ASSIGNMENT 11.1

DIGITAL MARKETINGVU PHUC – NGOC TRAM

CAMPAIGN BACKGROUND & OBJECTIVES

TARGET AUDIENCE

CORE INSIGHT

STRATEGY

CONCEPT

DEPLOYMENT PLAN

CAMPAIGN OUTCOME/ RESULTS & KEY LEARNINGS

CAMPAIGN BACKGROUND & OBJECTVE

CLEAR is the No.1 shampoo in Vietnam that offers premium technology solutions to dandruff and other scalp problems (itch, dryness and grease) - allowing you to leave behind any inhibitions and look your flawless best.Clear is a brand of Unilever which is about to own “summer” and “cool”.

Business challenge: • Refresh brand image

(haircare industry is quite boring & their communication activities are irrelevant to the youth)

• One step forward it’s competitors to get closer to the youth

BACKGROUND

OBJECTIVES• Own the perception of “summer” & “cool” for brand Clear since 2013• Refresh the brand, make it more dynamic & relevant to the youth

Create differentiations with competitors Strengthen brand’s personality & value Strengthen brand love

TARGET AUDIENCE

TARGET AUDIENCE

- Youth, live in Vietnam key cities (dominant: HN, HCM, DN)

- 15-25 years old- BCD- Habit: spend at least 1 hour/day

on internet

- Dynamic, freedom-lover, passionate, open-minded, outgoing

- Love to explore the world, then to share to others

- Love traveling, and updated stuffs/ events/ news

CORE INSIGHT

CULTURAL TENSION

“Why Vietnamese travel the foreign country while they have not discover all the beauty within Vietnam yet? Why foreigners know more Vietnamese cool places than Vietnamese do? Where is our pride?”

CONSUMER MOTIVATION

“ As a young dynamic Vietnamese, I love moving and explore the new things. New experience should be great together with national pride. I wish there is a community that connect me to Vietnam’s travel & beauty, otherwise I also can share my point of view, my experience, my knowledge to contribute to Vietnam’s traveling, to introduce to beauty of Vietnam to others.”

MIX WITH

STRATEGY

Raise the talkon digital world

Engage to the real activity, to experience the “summer”

and “cool” of Clear

Be awaken & awared what is happening to Vietnam

Be triggered to involve in the talk by touching their national pride

Realize the campaign by bringing it to the real life

for consumer’s real experience

Get back to Digital space to amplify, to share to the world what they

experienced – and how Clear is for “summer” and “cool”

Amplify the real experience on digital

world

Take advantage of culture tension come from national pride & customer motivation come from the “exploring blood” of the youth Exploit the Vietnamese Travel platform OWN PERCEPTION “SUMMER” & “COOL” & CONNECT TO THE YOUTH

FROM OBJECTIVE

TO CONSUMER JOURNEY

STRATEGYREFLECTED VIA

DIGITAL(DIGITAL-LEAD

CAMPAIGN FORMULA)

AND CONSUMER’S TREND

“PHUOT” becomes a popular trend to

Vietnamese Youth recently

CONCEPT

My Kool Việt Nam

Summer is a great opportunity for young people to travel and discover new-interesting lands. Nowadays, Vietnamese people tend to go abroad to Asian countries such as Ssingapore, Thailands,… instead of “cool places” in their own countries - Vietnam. Especially when more and more foreigners come to Vietnam to travel and they even know more “cool places” in Vietnam than local people.

DEPLOYMENT PLAN

Raise the talk about why foreigners know more about travel in Vietnam than local citizens. Involve celebs in this talk to share their opinions

Let TA experience the beautiful Vietnam

Amplify Vietnam’s beauty and continue to support the youth to travel cool places in Vietnam

Objective

Trigger Experience Amplification

KPIs

Content

Key hook

Attract attention from the youth and involve them in the talk about travel in Vietnam

Viral clip of Kyo York

Message

-Publish the website http://www.mykoolvietnam.vn and application to create and share about cool places in VN. Take Thanh Hang and Thanh Bui as brand ambassadors. - Update the journey of My Kool Vietnam tour

MV My kool Vietnam of Thanh BuiThe My Kool Vietnam tour

Keep talking about the beauty of Vietnam cool places and the amazing experience at these places

Why Vietnamese don’t travel Vietnam while foreigners do?

Summer is a great opportunity to explore and experience. Be Confident to discover the cool beauty of Vietnam

The pride comes from experience of Vietnam’s beauty

Video clip sharing about the tour of some young men traveling to beautiful places in Vietnam

Places to be hunted and check in on website.View and share Thanh bui MV

Affection on brand health

CAMPAIGN OUTCOME/ RESULT

• 4392 cool spots updated till now

• Hundreds of young people register to this website as clear cool hunters

• Thousands of turns downloaded application on both Android and iOS

• Many review are sent to this website to share about their experience and recommend places to others people

• Trigger viral clip of K gain 263.556 views on Youtube (http://www.youtube.com/watch?v=x2qYasMXsSU)

• MV Thanh Bui – My Kool Vietnam gain 218.542 views on Youtube (http://www.youtube.com/watch?v=lqwqjF9rsU4)

• Video My Kool Vietnam by The Voice Kid – Tran Ngoc Duy gain 265.431 views on Youtube (http://www.youtube.com/watch?v=mCz3Z__tnxo)

• Meet the objective: Innovation-Leader in the Vietnamese haircare-market to bring the brand on digital with a relevant and successful campaign to the youth.

Create the differentiation, and on the way own 2 perception of “Summer” and “Cool”

KEY LEARNINGS

GOOD• Innovation-leader (in communication) to promote the brand on digital channels• Good coverage with good content brings big impact• Effective usage of Influencers’ image & voice• Touch consumers’ heart

NEED TO IMPROVE• User Experience of the site (the My Kool Vietnam Map) must be easier to use, to

share, to discover,… to become a handbook of community with more detailed and rich reviews Can gain the huge success like Diadiemanuong.com

• Strengthen the brand story in the story of “My Kool Vietnam” – Clear doesn’t completely own “summer” and “cool” in consumer’s mind Need to improve in My Kool Vietnam 2014

GOOD

NEED TO IMPROVE