ym2 assignment 91 digital thuy tien phuong tuong
TRANSCRIPT
ASSIGNMENT 9.1 – DIGITAL MARKETING
CLEAR MY KOOL VIETNAM 2013
Campaign Background
As a well-known Shampoo brand for young dynamic, energetic youngsters in both genders, CLEAR holds
the ambition to uphold their affirmation in the world that judges thei flaws. Summer toursim is the perfect platform for
CLEAR to step in, keep them confident to enjoy the youthful, hot moments in their own ways.
CampaignChallenge
Consumer context Brand context Media context
Triggered by Huyen Chip, foreign tourist but still in need of
motivation to step out and discover their proud Vietnam
Find a spot to deliver their story convincingly in the crowded
platform of Summer filled with many other brands
It’s tough to reach target and motivate intergration in
millions of messages they get from brands
CampaignObjective
Encourage Vietnamese youngsters to
STEP OUT to the sunshine without worrying about dandruff – hairfall – itchiness
On the perfect CHANNEL that provide room for INTERGRATIONThat is actively visited by the target
DIGITAL
Target Audience
LSM 7+ performance
driven guys and sassy stylish girls
aged 20-30 highly
demanding
Core Insight
Deep down inside of me is an undeniable
PRIDE for my beloved country
Strategy
Ignite national PRIDE
Promote the STEP OUT spirit to
complete Vietnam KOOL map via Digital channels
Amplify the campaign and
reinforce CLEAR’s ownership of the
1st ever Vietnam KOOL map
Concept
Utilize young Vietnamese’s national PRIDE to draw them into the journey of finding KOOL spots of Vietnam
Creating the KOOL map by stepping out and checking in
Celebrating the youthful KOOL Vietnam
Deployment plan – Campaign Rollout
I want to enjoy my KOOL Vietnam, embracing my national pride
Keep you confident to step out and explore your KOOL Vietnam
My KOOL Vietnam
Be confident to explore your prideful KOOL Vietnam
InspirationW20-W22
EngagementW22-W28
AdvocacyW24-W31
Vietnam is KOOL and deserves to be explored
Together let’s join the journey to explore the
KOOL Vietnam
Celebrate our KOOL Vietnam
Kyo York’s Viral clip My KOOL Vietnam app My KOOL Vietnam MV
Viral clipDigital PR
Social seeding, SEO, SEM
ApplicationWebsite
Social seeding, SEO, SEMDigital PR
Viral MVDigital PR
Concept
Umbrellamessage
ConsumerJourney
Key message
Key hook
KeyChannels
Kyo York’s VlogMocking Vietnamese national Pride by raising the question:
Why do foreign tourists know more about Vietnam than Vietnamese themselves?
Phase 1 - Inspiration
Meet the need of proving Vietnamese national Pride by launching the
campaign “My KOOL Vietnam”, co-operating with Vietnam Tourism
Ministry, endorsed by Thanh Hang
Giving youngsters the CHANCE to embrace their
KOOL Vietnam
Launching MV “My KOOL Vietnam”
Phase 2 - Engagement
My KOOL Vietnam websiteKOOL Update KOOL map KOOL hunter
Starting with introducing the campaignHeat up with KOOL hunter contest
Encourage TA to check-in their KOOL spots to create KOOL map
The tittle for travel lovers who check in to complete KOOL map
Phase 2 - Advocacy
Celebrate the KOOL Vietnam that was discovered by KOOL hunters.
Recap the beautiful journey in the 2nd version of MY KOOL Vietnam MV
Campaign Outcome
My KOOL Vietnam
4077 Spots checked in on 18/12/2013
606 Hunters on 18/12/2013
202,701 Views on 18/12/2013
Raised HUGE awareness for CLEAR
My KOOL Vietnam became key word for youngsters to
express their national pride.
Key learnings from 2013’s story
Triggered the recognition of their KOOL Vietnam
Together drew the KOOL Map of Vietnam
Draw them in to the Check-in TREND
CLEAR’s role was not clear
The Map was not as appreciated as it should be
Still clinging around identical places
did didnot