ASSIGNMENT 9.1 – DIGITAL MARKETING

CLEAR MY KOOL VIETNAM 2013

Campaign Background

As a well-known Shampoo brand for young dynamic, energetic youngsters in both genders, CLEAR holds

the ambition to uphold their affirmation in the world that judges thei flaws. Summer toursim is the perfect platform for

CLEAR to step in, keep them confident to enjoy the youthful, hot moments in their own ways.

CampaignChallenge

Consumer context Brand context Media context

Triggered by Huyen Chip, foreign tourist but still in need of

motivation to step out and discover their proud Vietnam

Find a spot to deliver their story convincingly in the crowded

platform of Summer filled with many other brands

It’s tough to reach target and motivate intergration in

millions of messages they get from brands

CampaignObjective

Encourage Vietnamese youngsters to

STEP OUT to the sunshine without worrying about dandruff – hairfall – itchiness

On the perfect CHANNEL that provide room for INTERGRATIONThat is actively visited by the target

DIGITAL

Target Audience

LSM 7+ performance

driven guys and sassy stylish girls

aged 20-30 highly

demanding

Core Insight

Deep down inside of me is an undeniable

PRIDE for my beloved country

Strategy

Ignite national PRIDE

Promote the STEP OUT spirit to

complete Vietnam KOOL map via Digital channels

Amplify the campaign and

reinforce CLEAR’s ownership of the

1st ever Vietnam KOOL map

Concept

Utilize young Vietnamese’s national PRIDE to draw them into the journey of finding KOOL spots of Vietnam

Creating the KOOL map by stepping out and checking in

Celebrating the youthful KOOL Vietnam

Deployment plan – Campaign Rollout

I want to enjoy my KOOL Vietnam, embracing my national pride

Keep you confident to step out and explore your KOOL Vietnam

My KOOL Vietnam

Be confident to explore your prideful KOOL Vietnam

InspirationW20-W22

EngagementW22-W28

AdvocacyW24-W31

Vietnam is KOOL and deserves to be explored

Together let’s join the journey to explore the

KOOL Vietnam

Celebrate our KOOL Vietnam

Kyo York’s Viral clip My KOOL Vietnam app My KOOL Vietnam MV

Viral clipDigital PR

Social seeding, SEO, SEM

ApplicationWebsite

Social seeding, SEO, SEMDigital PR

Viral MVDigital PR

Concept

Umbrellamessage

ConsumerJourney

Key message

Key hook

KeyChannels

Kyo York’s VlogMocking Vietnamese national Pride by raising the question:

Why do foreign tourists know more about Vietnam than Vietnamese themselves?

Phase 1 - Inspiration

Meet the need of proving Vietnamese national Pride by launching the

campaign “My KOOL Vietnam”, co-operating with Vietnam Tourism

Ministry, endorsed by Thanh Hang

Giving youngsters the CHANCE to embrace their

KOOL Vietnam

Launching MV “My KOOL Vietnam”

Phase 2 - Engagement

My KOOL Vietnam websiteKOOL Update KOOL map KOOL hunter

Starting with introducing the campaignHeat up with KOOL hunter contest

Encourage TA to check-in their KOOL spots to create KOOL map

The tittle for travel lovers who check in to complete KOOL map

Phase 2 - Advocacy

Celebrate the KOOL Vietnam that was discovered by KOOL hunters.

Recap the beautiful journey in the 2nd version of MY KOOL Vietnam MV

Campaign Outcome

My KOOL Vietnam

4077 Spots checked in on 18/12/2013

606 Hunters on 18/12/2013

202,701 Views on 18/12/2013

Raised HUGE awareness for CLEAR

My KOOL Vietnam became key word for youngsters to

express their national pride.

Key learnings from 2013’s story

Triggered the recognition of their KOOL Vietnam

Together drew the KOOL Map of Vietnam

Draw them in to the Check-in TREND

CLEAR’s role was not clear

The Map was not as appreciated as it should be

Still clinging around identical places

did didnot