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

3

Idea & Strategy

4

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 KPIThe idea

I’M A REVEL

Communication Channels

5

•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

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)

6

Other achieved KPIs

Google Adwords:

130% (phase 1)

226% (phase 2)

Facebook Ad click: 114%

(phase1), 585%

(phase 2)

Online Banner visitor

146% of proposed KPI

7

Microsite I’m A Revel

8LEVI’S I’M A REVEL contest LEVI’S I’M A REVEL groupon

Digital Communication

9

Display Banner

Online PR

Digital Communication

10

Facebook Ad

Google Ad

SMS

Digital Poster & LCD

11

LCD (left) & Digital

poster (right)

Activation

12

PGs at stores and contestants Flyer production

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 strategy and manage the pages.

• Time: 2 years (up to now)

14

Showcase: PANTENE VIETNAMwww.facebook.con/PanteneVietnam

15

Showcase: OLAY VIETNAMwww.facebook.con/OlayVietnam

16

Showcase: GILLETTE VIETNAMwww.facebook.con/GilletteVietnam

17

Showcase: PAMPERS VIETNAMwww.facebook.con/PampersVietnam

18

Client’s Brief

• Objective: • To develop and increase

engagement on the current Facebook fanpage for Edenabrand at https://www.facebook.com/Edena.VN. (From 2,000 fans)

• Target Audience:• Women 25-40 living in

Vietnam

• Timing: 01 Jun – 31 Dec 2012 (7 months)

20

Communication Activities

Activities What Channels

Summer Promo 2012 Discount on bill Fanpage

Weekly Crazy Sale Special discount in a day of the

week

Fanpage, Facebook Ad, Google

Ad

Special Hour Special discount in 1 hour in a

day of a week

Fanpage, Facebook Ad

Crazy Sale Christmas Fanpage, Facebook Ad

Facebook application “Who’s

Edena’s friends”

Upload your photo taken with

Edena product, get gifts

Fanpage, Facebook Ad

Facebook application “Lucky

Draw”

Click “Play” on the game. Lucky

numbers brought lucky gifts.

Fanpage, Facebook Ad

21

Some achieved numbers

STT Activities Result

1Facebook application “Who’s Edena’s

friends”120 participants

2 Facebook application “Lucky Draw” 1,273 users. In which, 186 winners

3 Adwords for Weekend Crazy Sale (2 times) 20,262 clicks

4 Email newsletter Total email sent: 3,629 with average open rate at 6,13%

5 Facebook page Total fans increase 600% and reached 13,892 fans.

6 Facebook adsTotal click: 88,664

CTR: 0,27%

22

Facebook Application

23“Who’s Edena’s friends” “Lucky Draw”

Email templates

24

Fanpage content got much interaction

25