ASSIGNMENT 10.1 – SOCIAL MEDIA

NESCAFÉCùng Trò Chuyện CAMPAIGN BACKGROUND

As a global leading instant coffee brand, NESCAFÉ was struggling to create an emotional connection with Vietnamese people who prioritize local brands. Target Audience: Male and Female aged 20-29, ABC, mostly in big cities, love to converse

Big Idea

Insight Brand RoleConversation is a crucial part of my daily life, a way I get comfortable around people and express myselfSeason conversations with great coffee taste

NESCAFÉ Cùng trò chuyệnLet’s get to know NESCAFE through conversationsLet NESCAFE be the irreplacable conductor of the daily talkNESCAFE knows you as a citizen of Vietnam

DEPLOYMENTstrategy

Start the Conversation Build awareness of conversation Build ConversationsLet’s start the conversation Everyone is conversing with NESCAFE Create your own conversation

Unbranded banners TVC Cungtrochuyen.com websiteDigital billboardWeb bannersForum seeding

Forum seedingDigital billboardWeb bannersWebsiteSocial influencerDigital billboard

Key messageKey HookKey Channel

Objective

RESULTCommentCreative idea from the root, the instictive role of coffee in people’s lifeDeep understanding of Vietnamese people to find the most effective way for NESCAFE to become apart of their lifeDaring choice of unbraded mediaAchieved both marketing and business objective

STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA

OVERVIEW Based on the basic model of idea development

STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA

XPLORATIONListen: Use social listening tools to learn about• User behaviors in digital • What Influencers and users say in

digital world• What are the digital paths users take Know: about your brand• How is your brand behaving in social • How is your community engagement

and growth• Is your brand voice consistent and clear

STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA

IDEATIONGenerate all your raw ideas into solution for the final challenge without worrying about the quality and judging about the effectiveness Use ideates tools to create ideas (go for quantity & the wider the better):• Solo brainstorming• Reversal• Pool brainwriting• What if…..

STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA

DEVELOPMENT

The development stage is purely focused around campaign formalisation. • Finalize one idea that most suit the situation (base on previous analysis + consumer insight) and develop a campaign plan• Choose, design routes, communication flow and way of approaching for each channel base on content strategy (how to use influencers)• Planning and establishing actualisation routes, communication flows and expectations• Creating key performance indicators per channel and estimating expected return per channel

STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA

DEVELOPMENT

Community Manageme

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Social Experience

InfluencerManageme

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Content Activation

• How to use different forms of advertising to extend the reach

• Where to distribute content to reach users

• Use own, earned and paid media• How to amplify the program

STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA

EVALUATION - optimization

The evaluation of a digital strategy is very important both in long and short term, it helps you to adjust actions on board and improve the effectiveness of future campaignShort term:• Your brand’s voice touches consumers or not ?• Content strategy build good interaction ?Long term:• Evaluating KPIs and fiscal achievement• Reviewing engagement and unexpected longer term benefits• Scoring the strategy and the benefits that it has given

STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA

ACTION

Follow strictly the content strategy and guideline, on digital, crisis happen quickly so we need to follow and take action immediately To optimize our plan.

Social listening: to find out NESCAFE’s problem of not obtaining Vnmese citizenship and Vietnamese’ love for chattingBrand print: understand the brand role, the suitable image

Generate into the INITIAL IDEA of conversation website

Make the IDEA more tangible, feasibleCommunity management: Choose forums and pages to seedSocial experience: define the journey from unbranded message to raise curiosity, to mass interesting conversationsInfluencer management: Hồ Hoài Anh, Hiền ThụcContent activation: choose intersting conversation topics

Test the IDEAUtilize the advantage of Digital to test to optimize the idea. Set tangible action standard

Take action if the idea pass the standard. If not, go back to social listening.

Example: NESCAFÉ Cùng Trò Chuyện