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IDM_Content management_Case study_20150522
Vietnam Airlines organizes activities throughout the year for its Golden Lotus Plus (GLP) program members. A platform was built for GLP members to receive frequent updates and manage miles. The campaign includes an annual appreciation event and PR articles. The campaign has been successful, continuing for consecutive years. Golden Lotus Plus members can now manage their accounts through a mobile app and receive email marketing. Vietnam Airlines aims to engage loyal customers who fly frequently through this ongoing program of events and digital communications.
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- 3. Vietnam Airlines -GLP Event Objective !Sales loyalty onVIP customers of Golden Lotus Plus (GLP) program! Situation !AmongVietnam Airlines’ customers, there are 400 most important ones who fly frequently with the airlines. In order to engage with customers, Vietnam Airlines organizes a series of activities throughout the year. ! Strategy Approach:A platform for GLP members was built, on which members are frequently updated via email marketing throughout the year, and are offered a mobile application to manage and redeem miles.The campaign is marked by a premium offline year-end appreciation event and following PR articles to amplify and attract further frequent flyers.! ! Time: since 2013 and on going! ! Concept:“Triệu dặm tri ân” ! ! Channels: Microsite, email marketing, premiums, mobile application, event! Result The campaign was such a success that it ! was decided to be carried on for consecutive years.!
- 4. Golden Lotus PlusEvent
- 5. Situation !Vietnam Airlines aimsto increase revenues by putting more weight on e-commerce in order to be ahead of the emerging trends inVietnam. ! Strategy Approach! Facebook andYouTube were selected as the main communication channels, serving as an information hub forVietnam Airlines’ customers.The channels focus on building a strong community of travelers, timely deliver valuable news from the brand to target audience.The channels also set out to educate consumers about e-commerce.! Time: 2012 – present! Execution:! Separate Facebook fanpages were built to cater for different markets.The pages deliver resourceful and relevant information about aviation and tourism, while interactive games and functional tabs help build a larger community, bringing the audience closer toVietnam Airlines.The activities effectively push sales promotion through mass audience. Online games receive positive responses and large number of participants. ! Facebook andYouTube contents are integrated to create rich contents that inspire people to get to know about the brand, and to travel.! ! Channels: Facebook &YouTube! Result Facebook fans: more than 240,000! YouTube: More than 5,100 subscribers; 1,000,000 views! Vietnam Airlines – Social Media
- 6. Social Media –Seasonal Campaigns
- 7. Social Media -Production
- 8. Social Media VisualGuideline
- 10. PNJ - TonVinh Gia Tri Dich Thuc Objective !To establish brand preference of PNJ as a brand with diverse characterics and suitable for women at all ages! Situation !To establish brand preference of PNJ as a brand with diverse characterics and suitable for women at all ages! ! Strategy Concept:“TônVinh GiáTrị ĐíchThực”, differentiate beauty from normal standards by categorizing it into three groups of ! (1) Passion for success, (2) Happy family, (3) Independent & Sexy! ! Strategy: the concept is built for long-term growth and postion PNJ as premium mass jewelry line! ! Channels: microsite, viral, PR, social media, viral, search marketing! ! Using images of six celebrities to promote these three categories, amplifing the message onto digital channels ! Result Establish brand character for 3 key characters and push sales through wedding season! ! Visit: 400,000 Fan: 30,000!
- 12. PNJ - HanhPhuc Vang Objective !To build PNJ as top-of-mind brand during ! wedding season! Situation !PNJ is a local established brand , yet it has not received much publicity due to its lack of strategic approach.! ! Strategy Strategic Planning for digital including all product lines of PNJ! ! The concept:“ Hạnh PhúcVàng”! ! Activities are promoted on minisite and Facebook fanpage with consistent content.Games promoted on Facebook fanpage include “The Proposal” and “Golden Happiness”! ! Channel: social, search marketing, viral, media! Result After 6 months of execution to end of 2013, the campaign pushed sales up and for stores and achieved:! ! Fan: 30,000!
- 15. PNJ Silver –TheGioi Nang Toa Sang Objective !To establish brand awareness for PNJSilver product line after ! re-launching! Situation !In order to encompass the accessory line to traditional silver products,! re-branding campaign was launched to position PNJSilver as a more mature brand when their target audience grow up and demand variety ! in their jewelry collections.! Strategy Concept “Thế Giới NàngTỏa Sáng” highlights each individual girl as a lively color of life, distinctive by her uniqueness.The concept follows target audience of PNJ Silver from high-school time to maturity, taking it as chance to re-new the brand and introduce accessories as part of Silver product lines.! ! Channel: social media, microsite, banner ad, music video, PR, forum seeding and influencers! Result KPI fanpages: fans increased 200%, ! Talking about is over 40%!
- 18. British Council –Road to IELTS Objective !Brand preference and sales conversion Situation !As IELTS is well known among target audience, the campaign’s sole purpose is to emphasizes the message of why one should take it with British Council! Strategy Approach: performance-based marketing in which IDM commits leads and quality leads for British Council! ! Concept:“Road to IELTS” in which British Council not only approaches but also assists students to have high scores with IETLS ! by their online content and free tests! ! Time: May 2014 – July 2014! ! Channels: Microsite, social media, seeding content, search marketing ! ! Execution: the campaign embraces the needs of high-schoolers and students for overseas study and future career advancement by providing helpful content virtual real-time consultancy! Result 899 qualified leads generated, accurate revenue recorded!
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- 20. British Council –1001 Ways to Speak English Objective !Brand awareness, brand preference and sales conversion! Despite the familiarity of IELTS, the campaign positioned IELTS on new market segment – the US market! Situation !Inheriting success from previous campaign, this campaign’s objective also announces IETLS as an alternative toTOEFL for students who want to study in the US.! Strategy Approach: it was more difficult to break the perception of IELTS as a UK-made product only, so a bold approach was taken to place IELTS as direct competitor toTOEFL on every single message sent out.! ! Concept:“1001Ways to Speak English” in which the US way to speak English is accepted in IELTS.! ! Time: November 2014 – March 2015! ! Channels: Microsite, social media, seeding content, search marketing ! Result 900 sales leads generated, accurate revenue recorded!
- 22. VCBF - AreYou Investing Smarter than VCBF Objective !Brand awareness, brand preference, sales conversion, ! sales on loyalty! Situation !Started digital marketing activities back in 2014,VCBF gradually established its online presence to younger audience as leading investment funds ! Strategy Approach: the strategy was set for long-term vision in which IDM is responsible for digital marketing as key hub for all sales and trade activities! ! Time: June 2014 and on going! ! Channel: website, search marketing, social media, PPC, PR articles, media booking, email marketing! ! Execution: the execution focuses more on branding to establish a concrete brand identity for the firm and then promote product alternately based on needs and segments of target audience. Accurate analytics on site enablesVCBF to measure indexes of all four brand and sales objectives from the unknown to loyalist.! Result EstablishVCBF as leading investment firm on digital platforms. Measure and convert leads to actual customers.!
- 25. TRALAISUNGMAN.VN Objective !Brand awareness andbrand preference for the new launch of Neo Hormoviton, a supplement tablet for men’s health! Situation !This marketing is booming in recent time and being led by Alipas product from Eco Pharma! Strategy Approach:The campaign was set up for 2-year time to build brand awareness among target audience which considered! ! Time: Jan 2013 – Jan 2015! ! Concept:A microsite of doctor consultancy was built where people can ask whatever questions about their sexual health and life! ! Channels: Microsite, PR, social viral content, search marketing ! Result Digital marketing coordinates with trade marketing to help customers make a good & fast decision and be consulted about their health issues as after service !
- 28. KIRIN - SuperCool, Super Fresh Objective !To raise brand awareness for new launched Ice+ product with ! grape-flavored! Situation !Kirin has been inVietnam for a long time with two other products of Ice+ but they are still not popular among target audience! ! Strategy Approach: Strategic planning with focus on creative concept, utilize the image of teen model Bao Tran to illustrate emotional benefits of Ice+ “Cool, Fun, Joyful”! ! Concept: Ice+ City and the tagline “Super cool, super fresh” ! ! Channels: Social media as key hub, content and search marketing, game, megazine PR,TV program! ! Execution: the campaign lasted 6 month through year-end to the beginning of 2014 with Facebook as key hub of communication, illustrating the Ice+ city as an icy place and the secret girl played! by BaoTran model! Result Reach: 5 million ! Fan growth: 30 thousand! Grape-flavored Ice+ established equal ! other two products!
- 31. An Gia Garden Objective !Brandawareness, brand preference, sales conversion to complete the sales cycle of real estate project within dedicated timeline! Situation !An Gia Garden is a real estate project located inTân Phú district for middle-income audience.The project comprises of 900 apartments which is expected to sell out after 3 months of marketing campaign.! Strategy Approach: Digital marketing is utilized to support direct marketing and distribution network of sales ! ! Time: 3 months from May 2014 to July 2014! ! Concept:“Nơi muốn đến, chốn muốn về” to emphasize the convenience factor of project’s adjacency to AEON Small, the airport! ! Channels: microsite, seeding content, search marketing, media booking, PR articles traditional & online, social listening! ! Execution: Accurate analytics helps to separate leads from marketing channels and identify revenue flow from each lines! Result The project with nearly 900 departments was sold out in less than 2 months.!
- 32. Microsite Media bookingSeedingcontent PR articlesSearch marketing Social listening
- 34. Situation !Vietcombank needed anofficial social media channel to represent their true voice, since there were many unofficial fanpages that may confuse consumers. ! Strategy Approach! A fanpage was selected and rebuilt with new contents and images, in line with Vietcombank’s brand image and tone of voice.The contents are re-directed to communicate more aboutVietcombank’s products and activities.The page also acts as a real-time customer service hub for consumers.! Time: 2014 – present! Execution:! Several functional tabs were created to deliver organized information to audience; whether they need to located an ATM nearby, search for latest bank offers, or to learn more aboutVietcombank’s history. ! The page communicate the most updated information on new products, promotions, and the bank’s social activities while maintaining close interaction with customers, making the brand appear more friendly to online audience. ! The page’s first photo contest, announcing the official fanpage, received more than 500 participants within a month. ! Channels: Facebook! Result Facebook fans: more than 34,000! Vietcombank – Social Media & Production
- 35. Situation !PVISL is ajoint stock company of PVI and Sun Life Financial ! who provides life insurance and pension service! Strategy !PVI Sun Life website is supported by thoroughly refined online platform for both corporate and pension sites to ensure smooth customer experience.! ! The sites are also customised for performance-based marketing to accurately measure brand objectives and sales objectives of online marketing activities.! Web Production & Strategy