Young Marketers Elite 2014 - ADVERTISING PR - Vo Thi-Tu Oanh

1. ASSIGNMENT 14.1 – [ADVERTISING PR]
[Vo Thi - Tu Oanh]

2. It often be seen as to…
Manage corporate’s image in
publics through the 3rd party
Build up the understanding and
support from publics then affect
changes in behaviors
PR is critical in helping to engage an
organization’s diverse publics across
media platforms including third
party and social media.
Consumer
Government
Employee
Investor
Media
ADVERTISING PR DEFINITION

3. ADVERTISING PR DEFINITION
about the people and the relationship
between people (and brands)
But it’s simply…
Relationship is built and enhanced
on interesting CONVERSATION
with strong story
about brand’s story and the chance to tell it
PR is the opportunity to affect attitudes and
change perceptions. To earn, or charm your
way into CONVERSATION, by WHAT, HOW,
WHEN and WHERE you say it.
PR 1.0 - “Journalists are the middle man”
PR 2.0 - “Eliminates the middleman. PR is all
about CONTENT.”
“With advertising, you tell people how great you are.
With publicity, others sing your praises.”
PR Vs. ADVERTISING

4. ADVERTISING PR ROLE
Building awareness and a favorable image for a company or client within stories and articles found in
relevant media outlets.
Closely monitoring numerous media channels for public comment about a company and its products.
Managing crisis that threaten company or product image
Building goodwill among an organization’s target market through community, philanthropic and
special programs and events.
SUCCESFUL PR CAMPAIGN
Align with MKT goals
How its impact on sales? Does it deliver business objectives?
How much reactions from consumer on PR campaign?
Does it contain Persona & be authentic?
Does it change attitude or perception of consumers

5. Vinacafe is a heritage
brand but the
consumers perceive it
as an Old guy & not for
youngster brand.
Brand team want to
shift brand toward
youngster.
Business objective Competitive environment Youngster insight
Youngster love
their parents in
an unspeakable
way. Showing
love to their
parents out loud
is so weird with
Vietnamese
youngster.
CASE STUDY VINACAFE TET 2015
BACKGROUND
Marketing challenges
Vinacafe wants
to increase
sales in Tet
season.
Consumers were
disturbed by thousand
message from many
brand. Coffee is the
top 3 most favorite
gifts Tet season.

6. TRIGGER EXPERIENCE AMPLIFY
OBJECTIVE
Raise awareness about speak-out
love to parents moment of
youngster
Give youngster gift set “a cup of
love” to show love to their
parents out loud
Showing love is not age
limited
KEY HOOK
Series “Những màn tỏ tình khó
đỡ”
Gift set from Vinacafe, TVC Viral clip "Express your love
while you still can"
SUPPORTI
NG
TACTICS
Paid media: KOL, Youtube,
facebook.
Own media: “Chất” fanpage,
website
Earn media: Like, comments &
share on Youtube & facebook
channel
Paid media: TVC
Own media: “Chất” fanpage,
website.
Earn media: like comments &
share on Youtube & Facebook
channel
Paid media: viral clip, PR
articles.
Own media: “Chất” fanpage,
website
Earn media: like comments &
share on youtube & facebook
channel
CAMPAIGN IDEA
A cup of love will help youngster to speak out loud love with their parents
CASE STUDY VINACAFE TET 2015

7. RESULTS
Align with MKT goals: Create bonding moment with youngster.
Does it aim to change attitude or perception of consumers: Vinacafe want to
change the way youngster show love to their parents
How its impact on sales? Does it deliver business objectives?: 500,000 gift set sold
out quickly in Tet 2015
How much reactions from consumer on PR campaign?: Fanpage Chất got 24 mil
reach & 2.5 mil interaction; Viral clips on youtube got 8 mil views with 80% view-
through-rate, and millions selfie pictures with cup of love from consumers.
Does it contain Persona & be authentic?: This PR campaign did demonstrate a real
deep part of a human which is unspeakable love with parents.
CASE STUDY VINACAFE TET 2015