an overview of video-based integrated marketing campaign

VIDEO-BASED MARKETING SOLUTION

3/5/15 VIDEO-BASED MARKETING SOLUTION 1

AGENDA:


1.  A CASE STUDY: “NEW FUN IS SINGAPORE MADE” CAMPAIGN 2.  WHY VIDEO-BASED MARKETING SOLUTION? 3.  HOW TO MAKE A GOOD VIDEO-BASED MARKETING CAMPAIGN? 4.  CONTACT US. 5.  OTHER CASE REFERENCES

NEW FUN IS SINGAPORE MADE

1


THE CONCEPT


Challenges

• People in Vietnam think Singapore is a boring place to visit. • At night, there would be no activities to join.

Objectives

• To change Vietnamese mind-set toward Singapore Tourism of the fun. • Show Vietnamese tourists that Singapore is an active country with a lot of fun

activities from day to night.

Solutions

• Prove fun & diversity experiences of people joining activities in Singapore • Show people that Singapore offer valuable trip via video-based content marketing. •  IMC campaign to support and amplifies the 4 episode videos

NEW FUN IS SINGAPORE MADE

Clients’ expectation

Masso’s response


NEW FUN IS SINGAPORE

MADE

Step to a new

fun

24 exciting

hours

Blue island

journey

Conquer a new height

From the big idea “New Fun Is Singapore Made”, we decided to use 4 episodes of video long-form content to translate it to audience effectively.

Click to play

Click to play

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Online PR: buy media to talk

about Anh Tuan acting in the

video.

Website: Enrich its portal with showing

videos on homepage.

KOL: Share videos to their followers.

Facebook: New Fun Contest give

users free vouchers to visit Singapore.

YouTube: Running pre-roll ads to drive

traffic to trailers.

Press Conference: Use videos to kick

start the campaign.

NEW FUN IS SINGAPORE

MADE

Step to a new fun

24 exciting

hours

Blue island

journey

Conquer a new height


Videos and Trailers have been teased and broadcasted on a large scale of media such as: Press Conference to launch 1st video, Online PR, Website, YouTube and Facebook.

A new way of IMC: Video-based 360 communication

campaign

CONTENT OPTIMISATION

EPISODE

Trailer

Full Length

Behind The

Scene


To make a successful IMC based on videos, we have to smartly optimise them. Each episode, we will launch Trailers first then Full Length clip, and finally BTS clip.

ANH TUAN


As a strategic thinker, we have screened and chosen MC. Anh Tuan as the HOST of the 4 episodes to represent a traveller to Singapore. Anh Tuan was actually having wonderful time while shooting and experiencing new activities in Singapore.

VIDEO-BASED IMC ROADMAP


YS.C

OM

PR

FB

BA

NN

ERS

KOLs

Episode 1 (zoo/haji lane/clarke quay) + Anh Tuan's Intro

Episode 2 (SEA Aquarium/Tanjong Beach Club)

Episode 4 (313 Gateway/Ku De Ta/Lau Pa Sat)

Episode 3 (GBB/Joo Chiat/Mustafa) Post Campaign

Announcement

FUN SEEKER CONTEST +

perfume at haji/beer market

FUN SEEKER CONTEST + ocean suite experience

FUNSEEKER CONTEST +

tanjong beach club

FUNSEEKER CONTEST + Joo chiat

old vs new

FUNSEEKER CONTEST +

Mustafa 24/7

shopping

FUNSEEKER CONTEST + Lau Pa Sat

transformation

FUNSEEKER CONTEST + Orchard

Gateway/313 hip new

place to shop

NEW FUN Challenge - Anh Tuan to challenge KOLs to seek NEW FUN

experiences during seasonal festivities or

on-going PR activities in Singapore

Challenge fun seekers to create their own itinerary and come

experience the NEW FUN themselves!

PRESS CONFERENCE Exclusive preview of

highlights from 4 videos and Anh

Tuan's intro video to establish the

concept. Press release with CTA to website or FB page + list of Singapore-

made fun facts.

Scoops and exclusive interview about MC Anh Tuan’s idea of being the host for the travel episodes and his feelings on the New fun that Singapore

made 5 editorials around Press Conf.

4 TV around Press Conf

Host video 1 Host video 2 Host video 3 Host video 4

The most inspiring zoo for many other zoos in the world.

Where animals can roam within a more natural space. Do you know of a zoo

with no cages?

Where can you

customise your own

perfume in an old

traditional perfume

shop?

Do you know of a place where bar

price change according to

customer demand?

Where can you find the

coolest fashion shops

in the most historical

buildings?

Where can you wake up

feeling like you are in the

ocean amongst the

fishes?

Sentosa: British war torn area

converted into paradise

island

Float amongst the

trees and take the Megazip

2 hip brothers come

together to create the

coolest beach club.

Not just a tree. Amazing

supertrees and their functions.

Solar panels power the trees. Free light show.

Work across adnetworks: zing, google, 24h, vnexpress.net, TubeMogul, Google Search.


Business Ambition: More people in Vietnam travel to Singapore Consumer Journey: Consider Singapore to be their next travel destination.

Video Content Strategy & Objectives: Show travellers in Vietnam more information about travelling in Singapore

Story Calendar: We launch the videos during peak travel time in Vietnam. Releasing Trailers first, then we follow up with the execution clip

Video Development: we did PPM in Vietnam. We proposed Anh Tuan as he’s a type of smart fun to match with Singapore style.

Video Shooting & Mastering: we partner with Singaporean Director and the videos are made and mastered in Singapore

Publishing & Distribution: •  Host on YouTube, Facebook, Yan Online, •  Using online PR to amplify. •  Drive traffic to YourSingapore.com landing

page so users can look for more information. •  Host on Zing news and KOL’s blog posts. •  Trailers were released first then we follow up

with full video later when it hits a certain views.

Measure: •  On Facebook, we build

up to 14 million impressions of content related to IMC.

•  8.5 million views on trailers with almost 50% completed views.

•  CTR is around 4% which is 3 times higher than standard rate.

CAMPAIGN RESULTS


Online PR/advertising support &

amplification

Website/own media support &

amplification

Brand ambassdor & KOL support & amplification.

Facebook/Youtube Social media,…

support & amplification

Activation and Event support &

amplification

Traditional advertising/

communication support &

amplification (print, TV, OOH…)

Video based

IMC concept

Episode 1

Episode 2

Episode 3

Episode …n

We together change the communication game in

today digital age! with Video-based IMC

approach.

[email protected] is pioneer and proven

success in video-based marketing

solution


WHY DO WE NEED A VIDEO-BASED INTEGRATED CAMPAIGN?

TODAY COMMUNICATION: CONTENT IS KING



I’m confused. There are so

many conversations

online.

I am simply overloaded

with content on Facebook.

Opportunities always come with challenges. How can we impress audience and catch their attention at the first grab?

VIDEO VIEWS ARE AMAZINGLY INCREASING


880 800

160 80 46

0

200

400

600

800

1000

Facebook YouTube Twitter LinkedIn Myspace

Unique Visitors (millions) *Source: Google Double Click Network 2011

Almost near Facebook

traffic.

VIDEO IS “MORE SOCIAL”

Entertaining

Emotional

Interactive Engaging

Empowering

Persuasive

Egalitarian Personal

Impactful with

sharing



“Content is King.” – Bill Gates

“Business decision makers LOVE online video because it gives them the most amount of information in the shortest amount of time.” – Robert Weiss

TECHNOLOGY ALLOWS VIDEO TO BE DISPLAYED BEATIFULLY ON ANY DIGITAL DEVICES NOW


WHY VIDEO-BASED INTERGRATED MARKETING CAMPAIGN?


Videos are more effective at catching audience attention.

Available to broadcast on many platforms: TV, digital panels,

OOH, Online Banners,

Online PR…

Deliver brands’ images in full: creativity, stories, images and sounds.

With Digital, it can inspire

users to generate their own

stories and kick start

UGC loop.


HOW COULD WE MAKE A GOOD VIDEO BASED MARKETING CAMPAIGN?

NOT THAT SIMPLE! WE NEED AN INTEGRATED SOLUTION OF INGREDIENTS

Creative concept, big

idea

Experts to help planning and management

Media/Production

Partners

Content Strategy

Amplification tools: PR, Ad,

events…

Target audience/

Competitors Research



TEAM OF

EXPERTS

THAT’S WHY WE’RE HERE TO HELP YOU

James Nguyen – Head of Digital Integration before joining masso group, james worked in global advertising agencies (ogilvy, grey) and local digital media agencies. his past experience in early risers media group allows him to have a deep connections with media companies and video content industry.

james has been involved in video-based marketing campaign since 2008 with global brands like clear, viber and friesland campina. james currently leads digital integration at masso and also the main contact for any inquiries of digital marketing campaign.

Han Le – Content Manager

23

Han hold a Master degree in English language teaching from Assumption University. She has been working on social marketing across International brands, including Singapore Tourism Board, EVA Air, Biotrade, Comet...With experiences on content marketing and social media marketing areas, Han is responsible for developing digital integration solutions for customers at Masso Group.

Qui studied Public Relations and is holding the Digital Manager at Masso Group. Qui manages many successful digital-based communication campaigns of big brands such as: Yamaha, SYM, BIDV, Viettel, Mobifone, LG, Unilever, Dumex, Sony, Vien Thong A,… Overseeing long-term vision and planning for details are his working styles. Qui always works closely with clients and make sure the quality of projects. Perhaps it's the reason why never seen him getting stressed with any issues. Qui has experiences working with Video-based campaign as below:

Qui Pham – Digital Manager

Our video-based marketing experts are here to help you

Our experts have managed multiple video-based marketing campaigns successfully. Yet, a network of strategic partners/suppliers in digital is working with DI team to meet all kind of digital need

Clear “Sing With Idol”

Viber Fathers’ Day Campaign

Who is the biggest boss in Saigon?

SYM: Friend of Safety

New Fun Singapore Made campaign

… and strategic partners/suppliers of

digital specialists : production, media,

mobile…


CHOOSE US

CONTACT US. LET MASSO PUT YOUR BRAND IN MOTION


[email protected] Head of [email protected] , a digital-based IMC solution provider. We have provided not only video-based marketing but a full digital integrated solution for all communication campaign need.


OTHER CASES

OTHER REFERENCE CASES

•  Viber’s Fathers’ Day. •  Vietnam Idol Clear.


VIBER FATHERS’ DAY

1



Fathers’ Day Emotional Video

Business Ambition: Gain active users in Vietnam Consumer Journey: Awareness of using Viber to keep true connection

Video Content Strategy & Objectives: Using the video to call users taking care of their fathers and talk with them more often. Viber offers the true connection for people in Vietnam.

Calendar: Use Fathers’ Day as a reason to build up users awareness of Viber Free Call and Messages.

Video Development: With a mindset of creating emotional clip, we have plan precisely 4 days PPM

Video Shooting: We create the video within a small budget but still keep its quality to viral online.

Publishing & Distribution: -  Video mainly hosted on YouTube with

more than 250,000 views. -  We also posted and boosted on

newspapers like Kenh14, YanNews, VnExpress.

-  We run series of video banners so users can click through and submit their love message to their fathers.

Measure & Optimize: •  Campaign earns more

than 20 million impressions on Facebook.

•  More than 400 messages sent to fathers.

Click here to view it on YouTube

OB TAMPON APOLOGY


TIPP-EX: REWRITE STORIES


an overview of video-based integrated marketing campaign

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