DIGITAL MARKETING

Digital Marketing Campaign Analysis in Vietnam

YoMost YoLove

Valentine campaign 2014

Campaign background

Company background Famous brand in Vietnam in the category

of beverage for the youth Beloved brand with large market share Brand communication idea: Live life to the

fullest Spotlight: create the concept of “The very

YoMost feeling” among the youth Competitive background More and more alternative competitors in

the beverage category The youth are surrounded by many brands

& their campaigns Brands try to attract the youth through

digital channels with integrated plans

Challenge: An out-standing for the youth in the season of

love

Striving for inspiring the

youth to live life to the

fullest on Valentine Day

2014, YoMost has brought

Augmented Reality Application named

YoLove which helps

convey love messages.

Campaign objectives

Goal

Strengthen the YoTime digital campaign

No. Objectives Channel KPI

1 Increase targeted traffic to YoTime official

website:

http://www.yotime.com.vn/yolove

Website New visitors

2 Expand YoMost digital world to mobile

land Smartphone

application Download turns

3 Strengthen the link between YoMost and

teens, remind target audiences about the

vital role of YoMost in inspiring them to live

life to the fullest.

Research >50%

Target audiences Who are they? Vietnamese teens (13-19 ages)

What they say? “It’s time for me to confess to the one I love in my special

way.”

Key characteristics

Curious about new things

They are young and dynamic in modern digital world

State of mind

Enjoy expressing their feelings towards the one they like and love to

declare that confession but lack of inspiration

Strive to enjoy life to the fullest in their own distinctive ways

Dare to explore and experience new exciting things in life, dare to dream

and pursuit their passions

YoLove using behavior: Knows all about YoLove campaign from digital

media (viral clip, website, fanpage, ads,…)

Why they would use YoLove?

It’s their representative which reflects their young spirit & their bravery in

love

In this special season of the year (new year & valentine day), they have

motivation to do something special & different.

Easy to use and attractive application with modern digital tools

Core insight

Brand consumer insight “I understand that “you only live once” as well as the

precious youth time comes just once in the lifetime. I

want to live and enjoy my youth life to the fullest BUT I

lack the inspiration to make something of it. I need

something to inspire me make the most of my life.”

YoLove campaign consumer insight “As a youngster who always tries to live life to the

fullest, I want to express my feelings towards the one I

like as well. BUT I lack the inspiration, the context to

push me do it. I need some chance, some occasion

that helps me to do something extraordinary.”

Strategy

Development digital platform and making it the ultimate source of inspiration for the

youth in Vietnam for years to come.

Come up with big idea that exciting and trendy enough to attract the attention of

the youth

Build numerous activation activities in a

huge platform through main digital channels of the youth to expose them to

the brand

Executing digital campaign with an integrated marketing plan to maximize the

effectiveness

Strategy •Strengthen the YoTime long-term digital campaign Business Opportunity

• Vietnamese teens (13-19 ages) Target Audience

•“As a youngster who always tries to live life to the fullest, I want to express my feelings towards the one I like as well. BUT I lack the inspiration, the context to push me do it. I need some chance, some occasion that helps me in this case.”

Insight

•Inspire teens to express their love by YoLove tools which supports YoMost communication idea “Live life to the fullest”

Desired behavior change

•By YoLove mobile application, teens can design & create their own e-cards to convey their love to the other half.

Campaign Idea

Trigger Action – Love confession Let love thrive

Buy products

Viral clip “Phut yeu dau –

YoMost Valentine 2014”

Using application to create love

e-card

Mobile application

Together they have a chance to win

valuable prizes which will honor their love

Social media & website

Consumer journey

Concept

YoLove

As a youngster who is

always living life to the

fullest, it’s time to

confess your love in

your own ways.

Deployment plan

Reaching out to the youth in an attractive & integrated way

Trigger

Message: Do you feel the same awkwardness in love?

Key hook: Viral clip “Phut yeu dau – YoMost Valentine 2014”

Action

Message: Here’s your secret weapon from YoMost

Key hook: Mobile app

Amplification

Message: Let love thrive

Key hook: integrated execution in digital platform

Deployment plan

Phase 1: Trigger Key message: Do you feel the same awkwardness in love? Key hook: Viral clip “Phut yeu dau – YoMost Valentine 2014” Released on 7th Jan, 2014, “Phut yeu dau”, with YoMost familiar theme music & romantic plots, has made it way to TA’s hearts. Plot: 2 young peoples ran across in a cafeteria. They both endure “love at first sight” heartsick but afraid to express their love. At the end, like thousands of romantic happy-endings, they have made their way together with the support of secret weapon from YoMost (E-card & application)

Deployment plan

Phase 2: Action

Message: Here’s your secret

weapon from YoMost

Key hook: Mobile app

Issued in Appstore & Google

Play store, the application

allows users to design &

create e-card with vivid

effects.

Deployment plan

Phase 3: Amplification

Message: Let love thrive

Key hook: Integrated execution in digital platform

Mobile

application

Website

Online PR

Online video

Social media

Web banner

Deployment plan

Uploads for sharing:

Campaign MV

TVC

Deployment plan

Facebook Fanpage to involve

more and more youngsters to the

campaign

Spotlight:

Updating news & events

Well – designed content

exclusively for the youth

Regular mini games for

maintenance

Online consultation with

celebs on Fanpage on

February, 14th

Deployment plan

Yomostagram for keeping touch and

sharing moments together with the YoTime

& YoLove

Well – designed photos with insightful

quotes to encourage youngster to

download and sharing

Deployment plan

Yomost account on Zing

to attract more and more

youngster, keep tract

and optimize the overall

campaign

The outcome

Involve more than 500,000 youngsters to the campaign

The teaser campaign, popular among Vietnamese teens, clocked

42,000 web visits during the 2-week period.

The launch campaign registered more than 100,971 hits within the

first 10 days of launch. To date, close to 250,000 hits have been

recorded.

Attract more than 250,000 views on Youtube for the MV campaign &

100,000 downloads for the application

30% increase in sales in 6 weeks.

Brand awareness: 100% brand awareness was reported (TV ad, Print

ad recall) and of course the website supported by strong number of

hits shown.

Key learnings

Choose the right channels

to reach target consumers

with appropriate activities

Come up with great big idea

and execute it with an

integrated marketing plan to

optimize the performance

Think creatively and

excitingly

Talk to the consumer with

consumer’s language – a

youthful and cheerful style

Phương Vi Nghi Nghi