The document outlines a marketing campaign by Bloomer to address quarter-life crises among Vietnamese youth aged 16-25. The campaign will use challenges completed with celebrity companions on the Bloomer app to motivate and prepare youth as they step out of their comfort zones. It provides campaign objectives, target demographics, messaging, tactics and expected key performance indicators over three phases from July to September. The goal is to increase awareness, engagement, downloads and in-app purchases for the Bloomer app by offering solutions and social support for quarter-life crises.

1. THANH THỦY NGỌC NHƠN THIÊN PHÚC

3. S o c i a l i s s u e
a period of life ranging from twenties to thirties, in which a person begins
to feel doubtful about their own lives and the definition of success,
brought on by the stress of becoming an adult.

4. Have been downloaded
50.000 times
More than 25.000 users
Product: FAME
Theme: RESPECTBuild big awareness of
potential customer of what
bloomer truly is
Create social value by offering
potential solutions to the social
problem among the youths
Reach business objective:
increasing sales

5. T a r g e t i n g
g e n z
Vietnamese
(16-25, core 18-24)
Urban & Rural
Digital savvy
100% spending more
than 1 hours per day
on social media
Narcissist, individualistic and
purpose-driven
Having high opinion about
themselves
Prefer work-life integration
more than work-life balance

6. As a young person, the quarter-life crisis is a conflict between fitting me to the
predetermined norms of success and redefining the term of success by creating my own
individual identity.
Under very huge pressure, I don’t know which one is a better choice because I am lack of
experience and sense of certainty.
insight

7. Right time
makes your day
If your age of 20 is 6AM of day,
let Bloomer be your
motivation and companion to
STEP OUT self boundary
instead of oversleeping in your
comfort zone
Imagine our entire life is a
24 hrs period, the age of 20
is 06:00 AM of the day.
The hesitance between
waking up or continuing
sleeping is similar to the
choosy sense in the
conflict of quarter-life
crisis.

8. SIX! BUZZ IT SIX! STRING IT SIX! DO IT
TIME
OBJECTIVE
MESSAGE
KEY HOOK
KPIs
SUPPORTING
TACTICS
BUDGET
July 1st – July 15th July 16th – August 13th August 14th – September 30th
Spread and raise awareness about the
message of the campaign to TA
Be the motivation for youths to start their
own journey by being physically and
mentally well-prepared
Create a platform for youths to share their
action diary of pursuing their decision and
respect the stories.
“Right time makes your day.
Right decision makes your life.” “Be well-prepared to make the best
decision”
“Accomplishing self-defined challenges is
the first step to get out of your comfort
zone.”
Interactive viral clip “SIX! BUZZ IT” with
hashtag #righttimemakesyourday
Feature ‘7 days challenges with the Stars’
#thuthachcungSao
Self-customized challenge series
‘SIX! Do it” with hashtag #sixdoit
Help youths realize the importance of
choosing the right time to step out of their
comfort zone
Be the connection between youths and
celebrity companions, together free the
positive energy and get ready to step out of
comfort zone.
Respect and accompany youths on the very
first steps out of comfort zone towards their
goal
2,000,000 TA aware of campaign
5,000,000 views on viral clip
200,000 engagement on social media
5,000 downloads/4,000 new users
10,000 completed challenges
1,000,000 engagement on social media
15,000 downloads
12,000 new users
5,000 stories diary shared
5 journey to be reward
1,000,000 engagement on social media
5,000 downloads/4,000 new users
Social Media, Influencers, KOLs, Seeding Social Media, PR Articles, KOLs, Seeding,
POSM
Social Media, Influencers, PR Articles
500 million VND 2 billion VND 1 billion VND
DEPLOYMENT
PLAN
BRAND ROLE
RIGHT TIME MAKES YOUR DAY

9. DESCRIPTION:
Interactor has 4 options of the time to start his day:
6am, 12pm, 6pm and 12am
“Choose the starting time for your day”

19. Marking your
challenges
easily
Uploading your
photos/videos to finish
your challenges

20. To make correct decisions and
pursue them till the end, let’s
prepare with Bloomer
physically and mentally by
completing daily challenges
with our celebrity companions.
At specific time everyday, challenges from Bloomer will be sent to
users. Each challenge is worth a score, with a total of 100 points.

21. Users have 2 choices
Challenge will be noticed
after 10-15’. Each Snooze
deducts your 25% of the
score.
Take the challenge. Post
photo/video. After that, check
“Challenge accomplished”
90% challenge completed/ day
Completing 7-day challenges, user will be awarded

22. Challenge will be announced by a
video recorded by the celebrity.
At the end of the day, celebrities
will share their own story and tips
on their own quarter-life crisis

23. You are well-prepared for your new journey through
the challenges from Bloomers in Phase 2,
It's time to take action to overcome your boundaries
by setting your own goal and Bloomers will be a friend
who accompanies you to achieve it

24. wake up on time to accept the
challenges
creating your own challenges
everyday immediately
when you wake up
to achieve your goal
enjoy your day by sharing your
own stories at every moment
when you overcome these
challenges

25. share your experience,
happiness as well as sadness

28. 2,000,000 TA aware of the campaign
5,000,000 video views
2,200,000 engagement on social media
5 journeys will be rewarded out of 5000 created stories
25,000 downloads with 20,000 new users
average usage time increase by 30%
in-app purchase increase by 30%

29. WHY THIS CAMPAIGN?
✓ Brand-new focused problem
✓ Leverage theme of respect
✓ Self-esteem as ‘fame’
✓ Long-term application
"34% of youths being driven by
purpose and motivation"