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HEINEKEN FINANCIALMARKETS CONFERENCE 2016HO CHI MINH CITY, VIETNAM
Ho Chi Minh City, Vietnam | May 11-12, 2016 | Heineken NV
HEINEKEN FINANCIALMARKETS CONFERENCE 2016HO CHI MINH CITY, VIETNAM
Digital Marketingin VietnamAndre KooMarketing Manager – Heineken®, Vietnam Brewery Ltd
1
AgendaDigital Marketing in Vietnam
Digital Landscape in contextRelevance for the Beer Category
Winning in Digital with Heineken®
2
What is Digital Marketing / Social Media
* Search Engine Optimisation** Pay Per Click
Digital Marketing: Covers all digital touchpoints including Digital TV, SMS, Digital LCDs, etc.
Social media: User and collaborative content shared online
Social media marketing: the process of gaining traffic and/or attention through social media platforms
Most digitally integrated campaigns are a combination of content marketing, banners adverts and social media, never social media alone
Digital Marketing
Internet Marketing
Search Marketing
Digital TV
SMSSocial Media
Content Marketing
Banner Ads
Email Marketing
MobileSEO* PPC**
Digital LCDs
3
Spend on digital media is growing rapidly, ahead of traditional spend
Source: Kantar Media, AdEx gross spend over TV & Print & Radio 2015* Full Estimated Online Spends Source: Ad forecaster
Traditional media spending
2010 2011 2012 2013 2014 2015 2010 2011 2012 2013 2014 2015
Digital media spending
CAGR of 18% CAGR of 81%
4
0
200
400
600
800
1000
1200
1400
1600
2010 2011 2012 2013 2014 2015
TV Print Online Spends
..and online spend increasing share of FMCG media spend
Total FMCG spend breakdown (in $M)
Digital Spends; Top 50 sites in Vietnam – iTrackerFMCG – Fast Moving Consumer Goods
Source: Kantar Media, AdEx gross spend over TV & Print & Radio 2010-2015
5
6.15
1.77
0.440.75
0.57
5.11
1.04
6.41
1.62
0.500.79 0.69
4.82
1.59
6.96
1.59
0.50
0.880.74
4.93
2.03
6.74
1.52
0.530.79 0.73
4.58
2.16
0
1
2
3
4
5
6
7
8
Online Traditional TV Traditional radio Traditional press Gaming PC/Laptop/Tablet Mobile
2012 2013 2014 2015
Consumer consumption of media is changing
MEDIA CONSUMPTION BEHAVIOUR OVER TIMENumbers of hours per day typically devoted to the following:
Online media consumption is capturing the most consumer attention, with mobile increasingly the preferred medium
Main Online Activities:#1 Online Video Portal (e.g. YouTube)
#2 Search Engine (e.g. Google)
Source: Vietnam Global Webindex Market Report
HOURS
6
The social platform landscape is evolvingWhilst facebook is the most popular platform, the number of new local digital platforms are increasing and booming (zalo)
35 millionusers
5 millionusers
7 millionusers
3 millionusers
25 millionusers
1 millionusers
1.7 millionusers
14 millionusers
ASK.FM0.4 million
users
BADOO 0.3 million
users
VINE 0.5 million
users
Source: Click Data Report 2016. Total registered Vietnamese users, Feb 2016
45 millionusers
7
Expanding online consumption beyond traditional video, photo and text
Before 2016 2016
Some digital content formats have evolved
to satisfy “new-world consumers” demands Moving to
more vibrant dimensions
Source: Click Data Report 2016
8
AgendaA New Look at Vietnam
Digital Landscape in context
Relevance for the Beer CategoryWinning in Digital with Heineken®
9
Alcohol is one of the leading online conversation topics
Top 10 topics of online conversation% consumers who talked about
the subject online in the last month
0% 10% 20% 30% 40%
Non alcoholic drinks/soft drinks
Music
Healthcare/ pharmaceuticals
Grocery products (food)
Films
Online services/applications
Fashion/clothing
Alcoholic drinks
Computers
Mobile phones 34%
33%
29%
27%
27%
23%
22%
22%
21%
21%
Source: Vietnam Global Webindex Market Report
10
Changing media spend in the beer category
Source: Kantar Media, AdEx gross spend over TV & Print & Radio 2010-2015Digital Spends; Top 50 sites in Vietnam – iTracker
Huge growth in digital media spending
Traditional media still important and growing, albeit at a lower pace
Heineken® brand investment reflects this trend
2010 2011 2012 2013 2014 2015
Total Vietnam
2014 2015
Total Vietnam
Beer category spend on traditional media
Beer category estimated spend on digital
CAGR of 34%
YOY +43%
11
2010 2011 2012 2013 2014 2015
Heineken® Other
Heineken® is the leading beer brand in digital conversation
Source: Boomerang Social Listening report
12
AgendaA New Look at Vietnam
Digital Landscape in context
Relevance for the Beer Category
Winning in Digital with Heineken®
13
“Becoming the #1 beer brand most talked about online, and generating positive conversations”
14
Heineken® - Digital platforms in practice: 3 case studies
1. Champion the Match 2. Cities
Campaign
3. Festive Star Gifter
15
Global Campaign– Local Top Spin
360°
INTEGRATED
CAMPAIGN
LIMITED PACKAGING
ADVERTISING (TVC*, PRINT & OOH**)
DIGITAL
PROMOTIONS
EXPERIENTIAL
PUBLIC RELATIONS
* TVC – TV commercial** OOH – Out of Home
16
Source: Publisher, Facebook, Comscore
ACT 1 ACT 2 ACT 3
TOTAL REACH TOTAL INTERACTION
26MILLION
3.5MILLION
L o c a l To p S p i n :
T H E G R E AT E S C A P E
L o c a l c h a l l e n g e :
T h e m a t c h s t a r t s a t
1 : 4 5 a m a n d V i e t n a m e s e
M a n o f t h e Wo r l d c a n n o t
g a t h e r f r i e n d s t o w a t c h
t h e U C L g i v e n s o c i a l
r e s t r i c t i o n s s u c h a s
o u t l e t s c l o s i n g a t 1 2 a m
17
Source: Publisher, Facebook, Comscore
MEGA EVENTS IN HO CHI MINH CIT Y, DA NANG & NHA TRANG: 170,000 AT TENDEES
10.5MILLION
27.5MILLION
TOTAL REACH TOTAL INTERACTION
18
Heineken® Cities:Be the insider of your city
LIMITED PACKAGING
ADVERTISING(TVC*, PRINT & OOH**)
PROMOTIONS
DIGITAL
EXPERIENTIAL
PUBLIC RELATIONS
360°
INTEGRATED
CAMPAIGN
* TVC – TV commercial** OOH – Out of Home
19
Source: Publisher, Facebook, Comscore
Local Top Spin :
OPEN THE WORLD
IN OUR CIT Y
Local ins ight :
Those who know
their c i ty real ly wel l
l ike to show others
the way around
7MILLION
28MILLION
ACT 1 ACT 2 ACT 3
TOTAL REACH TOTAL INTERACTION
20
FESTIVESTAR GIFTER
LIMITED PACKAGING
ADVERTISING(TVC*, PRINT & OOH**)
PROMOTIONS
DIGITAL
EXPERIENTIAL
PUBLIC RELATIONS
360°
INTEGRATED
CAMPAIGN
* TVC – TV commercial** OOH – Out of Home
21
Source: Publisher, Facebook, Comscore
ACT 1 ACT 2 ACT 3
TOTAL REACH TOTAL INTERACTION
13.6MILLION
27MILLION
Local Top Spin :
STAR GIFTER
Local chal lenge:
Man of the World
feels pressure to give
many nice gifts , as i t
i s a s ign of what he
has become, but
doesn’t receive any
gifts for h imself
22
Summary
Digital is an increasingly important media platform in Vietnam, and is seeing significant growth particularly over the last three years
Beer features prominently in the digital conversation
Heineken® is leading in terms both share of voice and conversation, providing key learnings for other brands
Digital is a key focus, both in making global campaigns locally relevant and amplifying the impact of local initiatives
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