Young marketers elite 2013 assignment 11.1 - lan -thuyet

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<ul><li> 1. ASSIGNMENT 11.1: PR NGUYEN TRAN TRONG THUYET NGUYEN HOANG LAN COMFORT 1 BILLION METTERS CUBE OF CLEAN WATER </li> <li> 2. CAMPAIGN BACKGROUND Comfort l 1 thng hiu nc x vi t lu gn b vi ngi tiu dng cc b ni tr Vit Nam t nng thn n thnh th. Vn x hi: t lu th vn ngun nc, tit kim nc c ngi dn ch v cng c c quan nh nc quan tm nhc nh nhng cha c nhng chuyn bin trong hnh ng v cha c u t v mt tuyn truyn v to ng lc cho ngi dn. Nghin cu ch ra rng c 3 ngi VN th c 1 ngi trong tnh trng thiu nc sch. Unilever cam kt pht trin vng bn cng t nc th trng m c th l Vit Nam, v iu ny thi thc cc brand ca Unilever mang n gi tr cho cng ng. </li> <li> 3. CAMPAIGN BACKGROUND Comfort c tc dng x 1 ln tit kim nc Chin lc pht trin bn vng gn vi x hi ca Unilever VN ang thiu nc sch v cn lm s tit kim nc </li> <li> 4. CAMPAIGN OBJECTIVES AND PR ROLE To c quan tm ca x hi v vn thiu nc v ku gi hnh ng Mang li gi tr x hi cho brand Comfort Thu ht earned media Truyn ti c tinh thn ca Comfort l 1 sn phm hiu qu vi cng nng vt tri trong vic tit kim nc. *** Trong PR ng vai tr to ra conversation, to thin cm vi ngi tiu dng, khin ngi tiu dng t ni v Comfort v tnh nng ca sn phm; mang n hnh nh 1 thng hiu Comfort pht trin bn vng v gn vi cng ng; to ra quan h tt hn vi chnh ph v cc t chc x hi. </li> <li> 5. CONTEXT Strategy and concept Consumer: ph n, 25-35, Class AB, thnh th. thiu ng lc thc hin tit kim; insight: y l nhng vn ht sc v m v ti ch l 1 ni tr thng thng, khng th lm g hn. Ti cng khng ngh c g gh gm vi vn ny v ti vn nc dng. Brand: nhn hiu nc x vi tin phong trong dng nc x vi m c Mt ln x Comfort 1 ln x gip tit kim nc hn ti 3 ln, v vic x 1 ln c th gip tit kim n 10,000 l nc 1 nm. Communication: nhng campaign tng t cn s hu thun t chnh ph v cc c quan c thm quyn tng tin cy </li> <li> 6. STRATEGY AND CONCEPT Chic lc: n gin ha hnh ng ca ngi tiu dng v lm nn s hu ch ca hnh ng n gin ca ngi tiu dng; v nu ra nhng con s khin ngi ta hnh ng Concept: Qu 1 t mt khi nc sch cho ngi Vit Nam </li> <li> 7. STRATEGY AND CONCEPT y l 1 hot ng ngha cho sinh vin Sinh vin ho hng tham gia Cc cuc thi mo u to awareness v discussion &lt; 30 35 - 45 </li> <li> 8. DEPLOYMENT CAMPAIGN MESSAGE mi ngi Vit Nam u c nc sch ENGAGEMENT IDEA Qu 1 t mt khi nc sch online Action 1 Inspire Action 3 Advocate and amplify Action 2 Engage and encourage Campaign awareness Wake-up Youth to pay attention to the national problem Engage with consumer ActionobjectivesChannels Online PR Social media (FB, forums, KOL) Video channels SEM Microsite Online PR Social media (FB, forums, KOL) Display booking (GDN, FB ad) SEM Public event Public activation Online PR Social media (FB, forums, KOL) Video channels. OOH SEM Make consumer spread out campaign activities Amplify the result Inspirational clip Cc bi PR chuyn su khoa hc v nc sch Cuc thi lm clip Ti yu nc sch, cuc thi k hoch truyn thng nc sch cho sinh vin. Website 1 t m3 nc kt hp vi Cc Ti Nguyn Nc, B Ti nguyn Mi trng Bnh chn i s nc mi tun Bi PR Tactics Nhng hot ng s dng qu nc sch mang li gi tr cng ng, sau dng bi PR / video spread v amplify trn social. </li> <li> 9. OUTCOME Tnh n gi c hn 110,000 lt click ng h chng trnh, cc b m ho hng tham gia Cuc thi lm clip Ti yu nc sch v cuc thi k hoch dnh cho cc bn sinh vin nhn c gn 300 bi d thi Earned media trn cc bo ln Dantri, VNExpress, 24h u tha nhn 1 chng trnh ngha </li> <li> 10. KEY LEARNING POINTS Ht sc cn thn vi cc campaign CSR c gn vi PR, brand phi c input kho lo v y, social outcome mi l hero Vn c leverage phi kho lo, trnh b sa vo ku gi lng thng hi v xut pht t im mnh tht s ca sn phm Kho lo to nhiu hot ng bn l to them buzz Quan h tt vi bo ch leverage c nhiu earned media Kt hp vi cc c quan chc nng to nim tin v tranh th s ng h t nh nc </li> </ul>