[young marketers elite program] assignment 14.1 - phương vi_hiếu hiếu

Creative digital marketing campaign in practice (VN)

Ideas generating framework

Vim“The Power of One”

campaign

Campaign in practice

Brand challengeVietnam is a market in the toilet cleaning category which had many problems:- To begin with, it’s a product that 93% of Vietnam does not use at all. People didn’t feel the need for ‘germ kill’.- 82% of schools in Vietnam do not have clean toilets

Objective- Make someone STOP AND NOTICE that they need to proper hygiene habits comes to toiler cleaners. - Educate people about the important of “germs kill” & inspire people to action- Raise money for building 100 toilets in Vietnam in 4 weeks!

Campaign in practice

Mom’s InsightI want to do all good things for my kids, I wonder whether my kids are safe and sound out there, in schools, without me

Big ideaDonate & vote for your own clean toilets

Strategy- Do not want to spend millions in media to achieve a task of building public toilets that could have been done by using the media spends itself use just 1 billboard.- Activating a powerful campaign, where a person can text - donate directly to a billboard and check the developments on net

Campaign in practice

Trigger  

Highlight the poor public toilet sanitation in the country and set out to do something about it.

- 51% of bacteria in a house originates from the toilets. That is a big health problem for the family- 30% province’s school & 88% rural schools DO not have sanitation toilet

Þ It’s not good for health of a young generation

Campaign in practice

Campaign in practice

https://www.youtube.com/watch?v=8edC28D4HCo

Engagement

Vim set up an interactive & eye-catching billboard at the big crossroads for people to notice & donate for VIM’s sanitation toilet fund, which will update the funded money constantly on interactive billboard.

After people send a message for contributing money, they will receive a “Thank you” message with the link forward to the program’s website where they can follow the numbers of money being raised & information about the sanitation toilets’ program.

Public vote for the most – need area to be built sanitation toilets

Information about program on print ads

Deployment plan

Campaign in practice

Campaign in practice

Amplify

Maintain Vim’s sanitation toilet fund to increase the number of sanitation toilets in Vietnam

Open short term courses to educate students about keep self – hygiene

Talk show about the important of the sanitation toilet

Campaign in practice

Campaign in practice

Result

Thousand of students spread out the message themselves and urge others to donate

VTV join in helping the campaign reach millions of people by spending 60 minutes to talk about the program & student’s activities

Leading publishers follow the campaign 82% of Vietnam’s population knew about Vim’s campaign The numbers of sanitation toilets built : 350 instead of 100 as

planed Earn PR : 225,000 USD - Cost per contact : 0, 07 cents Get “Best small budget campaign ( 50,000 USD)” and “Asia

Marketing Effectiveness award”

Campaign in practice

Campaign in practice

Idea generating framework

SituationAnalysis

DefineObjectives

Strategy

TacticsWhere are we now?

Whatwe want?

How to get?

How exactlyto get?

Idea generating framework

Situation Analysis

Idea generating framework

Situation Analysis

Market

Main Competitors

Internal capabilities, budget, resources

Brand

Lack of awareness 93% of Vietnamese do not use that kind of product at all

Duck, Gift: Just talk about household wives should take care of her house

- Well – known brand in town- Communication: Remove any stain -

Kill any germ- Activation platform: Disease

prevention

[ Vim case ]

Idea generating framework

Define Objectives

Idea generating framework

Define Objectives

Aim

Focus (board/direct)

Duration (long/short – term)

Process

[ Vim case ]

Raise awareness about the harm for kids from schools’ toilets Educate about “germs kill” inspire to action: raise money for building 100 toilets in Vietnam in 4 weeks!

Directly to target consumers (mom) & influencers (kids – students)

Awareness Engagement Conversion

Short-term campaign for long-term program

Idea generating framework

Strategy

Idea generating framework

Strategy

Segmentation

Craft a message

Big idea

Who are the target audience?

What are the characteristics & insight?

How they consume & behave on digital?

Where & when to find them?

[ Vim case ]

- Target consumers:+ Mom, 25 – 45, ABC, care about her family & the safe of her children+ Habit: watch TV, read news, keep track with teachers & schools- Influencers: + Kids & students from 8 – 20+ Habit: eager to do the right things which are taught- Insights:+ Mom: Schools are safe and sound for my kids or not?+ Kids: Schools’ toilets are nightmares+ Insight of adult about “donation”: I want to but somehow I find it useless because I can’t see the outcome right away & I wonder where exactly my money go to?

Donate & vote for VIM’s sanitation toilet fund

VIM’s sanitation toilet fund

Idea generating framework

Tactics

Idea generating framework

Tactics

Which platforms & channels do we optimize?

Integrated plan– make it buzzworthy

[ Vim case ]

Hook with Interactive billboard Catch attention from the community Drive back to Website & Facebook

fanpage Promote with Youtube, TV & other

publishers Inspire then turn people into media:

they themselves spread out the meaningful message and urge others to join in

Provide education programs for amplification

PHƯƠNG VI

HIẾU HIẾU