stella credential - update on may 2015
TRANSCRIPT
credential
Stella Communications is an
integrate marketing communication(IMC) agency which aims to providebrands a 360-degree plan toapproach target audiences whereverthey are.
FIELDS OF EXPERTISE
strategy
planning
executionmonitor &
measure
report &
evaluate
COMMUNICATION STRATEGY
IDEA STRATEGYRESEARCH
MANAGEMENTBENCHMARKING
WEB BANNER // MOBILE BANNER // SEARCH // REMARKETING // AD NETWORK // AD TEXT
SOCIAL ENGAGEMENT
PROGRAMS
MOBILE & TV APPL ICAT IONDESKTOP & MOBILE WEB PROGRAMMING
GAME PROGRAMING
CREATIVE & CONTENT
CONTENT MARKETING
CORESERVICES
S H O W C A S E S
Campaign Launching
PR
Key Opinion LeadersCo
mm
unity
Man
agem
ent
LEVI’S I’M A REVELwww.imarevel.net
Campaign Brief• Objective:
• To create an excitement around the brand by creating a strong product innovation platform called REVEL to increase the BRAND SALIENCE.
• Target Audience• Primary Audience – Female 25-35
HCM/HN• Secondary Audience – Female 18-25
HCM/HN - Female 18-35 Nationwide • Timing: October – November 2013
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Idea & Strategy
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Photo Contest to create trial
Xmas Promoto trigger sale
Organize photo boot at 6 Levi’s stores. Create awareness about this, call girls to come, try the Revel, take photo, upload to
microsite, call for voting, and win.
Build a groupon campaign. The more people participate, the higher value
consumer get. Consumers pay VND500,000 to get a up-to VND 1,5M
shopping voucher.
Photo entries
Number of participant
What How KPIThe ideaI’M A REVEL
Communication Channels
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• Display banner• Facebook ad• Online PR• Digital poster• Elevator LCD • Google ad• Activation
Communication Channels
• I’m A Revel Photo Contest• Xmas Promo (groupon)
I’m A Revel microsite • Photo Entries
• Participant of Groupon
Convert
Results
I’m A Revel Contest
248 photo entries in 6 weeks
(proposed KPI: 222)
Xmas Promo Groupon
4,755 participants in 3 weeks
(proposed KPI: 3,728)
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Other achieved KPIs
Google Adwordsclick: 130%
(phase 1) and 226%
(phase 2)(17,600 – 18,265)
Facebook Ad click:
114% (phase1), 585%
(phase 2)(5,000 – 13,417)
Online Banner click
132% of proposed KPI
(14,553 – 19,274)
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Microsite I’m A Revel
21LEVI’S I’M A REVEL contest LEVI’S I’M A REVEL groupon
Digital Communication
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Display BannerOnline PR
Digital Communication
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Facebook Ad
Google Ad
SMS
Digital Poster & LCD
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LCD (left) & Digital poster (right)
Activation
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PGs at stores and contestants Flyer production
PRODUCT LAUNCHING PR
CLIENT’S BRIEF
PRODUCT’S DESCRIPTION
• KUN is a chocolate-base milk brand from Love’in Farm which launched in Vietnam recently. KUN is made from fresh milk + cacao + oat.
• Direct competitors are Milo from Nestle and Ovaltine from FCV.
• Difference from competitors: fresh milk.
• Communicate by cartoon characters created by children.
OBJECTIVES
• Communication objective: Build awareness of the brand.
• PR Objective: provide information about new product for moms.
• Target audience: moms who have kids at age 3-11, focus on 10.
• Time: 2-3 weeks from mid Mar 2014.
What we’ve done
WEEKLY MAGAZINES
Tiep Thi & Gia Dinh
Hanh phuc Gia dinh
Me Yeu Be
NEWSPAPERS
Thanh Nien
Tuoi Tre
Phu nu Thanh pho
ONLINE NEWS SITES
Webtretho.com
Vnexpress.net
Phununet.comAfamily.vn
Dantri.com.vn
PLANNING | BOOKING | CONTENT STRATEGY | CREATIVE DESIGN
Weekly Magazines
TT&GĐ Hạnh Phúc Gia Đình
Newspapers
Tuoi Tre Thanh Nien
Online News Sites
http://doisong.vnexpress.net/tin-tuc/me-va-be/nuoi-day-tre/bi-quyet-chon-thuc-uong-dinh-duong-cho-tre-2966934.html
http://www.webtretho.com/forum/f3156/thuc-uong-dinh-duong-tu-sua-tuoi-su-lua-chon-moi-1865062/
Client Brief
• P&G wants to develop Facebook pages for their brands to engage easily with their consumers.
• Agency’s tasks is to develop content and manage the pages.
• Time: 5 years (up to now)
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www.facebook.con/GilletteVietnam
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Showcase: GILLETTE VIETNAM
BACKGROUND• Home Credit is a big
financial companyfrom Czech.
• They did not haveplan to develop anonline community forthe brand untilMarch 2014.
• We develop thebrand page onFacebook fromscratch. Now it got24+M fans
Agency’s Task
content creation
- Develop content Strategy
- Content planning
- Content development
community management
- Update daily content.
- Engage with fans by replying their
comments.- Answer their
questions from Page’s Messages
develop engaged activities
- Create mini games, contests on
fanpage.- Develop content for these activities
including terms and conditions.
- Monitor the activities
communicate for the page
- Facebook ad
- Facebook sponsored stories
Develop a set of cartoon charactersWe created 5 characters who represent the target audiences: (from left to right) A Worker
who has a housewife Wife and a school-girl Daughter. Their neighbor is a Financial Consultant and a Teacher. Each character has 15 different expressions (sad, happy,
excited, worry…).They live in a Happy Town (Khu Phố Niềm Vui).
Content on fanpage is around them.
Left: Welcome Khu Phố Niềm VuiAbove: Trung Thu Festival at Khu Phố Niềm Vui
SOME DAILY STORIES
SOME ENGAGED ACTIVITIES
Like, share post to get scratch cars
3 Times – 700+ Participants
Photo contest: Take picture with Red
1 week - 40 photo entries
SOME ENGAGED ACTIVITIES
Photo contest: take picture with Xmas theme – 4
weeks – 100+ entries
Answer 6 questions per 3 times – 360 participants
CAMPAIGN CONCEPT
Coca Cola would encourage people to connect with the brand equally online and offline. The company swapped its usual branding on its bottles and cans with about 80 of the Vietnam’ most common names, titles and characters.
Each of these had the hashtag #xomtu to encourage users to promote the brand online.
One of the communication tactics is to use key opinion leaders to share the product.
WHAT WE DIDThree groups of influential profiles, pages were used:• 40 influential profiles
including young singers, hot boys, hot girls, actors / actresses.
• 5 “hot” vloggers• 8 “hot” community pages on
facebookto share hundred of posts on Facebook.
In term of interaction, we achieved 122% of
proposed KPI (300,000).
We got total 366,041interactions on KOLs
and Community Pages posting
300,
000
366,
041
INT ERACTION
Proposed KPI Achieved KPI
KPI ACHIEVED
Khổng Tú Quỳnh
Interaction: 29,992 Interaction: 6,321
Justa Tee Huy Me
Interaction: 66,177 Interaction: 12,440
Phí Quỳnh Anh
SOME HIGHLIGHTS (PEOPLE)
Interaction: 679Interaction: 1,046
Là con gái thật tuyệtNhật Ký Bí ẩn 12 cung hoàng đạo
Interaction: 1,313
SOME HIGHLIGHTS (PAGES)
Contact: Hà MaiMob: +84 909 300 915Email: [email protected]: 175/24 Pham Ngu Lao, Dist 1, HCMC