Xiaomi digital proposal

Click here to load reader

  • date post

    14-Aug-2015
  • Category

    Marketing

  • view

    116
  • download

    2

Embed Size (px)

Transcript of Xiaomi digital proposal

  1. 1. DIGITAL PLAN June 1st to August 31st , 2015 Xiaomi
  2. 2. Outline 1. Target customer 2. Campaign objectives 3. Message 4. Strategy & tactics 5. Execution 6. Budget and KPIs
  3. 3. Primary target customer Young adults in big cities (HN HCMC) Age: 19 - 28 years old Students and first jobbers Income level: Class C, B, B+ Insights: Love to party, show off; love to selfie; easy to be influenced; easy to change. 1. Target customers
  4. 4. Secondary target customer Teenagers in big cities (HN HCMC) Age: 15 - 18 years old Students No income, money is granted by parents Insights: Want to control their own life; show off; love to selfie; addicted to celebrities; extremely easy to change. 1. Target customers
  5. 5. Time spent on the internet (Primary target) 1. Target customers
  6. 6. Social network used 1. Target customers
  7. 7. Purposes: 1. Target customers
  8. 8. Attitude toward fanpages: 1. Target customers
  9. 9. Attitude toward ads on social networks: 1. Target customers
  10. 10. 1. Target customers Love to spend time on the internet, especially on Facebook to keep in touch with each other, and to get information. Like brands that frequently appear on social networks. Love to follow and interact with brand fanpages. Tend to believe in their friends, idols, celebrities, and people they follow. Customer online behavior:
  11. 11. 2. Campaign objectives Increase brand awareness and desirability. Push sales and increase revenues. 1 2
  12. 12. 3. Message 12 Cng nhau th hin (Show the world yourself)
  13. 13. 4. Strategy & tactics STRATEGY SHOW THE WORLD YOURSELF Create desirability and encourage purchase action Create buzz to draw attention and build awareness Boost traffic to stores Push sales CTA message: Stop thinking, buy it CTA message: Try the new awesome smart phone CTA message: Be our loyal fans Viral clips for advertisement featuring the phone. Cng nhau th hin snapshot contest KOLs review the product and post on FB, Youtube, tech websites. Viral clips for advertisement featuring celebrities using the phone in daily life. Celebrities post FB status about the phone Cng nhau th hin snapshot contest SEO, SEM, forum seeding Online ads Integrated communications (coordinate with offline activities)
  14. 14. 5. Execution ACTION PLAN Try us Create desirability and encourage purchase action Draw attention and build awareness Boost traffic to stores Push sales Main channel: Facebook Fan page Communicative channels: Facebook Ads, Promote, Online PR, Ads Networks, Tech sites, Influencers, Forums, Youtube Viral clips, Snapshot contest Product reviews PHASE 1 (3 WEEKS) PHASE 2 (6 WEEKS) PHASE 3 (3 WEEKS) Buy us Be our loyal fans Viral clips, Snapshot contest Celebrities Online ads Integrated activities Timeline Objective Content Activity Channel
  15. 15. 5. Execution How the contest works
  16. 16. 5. Execution Tech forumsTech forums InfluencersInfluencers COMMUNITY INFLUENCE Xiaomi Mi4 Facebook fanpageTech sites
  17. 17. 5. Execution Influencers Sn Tng MTP Singer Khi My MC - Singer K Duyn Miss Vietnam Karik Rapper
  18. 18. 5. Execution Sites and forums Name Link Vnexpress http://vnexpress.net/ Tinh t https://www.tinhte.vn/ Techz Techz.vn Thng tin cng ngh http://www.thongtincongnghe.com/ VN Review http://vnreview.vn/ FPT FPTshop.com.vn Th gii di ng https://www.thegioididong.com/ Zing http://news.zing.vn/
  19. 19. 6. Budget & KPIs Description Budget (USD) Production 20,000 Communication 50,000 Total 70,000 USD KPI - Facebook Fans: 20,000 new fans, 2,000 talking about this - Impression: 15,000,000 BUDGET AND KPI (3 MONTHS)
  20. 20. 20