case study digital marketing
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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
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