ASSIGNMENT 10.1 – SOCIAL MEDIA

Social Media

A social instrument of communicationthat enables users to create and share content or to participate in social networking.A two-way street that gives audience the ability to communicate, INTERGRATE

SOCIAL MEDIA

What isSOCIAL MEDIA?

Grow

Young

VisualKey word

sVietnamSOCIAL MEDIALanscape

Mobile

VietnamSOCIAL MEDIALanscape Grow

17%

Fastest growth in the region

VietnamSOCIAL MEDIALanscapeYoung

96.5%

15-24 y.o accounts for the biggest part of social media consumers

VietnamSOCIAL MEDIALanscapeVisual

96.5%

Photo sites are fast growing, best visual wins

VietnamSOCIAL MEDIALanscapeMobile

15% more people are accessing internet via phone in comparision to 2009

The biggest trend globally, enhancing interactions

SOCIAL MEDIA campaign

Vietnam's beer market is becoming more exciting when there are big enough brewers present in the media and marketing activities, and make them become increasingly more frantic. New Year event (Countdown Party) in the past is almost Heineken solo events

Back-ground

Then in 2014, 2 more giants (Sapporo, Saigon) jump into the pool and create a “Three Kingdoms Fight” to win consumers’ choice.Not being able to held Countdown Party at Nguyen Hue Boulevard is a major loss for Heineken. However,

Chal-lenge

App-roach

HEINEKENTưng bừng mùa lễ hội

This is an opportunity to evaluate the effectiveness of the social communication plan of each brand in a more objective way.

Joyfully celebrate Old-New moments with people from different cultures, different manners, different places BIG IDEAConceptUnder the Master brand message ”Open your World”, Heineken wants (and has already done through series of Countdown previously) to create a special moment of get-together among community, leverage it into some kind of signature yearly event which closely attach with Brand equity.And Social Media will be the key expansion of this year 2014 by its nature to connect people across cultures, manners, places in one festive, epic moment of new year.

DEPLOYMENT

Awareness Engagement AmplificationBe aware of the epic count-down event of Heineken

Join Heineken in the epic count-down event across cultures, manners, placesCelebrate the most epic “get-together” moment of Heineken that opened the world

Youtube teaser Count-down event Event reportageYoutube viralityForum seedingFanpage sharing

Live streamingFacebook Contest to get chance to co-perform with top artistsYoutube viralityForum seedingFanpage sharing

ObjectiveKey message

Key hook

Social tactics

CHANNEL SPECIFIC

YOUTUBE FORUM SEEDING FANPAGEViral, engage a great deal of youth to share & influence each other about the upcoming event

Introductory & triggering articles about peak moment art event appeared on hot, high traffic forum & site

Green color characteristic of premium beer brand Heineken widely available and is updated constantly 5,535 8,245,718SubscribersAverage views

280,00015,000,000Fans

Views on event live stream

Zing me Yan mlog9life

All 3 brand put certain effort investing in strategy on Social Media

On Peak day of the event is (31/12), Heineken received the most interaction.CampaignOUTCOME

Heineken is mentioned more than Sapporo and Saigon beer together.

The tops (peaks) of the chart clearly show the level of consumer interest in Heineken brand through a series of events called the "Heineken – Tưng bừng mùa lễ hội" in 5 cities and 31 / 12 is the highest peak of the campaign. This indicates the effectiveness of the campaign is properly implemented as planHeinekenPERFORMANCE