assignment 10.1

ASSIGNMENT 10.1 DIGITAL

MARKETING

NGUYEN HOANG LAN&

NGUYEN PHU CUONG

CAMPAIGN BACKGROUND1

The couple of lovers

Valentine 2014 can

express, share and

enjoy your love with

these cute YoMost’s

Cards.

Empower the next marketing generation

CAMPAIGN OBJECTIVES2

• Enhance the Brand Image in consumers' perception: Whenever it

comes to Valentine's Day, YoMost is one of the 1st brands to

appear.

• Create a simple but effective,trendy and unique method for

couples to express their love to the other half


TARGET AUDIENCE3


• Vietnamese Young Couple

whose lives revolve

around their smart

phones.

• Age: 18 – 30

• Life style: dynamic, eager

for something unique, love

to express.

CORE INSIGHT4

"I want to make my lover surprise and happy on this

special day. However, finding something new, unique but

still sweet and can reflect our own characteristics. I need

something that I can easily put my own print in and my

lover can easily receive and keep."


STRAGEGY5

Campaign YoLove of YoMost - Inspiring live out every

second on Valentine's Day 2014, YoMost bring to

Augmented Reality application products (YoLove) with the

task of transmitting messages of love between two people.


CONCEPT6


"Tỏ tình độc đáo, sáng tạo thiệp

YO" và "Ứng dụng YoLove, tỏ

tình phong cách YO“: when you

buy a tornado YoMost will be

presented with 1 YoLove card

templates and manual YoLove

application, which make paper card

become lively compositions on

phone, to confess your feelings.

"Gửi thiệp YoLove, trúng buổi

hẹn hoàn hảo“: When using

YoLove, the user can choose one of

the prizes to enjoy "perfect

appointment" with your love

DEPLOYMENT PLAN7


1.ONLINE VIDEO(7th Jan, 2014)

"Phút Yêu Đầu (First Moment) –

YoMost Valentine 2014 “

The video presents the highlights of

the YoLove app through a love

confession story to inspire the

viewers on professing their love this

Valentine's Day

DEPLOYMENT PLAN7


2. MOBILE APP

“YoLove - Augmented Reality App“

The application uses Augmented Reality technology to show effects lively and

message cards with YoLove.

The salient features:

- Speaking love most creative way.- Write love messages by hand.- Ultra-kool effect on every message when scanning cards.- Effects lively, unique card, design card with 5 diverse sample.- Opportunity winner, "The perfect date" for Valentine's Day with him/her

DEPLOYMENT PLAN7


3. SOCIAL MEDIAContinually updated photos and

information related to the campaign.

Fanpage youthful style, positive for

exchanging and sharing of know-how to

enjoy life and perfect love

4. WEB BANNERStandard and expandable banners with

effects "flew heart" are arranged at the

website for young people as zing.mp3.vn:

DEPLOYMENT PLAN7


5. WEBSITEhttp://www.yotime.com.vn/yolove where

provide details of the campaign, the

landing page of the banners and keep the

data of the participants.

The main sections:

- Information programs.

- YoLove on mobile.

- YoLove on your computer.

- YoLove Contest: instructions on how to receive the award for the couple, and

keep messages and reasons award for user.

DEPLOYMENT PLAN7


6. ONLINE PRAdvertorial along with

Editorial articles on major

newspapers in order to

add fire to the campaign.

CAMPAIGN OUTCOME/RESULT8• Wide-spread viral clip with remarkable impact: after 1 month, 219.600

views, 462 likes on Youtube, 4469 likes on Fb Fanpage

• Hundreds of couples have created their own work

• Thousands of love words have been sent

• Quote" Could you be my Valentine?" in the viral clip has been widely

spread and used on social network as well as in reality.

• Simple & cost effective based on Digital platform


KEY LEARNINGS9• Youth love to experience something new and unique but it has to be relevant &

theirselves reflection

• Digital is the new trend in letting consumer experience brands, getting closer to what

brands can offer

• Digital itself cannot easily spread, there should be other channel to support digital such

as PR so that the effectiveness is ensured

• YoMost in the past is really No.1 when it comes to Valentine. However, in the recent

years, YoMost is gradually fading and overwhelmed by other brands such as Close-up

or Cornetto. To remain relevant and updated, there are so many things YoMost has to

do to take back their position, 1 digital campaign only is not sufficient.


assignment 10.1

Documents

marketing generation

yolove contest

love messages

yolove card templates

digital campaign

manual yolove application

unique card

campaign objectivesenhance