Young Marketers Elite 3_Assignment 19_Overall Digital Marketing
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Transcript of Young Marketers Elite 3_Assignment 19_Overall Digital Marketing
Assignment 19.1+Minh Thông - Đức Hiệp - Thanh Thùy - Văn Hiển
Young Marketers
Elite 3
DIGITAL
TARGET
There are two main types of targeting
INVENTORY TARGETING, which serves content on digital chanels
that offer a specific type of content or are visited frequently by
individuals within a particular demographic
USER TARGETING – which serves ads to individuals who have
exhibited a particular behavior or interest.
+The way we use digital
methodology for targeting our
audiences/customer base on
their persona
SOCIAL
GRAPH
Social graph is a digital map of our personal identity, our social
friends and everything we share with them. It is the
representation of our relationship on social network
social networks such as : facebook, twitter ….. a systematised
way of storing these objects and these connections
INTEREST
GRAPH
A real-time is digital map which show the profile of the connections
between a person and their interests. ( ideas and things )
Red edges are the part of an interest graph,Blue edges are the part of a social graph
Ex:
Music: Rock, R&B
SOCIAL
GRAPH
INTEREST
GRAPH
Who I am ?
Who I know ?
Implicit relationship to
what I’m likely to buy
Who I’d like to be?
What I like?
Explicit relationship to
What I’m Likely To Buy
Example
Digital Campaign for
Catching Fire
Who?
When?
Where?What?
- Movie-going fans (especially The Hunger Games fans)- Insight: I’m a massive Hunger Games fan and would devour Katniss’ tale late into the night when I really ought to be sleeping. What a wonderful world I desire to join and live in.
https://www.youtube.com/watch?v=kNaDjJ-lsKQ
Before and during its opening weekend
Provide an interactive experience for movie-going fans on all social media platforms.
- Facebook & Twitter: provide information and news about Capitol and film as if Capitol government declared.- Tumblr: was designed as fashion magazine for Capitol citizens Capitol under Capitol Couture brand. Fans can join in Capitol Challenge including fashion, art, writing...- Youtube: A studio of Capitol (called Capitol TV) provided trailer, previews of Catching Fire, District Citizen Reels program; and engaged fans' interaction by promoting fans to submit their videos- Website: Fans can play games, discuss in forum, take part in competitions (Ultimate Fan Challenge...) to experience in real Capitol world.
Analyzing consumer, category, competitor, company,
collaboration
Business Context Objectives Target consumer & Insight
Define relevant:- Business objectives for
challenges company is facing - Marketing objectives
- Communication objectives
Dig deep to understand consumer, define their unmet
need to build marketing strategy
CORE ELEMENTS IN DIGITAL CAMPAIGN PLAN
DIGITAL CAMPAIGN PLAN EXAMPLEName: The Amazing Hunt
Client: Huawei - Agency: AdtimaCategory: Smartphone
Approach
HUAWEI - Top 5 fastest growing smartphone markets in the Asia-Pacific, Vietnamese smartphone industry has become extremely competitive.
COMPETITORS - Invested big budget in marketing strategies, that makes consumers confused and easily loses the engagement.
BUSINESS CHALLENGE - 7/2015, Huawei LAUNCHED 5 NEW SMARTPHONE MODELS in Vietnam.
Huawei needed the help from target audience group to spread the news by a viral awareness activity then assist Huawei in building more engagement.
BUSINESS OBJECTIVE - Increase sales of 5 new smartphones.
MARKETING OBJECTIVE - Raise brand awareness by WOM
COMMUNICATION OBJECTIVE -Expand engagement time with Huawei through interactive activities.
TARGETYoung adults, 18 to 25, who are tech savvy users and dare to embrace the challenge.Main
BEHAVIORS70% targeted group has their location tracking on while accessing mobile internet to connect and share cool news with everyone nearby
INSIGHTThe consumers are more willing to engage with the brand if their friends are engaging too, so mobile communication and social network interaction is the key drivers
Mobile as the one and only platform.
=> Using the power of location-based function, which allowed youth to be more interactive, and enabled them to share excited moments on the go.
=> Produced the first “Friend-get-Friend” location-based game in Vietnam.
How to tackle Ingisht to meet objectives
Big Idea & Key Message Execution Plan KPIs
Set clear KPIs that best-reflect how the objectives will
be achievedExecute, learning & adjust everyday.
“HUAWEI -THE AMAZING HUNT”
Huawei + ZALO - the most favorable mobile platform for youth to communicate.
To use “LOCATION-BASED TECHNOLOGY” on Zalo to produce VIETNAM’S FIRST FRIEND-GET-FRIEND LOCATION-BASED GAME.
Users participated via Huawei Zalo page and spread the words across friend networks by using one of the most popular features on Zalo, the “FIND FRIENDS NEARBY” function.
PHASE 1: AWARENESS Key hook: PR
- Driving all media traffic to raise awareness of the games on Zalo
- Promoting it on Adtima ecosystems on both PC and mobile such as Zing News, Zing MP3, Zing TV and Bao Moi.
PHASE 2: EXPERIENCE Key hook: MOBILE
• Zalo location-based targeting message=> New feeds ads were sent to right users who had been around Huawei stores “Find Friends Nearby” feature on Zalo.
• “The Amazing Hunt” – “Find Friends Nearby” - trigger for youth to spread the words about Huawei
• The most commonly used function in Zalo is “Find Friends Nearby”, which was leveraged to the most excited mobile hunting game “Huawei – The Amazing Hunt”.
CORE ELEMENTS IN DIGITAL CAMPAIGN PLAN
DIGITAL CAMPAIGN PLAN EXAMPLEName: The Amazing Hunt
Client: Huawei - Agency: AdtimaCategory: Smartphone
MARKETING & COMMUNICATION OBJECTIVEAwarenssEngagement•Zalo sticky messages got…………..impressions.•Zalo News feed ads got…………impressions.•Reached………………..interactions.•……………………users joined the game.•Huawei Zalo pag……followers……...
BUSINESS OBJECTIVESales…..
CORE ELEMENTS OF A DIGITAL CAMPAIGN PLAN
• Listen & respond to consumer• Bridge brand experiences• Iterate offerings• Collect & activate the consumer relationship with consumer
WHO?
Who is target audience?What are they interested in?What do they need and desire?Who/what do they care for?Are they suitable for key message of brand?Can they help brand get objectives?Can they make spreadability and network effect?
WHERE?
Where do they congregate online?Which online channels can we approach to them?
WHAT?
What kind of content resonates best with them?What do brand talk to them?What activites, stories, visualization... in consistence we offer them?
Gain digital target
WHEN?
When can we interact with them effectively?
FOOD FOR THOUGHTS
Digital Campaign for
Catching Fire
Who?
When?
Where?What?
- Movie-going fans (especially The Hunger Games fans)- Insight: I’m a massive Hunger Games fan and would devour Katniss’ tale late into the night when I really ought to be sleeping. What a wonderful world I desire to join and live in.
https://www.youtube.com/watch?v=kNaDjJ-lsKQ
Before and during its opening weekend
Provide an interactive experience for movie-going fans on all social media platforms.
- Facebook & Twitter: provide information and news about Capitol and film as if Capitol government declared.- Tumblr: was designed as fashion magazine for Capitol citizens Capitol under Capitol Couture brand. Fans can join in Capitol Challenge including fashion, art, writing...- Youtube: A studio of Capitol (called Capitol TV) provided trailer, previews of Catching Fire, District Citizen Reels program; and engaged fans' interaction by promoting fans to submit their videos- Website: Fans can play games, discuss in forum, take part in competitions (Ultimate Fan Challenge...) to experience in real Capitol world.
FOOD FOR THOUGHTS
LIPTON
“With its special role in Vietnamese culture, Tet provides seasonal momentum as a spending spree throughout the country,”. Biscuits, tea, soft
drinks and beer are the fastest movers in terms of Tet gifts, indicating more and more families pick these items as New Year presents.
CONTEXT
OBJECTIVE
Claim lipton as the number one world tea brand and top gifting choice during tet
Increasing sales performance
"Hãy Kết Nối Cho Một Năm Tươi Sáng"
TARGET
AUDIENCESDemographic: Young Vietnamese
adults 25-35, who are positive
embracers.
Lifestyle: Theyrelish life’s journey,
jumping head first into every
experience with optimism &
curiosity
Attitude during TET time full of
energy to have a GREAT START.
Tet is time when I review mypassing
year and reconnect with my beloved
resolution – wishes for the new year
INSIGHT
Lipton want to bring them connecting TET in
a TEA way by the BIG IDEA
MILLION BRIGHT CONNECTION
FOR A BRIGHTER YEAR
PHASE 1
- Lipton Zalo page was put on Zalo Hot Page
- Sticky messages with the image of Mr T – Fun Tet Wish
was sent to millions of target audience on Zalo application
It’s the truly meaningful Tet, when young generation send
the best wish to their friend/ relatives for a bright new year
PHASE 2
People sent their wish by video,
calendar, sticker… through website
tuoisanglipton.com and gained point
to exchange Lipton’s gift
PHASE 3
EXECUTION
Family is the most important thing. Liptonese please don’t
forget to send be st wishes to all your family members,
relatives and friendsLink
Platform: mobie & social network
“Bright gifts for being a part of
Spreading bright connection”
“Call for action”
LEFT
PICTURE
RESULT
CampaignThe Best Meal in the World
CategoryFood & Baverage
ClientNam Ngu Brand
Masan Consumer
AgencyRedder
THE POWER OF
“WHEN”
BRAND NAM NGUIn summer 2015, Nam Ngu’s position as No.170% market share.
The signature taste for homemade meals used across 70% of Vietnamese households.
The brand was at its...RIPENING POINT
OBJECTIVES- To climb up the ladder of the brand pyramidFamiliarity & Preference
- Activate it in new markets to attract new consumers
- Increase Sales performance
THE CHALLENGE
How to attract millennialswhile
maintaining a main audience of stay-at-home
mothers
TARGET CONSUMERS - Vietnamese mothers, aged 30 – 45- Urban and sub-urban- Possessing the desire to provide the best care for their children through their homemade meals from the heart which Nam Ngu fish sauce is a part of
CONTEXT
OBSERVATION FROM CULTUREFor Vietnam with studious culture, there is a common event for most households - THE UNIVERSITY ENTRANCE EXAM. Each year, millions of students from small provinces leave home for large cities to join the exam
SO WHAT?THE FUNDAMENTAL COMFORT BEING LEFT BEHIND BY
THESE MILLENNIALS? Mum’s cooking.The taste of home becomes most desired and most meaningful when children must leave home to build a future for themselves.
WHAT IS PROBLEM?The high pressure and importance of these exams heighten mums’ concerns for the children but all they can do is to cook meals with all their love.
CONSUMER INSIGHT SWEET POT
Nam Ngu fish sauce is an essential spices in mom’s tasting meals. Nam Ngu want to highlight how much families treasure these meals.
LOVEI wish to go along with my children to
cook the meals with all my love because this is all I can do to take care
of them in these exams
BIG IDEATHE BEST MEAL IN THE WORLD
STRATEGYExtract the emotion from this situation and make it accessible to all through Nam Ngu.
Key hook: Viral Clip - “The Best Meal in the world”Channel: YoutubeLink: https://www.youtube.com/watch?v=OqV0M8LGuvE
PHASE 1: TRIGGER
CONTENTA viral clip featuring stories of 3 mums who weren’t able to follow
their children to Ho Chi Minh City
They were taken to the city to prepare a secret meal for their children before the exam – the true taste of home delivered by Nam Ngu.
This special care from their mums brought the students to tears when the surprise was revealed.
“Mẹ không thể thay thế con vượt qua kỳ thi này.
Điều duy nhất mẹ có thể làm là nấu cho con những bữa ăn ngon bằng cả
tấm lòng của mẹ. Đó chính là những bữa ăn ngon nhất trên đời”
one from an ethnic minority
one mother with a disability
one with little money
SOCIAL INFLUENCERS: Generating a lot of earned-media stories.
ACTIVATIONNAM NGU + THE UNIVERSITY ENTRANCE EXAM SUPPORT CENTRETo select 30 students from rural or disadvantaged backgrounds whose mothers could not come and support them for the exam. Those mums were brought to Ho Chi Minh, Da Nang and Hanoi to cook for their children.
Nam Ngư captured real stories from the activation to amplify though PR articles, highlighting Nam Ngu as part of the best meals in the world.
PHASE 2: EXPERIENCE PHASE 3: AMPLIFYKey hook: ActivationSupporting tactics: Social InfluencersChannel: Social Media
Key hook: PRChannel: Social Media
Campaign
Nhà là nơi
Category
Food & Beverage
Client
Đường Quảng Ngãi
Brand Fami
Agency
Ogilvy & Mather Vietnam
BRAND FAMIFAMI is a brand for family. FAMI names (stands for Family) also
speaks the core brand values, which always aiming at: Bring
nutrition and fun for all the family Vietnam
OBJECTIVES- Drive brand love
- Create talkability
THE OPPORTUNITYVietnam Family Day (28/6) is a golden
chance for FAMI to drive brand love
with marketing activities
CONTEXT
INSIGHT
INSIGHT“Nhà” đối với mỗi người gợi lên vô vàn những khoảnh khắc hạnh phúc – và cũng giống như việc không ai định nghĩa được tình
yêu, “Nhà” cũng không thể nào có một định nghĩa cụ thể.
CATEGORY TRUTHSoy milk is a healthy drinkand suitable for all membersof the family
BRAND TRUTHEnrich family happiness
CULTURAL TRUTH“Home” has always beenperceived as “Family” inVietnam and link to a lot ofhappy memories with family
CONSUMER TRUTH“Home" is a very familiar word witheveryone but it can not have anaccurate definition since "Home“ ofeach person is different and onlyourselves can define our “Home”
BIG IDEA
NHÀ LÀ NƠI
Enrich family happiness
Enrich familybonding moments
Nhà là nơi
CAMPAIGN LAUNCH
BRAND ESSENCE
BCI
Channel: WebsiteLink: https://www.nhalanoi.com
“Nhà là nơi” App
CONTENTAn online app that enable audiences to define their own “home”
Channel: YoutubeLink: https://youtu.be/nmIM-qlrPfQ
Music video “Nhà là nơi”
CONTENTMV "Home is the place" is composed by Nguyen Hai Phong – and it has succeeded in bringing joy and cohesion of the family members together with their own story.
Fami select My Linh, Cam Ly Hoang Bach and to help brands connect with consumers ages 30 and older; while Issac, JVevermind, FAPtv… will attract the attention of young people aged 20. As such, Fami was able to influence every segment products they are targeting.
EVENT
CONTENTVietnam Family Day 28/06/2015 at Lan Anh Stage (HCMC), the musical "Home is where the" official debut. "Home is the place," is the first musical of the family VN on the subject with crew participated in creating and performing artists are renowned as leading VN: Vietnamese director Tu, musician Huy Tuan, editor dance director John Hitman, family singers My Linh, Cam Ly family, Hoang Bach family, family Isaac, and many other actors.
PR - SOCIAL
CONTENTFami photo contest "Home is where the" major media and on facebook, with many other exciting gifts. Also, on the fanpage of famous artists such as Cam Ly, Hoang Bach, Isaac, ... and hot bloggers JVevermind ... share the feeling of family and the definition of "Home is where , through hastag #NhaLaNoi.
THANK YOU