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Young marketers elite 2013 assignment 11.1 - hoang thach - bich van

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L棚 Th畉ch
L棚 Th畉ch

The document outlines a digital marketing campaign for the Clear brand aimed at Vietnamese youth aged 18-25. The campaign's objectives are to strengthen the brand's "cool" personality, stimulate patriotism and a spirit of exploration. The core insight is that young Vietnamese want to be cool but think traveling abroad is cooler than within Vietnam. The campaign concept "My Kool Vietnam" encourages youth to confidently explore and share cool places within Vietnam. The deployment plan has three phases: awakening interest through influencers and videos; experiential events; and amplifying shared experiences on digital platforms. Outcomes included high video views, engagement on check-in pages and a growing network effect. The key learnings centered around developing audience insights

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NGUYEN BICH VAN . LE HOANG THACH ASSIGNMENT 11.1 DIGITAL MARKETING
CAMPAIGN BACKGROUND From the company: Clear perceived to be a cool brand amongst teenage and first jobber at 18-25 year old which is its main target market. From the customer: Travel is a trend now, from the inspiration of Ph動畛t movement and especially the book X叩ch ba l担 l棚n v i.
CAMPAIGN OBJECTIVE 1. Bridging brand cool experiences 2. Iterating offerings 3. Collecting & activating an interaction community for customer Strengthen the Kool and Confident personality of brand Stimulate the Patrionism and Explore spririt of youngster
TARGET AUDIENCE Vietnamese youngsters, aged 18 25, in urban areas, who are confident, energetic, love to travel and highly appreciate the cool personality.
OBSERVATION Foreigners love traveling in Vietnam & know traveling locations more than Vietnamese youngsters. Why? Vietnamese youngster prefer traveling abroad. Why? They think it sounds cooler than Vietnam their country, its always about Nha Trang, Da Lat, Ha Long... Why? Vietnam is too familiar to be cool.
CORE INSIGHT Im Vietnamese, I want to be cool in everything I do. Thus, although I love my country but I want to travel abroad, because my country is so familiar and I dont know is there any cool places in Vietnam.
STRATEGY: Digital-lead The digital channel is the leading channel. It holds the core direction for the other channel such as outdoor, print, event Phase 1: Awakening Introduce the core message through the digital media and activate the viral interest of the target audience to that. Other channels will be use as the support to attract the interaction. Phase 2: Experience Encourage the target audience to directly take part in the experience to be bounded with the core message by important activities such as events, outdoor They are also encouraged to shared that to the digital platform. Phase 3: Amplify Strengthen the benefit of the brand to the community by the recommendation from the real experience in the digital platform.
CONCEPT MY KOOL VIETNAM The concept is all about encouraging Vietnamese youngster to be confident to explore and share the interested (kool) places of Vietnam with everyone to prove that Vietnam is also Kool! Creative idea: Landing page check-in kool places of Vietnam Key message: T畛 tin kh叩m ph叩, t畛 ho Vi畛t Nam
DEPLOYMENT PLAN Phase 1: Awakening Stimulate the interaction through the viral clip of Kyo York about Vietnam tourism, followed by the discussion of influencers such as Miss Vietnam Ngoc Han, government member Opinions from influencers Viral clip from Kyo York Stimulate the discussions of the community about the key hook: Why do foreigners recognize Vietnam as a cool place, but Vietnamese young people dont?
DEPLOYMENT PLAN Phase 2: Experience Release the main events to invite the interaction from the target audience as well as encourage them to share their experienced to digital platform. MV My Kool Vietnam Press meeting on Bitexco Clear Kool Hunter contest
DEPLOYMENT PLAN Phase 3: Amplify Continue to invite the target audience shared their kool experience the cool places of Vietnam to the digital platform Landing page check-in Travel diary of Kool hunters
CAMPAIGN OUTCOME Speadability: - Clip Kyo York: 263,605 Views - Clip 束My Kool Vietnam損: 202,701 Views Engagement: - Cu畛c thi Clear Kool Hunters thu h炭t hng ngn b畉n tr畉 quan t但m, tham gia v b畉t 畉u th坦i quen s畛 d畛ng landing page check-in Network Effect: - 4392 Spots was "check in (28/02/2014) - 606 Hunters joined (18/12/2013)
KEY LEARNING Strong key-hook, rooted from a strong inside conflict of target audience Love Vietnam but prefer travel abroad Single-minded flow to develop the bound of audience to the core message Why you think Vietnam is not cool? Prove that Vietnam is cool Share! Understand the driven behaviors of target audience to make it the main viral action of the campaign. Go and share habit all over the social media The digital channel plays the true leading role and others channels are supportive role. Everything is started in Digital platform and amplified by other channels
Young marketers elite 2013 assignment 11.1 - hoang thach - bich van

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Young marketers elite 2013 assignment 11.1 - hoang thach - bich van

  • 1. NGUYEN BICH VAN . LE HOANG THACH ASSIGNMENT 11.1 DIGITAL MARKETING
  • 2. CAMPAIGN BACKGROUND From the company: Clear perceived to be a cool brand amongst teenage and first jobber at 18-25 year old which is its main target market. From the customer: Travel is a trend now, from the inspiration of Ph動畛t movement and especially the book X叩ch ba l担 l棚n v i.
  • 3. CAMPAIGN OBJECTIVE 1. Bridging brand cool experiences 2. Iterating offerings 3. Collecting & activating an interaction community for customer Strengthen the Kool and Confident personality of brand Stimulate the Patrionism and Explore spririt of youngster
  • 4. TARGET AUDIENCE Vietnamese youngsters, aged 18 25, in urban areas, who are confident, energetic, love to travel and highly appreciate the cool personality.
  • 5. OBSERVATION Foreigners love traveling in Vietnam & know traveling locations more than Vietnamese youngsters. Why? Vietnamese youngster prefer traveling abroad. Why? They think it sounds cooler than Vietnam their country, its always about Nha Trang, Da Lat, Ha Long... Why? Vietnam is too familiar to be cool.
  • 6. CORE INSIGHT Im Vietnamese, I want to be cool in everything I do. Thus, although I love my country but I want to travel abroad, because my country is so familiar and I dont know is there any cool places in Vietnam.
  • 7. STRATEGY: Digital-lead The digital channel is the leading channel. It holds the core direction for the other channel such as outdoor, print, event Phase 1: Awakening Introduce the core message through the digital media and activate the viral interest of the target audience to that. Other channels will be use as the support to attract the interaction. Phase 2: Experience Encourage the target audience to directly take part in the experience to be bounded with the core message by important activities such as events, outdoor They are also encouraged to shared that to the digital platform. Phase 3: Amplify Strengthen the benefit of the brand to the community by the recommendation from the real experience in the digital platform.
  • 8. CONCEPT MY KOOL VIETNAM The concept is all about encouraging Vietnamese youngster to be confident to explore and share the interested (kool) places of Vietnam with everyone to prove that Vietnam is also Kool! Creative idea: Landing page check-in kool places of Vietnam Key message: T畛 tin kh叩m ph叩, t畛 ho Vi畛t Nam
  • 9. DEPLOYMENT PLAN Phase 1: Awakening Stimulate the interaction through the viral clip of Kyo York about Vietnam tourism, followed by the discussion of influencers such as Miss Vietnam Ngoc Han, government member Opinions from influencers Viral clip from Kyo York Stimulate the discussions of the community about the key hook: Why do foreigners recognize Vietnam as a cool place, but Vietnamese young people dont?
  • 10. DEPLOYMENT PLAN Phase 2: Experience Release the main events to invite the interaction from the target audience as well as encourage them to share their experienced to digital platform. MV My Kool Vietnam Press meeting on Bitexco Clear Kool Hunter contest
  • 11. DEPLOYMENT PLAN Phase 3: Amplify Continue to invite the target audience shared their kool experience the cool places of Vietnam to the digital platform Landing page check-in Travel diary of Kool hunters
  • 12. CAMPAIGN OUTCOME Speadability: - Clip Kyo York: 263,605 Views - Clip 束My Kool Vietnam損: 202,701 Views Engagement: - Cu畛c thi Clear Kool Hunters thu h炭t hng ngn b畉n tr畉 quan t但m, tham gia v b畉t 畉u th坦i quen s畛 d畛ng landing page check-in Network Effect: - 4392 Spots was "check in (28/02/2014) - 606 Hunters joined (18/12/2013)
  • 13. KEY LEARNING Strong key-hook, rooted from a strong inside conflict of target audience Love Vietnam but prefer travel abroad Single-minded flow to develop the bound of audience to the core message Why you think Vietnam is not cool? Prove that Vietnam is cool Share! Understand the driven behaviors of target audience to make it the main viral action of the campaign. Go and share habit all over the social media The digital channel plays the true leading role and others channels are supportive role. Everything is started in Digital platform and amplified by other channels