case study digital marketing

VIET NAM INTERNET MARKETING 2012

Case Studies

Agenda

Internet User Insight

Internet marketing services in Viet

Nam

Case Studies

Your campaign will be definitely failed if you don’t even understand your customer s‘s

NO

Online Market in Vietnam

Vietnam is among countries which have the largest Internet users in Southeast Asia All Asia = 19.4%

UK = 72.0%

N. America = 74.2%

Australia = 80.1% Brunei 55.9% Malaysia 65.7% Singapore 72.4%

Philippines 24.5% Cambodia 0.5%

(Japan 75.5%) (Taiwan 65.9%)

(China 26.9%) Myanmar 0.2% Laos 1.9%

Thailand 24.4% Vietnam 32.2%*

Indonesia 12.5%

Source: Internet World Statistics IWS)

Except Vietnam, source 3D,

They are Officers, intellectuals, high salary,......

What do Online Users do ?

INTERNET MARKETING SERVICES IN VIET NAM

Not just only banner displays ….

Internet marketing is synergize/ leverage all channels which are

Banner ads/ text ads (CPD/ CPM/ CPC/ CPA Buying )

Forums & Blog Master concept

Case Study

Case StudY

Fifth iMedia was founded in 2008

Started as an ad-network in the

Vietnamese new media market

Grown significantly and expanded its

network of products further into Social

Media , Search ( SEM, SEO ) Mobile

Ad/Marketing and Email Marketing

Offer creative proposal, design and total

campaign management solution

Today, Fifth iMedia is a one-stop creative

digital media company offering innovative

strategy / solution for online & mobile

campaigns

What’s happening outside Viet Nam ?

http://www.youtube.com/watch?v=owGykVbfgUE

One of successful social campaigns

Its happening in Viet Nam .....

Product Nozza

Target audience Age : 18 – 30 Gender : Female Income : A, B, C +

Objective Build a playground for female from 18+ Make a buzz for new fanpage by occasion of 14/2 and 8/3

Timeline 7 weeks : 16/1 – 8/3/2012

KPI 5000 fans / 200 photos

Channel Social marketing/ offline/ PR/Display

A. FANPAGEPAGE’S FEATURE

Tab for Product info

Tab for RẠNG NGỜI DÁNG XUÂN Contest

Tab for Ranking and Voting

Tab for Beauty Tips

Tab for 8/3 Event Info http://www.rangngoidangxuan.com/

Idea : Online photos contest on facebook named “ Rang Ngoi Dang Xuan “

Mechanism : Match their photo with one

motorbike which is suitable for their style by using automatic fb application & Viral it

Tab for RẠNG NGỜI DÁNG XUÂN Contest Can upload & Edit photo from this tab

Tab for Ranking and Voting -> Can manage from this tab

Tab for Beauty Tips

Tab for Product info

B. COMMUNICATION ACTIVITIES

Marketing channel

Facebook Fanpage

Facebook ads

Influencers on

Facebook

Forum Seeding

Fblog – Hot bloggers join & Post

Offline event/Display ads

FB ads

Microsite’s Sharing Feature

Influencer and Candidate’s activities

C. ACTIVITIES TO PUSH UP FANPAGE

G-time At a particular time, we post a question and user with quickest answer will win. Because of this game, user follow fanpage all the time and increase engagement with the fanpage Creative prize fro RNDX Contest In last weeks of RNDX contest, the quantity of photo submitted was going down because there was not enough time to collect LIKE (VOTE). So we add an additional prize: A Canon Camera and some consolidation prizes for impressive photos submitted to RNDX contest.

Creative prize for RNDX contest

The winner will be chosen by The Board of Judge, therefore the contest encourage ladies who don’t have advantage in collecting LIKE Received a lot of funny photos makes the RNDX contest more attractive to community

D. RESULT

Reach 7,890 fans

~ 8000 active fans within 7 weeks

There are 1.000 photos submitted to RANG NGOI DANG XUAN contest

Feedback from community

Analyzed the page rangngoidangxuan.com, we can see from GA

• Visit: 105,567

• Visitor: 79,450

• Page view: 345,265

• AVG Time on site: 03 min 13 second

GOOGLE ANALYTICS

And more …..

Brandname P&G

Target audience Aged 15-40, ABC, internet user Students, professionals, executives.. Busy with personal life Dwelling with fast-pace life They may forget what they have done for their mum and how thankful she is to make your good life.

Objective Enable P&G’s individual brands to accompany in every “thank you mom” activity Create an impact on community- wake up gratitude to their mum and galvanize them to take action Maximize talk-ability by inspiring online and offline activities

Timeline 12 weeks : 20/5 – 26/8/2012

P&G are there to take them out of noisy life, slow them

down, make them think about their mum and start with doing

something as a “ Thank-you” to her.

CONCEPT: “ THANK YOU, MOM”

Campaign Flow

Inspired Emotionally provoke TG

Recruit to fanpage

Convey message to call for action

Action Encourage TG to join in fanpage activities to show their gratitude and spontaneous sharings

Increase P&G’s indentity

Big suprise Maximize talk-ability among peers Record what happened after campaign to re-convey message

https://www.facebook.com/pages/C%E1%BA%A3m-%C6%A1n-M%E1%BA%B8/287867004557261

http://vnexpress.net/gl/ban-doc-viet/2011/01/3ba256c6/

On social network

On premium website

Viral clips on youtube

Leverage on existing “neutral” clips, PR articles of MUM to naturally raise message “ There is always an invisible helper behind your success. It’s your mum”

How to inspire?

http://www.youtube.com/watch?v=fJ7PbkMaiqg&feature=share

Viral Clip

Raise a must—think issue amongst community by a reality video of motherhood in poor condition

MAIN CONTENT

He ‘s a successful man but he is too busy and his mom decides to live in nursing house not to disturb her son . Today is her birthday and his son is

expected to visit her. ….

COMMUNICATION Motivate target audience to take action by delivering inspiring messages

BRAND ASSOCIATION LINKAGE TO ACTION

VIDEO

She is well-prepared to wait for her son. So he does. However where he goes to is not her place. He goes to a bar to see a prospect who he keeps following up to win contract.

He keeps having fun with his prospect and drinking till he’s drunk whereas his mom is waiting in vein. She still doesn’t call him not to bother him.

He doesn’t remember about her till event reminder on his mobile phone is ringing. It stands out in his mind that today is her birthday. He calls her but no one picks up

He then rushes to her and sadly sees she bend down on sofa unconsciously waiting for him. He really upsets and feel so blameful for his soullessness

Happy ending

He sits beside her and give her an intimate hug, head down on her lap. She suddenly wake up and happily touch him. He raise his head looking at her to imply he’s sorry. He then hands her a birthday present and a colorful bunch of flowers.

Communication

There is always an invisible helper behind your success. It’s your Mom. Just a simple action may make MOM happy and surprised ! Imagine thousands of people act like you do, then thousands of mums feel happy. Isn’t it worth for you taking action?

To take action. Please visit

https://www.facebook.com/pgvncamonme

P&G Proud Sponsor of Mom

Brand Association Link to Action

Action Hold activities on fanpage to guide them the way how to take action.

Participants are enabled to experience 2 steps of Thank you MOM:

An application for participants to self-design a postcard and show gratitude in words P&G- messeger P&G – brand association (logos)

Step 2: Talk about mum

Sharing your story, poem- unforgettable recollection of mum (optional)

Step 1: Postcard

Let’s ask yourself what kind of things you have not done for you MOM (optional)

Mock-up

Share

share link On wall

And forum seeding, Email, Display ads ….

Big surprise

The most touching piece of “ Talk about mom” (interactions/random choice) granted with a big surprise- P&G help the lucky participant to carry out what they desire to do for their MOM

P&G show up at where the participant give her/his MOM such big surprise

Record what’s happening and viral to community as a way to enhance meaning of message delivered during campaign

Result

500 1,000

3,000

5,000

7,000

9,000

11,000

13,000

15,000

17,000 19,000

20,000

239 784

1,512

6,096

6,567 7,903

7,995

9,480

-

5,000

10,000

15,000

20,000

25,000

W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12

Total fan Reach 20.000 fans till the end of campaign

And more than 300 cards …

https://www.facebook.com/pgvncamonme?ref=ts

Thank You !

Contact me for further information :

Email : vkoanh@5imedia.vn H/P : 01666 866 983