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WHAT IF THERE IS A CONTRACEPTION METHOD? A digital strategy to get the adult Prepared by OhYeah Communications DIGITAL MARKETING PLAN.

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Presentation on theme: "WHAT IF THERE IS A CONTRACEPTION METHOD? A digital strategy to get the adult Prepared by OhYeah Communications DIGITAL MARKETING PLAN."— Presentation transcript:

1 WHAT IF THERE IS A CONTRACEPTION METHOD? A digital strategy to get the adult Prepared by OhYeah Communications DIGITAL MARKETING PLAN

2 Tool check trình đ ộ Marketing digital của bạn Tr ư ớc khi đ ọc Slide, hãy bỏ 2 phút check trình đ ộ Digital Marketing của bạn – Click linkClick link

3 THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHEN when we are going to communicate with our target WHO who we are going to talk to WHERE where we are going to communicate with our target WHAT what we want them to remember, what we are going to say to them HOW how we are going to measure our success

4 THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHEN when we are going to communicate with our target WHO who we are going to talk to WHERE where we are going to communicate with our target WHAT what we want them to remember, what we are going to say to them HOW how we are going to measure our success

5 CONSUMERS CONCERNS: CONTRACEPTION METHODS Source: Vinaresearch, 06/06/2013 Using condom is the first choice for contraception among target audience

6 CONSUMERS CONCERNS: REASON TO USE CONDOM Source: Vinaresearch, 06/06/2013 Ease to use is the reason people prefer to use condom

7 CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN PROVINCE Source: Vinaresearch, 06/06/2013 Reason to choose using condom between province difference but target to prevent illness, contraception, ease to use

8 CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN MATERIAL STATUS Source: Vinaresearch, 06/06/2013 Reason to choose using condom between material status difference but target to contraception, ease to use

9 CONSUMERS CONCERNS: UNCONVIENCE OF USING CONDOM Source: Vinaresearch, 06/06/2013 Beside the benefits, consumers are feeling not comfortable by using the condom

10 CONSUMERS CONCERNS: PREFERABLE BRAND Source: Vinaresearch, 06/06/2013 Durex & OK have the high preferable by consumers

11 CONSUMERS CONCERNS: PREFERABLE FUNCTIONS Source: Vinaresearch, 06/06/2013 Thin condom is the one target audience looking for

12 CONSUMERS CONCERNS: PREFERABLE FUNCTIONS Source: Vinaresearch, 06/06/2013 Thin condom is the one target audience looking for

13 CONSUMERS CONCERNS: SEARCH VOLUME BY BRAND Durex & OK are 02 brands that consumers are pro-active searching with high volume for shopping online Source: Google Search, 2013

14 CONSUMERS’ NEED: SEARCH VOLUME BY MARKET SHARE Durex & OK are 02 brands that have the high search volume in market share Source: Google Search, 2013

15 CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION Dot condom & woman condom are the function that audience looking for Source: Google Search, 2013

16 CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION Among 80% women in reproductive age, we have are 12% using contraception pill Source: Google Search, 2013

17 CONSUMERS’ NEED: SEARCH VOLUME BY BRAND New choice is the Brand preferable among target audience Source: Google Search, 2013

18 CATEGORY CONVENTIONS: ADVERTISING INFORMATION Durex & Sagemi have the most advertising information online Source: Google Search, 2013

19 CATEGORY CONVENTIONS: SEARCH VOLUME BY MARKET SHARE Durex (39%) & Sagami (26%) have the most advertising information online Source: Google Search, 2013

20 CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION Spikes Condom & Zodiac Condom have the most advertising information online Source: Google Search, 2013

21 CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION No Smell Condom & Mint Smell Condom have the most advertising information online Source: Google Search, 2013

22 CATEGORY CONVENTIONS: SEARCH VOLUME BY REGIONAL HCMC have the need consume condom highest compare with other region Source: Google Search, 2013

23 CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING Hanoi is the place that sell condom online highest Source: Google Search, 2013

24 CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING Yaz Tab, Diane 35, Gracial & Marvelon have the high advertising information on search engine Source: Google Search, 2013

25 CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING Yaz Tab & Diane 35 acquires 40% advertising information on search engine Source: Google Search, 2013

26 WHAT COMMUNICATION SHOULD DO COMMUNICATION OBJECTIVES MAKE THE TARGET & PEOPLE WHO CAN PAY FOR THEMEXCITED KNOW

27 THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHEN when we are going to communicate with our target WHO who we are going to talk to WHERE where we are going to communicate with our target WHAT what we want them to remember, what we are going to say to them HOW how we are going to measure our success

28 THE TARGETING STRATEGY MALE 15 YO AND ABOVE ABC CLASS MAKE THEM KNOW AND EXCITED TO TRY

29 ONLINE ACTIVIES OF TARGET AUDIENCE Online information gathering and online entertainment are the main activities of audience on internet Source: Cimigo Netcitizens, 2012

30 ONLINE ATTITUDES OF TARGET AUDIENCE Internet is the important source for audience and help them to find out new products & brands Source: Cimigo Netcitizens, 2012

31 METRO ONLINE COMMUNICATION TRENDS Visiting social network is increasing over the time Source: Cimigo Netcitizens, 2012

32 ONLINE CONSUMERS ARE NETWORKED & SOCIAL Facebook is the preferable social network Source: Cimigo Netcitizens, 2012

33 THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHEN when we are going to communicate with our target WHO who we are going to talk to WHERE where we are going to communicate with our target WHAT what we want them to remember, what we are going to say to them HOW how we are going to measure our success

34 EVERYBODY ALWAYS HAVE A DREAM IN THEIR LIFE THE BIG IDEA

35 BUT SOMETIME WE CANNOT CONTROL OUR LIFE THE BIG IDEA

36 WE MAKE A MISTAKE AND A LOF OF MISTAKES THE BIG IDEA

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42 THESE MISTAKES WILL RUIN YOU LIFE THE BIG IDEA

43 DON’L LET THE PAST MISTAKES RUIN THE FUTURE OF YOUR LIFE & YOUR DREAM THE BIG IDEA

44 YOUR LIFE, YOUR DREAM – LET KEEP IT SAFE THE BIG IDEA

45 LET US ALONG TO BRING UP A GOOD FUTURE LIFE THE BIG IDEA

46 YOUR LIFE, YOUR DREAM – LET KEEP IT SAFE CULTURAL TRENDS People always dream about a good life GOLDEN CHOICE PRODUCTS Golden Choice provide the full solutions to protect people from the risks to keep the life safety CATEGORY CONVENTIONS Golden Choice provide the wide range of product to any needs CONSUMER CONCERNS Vietnamese consumers are becoming savvy and smarter over time

47 THE STRATEGY FROM THE STRATREGY TO INSIGHT “If only there is an easy way to protect me and my partner, if only …” Engage in wishful thinking “if only I can feel free and joyful with my partner” Use Golden Choice products keep my future not to be ruined Communicate Golden Choice as the answer of “if only there is an easy way to keep your dream and not ruin your future life” Everybody always have the dream and wish to have a good life, but sometime we often make mistakes I can feel free and joyment with my prtner that not ruin my life in the future

48 SINGLE MINDED PROPOSITIONS WHAT IF I CAN FEEL FREE AND JOYMENT WITH MY PARTNER THAT NOT RUIN MY LIFE IN THE FUTURE ROCK CONDOM NEW CHOICE CONTRA CEPTION PILL OK CONDOM

49 THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHEN when we are going to communicate with our target WHO who we are going to talk to WHERE where we are going to communicate with our target WHAT what we want them to remember, what we are going to say to them HOW how we are going to measure our success

50 TEASER 02 WEEKS PLATFORM ACTIVITIES CHANNELS OBJECTIVE LAUNCH 01 WEEK REVIEW 01 WEEK YOUTUBE CHANNEL FACEBOOK FANPAGE “TALK ABOUT THE FUTURE LIFE” GAME TEASER CLIP AMPLIFICATION 08 WEEKS “YOUR LIFE, YOUR DREAM” CLIPS FACEBOOK GOOGLE Raise awareness about dream & life Official launch the campaign Introduce the Golden Choice products Viral the video clips Build up the engagement about not make mistakes to have a good future life Keep the conversation about the dream & life Push up the conversation about keep the life apart with mistakes FORUM COMMUNICATION TIMELINE

51 WHAT IF People will visit the application, then view the video clips before attending the game Then they need to submit an photo show of the thinking about future and an testimonial about the dream life After that, they need to invite 10 person to join the game After complete the game, people will receive a lucky code to have chance to win lucky gifts JOIN THE GAME: “Talk about your future life” During the time join the game, it’s automatic share to their Facebook Wall SHARE & SPREAD Facebook Sharing “Ann just visited the “Your dream, your life” and have chance to receive lucky gifts” GIFT REDEEM: Each week, Golden Choice will announce the winner for lucky gifts “TALK ABOUT YOUR FUTURE LIFE” GAME

52 PRIZES 10 TOUR VOUCHERS FOR COUPLE EVERY 02 VOUCHERS PER WEEK 100 DINNER FIVE STARS HOTEL EVERY 10 VOUCHERS PER WEEK GRAND PRIZES 100 BOOKS ABOUT HOW TO PLANNING YOUR LIFE EVERY 10 BOOKS PER WEEK LUCKY PRIZES “TALK ABOUT YOUR FUTURE LIFE” GAME LUCKY GIFTS

53 THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHEN when we are going to communicate with our target WHO who we are going to talk to WHERE where we are going to communicate with our target WHAT what we want them to remember, what we are going to say to them HOW how we are going to measure our success

54 MASTER PLAN

55 For Facebook Fanpage, we will have 05 posts per day For Facebook Ads & Google Adwords will run 02 months from week 03 to week 10 CONTENT STRATEGY

56 The clip about the 02 old people meet together by chance on a train. During the trip they remember the young age when they are the lover with a lot of joyful The clip about the man life with a lot of mistakes make him have a poor performance in current life CLIP 01 The clip about the woman with the careful make her a happiness life VIRAL CLIPS By the end of the trip, they say goodbye and feel sorry about the past, what if we do the right thing in the past now we did have a happy ending. CLIP 02CLIP 03CLIP 04 ALWAYS ENDING WITH THE SLOGAN “YOUR DREAM, YOUR LIFE – LET KEEP IT SAFE”

57 OBJECTIVE: Use to Viral video CONTENT: Product TVC Product Review Viral Clips Clips about Dream & Life YOUTUBE CHANNEL SAMPLE

58 OBJECTIVE: Use to viral the clips CONTENT: Product TVC Technical explanation Product Review Viral Clips FACEBOOK FANPAGE SAMPLE

59 HOMEPAGE RULES & REGULATIONS PLAY GAME WINNER LIST FACEBOOK APPLICATION

60 OBJECTIVE: Use to build awareness about the campaign CONTENT: Sharing the viral clip & comedy series Sharing information about the products Invite people to join the game on Facebook Fanpage FREQUENCY: Average 01 post / 02 weeks INFLUENCERS: Macy Pine D ư a Leo Duy Khánh Helly T ố ng Ribi Sachi FACEBOOK INFLUENCERS

61 OBJECTIVE: Use to build awareness about the Campaign CONTENT: Sharing the viral clip & comedy series Sharing information about the products Invite people to join the game on Facebook Fanpage FREQUENCY: Average 01 post / 02 weeks CHANNELS: Hãy nói nh ữ ng l ờ i yêu th ươ ng Đ ẹ p+ Nh ị p s ố ng tr ẻ Café C ườ i Thông đi ệ p yêu th ươ ng FACEBOOK BIG FANPAGE

62 OBJECTIVE: Use to build awareness about the campaign Use to increase the number of fans CONTENT: Ask to join the FB Fanpage Ask to play the game Introduce the products FREQUENCY: 02 months for Facebook Ads FACEBOOK ADVERTISING

63 OBJECTIVE: Use to build awareness about the campaign CONTENT: Sharing the viral clip & comedy series Sharing information about the products Invite people to join the game on Facebook Fanpage FREQUENCY: Every 02 weeks / 01 topic CHANNELS: Pro9x.com Trasua.vn 9xvn.vn Beat.vn Viethiphop.com Uhm.vn 360kpop.com Chiplove.biz Rap.vn Hihihehe.com Kenhsinhvien.net Sinhvienit.net Ngoinhachung.net Svkt4rum.com Bka.vn YOUTH FORUMS

64 OBJECTIVE: Target to audience who having a need of finding contraception products CONTENT: Product Advertising FREQUENCY: 02 months Google Adwords CHANNEL: Google Adwords GOOGLE ADWORDS

65 THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHEN when we are going to communicate with our target WHO who we are going to talk to WHERE where we are going to communicate with our target WHAT what we want them to remember, what we are going to say to them HOW how we are going to measure our success

66 KEY PERFORMANCE INDICATORS Awareness Facebook Influencers: 200 likes / 30 comments / 01 post Facebook Big Fanpage: 200 likes / 30 comments / 01 post Consideration Facebook Ads: clicks Google Adwords: clicks Preference 6% consideration will be join the facebook application 30% consideration will be join the facebook fanpage Purchase Facebook Application: 3000 players Retention Facebook Fanpage: fans

67 Tool check trình đ ộ Marketing digital của bạn Hãy bỏ 2 phút check trình đ ộ Digital Marketing của bạn – Click linkClick link

68 THANKS FOR YOUR ATTENTION S ư u tầm :


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