far from family “ Treasure the reunion time while many
others cannot”
• Strongly connect with audience via meaningful contents of touching viral clip & music, featuring original &
emotional stories of Vietnamese who cannot reunite with there family
• Huge investment during short period of time to the create boom impact & strong competitiveness during Tet
• Multimedia application, especially digital, which is the main platform to transfer the whole story & create
brand engagements
KEY REASONS FOR NEPTUNE’S SUCCESS:
11. NESCAFE TET 2017
“PROMOTIONAL CAMPAIGN -
KHAI XUAN DON LOC”
KIT KAT 2017
“VALENTET“
NEPTUNE TET 2017
CAMPAIGN
“COME HOME FOR TET,
THE LAUGHING COW TET
2017 CAMPAIGN
“TOGETHER FOR A
12. The Laughing
Cow Tet 2017
campaign
Campaign Starting date 23rd Dec’16
TVC 30s & Vignette
Promotion 5s Viral Clip on
YouTube
Pre-roll Viral
Clip & iTVC 30s
LCD at Airport +
Bus/Train Station
Rich Display
Activation event – Laugh
Connection Bridge
Microsite for
engaging
Viral Clip & Engagement
post on Facebook
Social Seeding – Personal
Fanpage & Profile
Con Bo Cuoi (CBC) launched their Tet campaign at the end of Dec’16
with the theme of “Together for a laughter-ful Tet” (Cùng CBC trao
nhau tiếng cười Tết), delivering the message of “Whenever there is
laugh, there is Tet”. Chosen media are:
• TVC: using TVC 30s, supported with 5s Promotion Vignette.
Estimated budget: 25 bil. VND (gross cost) within 4 weeks
• Ad-network Pre-roll: using pre-roll format to maximize the
reach of TVC 30s & delivering the full story via 2 min viral clip
• YouTube: using True-View ad format to deliver the full story of
CBC Viral clip on online video, gain over 3.5 mil. views
• Rich Display: using impactful rich display to build awareness
for the promotion, drive participant to activation event &
recruit user for engaging app on microsite
• Facebook: using Facebook Boost Post to deliver CBC viral clip
& social seeding profile to create native engagements on social,
using hashtag #congketnoitiengcuoi & #traonhautiengcuoitet
• Activation: held the activation at 2 megamall in HCM & HAN
(Vivo City & Aeon Mall)
• Microsite: host the engaging app on microsite to help user
generate their own content of “Celebrating Smile Video” &
share to their own FB Fanpage (> 2,100 users)
• LCD: airing TVC 30s in locations with high traffic before Tet
season, where people have the feeling of reunion with family
• Wifi-Ads: using Wi-Fi Ads to boost the promotion & drive
participants to activation event
CBC CREATED A HIGHLY RELEVANT THEME OF SMILE FOR
TET CAMPAIGN WITH INTEGRATED MARKETING EXECUTION
Wi-Fi Ads at Supermarket,
Bus/Train Station
14. Source: MEC Internal POV
• Highly relevant theme of SMILE, which associate with not only the joy of people when reunite with their
family in Tet but also brand’s well-established image of “The Laughing Cow”
• Enjoyable viral clip with a soft & warm story, delivering the message of “Whenever there is laugh, there is Tet”
• Integrated marketing implementation with a smooth combination of online & offline activity
• Innovative application of digital technology for online engaging activities, which let user generate their own
content as well as earned media for brand
KEY REASONS FOR CON BO CUOI’S SUCCESS:
RELEVANT THEME OF “SMILE” & INTEGRATED
MARKETING EXECUTION ARE THE KEY REASON TO
HELP CBC STAND OUT DURING FESTIVE SEASON