Stella Communications Credential with detailed services and case studies.

1. credential

2. Stella Communications is an
integrate marketing communication
(IMC) agency which aims to provide
brands a 360-degree plan to
approach target audiences wherever
they are.

3. FIELDS OF
EXPERTISE
strategy
planning
execution
monitor &
measure
report &
evaluate

4. COMMUNICATION
STRATEGY
IDEA
STRATEGY
RESEARCH
MANAGEMENT
BENCHMARKING

5. WEB BANNER // MOBILE BANNER // SEARCH
// REMARKETING // AD NETWORK // AD TEXT

6. SOCIAL
ENGAGEMENT
PROGRAMS

7. MOBILE & TV APPLICATION
DESKTOP & MOBILE WEB PROGRAMMING
GAME PROGRAMING

8. CREATIVE & CONTENT
CONTENT MARKETING

11. CORE
SERVICES

13. S H O W C A S E S
Campaign Launching
PR
Key Opinion Leaders CommunityManagement

15. LEVI’S I’M A REVEL
www.imarevel.net

16. Campaign Brief
• Objective:
• To create an excitement around the brand
by creating a strong product innovation
platform called REVEL to increase the
BRAND SALIENCE.
• Target Audience
• Primary Audience – Female 25-35
HCM/HN
• Secondary Audience – Female 18-25
HCM/HN - Female 18-35 Nationwide
• Timing: October – November 2013
16

17. Idea & Strategy
17
Photo Contest
to create trial
Xmas Promo
to trigger sale
Organize photo boot at 6 Levi’s stores.
Create awareness about this, call girls to
come, try the Revel, take photo, upload to
microsite, call for voting, and win.
Build a groupon campaign. The more
people participate, the higher value
consumer get. Consumers pay
VND500,000 to get a up-to VND 1,5M
shopping voucher.
Photo entries
Number of
participant
What How KPI
The idea
I’M A REVEL

18. Communication Channels
18
• Display banner
• Facebook ad
• Online PR
• Digital poster
• Elevator LCD
• Google ad
• Activation
Communication
Channels
• I’m A Revel Photo Contest
• Xmas Promo (groupon)
I’m A Revel
microsite • Photo Entries
• Participant of Groupon
Convert

19. Results
I’m A Revel Contest
248 photo entries in 6
weeks
(proposed KPI: 222)
Xmas Promo Groupon
4,755 participants in 3
weeks
(proposed KPI: 3,728)
19

20. Other achieved KPIs
Google Adwords
click: 130%
(phase 1) and
226%
(phase 2)
(17,600 – 18,265)
Facebook Ad
click:
114% (phase1),
585%
(phase 2)
(5,000 – 13,417)
Online Banner
click
132% of
proposed KPI
(14,553 – 19,274)
20

21. Microsite I’m A Revel
21
LEVI’S I’M A REVEL contest LEVI’S I’M A REVEL groupon

22. Digital Communication
22
Display Banner
Online PR

23. Digital Communication
23
Facebook Ad
Google Ad
SMS

24. Digital Poster & LCD
24
LCD (left) & Digital
poster (right)

25. Activation
25
PGs at stores and contestants Flyer production

27. PRODUCT LAUNCHING PR

28. CLIENT’S BRIEF
PRODUCT’S DESCRIPTION
• KUN is a chocolate-base milk brand from
Love’in Farm which launched in Vietnam
recently. KUN is made from fresh milk +
cacao + oat.
• Direct competitors are Milo from Nestle
and Ovaltine from FCV.
• Difference from competitors: fresh milk.
• Communicate by cartoon characters
created by children.
OBJECTIVES
• Communication objective: Build
awareness of the brand.
• PR Objective: provide information
about new product for moms.
• Target audience: moms who have
kids at age 3-11, focus on 10.
• Time: 2-3 weeks from mid Mar
2014.

29. What we’ve done
WEEKLY MAGAZINES
Tiep Thi & Gia Dinh
Hanh phuc Gia dinh
Me Yeu Be
NEWSPAPERS
Thanh Nien
Tuoi Tre
Phu nu Thanh pho
ONLINE NEWS SITES
Webtretho.com
Vnexpress.net
Phununet.com
Afamily.vn
Dantri.com.vn
PLANNING | BOOKING | CONTENT STRATEGY | CREATIVE DESIGN

30. Weekly Magazines
TT&GĐ Hạnh Phúc Gia Đình

31. Newspapers
Tuoi Tre Thanh Nien

32. Online News Sites
http://doisong.vnexpress.net/tin-tuc/me-va-
be/nuoi-day-tre/bi-quyet-chon-thuc-uong-dinh-
duong-cho-tre-2966934.html
http://www.webtretho.com/forum/f3156/t
huc-uong-dinh-duong-tu-sua-tuoi-su-lua-
chon-moi-1865062/

34. Client Brief
• P&G wants to develop
Facebook pages for their
brands to engage easily with
their consumers.
• Agency’s tasks is to develop
content and manage the
pages.
• Time: 5 years (up to now)
34

35. www.facebook.con/PanteneVietnam
35
Showcase: PANTENE VIETNAM

36. www.facebook.con/GilletteVietnam
36
Showcase: GILLETTE VIETNAM

37. www.facebook.con/DownyVietnam
37
Showcase: DOWNY VIETNAM

38. Showcase: OLAY VIETNAM
www.facebook.con/OlayVietnam
38

39. www.facebook.con/PampersVietnam
39
Showcase: PAMPERS VIETNAM

41. BACKGROUND
• Home Credit is a big
financial company
from Czech.
• They did not have
plan to develop an
online community for
the brand until
March 2014.
• We develop the
brand page on
Facebook from
scratch. Now it got
24+M fans

42. Agency’s Task
content creation
- Develop content
Strategy
- Content planning
- Content
development
community
management
- Update daily
content.
- Engage with fans
by replying their
comments.
- Answer their
questions from
Page’s Messages
develop
engaged
activities
- Create mini
games, contests on
fanpage.
- Develop content
for these activities
including terms
and conditions.
- Monitor the
activities
communicate for
the page
- Facebook ad
- Facebook
sponsored stories

43. Develop a set of cartoon characters
We created 5 characters who represent the target audiences: (from left to right) A Worker
who has a housewife Wife and a school-girl Daughter. Their neighbor is a Financial
Consultant and a Teacher. Each character has 15 different expressions (sad, happy,
excited, worry…).
They live in a Happy Town (Khu Phố Niềm Vui).
Content on fanpage is around them.

44. Left: Welcome Khu Phố Niềm Vui
Above: Trung Thu Festival at Khu Phố Niềm Vui

45. SOME DAILY STORIES

46. SOME ENGAGED ACTIVITIES
Like, share post to get
scratch cars
3 Times – 700+
Participants
Photo contest: Take
picture with Red
1 week - 40 photo
entries

47. SOME ENGAGED ACTIVITIES
Photo contest:
take picture with
Xmas theme – 4
weeks – 100+
entries
Answer 6
questions per
3 times – 360
participants

49. CAMPAIGN CONCEPT
Coca Cola would encourage people to connect with the brand
equally online and offline. The company swapped its usual
branding on its bottles and cans with about 80 of the Vietnam’
most common names, titles and characters.
Each of these had the hashtag #xomtu to encourage users to
promote the brand online.
One of the communication tactics is to use key opinion
leaders to share the product.

50. WHAT WE DID
Three groups of influential
profiles, pages were used:
• 40 influential profiles
including young singers, hot
boys, hot girls, actors /
actresses.
• 5 “hot” vloggers
• 8 “hot” community pages on
facebook
to share hundred of posts on
Facebook.

51. In term of interaction,
we achieved 122% of
proposed KPI
(300,000).
We got total 366,041
interactions on KOLs
and Community
Pages posting
300,000
366,041
INTERACTION
Proposed KPI Achieved KPI
KPI ACHIEVED

52. Khổng Tú Quỳnh
Interaction: 29,992 Interaction: 6,321
Justa Tee Huy Me
Interaction: 66,177 Interaction: 12,440
Phí Quỳnh Anh
SOME HIGHLIGHTS (PEOPLE)

53. Interaction: 679Interaction: 1,046
Là con gái thật tuyệtNhật Ký Bí ẩn 12 cung hoàng đạo
Interaction: 1,313
SOME HIGHLIGHTS (PAGES)

54. Contact: Hà Mai
Mob: +84 909 300 915
Email: ha.mai@stellacom.vn
Add: 175/24 Pham Ngu Lao, Dist 1, HCMC