PR, Young Marketers Elite 2 - PR - Khai Pham & Minh Vu

1. ASSIGNMENT 14.1 – [PR]
[Minh Vũ- Văn Khải]

2. Advertising PR-AGENDA
1 ADVERTISING PR DEFINITION
2 ROLE OF PR
3 PR PLANNING PROCESS
4 VINACAFE TET REVIEW

3. ADVERTISING PR DEFINITION
“Public relations is a strategic communication process that builds mutually beneficial
relationships between organizations/individual and their stakeholders.”
-be strategic in nature. Which must create conversation by the brand story
-build mutual positive relationship – that would be reputation, perception, trust or advocate
- Shifting to and maintain positive relationship by using media platform
- Stakeholders (employees, consumers, investors, suppliers, distributors, journalists, government, shopper, fans…)

4. Indirect Role of Pr:
From change Current Perception, Pr drive to
Increase Sales, Frequency, Consumtion, Penetration.
Direct Role of PR:
Shifting or/and mainting positive relationship by using MEDIA PLATFORM”
ROLE OF PR
Tools & activities of PR:
-Media relations
-Advertorial, Editorial
-Social Media
-Newsletter
-Lobbying
-Events & sponsorship
-Direct engagement
Example: ABOUT CHANGE PERCEPTION:
Happy ID of Coca- Cola
Current attitude: Happiness Rate of Peru is the lowest among Latin.
Attitude after PR campaign:
Coca associate with “happiness” increase 8pp
Peru residents said that they feel happy, increase 62% and want to get
one Happy ID
Example: DRIVE SALES IN SOME CAMPAIGN
Vinacafe sells 100% 500.000 “The Cup of Love” in Tet 2015

5. PR PLANNING PROCESS
Role of Pr:
Key question about
consumer we need to
answer change (about
perception) to drive
business objectives
and marketing
objectives
ISSUE INFORMATION
Filtering, applying and
understanding
+The target audience
(Demographic,
Lifestyle, Attitude,
Media behavior),
+Brand proposition
+Desired Perception
Consumer Insights
Uncovering deeply
held needs and
desires in the
context of the
brand.
Marketing Planning
A specific question
about consumers we
can answer to drive
growth/ sales.,ect
Linking the insight
and Informartion
part to our objective.
Suggesttion about:
Key Message to
deliver consumer.
Key Media Channel
to use
Key Hook/
Supporting Tactics
INSIGHT
IMPLICATION
EXECUTIONIMPLICATION
Real Activation
in Pr Campaign.
Timeline
Budget
Content
Channel
KPIs

6. VINACAFE TET Campaign
The most successful branded content in Tet 2015, Youtube Vietnam
Top 5 Tet campaigns 2015
1. Situation Analysis
Vinacafe is seen as
National heritage coffee
Brand in Vietnam. But
Youth- new target
consumer don’t feel closer
to Vinacafe
Tet is the family gathering-
the occasions for youth
express their love to family
through Gifts/ wishes
Coffee is in top 3 the most
favourite gifts in Tet holiday
Many brands do a lot of
campaign in this
occasion, with a lot of
messages.
Summary Business Objective:.How Vinacafe increase sales in Tet when compare with market and get closer to young consumer.?
Marketing Issue:
Family is Top of mind when youth think about Tet.
Gift is represent “deep expression”
VNCF Coffee is seen as heritarge, old man.
=> How Vinacafe-coffee brand convince consumer that
VNCF represent “deep emotion” in a gift to increase
frequency purchasing action.
Pr Role: change perception
Current Perception:
VNCF is heritage
but something old,
not get closer to
youth..
Desired Perception:
VNCF still want heritage but
not old. And Tet is the time
youth came back to a heritage
thing but still relevant to them:
family.

7. VINACAFE TET Campaign
2. Target Consumer
Youth: 18-25
Balance Gender
Live in HoChiMinh, Ha Noi
Family Oriented in Tet occasion
Media habit:
Getting Enews
Connecting with friend
on social on Media.
Consumer Insight:
“We love their parents at the bottom of
heart, but we feel awkward when talking
out loud, eventhough we know that mom
and dad will feel happy”
3. Ideation
VinaCafe- The Cup of Love
VNCF create a gift that speak out loud the "love expression" of youth to their family
4. Execution
Trigger Experience Amplify
Objective Raise social concern about how awkward
youth may feel when expressing their love
to parents
Help youth express love to their families by a
meaningful VNCF gift set - "The cup of love"
Express your love while you still can
Key hook Clip “Những màn tỏ tình khó đỡ” Gift cups with beloving sentence youth want to say to
families
Viral clip "Express your love while you
still can"
Supporting tactics -Masthead on Youtube
-"Chất" fanpage Chất
-Influencer sharing on Facebook
-News
-TVC
-"Chất" fanpage
-Influencer sharing on Facebook
-News
-PR articles

8. VINACAFE TET Campaign
Our recommendation:
Why do we encourage youth to express their love in Phase 3, AFTER actually helping youth to express love with their
family by launching the CUP in phase 2?
(That might be a reason why the clip in phase 3 has quite low view)
Instead of that being said, in phase 3, we could amplify HOW YOUTH EXPRESSED THEIR LOVE IN THIS TET,
which can show the audience the whole journey of feeling a guy/girl had been through in trying to expressing his/her
love, then highlight the emotional support from Vinacafe
Overall :
Successful due to tapping right on the itchy insight of youth in Tet Family
moment
(24 millions reach and 2,5 millions interaction with most of positive responses.)