Social media was used to support Coca-Cola's 2014 Tet campaign message of "Cùng Gắn Kết, Tết Mới Về" (Connecting Together for the New Tet). The campaign aimed to engage young people in traditional Tet values of family connection in a fun way. It created a Facebook application called "Family Crest" where users could design their family crests and symbols to share on social media. Over 4,300 crests were made and shared, growing Coca-Cola's Facebook fanbase by 50,000. However, the goal of making it a trending topic for Tet 2014 was not fully achieved, suggesting more investment may be needed to

2. WHAT IS SOCIAL MEDIA?
Media created through SOCIAL
INTERACTION.
A collection of ONLINE PLATFORM and
tools that people use to share
content, profiles, opinions,
insights, experience, perspectives and
media itself, facilitating
cONVERSATIONS & INTERACTIONS ONLINE
between groups of people
Social media uses internet
technology to transform broadcast
media monologues (one to many) into
social MEDIA DIALOGUES (many to many)
Transforming people from content
consumer into CONTENT PRODUCERS

3. KEY FACTS & FIGURES
ABOUT SOCIAL MEDIA LANDSCAPE IN VIETNAM

4. Shift in Media usage 2010 – 2013
124
84
39
16
16 FTA TV
Internet
Newspaper
s
Magazines
2012 2013
Between 2010 and 2013 the daily average time spend on
watching TV has decreased (from 134min to 135min), while the
average time spend on the Internet has increased (from 74min
to 128min).
Source: 3D 2013 (2,970) and 3D 2012 (3,010) urban adults
aged 15-45
135
128
46
48
49

5. Profile of urban Internet users
age 15-45
16
22
20
25
19
20
16
14
29
19
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Urban
Popn
Internet
Users
35-45
30-34
25-29
20-24
15-19
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
27%
37%
24%
10%
2%
SEC of Internet users
(Index compared to total
urban popn.)
A (123)
B (112)
C (98)
D (59)
E (51)
30%
31%
25%
8%
6%
Occupation of Internet
users
Student
Employed -
professional/off
ice
Employed - other
Average age: 29.1 26.7

6. Top Online Interests
Source: Comscore July 2013
# Unique Visitors
(000)
% Reach
11 Entertainment –
Movies
10,246 61.1
12 Email 9,074 54.1
13 Blogs 8,477 50.5
14 XXX Adult 7,616 45.4
15 Classifieds 6,489 38.7
16 Discussion/ Chat 6,231 37.1
17 Information 6,111 36.4
18 Teens 5,768 34.4
19 Humor 5,766 34.4
20 Family&Parenting 5,563 33.2
Note: ComScore only measures
internet usage at home and at work
and does not include internet usage
on mobile phones

7. Social Network sites had 14.5mil
unique users in the last month
Rank Site Unique
visitors
(000)
Reach
1 Facebook.com 12,150 72.4%
2 ZingMe 6,160 36.7%
3 Kenhsinhvien.net 2,242 13.4%
4 Diendanbaclieu.net 2,066 12.3%
5 Tuyensinh247.com 1,758 10.5%
According to ComScore, social networks have
14,589,000 „unique visitors‟. This should not
be confused with „members‟!
Source: Comscore 2013 based on July

8. Social networking:
penetration and profile
51%
49%
Gender*
Male
Female
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months of
whom
1,477 have a profile on a social network site
3D 2012 showed that social network penetration
increased tremendously since 2010: from 38% of
all internet users in 2010, to 88% in 2013,
rising to 92% amongst the 15-24 age group.
48%
34%
18%
Age*
Age 15-
24
Age 25-
34
Age 35-
45
0 20 40 60 80 100
Age 15-24
Age 25-34
Age 35-45
92.3
82.3
58.7
82.4
68.1
48.3
39.0
15.7
8.5
Penetration 2010 Penetration 2012
Penetration 2013
%

9. Facebook users in Vietnam
12,150,000** Facebook users in Vietnam
• Facebook penetration total population: 13.1%**
• Facebook penetration internet users: 34%*
• In the past month the total of FB users in Vietnam has
increased by 31.5%, which makes VN world’s #16 in FB user
growth rate.
Source: **Comscore 2013 based on July, *VNNIC for Nov 2012
Note * * social bakers do not public a number of Facebook users
57%
43%
Gender distribution
Males
Females
21%
47%
25%
5%
1%
1%
Age distribution
13-17
18-24
25-34
35-44
45-54

10. 52%
25%
11%
6%
3%
Age distribution
15-
24
25-
34
35-
44
54%46%
Gender distribution
Male
Female
Zing Me users in Vietnam
6,2 million Zing Me ‘unique visitors’ in Vietnam
• Zing Me penetration of total population: 6.9%
• Zing Me penetration of internet users: 21.5%*
Source: Comscore 2013 based on July 2013, *VNNIC for Nov 2012
Note: „unique
visitors‟ should
not be confused
with profile
members.

11. 93% of urban adults has a mobile phone
81
9
0 0
80
15
3 2
82
15
2 1
83
13
3
1
84
11
3 2
0
10
20
30
40
50
60
70
80
90
One Two Three Four or
more
15-
17
18-
24
25-
29
Source: 3D 2013 Base: 2,970 urban adults aged 15-45 of which 2,733
currently own a mobile phone and 784 have a smartphone or don‟t know their type of phone
Number of SIM cards in use%
65%
20%
6%
2%
7%
Type of mobile phone
Standard mobile
phone
Smartphone
I have/use both
types
I dont know what
type my phone is
I dont have a
mobile phone
45%
24%
7%
3%
1%
1%
19%
Operating System of
smartphone
Android
iOS
Simbian OS
Windows OS
RIM
Other OS
Don't know

14. CASE STUDY – COKE TẾT

15. • Coke has been long taken Tet occasions
as one of the most promising time to
input the spirit of sharing happiness
of Coke among the mass audiences. The
key visuals of the swallows has become
a widely recognized symbol for spring.
• Tet 2014, when ATL gives the creative
idea of “Tết gắn kết”, social has the
objectives of engaging users with that
concept, make them feel and take action
on social.
Campaign
Background

16. Campaign Objectives & Roles of social
• Objectives:
+ Build brand engagement with
Coke‟s happiness sharing spirit
in Tet
+ Stronger image of Coke in Tet
Roles of Social:
+ Engage users with the concept of Tết gắn kết from
ATL, educate users the spirit of connecting people of
Coke.
+ Encourage young people have the practical activities in
time fully prepare for Tet and more meaningful.
+ Support for other communication tactics on
PR, activation / events.

17. Approaching
Coca Cola is a mass
brand, and stands
for the sharing
happiness
Consumer Insight:
the youth is now
ignoring the
traditional
values of Tet
(connecting) and
aims for more fun
/ young enjoyment
on Tet
Competitor: Pepsi
introduces “Tết
trọn từng giây”
platform which
easily engages
with young
audiences
Direction is to create a
social platform that
enables young target
audiences admire the
traditional values in a
fun and youthful way.
And by social
channels, we can spread
this platform to become
a hot trend in Tet 2014
and establish a strong
Coke Tet 2014 Community
on social media.

18. Idea
CAMPAIGN MESSAGE
CÙNG GẮN KẾT, TẾT MỚI VỀ
ENGAGEMENT IDEA
FAMILY CREST

19. CAMPAIGN MESSAGE
CÙNG GẮN KẾT, TẾT MỚI VỀ
ENGAGEMENT IDEA
FAMILY CREST
Action 1
Inspire
Action 3
Advocate and amplify
Action 2
Engage and encourage
• Campaign awareness
• Wake-up Youth from
normal-Tet-boredom
• Engage with consumer
for family connection
in Tet
Action
objectiv
es
Channels
• Online PR
• Social media
(FB, forums, KOL)
• Video channels
• SEM
• Facebook application
• Online PR
• Social media
(FB, forums, KOL)
• Display booking
(GDN, FB ad)
• SEM
• Public event
• Public activation
• Online PR
• Social media
(FB, forums, KOL)
• Video channels.
• OOH
• SEM
• Make consumer spread
out campaign
activities
• Amplify the result
• Inspiration clip
• Instruction clip
• Good crest showcase
• Social seeding and
spreading
• Social endorsement
• Facebook app: Tạo
logo Tết, gắn kết gia
đình
• Activation:
Decoration at big
venues for people
• PR Articles
Tactics
• Campaign wrap up big
event: Tết gắn kết at
Cresent Mall.
• Connecting truck
activation recap and
spreading – Community
crest
Execution

20. Action 1
Inspire
Action 3
Advocate and
amplify
Action 2
Engage and
encourage
Execution
CAMPAIGN
CONTENT

21. Execution – Always on content
To support and promote for the Tết gắn kết spirit

22. Execution – Communication Support Content
To support and raise awareness / eagerness about other media
tactics

23. • Fan growth: from the publication of
the page (6 / 12) to Tet 2014, there
are 50,000 fans joining the community.
• 4,393 Family Crested created and
thousand of gifts to be delivered to
users, and many earned media from
user‟s sharing.
• High interaction of both fan page and
social hot fan pages.
Outcome

24. • It is a great welcome of Coke to bring a new
platform on social to users which both make
them interested and convey successfully the
brand spirit.
• The expectation of making it a hot trend in
Tet may not be accomplished due to many
reasons, but when it comes to a great big
idea, and good execution content, it also
should come up with media investing.
• The idea of the platform plays a vital role
in the campaign; however, it is expected to
let the content speak more to engage more on
the Tết gắn kết spirit. If it is not inspired
enough, users will not join.
Nevertheless, the content is more on
promoting the platform than raising the
spirit and making it a trend.
Key
learning
points