young marketer elite 2013 - assignment 13.1 - trung hieu & hoang lan

ASSIGNMENT

TRUNG HIẾU - HOÀNG LÂN

SOCIAL MEDIA IS…

With brand, it’s actually…

SOCIAL MEDIA IS…

Describes the online technologies & practice that people use to share opinions, insights, experiences ,…with each other.

SOCIAL MEDIA LANDSCAPE IN VIET NAM

SOCIAL MEDIA LANDSCAPE IN VIET NAM

SOCIAL MEDIA LANDSCAPE IN VIET NAM

8.5 mill users(Oct.2012)

24% Vietnamese have Youtube account

~ 180k visit Pinterest in 2012

SOCIAL MEDIA LANDSCAPE IN VIET NAM

SOCIAL MEDIA LANDSCAPE IN VIET NAM

SOCIAL MEDIA LANDSCAPE IN VIET NAM

KOTEX – BYE BYE LABEL SOCIAL MEDIA CAMPAIGN

IDEA

Target audiences:

• Teenagers ( bull eye : high school )

• Eager to finding recognition from the other

• Influenced by idols ( especially female singers idol

Insight :

“ People can not realize my values inside my outlook, they judge me immediately even when they

did not interact with me”

Marketing Objectives:

• Increasing brand awareness

• Building brand love• Drive the confidence in Youth of self-expression despites labels "statement of others of

oneself".

DEPLOYMENT PLAN

SOCIAL DEBATE:

• Should we change by labels “statement of others of ourself ?

• Viral clip with 04 strong ambassador of teenager.

=> Create social debate

TVC & BRAND AMBASSADOR ACTIVITY:

- Kotex in race and showing the agreement with “be you”

EVENT:

• Make message stronger with event to get big strong connection

• Over 20 million views on Zing video

• Millions of awareness,

• Thousands of positive comments

• 21,000 participations online

• Thousands of participants in flashmob

• Events in three key cities HCM, DN, HN

• Rated as one of the most successful YTD campaign for Kotex Vietnam

RESULT