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TRANSCRIPT
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Nov 2011 – Nov 2012
Digital campaign strategyDigital campaign strategy
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Content
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Client brief
COMMUNICATION OBJECTIVE• Develop an OWNED MEDIA STRATEGY that allow
Diageo Vietnam to connect, engage, interact and be relevant with our targeted consumers while staying within the boundary of the current laws & regulations
TARGET AUDIENCE• 18 –30 urban male/female A,B,C class, live in HCM
& Hanoi, internet users, interest in nightlife lifestyle; music, party, hanging out and alcohol consumption.
GEOGRAPHY FOCUS• Ho Chi Minh, Ha NoiDURATION:• Nov 2011 – Nov 2012CAMPAIGN TASK• Develop an effective recruitment strategy that
acquire the right consumers to Diageo’s database• Develop engagement strategy that drive
participation and responsive to our communication
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Insight
Day generally starts at 6am - Weekday
Day generally starts at 6am - Weekday
89
56
43
39
14
Friends
Classmates
Family
Boyfriend/Girlfriend
Colleagues
Who go out withWho go out with
8am - 6pm work/ study/ socializing internet in
break time or when they are free.
6pm - 11pm socializing internet, go out
85+% go to bed at 12 am
Day generally starts at 6am - Weekend
Day generally starts at 6am - Weekend
8am - 6pm hang out for coffee/ online to read news/ entertainment
information/connect with others
9pm – 1am enjoy with friends at disco/ bar/ other
places
85+% go to bed between 12 pm and 2 am
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50
30
10
10
Less than 1x /day
1x /day
2-3x /day
More than 3x /day
Frequency of accessing InternetFrequency of accessing Internet Top websiteTop website
Insight | Youths’ overall
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Insight | Youths’ overall
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Insight | Youths’ overall
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Insight | Youths’ overall
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Insight | Target audience’s voice
“It should be a good environment for me to connect with
likeminded people”(Minh Vu - Male 28yrs)
“It should be a good environment for me to connect with
likeminded people”(Minh Vu - Male 28yrs)
“I hope it recommends for me really cool places to hang out with friends after hard working time”
(Tan Nguyen Male– 30yrs)
“I hope it recommends for me really cool places to hang out with friends after hard working time”
(Tan Nguyen Male– 30yrs)
Question: If there is a new nightlife website, what kinds of contents that keep you visit all the time?Question: If there is a new nightlife website, what kinds of contents that keep you visit all the time?
It provides me unique content and interesting activities that engage
every single nights.(Minh Long- Male - 24yrs)
It provides me unique content and interesting activities that engage
every single nights.(Minh Long- Male - 24yrs)
It’s possible for me to share my feelings, nightlife experience and expand my social relationship. (Phuong Diem –
Female 19yrs)
It’s possible for me to share my feelings, nightlife experience and expand my social relationship. (Phuong Diem –
Female 19yrs)
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Insight | Youth vs Diageo
Youths love…Youths love… HipKingdom offers…HipKingdom offers…
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ANYARENA.COMA destination for discovering the latest in Entertainment, Fashion, Culture and Living. An essential social compass with up to the minute info.
ANYARENA.COMA destination for discovering the latest in Entertainment, Fashion, Culture and Living. An essential social compass with up to the minute info.
Target audience: Locals, expats, travelersSite direction: An online lifestyle magazine and social network for Vietnam
Target audience: Locals, expats, travelersSite direction: An online lifestyle magazine and social network for Vietnam
Strong points:- Nice & clear design- Well interactive with users.- Helpful and hot content including blogs, fashion…
Strong points:- Nice & clear design- Well interactive with users.- Helpful and hot content including blogs, fashion…
Weak points:- Lack of review & recommendation either from Anyarena or users.
Weak points:- Lack of review & recommendation either from Anyarena or users.
Web Analysis | Competitors
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Web Analysis | Competitors
PARTYINSAIGON.COMIntroduce Saigon locations for eating, drinking and event
PARTYINSAIGON.COMIntroduce Saigon locations for eating, drinking and event
Target audience: Youths who love party and entertainmentSite direction: Become advertiser for locations, products, events…
Target audience: Youths who love party and entertainmentSite direction: Become advertiser for locations, products, events…
Strong points:-Friendly for everyone. - Users easily upload photos to share.
Strong points:-Friendly for everyone. - Users easily upload photos to share.
Weak points:- Not premium design- Mass content, just list the locations without review & recommendation from Party in Saigon & users- Low interact with users
Weak points:- Not premium design- Mass content, just list the locations without review & recommendation from Party in Saigon & users- Low interact with users
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Web Analysis | Thai HipKingdom Current sitemap
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Web Analysis | Thai HipKingdom Review
Strong points:- Well interact with users-No advertisement, have good recommendation from Hipkingdom & users -> trustful
Strong points:- Well interact with users-No advertisement, have good recommendation from Hipkingdom & users -> trustful
Irrelevant points:- The design a little bit looks messy & unclear to find things quickly.- Content structure is overlapped some places- Some contents are irrelevant with Vietnamese culture. (ex: Hip scoop)
Irrelevant points:- The design a little bit looks messy & unclear to find things quickly.- Content structure is overlapped some places- Some contents are irrelevant with Vietnamese culture. (ex: Hip scoop)
Redesign to make it more premium & clearer.Redesign to make it more premium & clearer.
Restructure sitemap to make it simpler.Restructure sitemap to make it simpler.
Add more relevant content to attract Vietnamese target audience.Add more relevant content to attract Vietnamese target audience.
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Backdoor content including Contact us/ Sitemap/ Terms & Conditions should appear just at footer.
Backdoor content including Contact us/ Sitemap/ Terms & Conditions should appear just at footer.
4 tabs kept moving makes difficult to access main content. Should change the way demonstrate
4 tabs kept moving makes difficult to access main content. Should change the way demonstrate
Bar content including Me/Profile/Friends/Photos/Groups/My personal calendar should appear when users click on their avatar in right corner.
Bar content including Me/Profile/Friends/Photos/Groups/My personal calendar should appear when users click on their avatar in right corner.Mobile app will be
added laterMobile app will be added later
Web Analysis | Thai HipKingdom Review
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Week pointToo many box of content display in homepage. It currently includes: - Hip Calendar- Hip Highlight- Hip Clip- Hip Review- Hip Event- Hip Movie - Hip Movie Trailer (could be hidden)- Recent Activities (could be hidden)- Recommendations (could be hidden)- Hip Web board-Hip Friends Homepage should display just only hot & highlighted content. *Note: hidden contents could be replaced by other interesting ones: - Member recommend- Hip Queen & King contest- Drink Recipe - Member offline
Week pointToo many box of content display in homepage. It currently includes: - Hip Calendar- Hip Highlight- Hip Clip- Hip Review- Hip Event- Hip Movie - Hip Movie Trailer (could be hidden)- Recent Activities (could be hidden)- Recommendations (could be hidden)- Hip Web board-Hip Friends Homepage should display just only hot & highlighted content. *Note: hidden contents could be replaced by other interesting ones: - Member recommend- Hip Queen & King contest- Drink Recipe - Member offline
Web analysis | Thai HipKingdom FrontPage Review
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WHY HIPKINGDOM?The No. 1 nightlife
community for likeminded people
WHY HIPKINGDOM?The No. 1 nightlife
community for likeminded people
Strategy | Why users join Hip Kingdom Vietnam?
Most updated nightlife activitiesMost updated nightlife activities
Make friend, expand social relationshipMake friend, expand social relationship
Join member offline partiesJoin member offline parties
Get discount drink vouchersGet discount drink vouchers
Join Diageo special eventsJoin Diageo special events
Place to sharePlace to share
Free to recommendFree to recommend
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NewNew
CurrentCurrent
CurrentCurrent
Strategy | Website Development | Hipkingdom Vietnam new sitemap
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Event calendar:Just the same as current HipKingdom website but simpler.Event calendar:Just the same as current HipKingdom website but simpler.
Event Update:Will provide information about cool events. Below each one, we allow user to evaluate the location by star rating (*****) or comment.
Event Update:Will provide information about cool events. Below each one, we allow user to evaluate the location by star rating (*****) or comment.
Clip & photo:Upload clips or photo album of the events. Below each one, we allow user to evaluate the location by star rating (*****) or comment.
Clip & photo:Upload clips or photo album of the events. Below each one, we allow user to evaluate the location by star rating (*****) or comment.
Highlight event:Show poster of event with special promotion or program. Highlight event:Show poster of event with special promotion or program.
List/ Search:Provide address and selective features of good bars or restaurants. Below each one, we allow user to evaluate the location by star rating (*****) or comment.
List/ Search:Provide address and selective features of good bars or restaurants. Below each one, we allow user to evaluate the location by star rating (*****) or comment. Member Recommend:
HipKingdom will choose the most helpful reviews from users to post on website.
Member Recommend:HipKingdom will choose the most helpful reviews from users to post on website.
Hip Recommend:HipKingdom will recommend some really cool places with special promotion or program at that day.
Hip Recommend:HipKingdom will recommend some really cool places with special promotion or program at that day.
HIP EVENTHIP EVENT
HIP REVIEWHIP REVIEW
Now showing:Just the same as current HipKingdom website. Provide information about the movie which is now showing on the cinema. Below each one, we allow user to evaluate the location by star rating (*****) or comment.
Now showing:Just the same as current HipKingdom website. Provide information about the movie which is now showing on the cinema. Below each one, we allow user to evaluate the location by star rating (*****) or comment.
Next coming:Just the same as current HipKingdom website. Inform next coming movie.
Next coming:Just the same as current HipKingdom website. Inform next coming movie.
HIP MOVIEHIP MOVIE
Strategy | Website Development | Content
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Game:Build flash game to entertain Hip community:- Play darts: (phóng phi tiêu)- Cocktail recipe: (pha chế coctail): Choose the right ingredients to make your cocktail. http://www.funfastgame.com/vi/game/2757/lounge-cocktail-bars.html
Game:Build flash game to entertain Hip community:- Play darts: (phóng phi tiêu)- Cocktail recipe: (pha chế coctail): Choose the right ingredients to make your cocktail. http://www.funfastgame.com/vi/game/2757/lounge-cocktail-bars.html
Quiz:Fun quiz to test a guy/girl characteristic, for ex:- How much do you love nightlife?- What is your drinking tolerance?
Quiz:Fun quiz to test a guy/girl characteristic, for ex:- How much do you love nightlife?- What is your drinking tolerance?
TIPS:Modify from Hip Scoop to match Vietnamese culture & youth’s lifestyle. The content including:- Horoscope: Fun tips to guide youths where should they go on Monday, Tuesday… according to their horoscope.- Drink recipe: HipKingdom’s professional bartenders will guide users to make cocktail on their own. Users can also upload their own discovered recipes.- Dating Corner: find your partners/ likeminded person.- Shine in the night: Tips to guide youths how to dress up, behave, be outstanding or make friend at a bar or an event.- Party safely: Write-up articles to advise users do not driving when you are drunk, quiz to test your drinking tolerance- 365 exciting nights: Each day, HipKingdom will give each advice to excite users’ every single night.
TIPS:Modify from Hip Scoop to match Vietnamese culture & youth’s lifestyle. The content including:- Horoscope: Fun tips to guide youths where should they go on Monday, Tuesday… according to their horoscope.- Drink recipe: HipKingdom’s professional bartenders will guide users to make cocktail on their own. Users can also upload their own discovered recipes.- Dating Corner: find your partners/ likeminded person.- Shine in the night: Tips to guide youths how to dress up, behave, be outstanding or make friend at a bar or an event.- Party safely: Write-up articles to advise users do not driving when you are drunk, quiz to test your drinking tolerance- 365 exciting nights: Each day, HipKingdom will give each advice to excite users’ every single night.
‘QUEEN & KING of the night’ contest:-Hold a big contest to attract youths and online users to HipKingdom Vietnam is #1 Nighlife website. 1 female and 1 male will be honored to become the Queen & King of HipKingdom. - They are cool, have wide social networks, & experienced in nightlife world. They are also representatives for the modern, energetic generation who know the best way to energize their lives. (The contest could also be held over Asia).
‘QUEEN & KING of the night’ contest:-Hold a big contest to attract youths and online users to HipKingdom Vietnam is #1 Nighlife website. 1 female and 1 male will be honored to become the Queen & King of HipKingdom. - They are cool, have wide social networks, & experienced in nightlife world. They are also representatives for the modern, energetic generation who know the best way to energize their lives. (The contest could also be held over Asia).
Member’s offline:HipKingdom builds offline activities to interact and engage with Hip members and attract more friends/users to join the community.
Member’s offline:HipKingdom builds offline activities to interact and engage with Hip members and attract more friends/users to join the community.
HIP ACTIVITYHIP ACTIVITY
Strategy | Website Development | Content
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Strategy | Website Development | Mock-up
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STEP 1STEP 1AWARENESSAWARENESS
STEP 2STEP 2INTERACTIONINTERACTION STEP 3STEP 3
LOYALTYLOYALTY
Strategy | Communication plan
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VISITVISITVISITVISIT SHARESHARESHARESHAREENGAGEENGAGEENGAGEENGAGE
• Group register to win Hip’s POSM• HIP’s ambassadors• Teasing VDO• Countdown on website
• Frequently updated hot event and cool places• Interactive activities including game, quiz, tip• “King & Queen of the night” contest & online reality
showWeb
sit
Web
sit
eeW
eb
sit
Web
sit
eeFan
Fan
p
ag
ep
ag
eFan
Fan
p
ag
ep
ag
e • Create fan page • Recruit fans
• Main role to support, update activities & drive traffic back to website.
• Quiz
Even
tEven
tEven
tEven
t • Launching event• Hip Kingdom dancers
• Sharing nightlife experience, photos and moments on website.
• Expand your social network & invite your friends to Hip Kingdom to be awarded as “Most Connected Members”
• Offline party quarterly with different theme based on special occasions.
• Diageo special event (if any)
Ob
jecti
ve
Ob
jecti
ve
Ob
jecti
ve
Ob
jecti
ve
AWARENESS INTERACTION LOYALTY
Ch
an
nel
Ch
an
nel
Sele
cti
on
Sele
cti
on
Ch
an
nel
Ch
an
nel
Sele
cti
on
Sele
cti
on
• Countdown RM banner• Online & Offline PR• Print Ad• Posters/ POSM• Viral• FB Ad/ GDN/ Ad network• Event
• Viral• FB Ad/ GDN/ Ad network• SEM• Event
• FB Ad/ GDN/ Ad network• Viral• SEM• Event
Strategy | Execution
• Together with friends to join all HipKingdom activities & event
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Quarter 1
BannersBanners
Quarter 2 Quarter 3 Quarter 4
BannersBanners BannersBanners BannersBanners
GDN/FBGDN/FB
SEM & SEO SEM & SEO
Viral Viral
Ad Network Ad Network
EventEvent EventEvent EventEvent EventEvent
GDN/FBGDN/FB GDN/FBGDN/FB GDN/FBGDN/FB
Note: - Quarter 1 start from Mid of Oct’ 2011 for teaser campaign, then launch on early Nov’11
Strategy | Channel implementation timeline
Mid Oct/11
TEASER LAUNCH-Nov’11
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Viral campaign
Viral campaign
- Fan recruitment- Page management- Update news/ promotion- Interactive activities (by games)
- Fan recruitment- Page management- Update news/ promotion- Interactive activities (by games)
- Use over 10 most popular social network in VN at present to seed desired subjects in the most natural way to create WOM
- Use over 10 most popular social network in VN at present to seed desired subjects in the most natural way to create WOM
- Combine with most crowed VDO & Photo sharing website to easily spread out HipKingdom
- Combine with most crowed VDO & Photo sharing website to easily spread out HipKingdom
- Use most influential people in online community to influence their fans & other users to drive them to HipKingdom
- Use most influential people in online community to influence their fans & other users to drive them to HipKingdom
Strategy | Channel | Viral marketing
- Content seeding on over 100 different types of forums of entertainment for Vietnamese youth.
- Content seeding on over 100 different types of forums of entertainment for Vietnamese youth.
List of forum & social:List of forum & social: Forum & Social List
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Strategy | Channel | Viral marketing
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Strategy | Channel | Viral marketing | Mock-up
Facebook Welcome Tab
Youtube Channel
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Strategy | Channel | Online Display Ad (Standard & rich banner)
•Using standard and rich banner to create brand/campaign awareness initially.
Link on Yahoo homepage
11 22
33 44
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Strategy | Channel | Online Display Ad (Standard & rich banner)
Yahoo homepage RM WAM
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Yahoo Mail login
Strategy | Channel | Online Display Ad (Standard & rich banner)
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Facebook Ad
Vnexpress.net
Zing.vn
Zing.vn
Strategy | Channel | Online Display Ad (Standard & rich banner)
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Dantri.com.vn Center expandable banner
Strategy | Channel | Online Display Ad (Standard & rich banner)
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Strategy | Channel | Ad network
• Place banners in Ad network in order to maximize brand /campaign awareness and generate clicks to website.
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Strategy | Channel | GDN/SEM/SEO
Set up keywords relating to products, services or campaigns in order for search results appear on top list in
Google Search Engine
Place banner in Google Display Network in order to maximize brand and campaign awareness in any partners website with Google in Vietnam.
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Success Metrics Measured by
Awareness of Hipkingdom Website
• Traffic driven from all selected medium to website• Network traffic generated from PR online/offline editorial features• Page views• Unique visitors
Engagement• Time spent on website• Returning visitors• Click through rate from all channels used
Interaction
• Comments• Contribution of recipes; bar information• Games/Quiz number of participant• Sign up to Diageo user database High-Value-Consumers
KPIs | How do we measure success?
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KPIs
Channel Total Imps Total VisitorsPrint Ad, PR online & Offline N/A N/A
Banner Ads (CPM) 551,082,071 914,553
Adnetwork, GDN, FB (CPC) 70,785,454 140,000
SEM/SEO N/A 60,000
Viral 20,000,000 500,000
Total 1,614,553
Estimated # of Registers 16,146
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- Please refer to excel sheet for details cost(note production cost/contents approx only, might change depend on contents update frequency)- Cost above is not included prizes, offline event
Proposed Cost
Channel US$ SOV%
Print Ad, PR online & Offline $ 30,545.22 7%Banner Ads (CPM) $ 129,896.56 30%
Adnetwork, GDN, FB (CPC) $ 45,828.57 11%SEM/SEO $ 35,714.29 8%Viral $ 57,142.86 13%Website Production/Contents $ 88,761.90 21%Agency Fee 10% $ 38,788.94 9%Total (Excl. VAT 10%) $ 426,678.34
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Sept, 2011 Oct Nov December
Finalize dealFinalize deal
Confirm scope with clientConfirm scope with client
Finalize sitemap and content needsFinalize sitemap and content needs
Content gathering and VietBuzzAd sourcesContent gathering and VietBuzzAd sources
Website developmentWebsite development
Stage 1: Diageo Review
Stage 1: Diageo Review
Stage 2: Diageo final approval
Stage 2: Diageo final approval Launch of website &
monitoringLaunch of website &
monitoring
Finalize success metrics & measurements Finalize success metrics & measurements
Development timeline
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Project Organization Chart
Ms. Hanh NguyenProject Head Overall
Mr. Vu TranViral Head
Mr. Vu TranViral Head
Ms. Nhu Nguyen Event Manager
Ms. Nhu Nguyen Event Manager
Mr. Ha Phung Sales ManagerMr. Ha Phung Sales Manager
Mr. Long PhamCreative Head
Mr. Long PhamCreative Head
Ms. Dinh Pham Account ManagerMs. Dinh Pham
Account Manager
Seeders (10)
Seeders (10)
Ms. Tram NgViral AssistantMs. Tram NgViral Assistant
Mr. Minh GiaDesigner/Web management
Mr. Minh GiaDesigner/Web management
Photos/Video (4)
Photos/Video (4)
Mr. Hau Ho Coder
Mr. Hau Ho Coder
Ms. Kim Phan Copywriter HeadMs. Kim Phan
Copywriter Head
Ms. Oanh NgCopywriter
Ms. Oanh NgCopywriter
Reporters (4)
Reporters (4)
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VTP Advertising Company Ltd.A: 468 Nguyen Van Linh, Tan Phu Ward, Dist. 7 HCMC
T: +84 (0)8 62838383
F: +84 (0)8 62624867
Nguyen Huu HanhM: 0903 740 506