Young Marketers 8 Final Round - DatingExperts
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Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
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Young Marketers 8 Final Round - DatingExperts
- 1. Dating Experts Mai Thi Xuan An and Nguyen Pham Ngoc Thao
- 2. Brand Issue Brand Positioning “Quality Guarantee = Consumers' Credibility" is not enough Evoke less familiar feeling International Standards Shift to online shopping Breath of the pastTechnology Reposition the High-Quality Vietnamese Goods (HVG) Objective 2 Catch up with the context More familiar
- 3. Category Truth A wide range of consumer goods Risk of fake, low- quality products Marketing and Advertising The well-known The unauthentic Strategic Approach Harder to find the most suitable products for consumers’ needs
- 4. Segmentation Risk Price The Uncertain Target Customers ● 21-30 ● Income C+ ● 4 key cities & 4 secondary cities ● Account for a remarkable proportion of Vietnamese citizens 4
- 5. Consumer Truth Desire Need Quality Affordable price Pain-point Risk after purchase Brand Truth
- 6. Brand Positioning 6 Quality Guarantee Consumers' Credibility Reasonable PriceDigital-centric Apply advance technology into production, distribution, customer understanding Approach the consumers through digital platform
- 7. Brand Promise 7 “Bring you the worry-free and convenient shopping experience" Assured Quality Reasonable Price Help the customers choose the goods that fits their needs the most Digital Platform High-quality Shopping Experience for the target customers
- 8. 8 Brand Elements Tone-and-Mood: Contemporary Keep the iconic symbol
- 9. 9 Creative Approach Campaign Big Idea Dating The Goods A shopping experience is like a Tinder date: you have something in common, you spend quite a long time to trust your partner, but there are still lots of risks. Here, we offer you the chance to experience a high-quality Tinder date with made-in-Vietnam goods: fun, straightforward, simple and worry-free.
- 10. Key message Let “Vietnamese High-quality Goods” help you “meet" the “right" product in an easy, safe and fun way Chat. Match. Buy.
- 11. Brand role The Connector For the local brands: Gain insights, Improve their product Local brands, especially SMEs Target Customers For the Consumers: Optimize their shopping journey Purpose Fresh and Interesting Digital Platform For the brand itself: Deliver the brand promise
- 12. PHASE 1: TRIGGER Timing Communication Objective 01.03.2020 - 31.03.2020 Raise awareness and discussion about the “High-quality shopping experience" Key Hook Interactive OOHs, KOLs and Influencers
- 13. 13 PHASE 1: TRIGGERA Goods Match key hook Create a human version of HVG The HVG mascot flirts with the audience to find his/her ideal type The audience is matched with a specific product under the assurance of the mascot The Idea Supporting activities KOL & micro-influencer share opinions about the definition of “high-quality shopping experience”
- 14. PHASE 2: ENGAGEMENT Timing Communication Objective Key Hook 01.04.2019 - 31.12.2019 Launch new positioning; Spread the message: HVG offers a high- quality shopping experience Dating The Goods key hook Cooperate with E-commerce (Sendo) to launch the mobile-friendly category
- 15. Dating The Goods The Idea key hook Select “Date the Goods” category on Sendo’s main site “Go Dating!” and the e-bill will be updated Supporting activities #Throwback_Dating_Story (reviews) #The_best_matches on social media Recommended stickers “high quality local guys” in related contexts PHASE 2: ENGAGEMENT Have conversation with HVG Chatbot Get matched based on searching keywords
- 16. PHASE 3: AMPLIFICATION Timing Communication Objective Key Hook 01.07.2020 - 31.10.2020 Create a community of HVG customers; Gain more traffic to the platform Subscription kit, Youtube Influencers
- 17. The Idea Spread The Dates key hook Subscription Kit Create and deliver monthly subscription kit for most active customers with discount prices Encourage customers invite more people to the site for discount and upgrade kits PHASE 3: AMPLIFICATION Youtube influencers sharing about their “HVG dating experience” and unboxing “subscription kit” on their channel
- 18. 18 Phase 4 - Reinforcement Timing Communication Objective Key Hook 01.11.2020 - 31.12.2020 Reinforce the new positioning of HVG HVG Blind-date Fair
- 19. HVG Blind-Date Fair Phase 4 - Reinforcement The Idea key hook A HVG Fair with nameless products, only the price & special features are attached Participants purchase their best-fitted products HVG digital guide booths are placed everywhere, suggesting & showing the map for participants to their suitable goods location
- 20. TIMING OBJECTIVE SUPPORTING TACTICS BUDGET KEY CHANNEL TRIGGER ENGAGE AMPLIFY REINFORCE 01.03 - 31.03 01.04 - 31.12 01.07 - 31.10 01.11 - 31.12 Raise awareness & discussion about “high-quality shopping experience" Raise awareness and discussion about “high- quality shopping experience" Raise awareness & discussion about “high-quality shopping experience" Raise awareness & discussion about “high-quality shopping experience" Interactive OOHs, KOLs,Influencers KEY HOOK “A Goods Match” E-commerce KOLs, Youtube Influencers On-ground activation “Dating the Goods” “Spread the Dates” “HVG Blind-date Fair” PR articles, Social media, Search and Display Ads PR articles, social, KOLs, Influencers Bump-ads, Google search, Social media PR articles, Google search, Social media 3 billions 6 billions 3 billions 3 billions DEPLOYMENT PLAN
- 21. 21 Thank you.