Post on 17-Jul-2015
1. Our positioning
2. YUP’s Methodology
3. Our Capability
4. About the team
5. 2015 Investment
Table of Content
I’m YOUNG to live with the newest TECHNOLOGY & POP CULTURE with my CREATIVTY I UNDERSTAND what people need and their deep INSIGHT I’m PROFESSIONAL in how to use the TOOLS & PLATFORMS to target the right audience
THE #HEARTBREAKER
Consumers Insight research
& analysis
Online tool & platforms
expert
Technology driven and
update with new trends
People’s listening and joy
with the popular cullture
Creativity focus to create WOW
content
1. People’s Insight
Understand our TA by daily-life observation
Mini research & survey must be always included to have the right understanding
Utilize brand data and invest the research data from 3rd party for big battles
2. Pop Culture
We live with our TA’s life and ready to involve with their trend, their habit and their emotions From daily-life trend to culture trend such as art, fashion, music & entertainment..
3. Technology
We don’t position as technology production house We only pick the technologies which are
NEW & REAL In people’s life INTERACTION
4. Content Idea
Brand Driven
Interesting & Exciting
Be Unique in nation range
Executable
Our Expected Outcome
Content Strategy
Identify the content type from simple to rich content
Promote the branded content in a creative way
Produce the creative content which is unique for brand & campaign-based
Partner content with 3rd party to create brand endorsement
Pay for the content which is only gained from research party to build the trust for people
5. Media Understanding
1. Always update with the new media trends
2. Be an expert in how to utilize media channels
3. Media optimization to guarantee delivering the RIGHT CONTENT to the RIGHT PEOPLE in RIGHT PLACE
CONTENT IS KING AMPLIFICATION IS QUEEN
Media Strategy
Utilize the Paid – Owned – Earned media structure to 1/ Build-up the Owned Media platform to brand 2/ Utilize Paid Media with optimization expert for cost saving & content partner 3/ Create the value from Earned Media to brand
Consumers Insight research
& analysis
Online tool & platforms
expert
Technology driven and
update with new trends
People’s listening and joy with the
popular cullture
Creativity focus to create WOW
content
We help brand to always-on keep the HEARTBEAT with consumers
2,515 comments,
137% KPI reach
95%
0% 0%
Conversation
Positive Negative Neutral
Dielac
The challenge came in late 2013 when Dielac wanted to promote for Dielac Mama Optimum product YUP’s role was to help approach moms across forums by a seeding strategy to build-up the conversation aiming to “Pregnancy stories”
Nelson
• Women, 30 – 45 years old
• Characteristics: Well-educated and living in
the city
• Family/Children, health and beauty are
their 3 most interests.
To support for event launching new corn product : “Nelson” YUP’s task was to create a funny corn anime to approach families
Sensodyne
“Short sharp pain” problem when eating something cold ? The USP of Sensodyne is to help people overcome that problem And YUP came to make a video clip on social to educate people how “Short sharp pain” damage s to you & your family’s teeth
Nokia 206
Nokia 206 Play creativity with the device We created a tons of creative visual to show how we could play creativity with Nokia 206 and get lots of online interaction across Facebook platform
Nokia 206 Stop motion clip story We approach consumers by telling a love story of Asha 206 to communicate that : Feature phone could do more than a “phone”
2013 – the challenge for a feature Asha 206 of Nokia among the Smartphone Era. How to convince people to make an attention to a feature phone ? Solution : Be creative with the devices based on their strength : affordable price with various choice of color
Our work
Oppo – Share Your Heatbeat
Communication Part We maximized the online communication via social & PR channels
2014 – Oppo sponsored a big concert for famous diva My Tam and our task is how to make the sponsorship more interactive between Oppo & consumers Solution : Along with our partner – B81, we created a concept called : Heartbeat with an interactive platform on mobile & PC to allow people to share the wishes to My Tam before the show
The online hub PC & Mobile optimization to give the convenience for people to interact Received more than 5,000 wishes within 1 week
Return-On-Investment
49
22
10
10
7
6
3
0 10 20 30 40 50 60
Brand preference
Face care tips
Ask for advices for specific face problems
Asking for advices for specific face skin type
Online selling
Complaints about current using products
Face care process
65% 10% 8%
6%
5%
3%
1% 1%
0%
Pond's
Hazeline
Hada Labo
Bioré
Olay
Oxy
Nivea
Acnes
Clean&Clear
0
2
4
6
8Pinkish white
Anti-aging
Whitening
Dim the bruise
Acnes clear
MoisturizingPonds
Hazeline
Hadalabo
With ONLINE ENGAGEMENT is our outcome, the ROI is brand Share-of-Voice reflecting how our content ideas help building-up the brand image across communication platform
THE #HEARTBREAKER
Consumers Insight research
& analysis
Online tool & platforms
expert
Technology driven and
update with new trends
People’s listening and joy with the
popular cullture
Creativity focus to create WOW
content
Creative & Strategic Content
Content Production
Communication Execution
Pop Culture & Content
Engagement
Creative & Strategic Content
We provide the service of how to create the strategy to communicate with consumers and the concept to create the touching & interactive content
Content Production
Along with production partners, we could create all kinds of contents from clip, visual, digital production or event/activation
Communication Execution
Social Media (Facebook,
Forum, Twitter…)
Digital Media (SEO, SEM..)
PR (Printed & Online)
Event/Activation
We’re not limited in communication platform to transfer our content concept into life and approach the right target audience
The artist circle
Not only about the connection, we know how to make a good deal to co-content with Viet artists to create interesting content affecting to people with contemporary Pop-culture
The online stories
Our vision is to make online clip channels more dominant than TV with idea of film, clip series online
Music Storytelling
A mix between content & music, a product will be launched around next 3 years From online music video clips to offline performance, we lead the people soul by music content to tell brand stories
The team structure
Managing Director
Creative Lead
Execution Team
Client Service Team
Finance Controller
Managing Director
Toan Nguyen “Grow up in Saigon and experience in content & social marketing with various portfolio P&G, Nestle, Coca-Cola, Malloca, Oreo, Nokia, Starbucks and also the artist inside music community for 8 years I’m the one who create #Heartbreaker”
Creative Lead
Toan Le “5 years on ATL & BTL advertising as copywriter and now he’s leading creative team of YUP Portfolio : Coca-Cola, Google, Oppo”
Execution Lead
Huy Pham “From the middle of Vietnam to Saigon, Huy Pham has proven his key ablity in digital media industry with portfolio P&G , Nestle, Malloca, Oreo , Unilever.. In execution role He’s strong and always burn his heat to make the project go smoothly”
Client Service Team
Minh Ma “3 years in digital industry, mostly focus on social Young, dynamic & experience in social execution Portfolio : Sprite, Fanta, Samsung, Sapporo…”
Community Coordinator
Phuong Phi “5 years in social seeding experience with almost Moms & Kids brand in market Portfolio : Insulac, Love in Farm, Vinamilk, Dutch Lady, Friso, LG Cosmetics ….